Chieko Tanaka is the founder of TOURISTSHIP, based in Kyoto, Japan. In 2021, she introduced ‘Touristship’, a concept inspired by sportsmanship that encourages travelers to care for, interact with, and contribute to the places they visit. Her work focuses on traveler education to create tourism that benefits both visitors and local communities. She collaborates with local governments, tourism businesses, and schools to turn this concept into action through interactive quizzes, educational materials, and certification programs. Her traveler quiz events have reached more than 34,000 participants across Japan. Through these initiatives, she aims to make Touristship a shared value worldwide: Great sports need sportsmanship. Great tourism needs TOURISTSHIP.