Based on this philosophy of ecotourism, REBORN aims to be an innovative travel agency for the 21st century. In other words, REBORN endeavours to play a critical role of supporting mankind's efforts to make our consumption society REBORN into a recycling society.

In Japan there is a variety of discussions over the concept, contents, and definition of ecotourism. Being too much fussy about the ideology and principles would lead to ecotourism that is popular only among a limited number of tour operators and tourists and in such a case ecotourism may not grow popular in society as a whole and accordingly may well be in danger of ending up with being given a fixed image by the mass media.

At REBORN, we characterise our eco-tour primarily as an "ecology conscious tour". People travel to satisfy their own desires. If forced to accept the ideology of environmental protection, they would not support ecotourism continuously and voluntarily.

If people can stand face to face with nature, accept and feel nature, enjoy themselves and feel better in nature, it is more than understandable that people spontaneously realise the importance of protecting the environment.
REBORN believes that our mission is to plan high quality eco-tour programmes under various themes and to provide "ecology conscious tours" for clients.

Five principles of our eco-tours

- conducted in a small group

- guided by a skilled and experienced interpreter

- offer tour contents that make tourists interested in long-term nature conservation through enjoying symbiosis with nature

- use of comfortable and simple facilities that meet minimum requirements for tour purposes

- community-based tour operation and maximisation of benefits to local communities