For the crew at Okinawa Diving Service Lagoon, protecting that underwater paradise isn’t a marketing strategy, it’s simply a way of life. Driven by a genuine love for the sea and a deep respect for the local community that shares it, the team wove eco-friendly habits into their daily routine long before seeking formal recognition – a dedication that eventually earned them Green Fins certification and the title of Japan’s first PADI Eco Center. Rather than enforcing rigid rules from the sidelines, they focus on coaching and supporting guests of all skill levels to become confident, reef-safe divers. We spoke with staff member Kazuma Yoshinare about how their team’s natural passion for the ocean shapes their operations and attracts eco-conscious travellers from around the globe.
Why did you decide to become a Green Fins Member?
To be honest, we didn’t start our activities with the sole purpose of obtaining the Green Fins certification. For years, protecting our local marine environment was simply something we did naturally every day because we love the ocean. We chose to join the Green Fins community because we realized its framework aligned perfectly with the eco-friendly practices we were already doing, allowing us to validate and elevate our ongoing efforts.
Since becoming a Green Fins Member, what actions or initiatives have you implemented to promote environmental conservation – and which are you most proud of?
We are deeply proud of our strong ties with the local community, including our hands-on collaboration in local coral farming projects. We actively share these restoration stories with our guests, which naturally elevates their environmental awareness before they even enter the water. Our daily lifestyle also sets an example: every staff member carries a reusable bottle, and our shop acts as a water refilling station to eliminate plastic waste. Combined with our strict coral-protection dive briefings and our profound respect for the local community who shares their ocean field with us, we ensure our business supports both nature and people.
What challenges have you faced while putting sustainable practices into action, and how did you overcome them?
Our biggest challenge was managing the gap between the varying skill levels of our guests and the strict environmental practices required by Green Fins. For less experienced divers, maintaining perfect buoyancy to completely avoid coral contact can be difficult, even if they have high eco-awareness. We overcame this not by enforcing rules rigidly, but by supporting them as a team. We integrated detailed buoyancy tips tailored to individual skills into our pre-dive briefings, and our instructors provide hands-on, proactive positioning support underwater. By turning the challenge into an opportunity to improve their diving skills, we successfully bridge the gap without making guests feel pressured.
How has your team responded to the sustainability changes introduced through Green Fins?
Since these environmental practices were already a natural part of our daily mindset, our staff embraced them with deep personal pride. Conducting strict coral briefings and carrying personal bottles wasn’t a chore for us; it became a reflection of their professional identity. They have become even more unified, frequently discussing how we can communicate our love and respect for the local ocean to our guests in the most inspiring way possible.
What does being a Green Fins Certified Member mean to you and your team?
To us, this certification is proof that the environmental practices we have naturally cared for every day are recognized at a world-class level. It was incredibly rewarding to see that our daily habits led us to become a Green Fins Gold Certified Member and Japan’s first PADI Eco Center. These badges represent our past dedication and serve as a daily reminder to our team that doing the right thing for the ocean is always worth it.
How have your sustainable efforts helped you grow your business/attract new customers?
By consistently doing the right thing for our ocean and community, we naturally achieved the status of Japan’s first PADI Eco Center, which significantly boosted our reputation. We now attract highly responsible, eco-conscious divers from around the world. These guests actively choose us because they want to support an operator that genuinely respects the local environment and community, leading to incredibly high-quality bookings and loyal customers.
What advice would you give to other operators who are thinking of joining Green Fins?
Our advice is simple: don’t just aim to get a certification, but focus on the daily habits that protect your local field. Start with small, meaningful actions, like having staff carry reusable bottles or sharing local conservation stories with guests. When you consistently care for the ocean and respect your local community, international recognition like Green Fins and PADI Eco Center will naturally follow as a validation of your hard work.
Looking ahead, what new sustainability initiatives or projects are you planning to introduce?
Looking ahead, our ultimate goal is not about launching flashy new projects, but strictly focusing on the long-term continuity of our practices with a flexible approach. We firmly believe that the most vital aspect of sustainability is keeping it going for the long term. Moving forward, we will focus on maintaining our current eco-friendly practices – such as our water refilling station, coral protection briefings, and local collaboration – by flexibly adapting to our guests’ needs without ever compromising the fun and joy of diving. By ensuring our guests enjoy the ocean naturally while effortlessly respecting it, we aim to prove that a sustainable lifestyle can be joyfully sustained for years to come.
Turning conservation actions into everyday activities and a shared team identity, Okinawa Diving Service avoids the trap of thinking of implementing environmental standards as ‘chores’. It’s simply how they operate their business. Their story shows that when a dive centre puts genuine respect for its local waters and community at the heart of its operations, travellers take notice, drawing eco-conscious divers from around the globe. For operators looking to follow in their fin-steps, Kazuma’s message is clear: start with small, authentic actions at home, and let world-class recognition follow.
Ready to turn everyday ocean care into lasting impact for your dive business? Learn more about becoming part of the Green Fins community at greenfins.net/join
