Last Update. September 12, 2024

Since its founding in 1912, the JTB Group has been bringing people,
places and possibilities together across the world. We owe our centuryplus long history to the loyalty of our customers and the confidence ofour business partners. We are deeply grateful and humbled by this trust.
In recent years, awareness of sustainability has been rising rapidly. At
the JTB Group, we believe that the value of what we do has three key
dimensions: (1) improving the qualify of life, (2) creating a better society,and (3) protecting the Earth. As these are the very defining elements ofsustainability, the JTB Group’s sustainability journey indeed traces back to
its founding.
In the field of ethnic studies, the human race has been described as‘homo mobilitas’*. No other animal has spread out so far and wide acrossthe planet. Clearly, traveling and expanding our circle of connections are
essential parts of what it means to be human. Viewed through this lens, I
believe that our organization – with its mission of bringing people, places
and possibilities together – has a vital role to play in this world.
In essence, our business is about creating connections between

travelers, businesses and destinations… between Japan and the world…
between the real and the virtual… between the present and the future.
There is no limit to the value that connections can generate. They serve asa powerful catalyst for collaboration and innovation, both of which are
indispensable if we are to overcome the shared challenges we face as asociety.

By building connections between our diverse stakeholders and themany markets and destinations we serve, the JTB Group is trailblazing a
new era of global interconnectedness. We look forward to journeying withyou.

Eijiro Yamakita
President and CEO* ‘The Journal of Humanity’s Journey’ edited by Michiko Into (2013); Rinsen Shoten

The creation of opportunities to bringpeople together in meaningful ways
We sustainably create value, foster engagement and build connections
between people, destinations, and organizations
by harnessing the power of partnering, the warmth of a human touch and robust digital underpinnings.

At the JTB Group, value creation is rooted inConnecting, Creating and Contributing.

We connect stakeholders and create value for destinations and organizations.
We deliver value by bringing together people, places, businesses and possibilities.
We contribute to a more sustainable future through partnering and engagement.

Table of Contents

Contents
Click the links below to get to know us better.

Who We Are◼ The JTB Way◼ History of the JTB Group

Spotlights◼ Real Heroes:
Chiune Sugihara and Japan Travel Bureau◼ The Role and Potential of Tourism◼ Emergency Disaster Response◼ Changes in the Social Landscape◼ Helping Destinations Build a Larger ‘Fan Base’◼ The JTB Approach to Value Creation◼ Sports and the JTB Group◼ Business Strategy◼ JTB DataConnect HUB®:◼ Tourism Business Strategy

A groundbreaking platform supporting digital◼ Area Solutions Business Strategy

transformation in the lodging industry◼ Business Solutions Business Strategy◼ Global Business◼ Nabegataki Falls: Reducing Overtourism throughInnovation◼ Sustainability◼ The「ALL JTB AWARD」◼ DEIB◼ Connecting Communities & Businesses◼ Human Resource Development◼ Fueling Innovation◼ External Recognition◼ Organizational Structure & History◼ Financial Information
4

The JTB Group Mission

Vision Statement

The JTB Way

Our Promise to the Customer(Brand Promise)
ONE JTB Values
JTB Group Code of Conduct
The mission, vision and values that shape ourbusiness and guide our conduct.

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Mission / Vision / Brand PromiseGroup Mission

Vision Statement

Our Promise to theCustomer(Brand Promise)

We aim to deliver excitement,

We strive to foster peaceand global
interconnectedness
through the creation ofopportunities formeaningful humaninteraction.

wonder and results through thePioneering ways to bringpeople, places andpossibilities together ina new era.

creation of opportunities
to explore the Earth’s beauty, richhistory, and cultural heritage.
We owe our first 100 years ofsuccess to our customers. We
continue to build on thislegacy by creating value andconnections and leading theway on our shared journey
towards greater sustainability.

https://www.jtbcorp.jp/en/company/about_jtb/philosophy/

6

Brand Slogan / ONE JTB Values / Code of Conduct

Brand Slogan

ONE JTB Values

The JTB Group
Code of Conduct

1. We commit to abide by all applicable laws
and social norms and to conduct our businesswith integrity and transparency.
2. We step into the shoes of our customers inorder to ensure that we are serving them withintegrity.

Create trust
Rise to the challenge
Keep smiling

3. Through integrity and openness, we foster
trust and teamwork with our business
partners.
4. We compete fairly with our competitors.
5. We meet the expectations of our stakeholders
through timely, accurate and fair disclosureand the delivery of "real value experience”.
6. As an upstanding corporate citizen, we
support sustainable community development
and environmental conservation efforts.
7. As conscientious members of the workforce,
we take responsibility for our actions andstrive to make a positive difference in thecommunity.
8. Our corporate culture embraces diversity,
respects diverse values and welcomes
innovation.
9. We hold ourselves to a high moral and ethicalstandard in everything that we do.

https://www.jtbcorp.jp/en/company/about_jtb/philosophy/

7Column
A dynamic brand that embraces diversity and continually innovates new
ways of bringing people, places and possibilities together
In April 2023, the JTB Group launched its first rebranding in 35 years

New design retains the dynamism andfluidity of our brand image with a new
monochromatic logotype

12 nature-inspired background colors convey
the diversity and possibilities thatcharacterize our organization

The JTB Group’s journey is the journey of its people, its customers and its partners. We continue to pioneer a wide rangeof solutions aimed at delivering satisfaction, joy and results across and beyond the tourism sector.

The 12 background color gradients of our new logo design system highlight the diversity of our workforce andstakeholder base while the white JTB logotype conveys our openness to creating new value through collaboration.
8

History of the JTB Group（Evolution of our Business Model）

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Evolution of our Business Model
Since its founding in 1912, JTB’s business model has continued to expand and evolve.

Ticket Agent

Travel Company

1912 - Early 1960s

Late 1960s - 1990s

2000s - Present

JTB’s journey begins as a ticket agent for

JTB evolves into a developer and purveyor ofToday, the JTB Group delivers a wide range oftransportation and lodging providers in the‘package tours’ with a growing international

products, services, systems and solutions todomestic market.

presence.

meet the needs of today’s travelers, businesses

Solution Company

and destinations worldwide.

The Nagasaki Officeof East Asian Travel
Agent

Package Tour Sales

Department Store Information Counter
Original armbands sportedby JTB tour conductors

Advertisement for rail tickets touts free delivery

Package Tour Products(circa 1935)10

Tourism as a Vehicle for Socioeconomic Development
For more than 110 years, the JTB Group has contributed to social and economic sustainability by aligning its activity with
the needs of the times.

Tourism as a Vehicle forModernization

Expanding the Industry’s
Frontiers

Creating the Future of
Tourism

As Japan hurried to establish its place among

During Japan’s period of rapid economic

With the endorsement of the Japan Tourism

the community of nations after opening its

growth in the mid-late 20th century, JTB

Agency, JTB personnel have supported thedoors in the second half of the 19th century,

powered the expansion of the domestic

efforts of the United Nations World Tourism

inbound tourism was heralded as a vehicle fortravel industry by pioneering and popularizing

Organization (UNWTO) since 2014. In Marchacquiring foreign currency, promoting thethe package tour. JTB further expanded the2022,

development of the domestic economy, andenvelope of domestic travel and tourism

Memorandum of Understanding with thefostering an understanding of Japanesethrough educational tourism, health tourism,

Global Sustainable Tourism Council (GSTC).

culture. Japan Tourist Bureau was formed toand other groundbreaking initiatives.

Through

JTB

executed

these

and

a

groundbreaking

otherinternational

pioneer the way forward. This pioneering

partnering efforts, the JTB Group has emerged

spirit continues to guide our vision and values

as a catalyst for change in the global travel

today.

and tourism industry.

Commemorative founding
photograph (circa 19１２)11

Column
Real Heroes:
Chiune Sugihara and Japan Travel Bureau

During World War II, Japanese diplomat Chiune Sugihara continued toissue "life visas" to Jews who were fleeing from persecution for passage
through to Japan. Jews with the visas came to Japan from Vladivostok withthe help of Japan Tourist Bureau.
Although there were various risks due to the historical background of thehttps://youtu.be/NMKBGbyaIxItime, from a humanitarian standpoint, the Japan Tourist Bureau facilitatedthe movement of Jews and helped them escape from Japan to other partsof the world, saving thousands of lives.

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12

The Role and Potential of Tourism

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The Importance of the Tourism Industry in Japan
With its far-reaching ripple effect, the tourism industry plays a vital role in the national economy.

Tourism’s Long Arm

Ripple Effect of Traveler
Spending

Job Creation

The tourism industry encompasses far more

The economic ripple effect generated by

Directly and indirectly, the tourism

than travel agents, hotels, transportation

traveler spending is enormous.

industry accounts for 4.56 million jobs

providers and tourist attractions. Its reach andnationwide,

impact extend to virtually every sector of theworkforce.

6.6%

of

Japan’s

entiredomestic economy.

Spending Ripple Effect

Employment Ripple Effect¥55.8 trillion

4,560,000 Jobs

Travel Spending

Tourism Jobs

¥29.2
trillion

2,600,000

Source: Japan Tourism Agency “Economic Ripple Effect of Travel Spending (2019)”
14

The Global Importance of Travel & Tourism
The tourism industry plays a significant role in the global economy.

International Tourists to
Hit 1.8 Billion

Fueling Socioeconomic
Development

Job Creation

The United Nations World Tourism Organization

In 2019, tourism was the global economy's

Approximately one out of every ten jobs

(UNWTO) 2017

third largest export sector generating more

worldwide are attributable to tourism andrevenue than automotive and food exports.

related activity.

forecast

projected

thatinternational tourism would reach the 1.8
billion mark in 2030
International Tourist Arrivals 1950-2030

Export Revenue by Industry (2019)

Fuel

2,310

Chemicals

2,194

Int’l Tourism

People Employed in Tourism-related
Industries around the World (2019)

334,000,000

1,742

Auto Products

1,528

Food

1,502

(USD Billion)

Source: UNWTO Tourism Highlights: 2017 Edition

Source: UNWTO International Tourism Highlights 2020

Source: WTTC Travel & Tourism ECONOMIC IMPACT 2021

15

Rapid Post-COVID Recovery
Although the pandemic wreaked unprecedented havoc on the global tourism industry, demand is recovering rapidly
worldwide.

Percentage of Global GDP
2019

10.4％
USD 10.0 TN

2020

5.5％
USD 4.7 TN

2023

9.2％
USD 9.5 TN

Source: WTTC Travel & Tourism ECONOMIC IMPACT

Tourism-related
Employment

Millions of tourists

2019

334

Tourists TravelingInternationally

１４６５

million

96３

2020

272

million
4０７

4５６

2023

320

millionSource: WTTC Travel & Tourism ECONOMIC IMPACT 2023

2019

2020

2021

2022

Source: UNWTO “WORLD TOURISM BAROMETER May 2023 ”

16

Column
Emergency Disaster Response
Partial Listing of Disaster Response Agreements

Under disaster response agreements with local
governments and critical infrastructure providers, JTB is
responsible for providing logistical support for relief
personnel working in disaster-stricken areas. These
services require speed and intelligence-gathering as well
as resourcefulness and flexibility.
In August 2021, JTB was recognized for its role insupporting

the

local

recoveryandreliefTransport and Tourism in the aftermath of the heavy
rains that battered the Tohoku Region in August 2021.
JTB is committed to living up to its civic responsibility,
harnessing its expertise in travel and logistics to support

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Agreement
Date

Description

Tokyo Metropolitan
Government

March
2018

Disaster prevention and mitigation services to be furnishedunder Wide-Area Partnering Agreement between the Tokyo
Metropolitan Government and JTB Corp.

Osaka Prefecture/Osaka City

August2018

Partnering Agreement to Furnish Backup Services for Tokyo
Metropolitan Government functions in the event of Disasters

March
2019

Agreement regarding Assistance with Securing Emergency
Lodging for Government Personnel during Disasters

February
2021

Agreement between Hokkaido Regional Development
Bureau, JTB Corp. (Hokkaido Branch) and Kinki Nippon
Tourist Co., Ltd. Hokkaido regarding Assistance with Securing
Emergency Lodging for Government Personnel during
Disasters

June
2021

(As
Aug.
2022)
Agreement between the City of Nagoya,
JTBof
Corp.
(NagoyaBranch) and Atoko Co., Ltd. (a full-service affiliate of JTB)
regarding Securing Emergency Lodging for Temporarily
Assigned Government Personnel during Large-Scale Disasters

April
2022

Agreement regarding Emergency Transportation Operations
for Government Personnel during Disasters

Government Agency

Tohoku Regional
Development Bureau (Ministryof Land, Infrastructure, Transport
and Tourism)

efforts

conducted by Japan’s Ministry of Land, Infrastructure,communities and their residents in times of need.

with Local Governments, etc.

Hokkaido Regional
Development Bureau (Ministryof Land, Infrastructure, Transport
and Tourism)

City of Nagoya

Tohoku Regional
Development Bureau (Ministryof Land, Infrastructure, Transport
and Tourism)

17Changes in the Social Landscape

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Sustainability Challenges
As sustainability awareness deepens around the world, the SDGs are inspiring significant changes in the way we live, workand play.

Economic Growth and
Employment Equity

Towards Greater
Inclusivity

Responding to
Climate Changetruly

In order to create a more inclusive andClimate change impacts every country andsustainable, every individual must be given

equitable society, the rights, individuality,

every being on Earth. Greater effort isaccess to a quality education and the

and

be

needed to promote resource efficiency,

opportunity to receive fair treatment in therespected - regardless of race, religion, age,conserve energy, and harness the power oflabor market.

gender, economic status, disability, sexual

renewable energy to slow the pace oforientation and gender identity.

global warming.

Ifeconomic

growthistobebeliefsofallpeoplemust

19

The Evolution of Technology and Consumer Expectations
The mindboggling speed of digital evolution is transforming consumer behavior at an unprecedented pace.

Fusion ofReal & Virtual

Shorter Trend Duration

Evolving Consumer
ValuesFaster communication speeds and the

Rapidly evolving digital technologies are

Maturing consumerism is driving value

evolution of AI/VR/AR technologies arefundamentally rewriting how we live, work

diversification and market segmentation

increasingly blurring the lines between

and play, fueling changes in consumer

with a growing emphasis on individual‘real’

valuespreferencesand‘virtual’,merging

digitalexperiences into our everyday lives, andandspending

habitsat

unprecedented pace.

keeping people and things connected
anywhere/anytime.

an

and

interests.

Consumerspending is increasingly motivated by theemotional value and ‘story’ obtainedPowerful influence of social media on consumer

behavior

through a purchase rather than the object
or service acquired by the purchase.

Value creation through ‘asset sharing’

The rise of algorithmic business20Changes and Challenges in the Tourism Landscape
Changes in the social and digital environment continue to create new challenges for tourism.

Diversification ofConsumer Values

Shift from Individual
Ownership to
Sharing

New Destination
Challenges

Challenges Facing Tourism
Operators

Delays in Digital

Customer & Employee

Transformation

Engagement

Work Style

Staffing

Sustainability

Diversity

Shortages

Management

Urban-to-Rural

Overtourism

The Need toMigration

Innovate21

Column
Helping Destinations Build a Larger‘Fan Base’
Across Japan and around the world, COVID-19 has drastically affected the way people
live, work and play. On upside, the pandemic also led to the development of new ways
for people to stay connected to the places they love. In Japan, the Hometown Tax
Donation Program has become a popular means for Japanese taxpayers to support theirfavorite localities.
Non-residents who feel a special connection with or actively support anothercommunity can be thought of as its ‘fan base’. From an economic development
standpoint, getting people to engage and develop an emotional attachment with thecommunity is an effective way to expand the ‘fan base’ and fuel revitalization. It also
increases the likelihood and frequency of future in-person visits.
For these reasons, many communities worldwide are pursuing initiatives aimed atcommunicating what makes them unique and offering non-residents convenient andrewarding ways to get involved from afar.
The JTB Group has extensive experience assisting such communities with thedevelopment of strategies designed to increase domestic and international visibility andgrow its ‘fan base’ through the creation of attractive content and touchpoints that
promote interest, commerce and tourism.
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22

The JTB Approach to Value Creation

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The JTB Value Creation Process
Harnessing the unique strengths of our organization, we continually create new ways of bringing people, places and possibilities together
while helping to make the world a happier, more peaceful and sustainable place.
Group Mission: We strive to foster peace and global interconnectedness through the creation of opportunities for meaningful human interaction.
Vision Statement (Medium-Term Vision): Pioneering ways to bring people, places and possibilities together in a new era.

Capital (Inputs)
Financial Capital・Consolidated Net Assets: ¥132.1 billion(FY23 year-end)

Business Activity (Leverage)

Results (Outputs)

At the JTB Group, value creation is rooted inConnecting, Creating and Contributing.

Primary Financial KPIs

(FY28 = Final Year of Medium-Term Management Plan

Intellectual & Human Capital・Operating Profit: (7 times pre-COVID level)

PeopleWorkforce Diversity
・18,993 employees worldwide （FY23 year-end）

Travelers

・CFROI （Cash Flow Return on Investment: 19.9%）

Communities

・Product/Service Portfolio Transformation(Non-travel Products/Services: Gross Profit: 150% vs. 2019 / % of Overall Gross Profit: 33%)

Experience

Primary Non-Financial KPIs (FY24)

Over 110 years of bringing people, places andpossibilities together across the world

Destinations

Field Expertise
Hospitality and resourcefulness,
International mega event experience

Businesses

・Wage Increase （TBD）
・Proportion of Women in Managerial Positions （40%）
・Human Rights Due Diligence (In-house/Supply Chain)
・Employee Surveys: 85% Positive Job Satisfaction Rate

Creating a Better
Society

Infrastructure Capital• Innovation• Economy• Peace & Culture

Tourism Business Strategy
Tourism as a platform for expanding our lineup of consumer, corporate andcommunity solutions.

・OMO Conversion: (No. of offline conversions of leads generated online）
・Customer Willingness to Recommend: （NPS🄬）

Area Solutions Strategy
Driving new growth through innovative area revitalization solutions

110+ Year History/Brand

Global Network
・Japan: 530 locations （incl. sales affiliates)
・Overseas: 159 Locations in 35 countries/regions• Excitement• Learning• Physical & Mental Wellbeing

Intellectual/Human/Social & Relationship Capital

Organizations

We are in the business of bringing
people, places and possibilities together

Social & Relationship Capital

Infrastructure Capital

Making Life ​More
Fulfilling​

・Percentage of Employees with Disabilities: （2.55%）

High Employee Engagement

Business Partner Relationships
・Business Partners: 90,000

The Value of What We Do

・Sales （Yen）
・Gross Profit/Gross Profit Margin

・Cash on Hand:： ¥296.6 billion (FY23 year-end)

Customer Relationships
・Corporate (business//gov’t/academia）:
36,000 organizations
・Individual (travelers/consumers): 20 million

Social Value (Outcomes)

Natural & Cultural Capital・Reduce CO2 Emissions（Carbon Neutrality: Scopes 1・2: 2030 / Scope 3：2050）

Business Solutions Strategy
Driving new growth through an expanding array of solutions to challenges faced
by today’s businesses

・ Support Biodiversity: （JTB Brighter Earth Project）
・ Promote Cultural Preservation: (Events hosted by JTB worldwide)
Composite Metrics

Natural & Cultural CapitalManagement Priorities that Support Our Business

The sustainability of our business requires that we
actively work to protect the global environment andpreserve cultural diversity.

DX
Corporate Governance

Sustainability

DEIB
Compliance・SDGs Management Survey (2024 Overall Standard Score 54)

Protecting the Earth• Symbiosis• Environmental Sustainability• Environmental Security

24

The Value of What We Do
Making Life More Fulfilling

Three Key Dimensions

Excitement

The JTB Group’s business is aimed
at maximizing value across three
dimensions.

▬▬Through our business, we seek tomake the world a better, moresustainable place.

▬▬Creating a Better Society
Innovation▬▬▬

Protecting the Earth

Learning

Stepping out of the Ordinary
Leisure/Fun/Relaxation
Rejuvenation
Human Connections

▬
▬
▬
▬

Culture/History
Nature/Environment
Kindness/Compassion
Intellectual Curiosity

Physical/Mental
Wellbeing▬▬▬▬

DiningExerciseContact with NatureWellness

The connections we create make the world a better place...
sparking innovation, boosting the economy, and contributing to world peace.

EconomyValue through Connections
Anywhere/Anytime Collaboration
Enhanced CX Powered by the
Human Element

We help people live life more fully, experience excitement andmeaning, pursue learning, and improve their physical andmental wellbeing.

▬▬▬

Peace & Culture

Local Economic Revitalization/Employment
More Visitors/More Visibility
Higher Productivity thru DX

▬
▬
▬
▬

International/Interregional Understanding
Respect for Cultural Diversity
Cultural Preservation/Perpetuation
Creating a safer, more peaceful world

By bringing people in contact with nature, we help foster environmental respect, harmony and sustainability...
contributing to the health of the planet.

Harmony with Nature

Environmental Sustainability

Environmental Security
Harmony + Sustainability▬▬▬

Nature Conservation
Biodiversity Preservation
Environmental Improvements▬▬▬

Greenhouse Gas Reduction
Circular Economy
Sustainable Agriculture/Fisheries/Forestry▬▬▬

Climate Disaster Risk Reduction
Eliminate Water Shortages
Reduce Pollution

25

Bringing People, Places and Possibilities Together: The Big Picture
Using tourism as a platform for business evolution, the JTB Group is expanding its lineup of community and corporate solutions.
Under a 3-pronged strategy, we are working as One JTB to maximize cross-business synergies.
Tourism Strategy

Primary
Customer BasePurpose

Products/Services(1) Travel

Products/Services(2) Non-Travel

Business Platform(ONE JTB)

Area Solutions Strategy

TravelersCommunities(FIT/Corporate/Institutional)(Government Agencies (DMOs)/Tourism Operators)

Traveler Satisfaction/Solutions
・Original and engaging travel ideas

Sustainabledevelopmentofthecommunities

Business Solutions Strategy

Businesses

Improving corporate engagement

Enticing and convenient
travel content

Business travel solutions(Workcation, Online tours, Metaverse activities, etc.)

Digital transformation,
infrastructure development,
destination management support, etc.

・MICE
・HR Consulting, HR-Tech, Training
・Business Travel Management, etc.

Tourism Business HQArea Solutions Business Division

Business Solutions HQ(All 47 Prefectures in Japan)(Strategic Geographic Regions)(Tokyo Metropolitan Area, etc.)

・Corporate travel solutions

・Ideas/content to makethe everyday extraordinary・Creating new experiences & connections

Global Business Unit HQ(North America (including Hawaii)/South America, Europe, Asia-Paciﬁc(including China, Korea)/ Micronesia )26

The JTB Group Turns Possibilities into Reality
Our core strength lies in our ability to conceive, plan, partner and implement innovative ways of bringing people, places
and possibilities together.

Bringing People, Places and Possibilities Together
Core Competencies

A Wealth of Solutions

The Ability toTurn Ideas into Reality

On-the-Ground Prowess(Travel/Non-Travel)(Conceptualization/Planning/Collaboration)(The Ability to Get the Job Done)

Delivering satisfaction and solutions to a diverse
global customer base for more than a century

80,000Tourism Operators

Robust Global
Network/Resources

10,000
Solution Providers

Hospitality

35,000 Businesses
550 Communities/
Municipalities
84,0000 Students

Integrity
Boldness of Spirit/
Accountability
Resourcefulness
International Mega-Event Experience

20,000,000

Travelers/Consumers

Strong Partnerships with Gov’t Agencies, etc.

Business Delivery
Platform(Stakeholder Network)(Survey/Research Functions)

HRD platform supporting the professional
development of JTB Group colleagues worldwide

The Cumulative Know-how of 110 Years / The Power and Global Reach of the JTB Network＊Approximation of annual performance

27

The Power and Global Reach of the JTB Network
JTB’s extensive global network allows us to do what we do best all around the world...seamlessly.

Japan (All 47 Prefectures)
Domestic Presence

354 Locations(Consumer Sales Offices/

Corporate Sales Offices)

Affiliated Sales Offices

Full-Service Affiliated Offices:
68 Companies/160 Offices
Corporate Alliances:
16 Companies/16 Offices

Overseas

159 Locations/82 Cities/35 Countries & Regions(HQ Offices, Branches, Sales Offices and Affiliated Sales Offices)

Europe 28 Locations/21 Cities/17 Countries

Asia 66 Locations/27 Cities/10 Countries & Regions

Amsterdam (2)London(3)Paris (2)Rome
GenevaZurich(2)Madrid(2)BarcelonaFrankfurt
Budapest
ZagrebSingapore(6)Kuala Lumpur(2)Kota Kinabalu
Bangkok(2)PhuketHo Chi Minh(3)Hanoi(2)
Da Nang
Bali(2)
Jakarta(24)Bogor
Bandung(2)SurabayaCilegonPrague(2)OsloCopenhagen
Stockholm
HelsinkiRovaniemi
MoscowSaint Petersburg
Tallinn
Warsaw

Oceania 6 Locations/5 Cities/2 Countries
Sydney(2)CairnsGold Coast

Melbourne
AucklandMicronesia 2 Locations/2 Cities/1 Country
Guam

SaipanChina 11 Locations/4 Cities/1 Country
Beijing(3)Shanghai(5)Current as of 1 April 2024

Qingdao(2)ChengduMedan
Palembang
MalangTaipei(2)Kaohsiung
Delhi(2)Gurugram(2)MumbaiBangaluru
ManilaCebu
Hong Kong(2)MacaoNorth/South America 26 locations/17 Cities/3 Countries
Torrance(5)San Diego
New York
Las Vegas(2)San Francisco
ChicagoAtlanta
New Orleans
BostonPhoenix
Richmond(3)TorontoBanff
Calgary(2)San Paolo(2)Rio de Janiero
Manaus

Korea 11 Locations/3 Cities/1 Country

Hawaii 9 Locations/3 Cities

Seoul(9)Jeju

Honolulu(7)Kona (Big Island)

Busan

Maui

Current as of 1 April 2024

28

Portfolio Rebalancing (Contribution to Gross Profit)
Under its Mid-Term Management Plan, the JTB Group aims to rebalance its business portfolio in order to lay a stablefoundation for ongoing organizational growth.

Products & Services■ Travel■ Non-Travel

77%

Percentage of Total

67%

Business Models■ Non-recurring revenue■ Recurring revenue

79%

Percentage of Total

Japan Inbound125% Projected Growth over 2024
Levels by 2028

70%
225

23%
2019

33%
2028

21%
2019

30%
2028

100

2024

2028
29

Tourism Business Strategy
Connecting Travelers & Communities

The JTB Group is creating new business models that bringpeople, places and possibilities together.

The Future of Tourism［Digital Integration］

By digitally and organically interweaving the entire travel experience,
we deliver an optimized customer journey that integrates
the everyday and the extraordinary.

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Products & Services for the Traveler

Travel and Tourism Digitalization
Through digital transformation, we deliver enhanced ‘real value’ across the entire travel experience.

More Customer
Touchpoints
Through a web-centered cross-channel
approach, we seamlessly support every stageof the customer journey. Understanding eachindividual customer better enables us todeliver a tailored menu of products andservices that optimize the customer
experience beginning with the everyday andcontinuing through travel and beyond.

Channel & Tour Flexibility
JTB’s Online Travel Consultation service puts
the expertise of industry professionals anddestination experts at the customer’s
fingertips. (Upper image)
JTB MySTYLE lets travelers (domestic andinternational) tailor their travel plans to theirown needs and desires (Lower image).

Greater Convenience
Before and During Travel
From searching for travel deals and making
reservations to confirming itineraries andmessaging, the official JTB Travel App provides
one-stop functionality to meet the needs oftoday’s traveler. The JTB Travel App allows
travelers in Japan to purchase and display JR
tickets as well as e-coupons for admission to
local attractions. International travelers candisplay e-tickets and access emergency
contact information.
The Official JTB Travel App
https://www.jtb.co.jp/apps/

Online Travel Consultation
https://stores.jtb.co.jp/cc-0001

Online-Merge-Offline:
The Customer Journey Begins with theEverydayhhttps://www.jtb.co.jp/kokunai_tour/
https://www.jtb.co.jp/ovs_dp_static/service/

E-Coupons: A Smarter Way to Travel
https://tabisugo.jtb.co.jp/

31

Products & Services for the Traveler

Partnering with Local Stakeholders to Improve Destination Appeal
As a Destination Management Company, the JTB Group works closely with community stakeholders to enhance destination
allure.

Destination
Products & Services

Wide-Area‘Theme’ Products

Tourism x Transportation
Infrastructure

Success Story (1): Achi Village in Nagano Prefecture has been

Success Story (1): JTB’s original online ticketing platform

The JTB Europe Group offers 1,300 sightseeing bus tour routes

recognized as ‘the country’s No. 1 Nighttime Sky’ by Japan’s

supports sales of ‘universal’ admission tickets to local museums

with multiple connections to virtually every major city across

Ministry of

and art galleries. (Left image)

Europe. By opening up our ‘grid’ to the distribution channels of

the Environment, Working with community

other operators, these bus routes have become an integral partstakeholders, JTB has developed original tours featuring thisheavenly brilliance. In just six years, tour participation has

Success Story (2): Showcasing seasonal local delicacies, JTB’sof the ground transportation infrastructure across Europe.

increased from 6,000 to 130,000. (Upper image)‘Japan-in-Season’ program has been helping to revitalize

Departure is guaranteed with a minimum of one passenger.

communities through increased tourism and merchandising
Success Story (2): In collaboration with local residents, JTB

since 1998. (Right image)created the Tsunan Sky Lantern Launch in Japan’s Niigata
Prefecture. This original event, incorporated into numerous tour

products, allows visitors to experience the breathtaking releaseof sky lanterns into the night sky. (Lower image)Achi Village, Nagano
Prefecture:
Japan’s No. 1
Nighttime Sky Tourhttps://sva.jp/

Tabimonogatari
Charter Tour:
Tsunan Sky
Lantern Launch

The Museums of Tokyo
Gurutto Pass 2024
(Organized by The Gurutto
Pass 2024 Executive
Committee)
https://www.rekibun.or.jp/en/grutto/

EuropaMundo

Japan-in-Season
https://www.jtb.co.jp/nihonnoshun/hokuriku/

For more information about development and sales of tourism products, visit

https://www.jtbbwt.com/government/service/issue/development/tourism

https://www.europamundo.com/eng/

32

Products & Services for the Traveler

Original Products & Services to Make the Everyday More Extraordinary
JTB goes far beyond travel and tourism, offering a rich variety of ‘lifestyle content’ that expands our customer touchpoints.

Giving the Gift of Travel

Unique Outing Ideas

Lifestyle Information

The JTB Group makes it easy to gift the gift oftravel. Tabimono Senka (Upper image) provides a
wealth of travel-as-a-gift ideas, including stays at
leading hotels and ryokan, day trips to hot springs,
and unforgettable dining experiences. Arigato
Premium (Lower image) offers a wide range ofcurated travel products for those looking for that
perfect travel gift for that special someone.

JTB’s ‘Rurubu’ guidebooks are designed to breathe
new excitement into your everyday outings. (Upper
image)

Building on the success of its acclaimed travel
publications featuring the hottest things to see, eat
and do in Japan and around the world, Rurubu's
new ‘Explore, Create, Learn' lineup is designed tostimulate wonder and curiosity.
In 2023, Rurubu proudly celebrated its 50th year of
publication.

Our ‘Rurubu & more’ lifestyle media platform for
women and families provides a wealth of creativeideas for tailored outings that make every day
more special. (Lower image)

Tabimono Senka
https://www.jtb.co.jp/gift/nicegift/tabimono/

ARIGATO PREMIUM GIFTS
https://www.harmonick.co.jp/catalog-gift/arigato-premium/

Original Outing Ideas by Rurubu

Rurubu & more: (Around-the-town media for
women and families)

https://rurubu.jp/andmore

New Rurubu Frontiers:
Finding wonder everywhere
33Services & Solutions for Government Agencies

Tourism Promotion & Area Revitalization Solutions
The JTB Group helps communities better position and market themselves as visitor destinations.

Destination Marketing
Support

Hospitality Infrastructure

Business Process
Outsourcing

The JTB Group provides tourism strategy development

Through outdoor activities, hands-on cross-cultural

We support local economic development andand implementation support as well as world-classexperiences, and opportunities to interact with

post-disaster tourism recovery by providing one-content development solutions for local governments

local residents, JTB’s adventure tourism solutions

stop outsourcing for visitor promotions andand destination management organizations (DMOs).

promote the development of quality tourism

premium discount voucher programs. JTB’s reach(Upper images)

infrastructure and content targeting the affluent

and experience enable us to quickly put together

Data captured through hotel reservations systems

demographic.

operational teams and systems, while signature JTB

supports the development of tailored marketing

service ensures peace of mind for clients andcampaigns. (Lower image)

participants alike.

‘Kyoto by the Sea’ DMO strategy, content
development, and destination products andservices

Adventure Tourism
Success Story 1:
Use of “Fukkowari” Vouchers to Promote
Tourism Recovery
https://www.jtbbwt.com/government/case-study/solution/area-marketing/detail/id=1338

Tourism Forecasting Platform

https://www.jtbbwt.com/government/trend/detail/id=2749

https://kankouyohou.com

For more information regarding services and solutions for local governments and DMO’s, visit: https://www.jtbbwt.com/government/

Success Story 2:
Overcoming Staffing Shortages throughOutsourcing
https://www.jtbbwt.com/government/trend/detail/id=2048

34

Products & Services for Educational Institutions

Travel-Inspired Solutions for Schools
The JTB Group’s expertise in educational support and event coordination services makes us the partner of choice fordelivering engaging school events and a superior learning experience.

Customized Event
SupportUnique Learning
Modules

Curriculum Management
SupportThrough tailored event support services, the JTB

We offer a wide variety of educational content

J’s GROW provides educational institutions with aGroup helps educational institutions advance theirranging from inquiry-based and career education

powerful set of tools for managing curricula*,

mission in creative and enjoyable ways.

modules to SDGs awareness training and global

monitoring improvements in learner competencies,

education.

and delivering a superior learning experience.

Inquirybased
Learning

Excursion Exploration Workbook-Combining Fun and Authentic Learning –Original JTB learning workbooks utilize an inquirybased approach that promotes student engagement
and maximizes the educational value of school
excursions.
Through experiential learning,
students are encouraged toproactively investigate and identify
problems, record observations, anddevelop solutions to real-world
problems. The use of e-portfolios
supports authentic learning byenabling students to create a‘learning album’ documenting
academic progress, communicate
interactively with instructors, andadvance steadily towards learningand employment goals.

Career
Education

SDGs

Click here for more information on products and services for educational institutions, visit: https://www.jtbbwt.com/education/

Tailored Recommendations for
Events and Inquiry-based Learning

Curriculum Management: A systematic approach todeveloping, delivering, assessing and improving curricula tobest support the school's mission.
*

35Column
Sports and the JTB Group

From intramural athletics and professional sports to high-profile mega events,
the JTB Group is passionate about sports as a vehicle for bringing people andpossibilities together.

Through its extensive logistical and operational involvement in the Tokyo 2020
Olympic and Paralympic Games, JTB further expanded its lineup of sports-related

JTB runners build momentum in the run-up to Tokyo
2020

services and solutions while simultaneously implementing industry-leading bestpractices for infection control.
JTB’s signature ‘Sports Hospitality’ combines spectating with quality dining andentertainment, allowing hosts and guests to forge deeper bonds through theshared experience of sports thrills.

JTB President and CEO Eijiro Yamakita presents bouquets

JTB Sports

at Tokyo 2020

https://jtbsports.jp/en/

Click here to return to Table of Contents

36

Area Solutions Strategy
Creating recurring revenue models to supporting local development

The JTB Group promotes area revitalization through a widearray of tourism, merchandising and other platform

solutions.

(1) Tourism Degital
Transformation(2) Destination Development& Management

Click here to return to Table of Contents(3) Area Development

Delivering Enhanced Value to Tourism Operators

Digital Solutions
Our leading-edge DX solutions help local governments, DMOs and operators promote local tourism industry development
efficiently and effectively.

Sales Platforms:(DX Solutions for Operators)

Sales Management Solutions
for Destination-based Products

JTB×BeeCruise
Cross-border EC Support

We provide leading-edge ticketing platforms (upper

Innovative JTB software applications allow DMOs,

Through an alliance with BeeCruise, JTB’s

image) as well as sales and inventory management

tourism bureaus and MaaS operators to market and‘47storey’ helps Japan-based businesses tap into

platforms for experiential travel and tour products

manage sales of a broad range of local travel content

lucrative markets in 118 countries and regions(lower image). Our Direct-to-Consumer (D2C) digital

directly from their own websites.

around the world with tailored support toovercome the challenges of cross-border e-commerce,

platforms help tourism industry operators reach

including multilingual communication, international

more customers directly and contact-free.

payment processing, global shipping, and customer
support.

Tourism Platform Gateway
https://www.jtbbwt.com/government/service/solution/ict-kankou/maas/tourismplatform-gateway/

Good Fellows JTB Ticketing Platform
https://gfjtb.co.jp/

JTB+BŌKUN
https://www.jtbbokun.jp/

NIKKO MaaS + Tourism Platform Gateway​(Tobu Railway, Tochigi Prefecture,
ORIX Auto Corporation,
Toyota Tochigi Rental & Leasing, JTB Group)https://press.jtbcorp.jp/jp/2022/03/maasnikko-maas39.html『47storey』
https://www.jtbbwt.com/files/user/stores/j6673-1/47storey/38

Delivering Enhanced Value to Tourism Operators

Solutions for Accommodations Providers
The JTB Group offers a range of innovative solutions to help accommodation providers increase operational efficiency.

Reservations Systems

Payment Processing
Services

Multilingual
Communications

We help lodging facilities digitize their operations
through Incharge 7, our state-of-the-art cloud-based
reservation management system. (Upper image).

The JTB Group’s reservations and prepayment
systems integrate seamlessly into lodging
provider’s website. (Upper image)

Our TL-Lincoln channel manager system streamlines
room inventory management, pricing and reservations
data across all distribution channels. (Lower image)

Dedicated mobile terminals support a variety ofcashless payment options at lodging facilities andvisitor attractions (Lower image)With a simple scan of an in-room QR code,
Kotozna In-room converts a smartphone into avirtual concierge, allowing guests to easily accessinformation about hotel dining and activities intheir own language. The Kotozna system isdeployed in approximately 50,000 rooms acrossJapan (as of September 30, 2023).
The industry’s first multilingual generative AI
chatbot – Kotozna laMonde - was rolled out in thefall of 2023.

Incharge 7

https://incharge7.jp/

JTB Book & Pay
https://product.jtb-jbi.co.jp/jtbbookandpay/

stera terminal

TL-Lincoln
https://www.seanuts.co.jp/english/
TL-Lincoln is offered by Seanuts through a joint venture with Recruit.

stera mobile

JTB Merchant
Batch Credit Card Payment Services

Kotozna In-room
https://www.jtbbwt.com/government/service/solution/inbound/preparation/kotozna-in-room/https://www.jtb.co.jp/crex/

39

Delivering Enhanced Value to Tourism Operators

Space Planning, Operations and HR Solutions
From space planning and interiors to staffing and operations, the JTB Group offers comprehensive facility and HR
solutions for the tourism industry.

Total Support for
Accommodation Providers

Facility Designand Much More

Staffing Solutions for the
Tourism Industry

As the full-service partner of choice for lodging
providers, the JTB Group harnesses its nationwide
sales and support networks to deliver solutions
that improve guest experience and increase
operational efficiency.

From real estate brokerage services and designand construction to facility operations andmanagement, the JTB Group provides one-stop
facility support services for the tourism industry.
We enhance value for facility owners andcommunities by creating inviting spaces where
people like to gather.

Our staffing solutions provide tourism operatorswith seasoned professionals who are ready to hit
the ground running.

Facility
Operations/Ma
nagement

Our new Hospitality Outsourcing service combines thestaffing expertise of World Holdings with the extensive
HRD know-how of the JTB Group.

Real EstateConsulting

Design &Construction

JTB Trading: Real solutions for thelodgings industry
https://www.jtbtrading.co.jp/

https://www.jwsol.co.jp/

J&J Human Solutions, a JV between JTB and JCB
Corporation, provides staffing solutions (tour guides,
interpreters, etc.) that can make an immediate
contribution to the client’s operations.
https://www.jjhs.co.jp/

Real Estate Related Services(JTB Asset Management)
https://jtbest.co.jp/40Enhancing Area Value

Area Enhancement and Promotion
We work collaboratively with local stakeholders to maximize destination attractiveness through leading-edge logistics,
financial and marketing solutions.

Customer RelationshipManagement

Hometown Tax
Donation Program

Branding &Promotions

Our cloud-based customer relationship management

JTB’s ‘Furupo’ Service, selected by travel aficionados as

JTB supports destination branding and promotion efforts(CRM) platform promotes effective management ofJapan’s No. 1 hometown tax donation site*, provides local

through traditional ‘Rurubu’ publications as well as

customer contact and communications and supports thecommunities with a source of much-needed capital.

customized publications developed for the corporate

formation of lasting relationships between visitors,

Our ‘Furusato Connect’ platform provides a convenient

market. The JTB Timetable, first published in 1925, also

businesses and communities.

tool for connecting businesses and communities.

serves as an effective medium for area/destination* Japan Marketing Research Organization

promotions.

(12/2021 Brand Image Survey)

Local Collaboration Platform®
https://www.jtbbwt.com/government/service/solution/area-management/degitalmarketing/chiiki-kyoso/

https://furu-po.com/

Publications by JTB Publishinghttps://books.jtbpublishing.co.jp/
https://solution.jtbpublishing.co.jp/41Enhanced Area Value

Area Development
We support sustainable destination development through the creation of original travel content and organically integrated
destination ‘ecosystems’.

Destination Development
Solutions

Tourism Development &Management Solutions

Expo 2025 &Integrated Resorts

By delineating a ‘zone of focus’ and organically

We work collaboratively with local and national

We are rapidly expanding our solution capabilities tointegrating existing as well as newly created visitor
content under a coordinated vision/theme, the JTB
Group helps create a tourism destination ‘ecosystem’
that supports synergistic and sustainable area

partners in real estate, finance and other industries todevelop, build and operate sustainable hospitality
infrastructure.

capitalize on opportunities presented by Expo 2025
Osaka Kansai as well as the proposed developmentof integrated resorts in Japan.

development.
。
Partner

JTB

Partner

JV•

Development and operation of secondary/tertiarytransportation and other core hospitality infrastructure•

Development and operation of visitor facilities/activities•

Equity participation in critical tourism resource development•

Facility value-enhancement initiatives

Achieving more through partnering
Destination ‘Ecosystem’ Model
For more information on local initiatives in Okinawa , visit https://jtbokinawa.co.jp/oddp/

Photographs courtesy of Japan Association for the2025 World Exposition42Column
JTB DataConnect HUB®:
A groundbreaking platform supporting digitaltransformation in the lodging industry
In addition to a backbone Property Management System (PMS) for
managing reservations and payments, hotel operators typically use a numberof separate dedicated systems for automated check-in/check-out, room
service and other operations. The lack of integration across these various
systems creates operational inefficiencies by requiring the manual transfer ofdata.

JTB DataConnect HUB®
https://www.jtbbwt.com/government/service/solutio
n/ict-kankou/digital/jtb-dataconnecthub/

JTB DataConnect HUB® is the lodging industry’s first solution enabling
operators to link their PMS to multiple operation-specific systems. In
recognition of its contribution to enhancing hotel productivity, JTB
DataConnect HUB® garnered Japan Service Innovation honors in 2022.
The JTB Group continues to develop innovative, new solutions aimed at
supporting digital transformation across the lodging industry and beyond.

Click here to return to Table of Contents

43

Business Solutions Strategy
Solving the (internal and external) challenges faced by today’s businesses

The JTB Group provides a wide range of solutions that promote corporate
communication, workforce alignment, and operating efficiency.

Click here to return to Table of Contents

Priority Strategic Areas

Meetings & Events (M&E）
We help businesses harness the full potential of Meetings & Events (M&E) to achieve internal and external goals.

Planning & Management

Enhanced M&E
Marketing Value

Strategic
Meetings Management

Our event planning and management services help

From defining performance indicators (KPIs) to

Whether for one-off or recurring meetings, the JTB

clients achieve their objectives effectively andpost-event reporting and analysis, JTB Group’sGroup’s Strategic Meetings Management (SMM)

efficiently. From internal meetings and training

comprehensive one-stop support ensures theservice delivers comprehensive support

sessions to large-scale stakeholder events, we havedelivery of meetings and events that maximize

planning, procurement, execution and payment

the capability to support every delivery modality

marketing value.

processing to the use of cutting-edge data(in-person/virtual/hybrid) across Japan and aroundfromanalytics to improve meeting outcomes.

the world.

Strategic Meetings Management（SMM）
https://me.jtbcom.co.jp/smm/index.html

https://www.jtbbwt.com/business/service/solution/meetingevent/employee/marketing-event/

Click here for more information on M&E solutions :. https://www.jtbbwt.com/business/service/solution/meeting-event/45

Priority Strategic Areas

Employee Value Proposition (EVP) & Human Resources Consulting (HRC)
Through our leading-edge JTB-EVP* and HRC solutions, the JTB Group helps today’s businesses solve workforce management
challenges. * Employee Value Proposition: The set of benefits (value) offered by an employer to its employees

HR-Tech＆Consulting Services

Organizational/HRD
SolutionsBenefit Services

Through WILL CANVAS, a proprietary cloud-based

We offer a wide range of powerful HR tools to

Through a unique business tie-up with Benefit One

solution

proprietary

address the increasingly complex HR challenges

Inc., the JTB Group puts the power and convenience of

research in the field of motivation theory, JTB

poweredfaced by corporations in today’s rapidly changing

Benefit Station at the fingertips of employers. This

provides businesses with robust and versatilebusiness environment, including programs designed

robust platform offers a wealth of leading-edgeorganizational development support. From defining

to improve workforce motivation and service-employeeissues and objectives to crafting tailored solutions,mindedness as well as experiential activities aimed

education/training solutions.

experienced

at increasing employee morale and driving positive

JTB

by

decades

consultantsofdeliver

one-stop

solutions that improve organizational performance.

benefit,workforce

wellbeing,andorganizational change.

https://www.jtbbwt.com/business/service/solution/meeting-event/seminar/
https://www.jtbbwt.com/business/service/solution/meeting-event/seminar/7habits/

Benefit Station
https://corp.benefit-one.co.jp/en/

WILL CANVAS
https://www.willcanvas.jtbcom.co.jp/

To learn more about EVP, click here: https://www.jtbbwt.com/business/service/solution/benefit/evp/

46

Business Solutions that Deliver Results
The JTB Group delivers tailored solutions to help today’s businesses address a wide range of challenges.

Business Travel
Management

Business Process
Outsourcing Services

Promotional Support

Our Business Travel Management (BTM) services

Leveraging over 110 years of travel and hospitality

Beginning with a careful analysis of existing

optimize corporate travel by centralizing theindustry experience, the JTB Group’s Businesspromotional activities, JTB provides comprehensive

management

Process Outsourcing (BPO) services help clients

support aimed at increasing the effectiveness andBusiness Travel Solutions Co., Ltd.* brings together

improve

end-userefficiency of the client’s marketing activity. Services

the hospitality expertise of JTB with the know-how

satisfaction. From program development to on-siteinclude strategy formulation and implementationof CWT to deliver a wealth of corporate travel

implementation,

as well as the development of effective sales

solutions including B+PLUS, a comprehensive

revolutionizing the way businesses do business.

oftravel-related

processes.

JTB

operatingefficiencies
our

BPO

and

servicesarecollateral. Through our signature TabiMedia®

travel management system, and J’s NAVI NEO, aservice, clients can harness the power of JTB’s

state-of-the-art

extensive traveler touchpoints to reach target

systemfortravelexpenseaudiences.

reconciliation.

JTB-CWT Business Travel Solutions(* A joint venture with CW Travel Holdings)

https://www.jtbbwt.com/business/service/solution/benefit/dx/bpo/
https://www.jtb-cwt.com/eng/

https://www.jtbbwt.com/business/service/solution/promotion/

47

Global Business

グローバル領域での取り組み
グローバルビジネスソリューション・DMC事業・訪日インバウンド

３つの事業戦略を、世界を舞台に展開する

3-Pronged Strategy:•

Global Business Solutions•

Global DMC•

Japan Inbound

Click here to return to Table of Contents
48

Global DMC Services
As a Destination Management Company (DMC), we harness the power of internal and external partnering to deliver acomprehensive array of services and solutions aimed at maximizing destination attractiveness.
Hop-on/Hop-off Coach Tours +Accommodations Across Europe

MICE Operations in
Hawaii & North America

Private-Public
Sustainability Partnering

EuropaMundo provides in-destination sightseeing

MC&A is a full-service destination management

In partnership with government tourism bureaus around thebus tours across Europe with a particular focus onand event company with an extensive presence

world, the JTB Group continues to lead the way in

the Latin American traveler. A member of the JTB

across Hawaii and the continental United States.

promoting tourism industry sustainability. In Europe, JTB is

family of companies since 2014, EuropaMundo

Part of the JTB Group since 2016, MC&A iscollaborating with Switzerland Tourism to promotemarkets itself not as a travel service provider but as

equipped to meet the evolving needs of today’s‘Swisstainability’ by developing sustainable travel products

a purveyor of travel experiences. The company

businesses through a full range of innovativeand services and working to raise sustainability awareness

operates 1,300 routes connecting all major cities

destination and event solutions.

across the supply chain.

across the European continent as well as “LandCruise” sightseeing bus tours tailored to the needsof travelers from Japan.

https://www.europamundo.com/eng/

https://mcadmc.com/

https://www.kuonitumlare.com/w/greening-your-incentive-tour49

Japan Inbound Travel
True to our founding mission, we proudly serve the Japan inbound travel market through a multitude of services including
packaged tours, international meeting and event support, and e-commerce solutions.

Unparalleled Options for
the International Traveler

Reaching
Overseas 'Japanophiles'

VIP Services for
Foreign Dignitaries

The JTB Group offers an extensive range of tour

Through its equity stake in Fun Japan - a

products to meet the needs of international

members-only

travelers in Japan. Sunrise Tours, Japan's first

featuring Japan products and services - JTB helps

package tour brand catering to international

businesses

visitors, has serviced more than 8 million foreignpurchasing power of 1.25 million 'Japan lovers'

touristswhile

across Asia and beyond. Fun Japan not only

BOUTIQUE JTB delivers customized experiences ofprovides robust e-commerce support but also`authentic Japan’ to affluent inbound travelers frompromotes information exchange and relationship-

Through seamless Protocol Logistics Management(PLM) services, the JTB Group provides world-classlogistics and reception support for royalty, headsof state and other foreign dignitaries on official
visit to Japan. Capable of mobilizing large teams
and ground fleets and coordinating accommodations
and receptions, JTB is the partner of choice fororganizers of international expos, summit meetings
and royal family functions.

all around the world.

building through unique metaverse events and

since

its

formation

in

1964

digitalandmarketingcommunities

platform

accessthemore.

Asian people interested
in Japanhttps://www.sunrise-tours.jp/en/

Information/
Japanese ProductJapanese company/
local government

OUTBOUND

Build Relationshipwith Japan

Build Relationshipwith Asian People⚫ Increase awareness⚫ Get information aboutJapan⚫ Buy Japanese products
online⚫ Communicate withJapanese people

https://www.jtbgmt.com/luxury

FB Followers

Media Subscribers

4.5

1.33

millionINBOUND

and visibility in Asia

⚫ Sell Product/service
million⚫ Communicate with
Asian people

Visitors to Japan

https://www.fun-japan.jp/en/
https://www.jtbgmt.com/en/mice/feature/

For more information on inbound business to Japan, please click here.

https://www.jtbgmt.com/en/

50

Global Business Solutions
We deliver leading-edge solutions that combine the reach of our network with signature JTB service to meet the growing global
demand for meetings and events (M&E), corporate travel management, and business matchmaking.

Global Live Broadcasting

M&E
Management Systems

International
Marketing & Matchmaking

When it comes to online events linking Japan and

JTB Connect is a proprietary system for managing

Harnessing the power and reach of our global

the rest of the world, nobody does it better thanmeetings and events developed by JTB India to

network, we help businesses in Japan grow their

JTB. Our domestic and overseas staff workmeet

multinational

exports of Japanese products throughout the world.

togetherworld-classcorporation. By automating and centralizing the

Our optimized market-specific services are tailored

events with signature JTB hospitality and reliability.

processes involved in planning and implementing

to the unique needs of each client.

seamlesslytoproduce

the

needs

of

today’s

successful conferences and events, JTB Connect
simplifies the M&E process and allows hosts tofocus on what matters most – their attendees.

Market Research
Local Market/Industry Research
Local Demand/Consumer ResearchMarketingWebsite Development
Test Marketing

Advertising/Promotions
High-visibility physical marketing

Promotional activity using local media

Online events featuring presenters
anywhere in the world
https://www.jtbbwt.com/business/case-study/solution/medical/detail/id=1808

Business Matchmaking
Business Networking Events
Trade Show Participation

51

Sustainability

Click here to return to Table of Contents

Contributing to a Sustainable Society
Sustainability Policy
1. Sustainability Framework and Compliance2. Promoting Sustainability through Customer Communication
3. Conserving the Earth’s Resources and Biodiversity
4. Promoting Sustainable Communities
5. Sustainable Service Delivery through Value Chain Partnering
6. Creating an Inclusive, Fair and Sustainability-Oriented Work Environment

Materiality-Guided Sustainability Priorities
Enriching the Human Experience
LeisureLearning &Experience &Job Satisfaction

HR Development

Diversity

Nurturing Our Surroundings
Destination

Preservation &Enhancement

Caring for theCreating

Earth

Stakeholder Connections

JTB Group’s Sustainability Priorities work synergistically to support
additional SDGs
https://www.jtbcorp.jp/en/sustainability/

Engaged Partnering

Priority Initiatives & Decarbonization Targets
Priority Initiatives

Carbon-Neutrality Targets

The JTB Group has identified 8 materiality-based sustainability priorities

As part of our environmental sustainability efforts, we have adopted a phased

along with specific goals/targets. We are committed to being a part of theapproach to reducing the ecological footprint of our business. We are

solution.

committed to achieving carbon neutrality (net-zero greenhouse gas
emissions) by 2050.

Medium-Range Target :Climate Change/
Decarbonization/
EnergyBiodiversity

JTB to achieve carbon net zero by FY2030
Long-Range Target:

JTB to achieve carbon net zero across all business domains by FY2050

Resources/
Waste

Water

Cultural/Communities

NaturalResources
Scope 1: Direct greenhouse gas emissions generated by company-owned and company-controlled resources (fossil

Human Rights

https://www.jtbcorp.jp/jp/sustainability/pdf/report_2023_en.pdf

Procurement(Supply Chain)

fuel combustion, manufacturing processes)
Scope 2: Indirect emissions associated with the purchase of electricity, steam, heat, and cooling
Scope 3: All indirect emissions not included within the boundaries of Scopes 1 and 2 (emissions associated with all
upstream and downstream activity in the value chain)https://www.jtbcorp.jp/en/newsroom/2022/05/jtb2050co2.html* Scope 3 targets developed in accordance with guidelines issued by Japan’s Ministry of the Environment. Although ouremissions calculations include only Agent Organized and Tailor Made tour products (but not Arranged Tours), JTB is
committed to pursuing common emission reduction initiatives across all tour categories.

54

Eco-Friendly Products & Services
Sustainable Tourism
Leadership

Carbon Offsetting in MICE,
Leisure and Business Travel

New Tour Routes toEase Overtourism

Under a partnership with Destination Canada, theThrough products such as CO2 Zero MICE® andAs part of the JTB Group’s efforts to reduce

JTB Group offers a wide range of regenerative

CO2 Zero Travel®, the JTB Group helps corporate

overtourism in Japan’s most crowded tourist

tourism products that weave sustainability directly

clients achieve their sustainable development goals

destinations, JTB Global Marketing & Travel is

into the visitor experience. These efforts to promotethrough eco-friendly MICE and business travel

continually rolling out new tour products designed

sustainable transportation, lodgings, dining andsolutions powered by renewable energy.

to steer visitor traffic towards Japan’s less-visited

visitor activities earned JTB the Minister of Tourism

rural areas.

Award at the JATA-sponsored Tour Grand Prix 2023.

LOOK JTB
Soul-Travel CANADA～Tsunagari Tabi～

CO2 Zero MICE® / CO2 ZERO Travel®
Environmentally Friendly
Business Travel Management

Sunrise Tours:
Packaged tours catered to the needsof the inbound travel market

55

Sustainability Initiatives: Programs and Events
Mori no Nigiwai

Honolulu Festival

The Brighter Earth ProjectMori no Nigiwai (The Buzz in the Woods) is a signature

Held every March on the Island of O’ahu in Hawaii,

Officially recognized in 2014 as a UNDB-J Collaborative

JTB program featuring cultural extravaganzas that offer

Honolulu

premier

Initiative, the JTB Brighter Earth Project brings JTB

travelers the unique opportunity to experience the richintercultural gala. Providing participants of every age andcustomers and employees together with local residents

cultural and artistic heritage of Japan’s backlands andbackground the opportunity to expand their cultural

to participate in environmental cleanup drives, conservation

byways. JTB works hand in hand with local governments

horizons, Honolulu Festival plays an important role inefforts, and other projects that nurture an appreciationand tourism bureaus to ensure that these stage

promoting understanding, economic cooperation, andof local ecology and culture.

celebrations showcasing local traditions, festivals andethnic harmony between the peoples of Hawaii, Japan* Inaugurated in 1982 as the Tourist Destination Cleanup

performing arts support local revitalization goals.

and the Pacific Rim.

Campaign, the program was renamed in 2012 on the(The Buzz in the Woods)

Festival

is

the

Aloha

State’soccasion of JTB’s 100th corporate anniversary.

https://www.jtb.co.jp/chiikikoryu/mori/https://www.honolulufestival.com/en/

https://www.jtbcorp.jp/en/sustainability/clean/

56

Column

Nabegataki Falls: Reducing
Overtourism through Innovation
Located in the picturesque town of Oguni in Kumamoto Prefecture, Nabegataki Falls
was formed by a massive volcanic eruption nearly 100,000 years ago. The popularity ofthis natural wonder soared after the waterfall was featured in a TV commercial in Japan.
However, the rapid ensuing rise in visitors resulted in severe traffic congestion along theroads leading to Nabegataki Park and caused unpleasant overcrowding at the Falls.
To overcome these challenges, the JTB Group deployed its proprietary Ticket HUB®
reservation system to create a pre-booking system requiring visitors to sign up in
advance for scheduled time slots. By carefully managing visitor counts and parking
availability, the JTB Group succeeded in eliminating traffic congestion and overcrowding
at Nabegataki Falls.
This groundbreaking initiative has garnered worldwide recognition. In 2022,

Click here to learn more about the Nabegataki Falls successstory
https://www.jtbbwt.com/government/case-study/solution/ict-kankou/detail/id=2617

Click here to learn more about Ticket HUB® (GoodFellows JTB)
https://gfjtb.co.jp/business/

Nabegataki Falls was selected as one of the "Top 100 Sustainable Tourism Destinations in
the World".
The JTB Group continues to partner closely with local stakeholders to protect precious
tourism resources, ease overtourism, and enhance destination attractiveness.

Click here to return to Table of Contents

57

DEIB

-Diversity-Equity-Inclusion-Belonging

Click here to return to Table of Contents

DEIB
The JTB Group DEIB Statement
Diversity / Equity / Inclusion / Belonging

Treasure the Difference, Bring the World Together.
JTB Group honors a diverse range of talents, creating an organization
where each individual can thrive authentically.
By embracing the differences in regions, cultures, people, and identities across the world,
we transform these differences into values
such as insights, new experiences, and innovation,bringing the world together.

DEIB Priorities

Specific Initiatives

DIVERSITY

Cultivating an organizational culture thattranslates differences into strengths

Use of feedback from Employee Surveys to directorganizational development efforts

WORK STYLE

Promoting the ‘JTB Group WORK Style’

Support employee work-life balance through HR solutions(relocation-free transfers, shorter work weeks, etc.)

CAREER

Self-directed career development

Promote self-directed career development through the JTB
Group Talent Exchange Program, etc.

DISABILITIESSupporting employees with disabilities

Programs and workshops (JTB Group Disabilities Summit, etc.)
aimed at promoting disability awareness in the workplace

GENDER

Gender equality

DEIB training aimed at eliminating unconscious bias

https://www.jtbcorp.jp/en/sustainability/deib/

59

DEIB
Supporting Employeeswith Disabilities

Work-Life Balance

Career-Long Learning

JTB continues to evolve its HR and digital

We offer employees a wealth of opportunities toAsinfrastructure to accommodate diverse work styles,

pursue self-directed career development throughemployment and advancement opportunities forgivingandthe JTB Group Talent Exchange Program as well as

individuals with disabilities, the JTB Group offers aflexibility to choose the work arrangements thatoverseas training opportunities and graduate-levelvariety of programs and workshops aimed atbest fit their needs.

studies. The JTB University Summer Festival ofpromoting disability awareness in the workplace.

Learning, held annually in August, not only features

With guidance from in-house specialists, we areoutside lecturers but also gives our employees theworking to promote inclusivity, improve retention,

chance to share their knowledge and perspectives

and roll out tools to ensure equitable access towith colleagues across the Group - one of the many

information.

ourcolleagues

greater

freedom

Relocation-Free Transfers

part

of

our

commitment

tosupporting

ways we promote an organizational culture ofongoing, collaborative learning.

HR Solutions

Shorter Work Week

Solutions for hiring, retaining andempowering employees with disabilities.

Business Support Services
Guidelines on Outside Employment

Telecommuting

Operational support and solutions for JTB
Group companies.

Job Creation
Office supply restocking, internal mail delivery,
janitorial services, etc..

Employee-Friendly
Work Style Options

JTB DATA SERVICE
http://www.jtb-jds.co.jp/60Column

The「ALL JTB AWARD」
The ALL JTB AWARD recognizes the JTB Group initiative that
contributes most to enhancing corporate value in alignment with ourorganization’s philosophy and principles. The ALL JTB Award aims topromote the sharing of best practices across the Group, increase
employee motivation, and foster unity and communication acrossorganizational boundaries (ONE JTB).
In addition to enhancing corporate value, entries are also judged on

the degree to which they contribute to achieving the Group’s
sustainability objectives or otherwise make a positive difference inhelping to solve real-world challenges. Peer voting – open to all
employees - ensures that winning entries reflect the diversity ofviewpoints and backgrounds of our workforce.

Click here to return to Table of Contents

61

Human Resource Development

Click here to return to Table of Contents

Developing Tomorrow’s Travel Industry Leaders
JTB Tourism Business College

Tourism Education andCertifications

University Lectures &Workshops

Founded in 1981 as the International Institute of

The JTB Group publishes an extensive range of

The JTB Group delivers lectures and workshops on

Tourism & Culture, JTB Tourism Business College

educational materials, including tourism reference

the latest travel industry theory, practice anddevelops the travel industry’s leaders of tomorrow

publications and exam preparation guides. We also

management at universities across Japan, proudly

throughthatsponsor national certification exams in a number ofcontributing to the development of the nextbalances knowledge, practical skills and a global

specialized travel-related disciplines and develop

generation of travel professionals.

perspective.

customized training programs for corporate clients.

acarefully

craftedcurriculum

https://www.jtb-college.ac.jp/
https://www.tourism.jp/consulting/sector/education/

63

Fueling Innovation

Click here to return to Table of Contents

Fueling Innovation: nextender®

Connecting the Dots,
Shaping Tomorrow
For more than 110 years, the JTB Group has been driven by a desire to bring new value into
the world through innovation. Our nextender® program builds on this longstanding tradition.
Drawing its name from a combination of “nexus" (connection), “next" and “extender“,nextender® is aimed at nurturing curiosity and collaboration across and beyond the JTB
Group. By providing our people with the tools and resources they need to pursue innovation,nextender® paves the way for inspired learning, risk-taking and co-creation.
The JTB Group is passionate about bringing stakeholders together in pursuit of solutions that

promote the wellbeing of individuals, society and the planet. nextender® represents the next
exciting step in our ongoing innovation journey.

https://www.nextender.jtbcorp.jp/65Basic Tourism ResearchPredicting the Trends

Travel, Hot Springs andWellbeing

JTB’s Tourism
Think Tank

Since their inaugural publication in 1969, JTB

Since its formation in 1974, Japan Health &FormedGroup travel industry forecasts have served as a

Research Institute has been engaged in a broad

Consulting seeks to promote tourism as a vehicle

trusted source of information and insight regarding

range of R&D activity aimed at understanding thefor socioeconomic development. In addition totrends in Japan’s travel and tourism market.

restorative benefits of hot springs as well as related

conducting independent research on traveler

Published four times a year*, these forecasts draw

preventive care. The Onsen Medical Sciencebehavior and values, this JTB Group ‘think tank’on proprietary research as well as publicly available

Research Center, established by the Institute inoffers cutting-edge hospitality training and a widedata.

2012, with various research institutes, businesses

array of consulting services aimed at developing

and local government agencies to carry out

optimized,* Annual Forecast, Golden Week Forecast, Summer

research focused on the health and healing

revitalization, inbound tourism and destination

Forecast and New Year's Holiday Forecast)benefits of hot springs.

development.

in

2012,

JTB

sustainable

Tourism

solutions

Research

for

&

area

https://www.tourism.jp/en/

https://www.jtbcorp.jp/en/newsroom/2023/07/06_jtb-2023smr.html

https://www.jph-ri.or.jp/

66Research & Development Initiatives
Supporting HRD
through Education

Innovating from Within

Medical & Health Tourism

Our efforts to nurture an organizational culture of

As a Registered Medical Visa Guarantor (Travel
Agencies) and Accredited Medical Travel
Assistance Company, Japan Medical & HealthTourism Center (JMHC) provides medical tourism
coordination services and assists inbound visitorswith a wide range of medical tourism needs inJapan. JMHC also leverages its expertise in medical
and health tourism to create synergies acrossbusiness domains, providing corporate clients withoverseas expansion support and IT-based solutions.

The

https://j-medical-healthcare.com/en/

https://www.edunet.or.jp/

innovation have resulted in numerous new businessideas. One such example is ‘Loss-Tabican’, aninnovative and socially-responsible venture aimed at
reducing food waste by finding commercially viable
ways to market ‘substandard’ agricultural produce.
The child of internal innovation, Loss-Tabican is

helping to promote awareness about food waste
while creating new opportunities for the JTB Groupto work collaboratively with stakeholders to create a

Next

Generation

Education

Networking

Organization (NGENO) - launched by JTB in April

2023 – brings together stakeholders in educationfrom inside and outside the JTB organization.
Harnessing JTB’s decades of experience educating
and motivating young learners through real-world
exposure,

NGENO

is

researchanddevelopment

theadvancingeducationalofeffective

educational programs based on best practices.

more sustainable food system.

https://www.jtbcorp.jp/jp/newsroom/2023/05/23_01_sustainable_voyage_project_01.html

67

R&D Collaboration
Solutions for the Japan
Inbound Market

Supporting
Destination Sustainability

JTB Inbound Trip Co., Ltd., a joint venture formed in

By combining the investment and business support

JTB is a partner in the `OPEN UNIVERSE PROJECT’, a

August 2023 by JTB and Shanghai-based Trip.com

functions of the ALL-JAPAN Tourism Development

Japan-based partnership that is bringing stakeholders

Group, is working to provide local governments,

Fund with the JTB Group’s extensive local networkfrom different industries together to make space

hotel operators and other industry stakeholders

and know-how, we are pioneering innovative new

ballon flights a reality. Through this inspiring venture,with practical solutions for enhancing the allure ofways to enhance destination value and promote thethe JTB Group is helping to ‘democratize’ space travel

the Japan inbound market for the Asian visitor.

sustainable development of the travel and tourism

by putting the wonders of outer space within reach ofindustry.

adventurous travelers everywhere.

Click here to view News Release
https://www.jtbcorp.jp/jp/newsroom/2023/08/22_01_jtb_inbound_trip.html

Click here to view News Release
https://www.jtbcorp.jp/jp/newsroom/2023/03/23_all-japan_2.html

Putting Space Tourism
within Reach

Click here to view News Release
https://www.jtbcorp.jp/jp/newsroom/2023/02/21_01_open-universe-project.html

68

R&D Partnering
IT Infrastructure
Development

Employee Benefit
Solutions

Enhanced Real Estate
Solutions

By combining the JTB Group’s extensive networkand tourism industry knowledge base with IBM
Japan’s cutting-edge IT technology and talent, weare harnessing the power of digital to provide
businesses with high-quality IT platforms andenhanced business value.

Through an alliance with Benefit One*, the JTB
Group is leveraging mutual strengths and synergies
to enhance its lineup of employee benefit solutions
in order to help businesses increase administrative
efficiency and employee satisfaction.

By welcoming real estate industry powerhouse
Nippon Kanzai as an equity partner, JTB AssetManagement has further enhanced the breadthand depth of its area solutions lineup.

* A leading provider of corporate HR andadministrative services such as ‘Benefit Station’.

Click here to view News Release
https://www.jtbcorp.jp/jp/newsroom/2021/04/ibmjtbdx-ij.html

Click here for recent JTB Group News Releases

Click here to view News Release
https://www.jtbcorp.jp/jp/newsroom/2021/08/post-49.html

https://www.jtbcorp.jp/en/newsroom/

Click here to view News Release
https://www.jtbcorp.jp/jp/newsroom/2022/04/jtb-20221.html

69Column
Connecting Communities & Businesses

At the JTB Group, we are continually looking for ways to connect communities andbusinesses in order to develop collaborative solutions to real-world challenges.
The `Shinano-Omachi Mizunowa Project‘ in Omachi City, Nagano Prefecture brings together
businesses, government, academia and the financial sector* to support the economic
development, environmental protection and cultural preservation objectives of this SDGs
Future City.
The JTB Group has played an instrumental role in broadening the circle of collaboration byintroducing financial institutions, educational and research institutions as well as leading
corporations like Suntory.
Through the Shinano-Omachi Mizunowa Project, the JTB Group is helping to create aholistic model for next-century community development, demonstrating the power of what
can be achieved when a diverse array of stakeholders unite under a shared vision.
* Private-public partnerships between businesses, government and academia have become increasingly popular in the developmentof new projects and technologies. Front-end involvement by financial institutions expands the possibilities by facilitating projectfunding and expanding access to financial expertise and additional partners.

Click here to return to Table of Contents

70

External Recognition

Click here to return to Table of Contents

Aligning our Business with the Highest National &International Standards
Commitment to Society & the Environment

UN Tourism
Affiliate Member

UNWTO Global Codeof Ethics for Tourism

World Travel and Tourism Council(WTTC) initiatives

The Code

Creating Shared
Value

Cabinet Office Local
Revitalization Telework
Promotion Campaign
Action Declaration

https://www.jtbcorp.jp/en/sustainability/assessment/

Commitment to our Employees & Customers

Diversity Management
Selection 100 (FY2015)

Global Sustainable
Tourism Council

Health and Productivity
Management - White 500(since FY2019)

Kurumin-Certified
Business(2020)

Eruboshi-certified underJapan’s Female Career
Advancement Act (2020)

Good Career Company
Award 2020

WTTC Safe Travels Stamp

EcoVadisBronze Medal
Sustainability Rating* JTB Corp. is the participating entity and recipient of the honors, certifications and affiliations shown above.

72

Organizational Structure &History

Click here to return to Table of ContentsOverview of Governance Structure
Corporate governance is essential to our Mission and underpins everything we do.
Guiding Principles
・We strive to ensure the rights and equality of our shareholders

・We work collaboratively with our stakeholders

・We are committed to fair disclosure and transparency

・We continuously refine our internal control systems

https://www.jtbcorp.jp/en/sustainability/governance/

74Organization
Generalshareholders’ meeting: Organization of JTB Corp.

Board of Auditors

Audit &Supervisory
Board Office: JTB Group Companies

Board of Members

Business Platform Functions
General Affairs Team
Legal Affairs Team

Regional Representatives

Internal Control Team

Business Reform Promotion Division

Tourism Business
Headquarters

Corporate Planning Team

Business Planning Division

Innovation Strategy Team

Business Promotion Division

DEIB TeamSports Entertainment Co-creation Division
BranchGroup company

President & CEO

Human Resources Development Team

Executive

Human Resources Planning Team

Officer

Human Resources Management TeamSupervisory &Control Division

Area Solution Business Division

IT Planning TeamIT Security Team

BranchData & Intelligence TeamGroup company

Branding, Marketing, Communications Team

Business Solution Headquarters

Supervisory &Control Division

Sustainability Team

BranchFinancial Planning TeamGroup company

Accounting & Tax Team
Accounting & Settlement Center

Business Planningand
Development Division

Global Business Unit Headquarters

Treasury Team

Business Strategy andPromotion Division
Japan Inbound Business
Co-Creation Division

Group company

Audit OfficeGroup Company Audit TeamJTB Audit Team

Current as of 04/01/2024
https://www.jtbcorp.jp/en/company/organization/

75

JTB Group Companies
JTB Group’s operating companies
are classified by business line andgeographic region as follows:

Domestic Entities

JTB Corp.

Area Solutions

Domestic Entities
Tourism
Area Solutions

Tourism
JTB GAIAREC INC.
Travel Plaza International, Inc.
JTB GLOBAL ASSISTANCE, INC.
Fun Japan Communications CO., LTD.
JTB Inbound Trip Corp

JTB BUSINESS INNOVATORS Corp.
JTB Trading, Inc.
OKINAWA JTB Corp.
JTB Publishing, Inc.
PULS Inc.
CHUGOKU TERMINAL SERVICE CO., LTD.
Good Fellows JTB Corp.
JTB Asset Management Corp.

Business Solutions

Business Solutions

Global Business

JTB Business Travel Solutions, Inc.
TS Travel Service Co., Ltd.
JTB Communication Design, Inc.
JTB Next Creation Corp.

Business Support Functions

Affiliated Companies
Affiliated Organizations

Overseas Entities
North America/Hawaii/South America

EuropeAsia Pacific
China

Micronesia
Korea
Overseas Entities in Japan

Global Business
JTB Global Marketing & Travel Inc.

Business Support Functions
JTB Tourism Research & Consulting
JTB Business Transformation Corp.
JTB DATA SERVICE, INC.

Affiliated Companies
JI Accident & Fire Insurance Co., Ltd.
JTB Ryorenjigyo Corp.
J&J Business Development Corp.
JCB TRAVEL CO., LTD.
J&J Gift Corp.
JTB&JCB Human Solutions Corp.
J&J Tax Free Corp.
JW SOLUTION Corp.
Skyhop Bus Marketing Japan Co., Ltd.

Affiliated Organizations

Overseas Entities■ North America/Hawaii/South America
JTB Americas, Ltd.
JTB Finance Americas Inc.
JTB Cultural Exchange Corporation
JTB USA, Inc.
Sunrise Plaza Transportation Co.
Sunrise Plaza Transportation of Nevada, Inc.
JTB International (Canada), Ltd.
Tourland Travel Ltd.
JTB Hawaii, Inc.
JTB Goodwill Foundation
JTB Hawaii Travel, LLC.
Travel Plaza, LLC.
Travel Plaza Transportation, LLC.
Tachibana Enterprises, LLC.
MC&A, Inc.
Quickly Travel Agencia de Viagens e Turismo Ltda.
Quickly Concierge Servicos Administrativos Ltda.
Tumlare Corporation Inc.
Tumlare Brazil Agencia de Viagens e Turismo Ltda.

■ Europe
KUONI Travel Investments Ltd.
Travel Plaza (Europe) B.V.
JTB Europe Ltd.
JTB Italy s.r.l.
JTB Viajes SPAIN S.A.
JTB Germany GmbH
Travel Plaza Netherlands B.V.
City Circle UK Ltd.
Tumlare Corporation A/S
Tumlare Corporation Hungary kft
Tumlare Corporation Croatia d.o.o.
Tumlare Corporation AS
Tumlare Corporation Sweden AB
OY Tumlare Corporation AB
Tumlare Corporation (Estonia) O.U.
Tumlare o.o.o.
Tumlare LLC
Europamundo Vacaciones, S.L.U.
Kuoni Global Travel Services (Schweiz) AG
Kuoni Global Travel Services (UK) Ltd.
Kuoni GTS (France) SAS■Asia Pacific
JTB PTE LTD / JTB Asia Pacific Headquarters
JTB PTE LTD / JTB Singapore office
JTB (Thailand) Ltd.
Japan Travel Bureau (Malaysia) Sdn. Bhd
PT. JTB Indonesia
世帝喜旅行社股份有限公司
JTB-TNT (JTB Vietnam)
PT. Kura Kura Indonesia
JTB India Private Limited
Tour East Singapore (1996) Pte Ltd
JTB Asia Pacific Phil. Corp.
PT. Panorama JTB Tours Indonesia
BIG S’ Holiday Pte. Ltd.
JTB Oceania Pty Ltd
JTB Australia Pty Ltd
JTB New Zealand Limited
Tumlare Software Service Pvt. Ltd.
Kuoni Global Travel Services (India) Pvt. Ltd.
Kuoni GTS (Singapore) Pte. Ltd.
Kuoni Tumlare Travel Sdn. Bhd.
Kuoni Tumlare (Thailand) Ltd.
PT Kuoni GTS Indonesia
Kuoni GTS (Taiwan) Limited.

■China上海佳途国際旅行社有限公司
KGTS (Hong Kong) Ltd.
Gullivers (Beijing) Commercial Consulting Services Ltd.
佳天美香港有限公司
JTB(澳門)旅遊有限公司■Micronesia
T.P. Micronesia, Inc.
(D.B.A. PMT)
(D.B.A Lam Lam Tours & Transportation)
Tasi Tours & Transportation, Inc.

■KoreaLOTTEJTB Co., Ltd.
Kuoni Korea Ltd.

■Overseas Entities in Japan
Kuoni Tumlare Japan Inc.

Japan Health & Research Institute
JTB International Cultural Academy76

History
Year

Month

1912

Mar.

Founding of Japan Tourist Bureau

1915

Jam.

Commencement of foreign passenger ticket sales for Japan’s Ministry of Railways

1924

Apr.

Inaugural publication of ‘Tabi’ magazine

1925

Dec.

Commencement of rail ticket sales to domestic passengers

1927

Jul.

Japan Tourist Bureau reorganized as an incorporated entity

1934

Oct.

Company name changed to Japan Tourist Bureau (Nihon Ryoko Kyokai)

1941

Aug.

Company name changed to East Asian Travel Agent

1942

Dec.

East Asian Travel Agent reorganized as an incorporated foundation

1943

Dec.

Company name changed to East Asian Travel Corporation upon assumption of theoperations of the International Tourism Association

1945

Sep.

Company name changed to Japan Travel Bureau

1960

Dec.

Completion of corporate headquarters in Marunouchi (Tokyo)

1962

Apr.

Opening of Japan Travel Bureau’s Central Training Institute

1963

Nov.

1964

Mar.

Japan Travel Bureau reorganized as a joint stock corporation with a capitalization of¥800,000,000 and issued Travel Agency License No. 64
Launch of SUNRISE TOURS product line to service the Japan inbound tourism market

1968

Apr.

Commencement of overseas tour wholesaling operations

Jun.

Launch of ‘LOOK’ brand of overseas package tour productsJan.

Launch of ‘ACE’ brand of domestic package tour products

1971

History

Feb.

Formation of Traveland Kogyo (later JTB Traveland)

1973

Dec.

1979

Feb.

Capitalization doubled to ¥1.6 billion
LOOK customers top 1 million

1982

Mar.

Launch of ‘Palette’ brand of overseas package tour products

May.

Launch of JTB Retreat Center Network

1983

Aug.

Rollout of YES JTB Card

1984

Jan.

ACE customers top 10 million

Feb.

LOOK customers top 2 million

Apr.

SUNRISE TOURS customers top 3 million

Apr.

Launch of ‘TabiTabi’ prepaid travel program

1985

1990

2004

Apr.

Traveland Kogyo rolls out Total Corporate Identity system and rebrands as JTB
Traveland in April
Through participation in the MasterCard Japan’s Clearance and Settlement Network, JTB
cards welcomed at 2 million participating merchants across Japan
Formation of JTB Hokkaido

2005

Feb.
Mar.

1991
1992

1993

1994

1995

Jan.

Outbreak of the Gulf War heavily impacts overseas tour sales

Oct.

Launch of ‘Incentive Business’ sales

May.

Full-scale rollout of POPS

Jun.

Grand opening of Sheraton Kobe Bay Hotel & Towers

Oct.

JTB DATA SERVICE formed to promote employment of individuals with disabilities

Nov.

Completion of ‘Foresta’ corporate training and retreat center in Tama, JapanMar.

Formation of JTB Senior Staffing Inc.

Apr.

Launch of Japan Travel Bureau Traveler's Checks

Nov.

Opening of FIT Sales & Support Center

Dec.

Opening of Business Travel Sales & Support CenterJan.

Launch of new LOOK JTB series integrating LOOK and Palette brands

Apr.

JTB provides travel services and logistical support for Formula 1 Pacific Grand Prix
(Okayama Prefecture)
Five sales offices damaged by the Great Hanshin Earthquake, severely impacting
domestic tour sales
Launch of sales of new ‘Nice Stay’ universal vouchers for hotels and ryokan (Japanesestyle inns)
Formation of Travel Net Inc. (a joint venture with ZENCOLO and Mitsubishi Corporation)
to support employment of individuals with disabilities

Jan.
Oct.
Dec.

1996

1997

Feb.

Commencement of tour sales through ‘Automated Multimedia Vending Stations’Mar.

LOOK JTB customers top 1 million/year

Oct.

Formation of J-Net Club

Jan.

Dec.

Launch of JTB Employee Stock Ownership Plan
Capitalization increased to ¥2.304 billion,
85th corporate anniversary
Formation of Bankers Partner, Inc.

Mar.

1998

Apr.

Formation of JTB System Solution

May.

Full-scale rollout of Internet-based tour sales

1999

Aug.

2000

Feb.

Full-scale entry into Web-based tour sales
Launch of JTB BENEFIT SERVICE Corp. to provide employee benefits solutions tocorporate clients
Launch of online travel agency Tavigator in partnership with Yahoo Japan and Softbank
Group
Japan Travel Bureau and Carlson Wagonlit Travel launch JTB-CWT to service thebusiness travel solutions (BTS) market

1986

Jan.

‘TabiTabi’ awarded the Excellence Award by Nikkei Marketing Journal

May.

1987

Mar.

Capitalization increased to ¥1.92 billion

Aug.

Apr.

Full-scale entry into mail-order sales: Formation of JTB Media Retail Division

Sep.

LOOK customers top 3 million

Nov.

Commencement of sales of ‘Nice Shop’ department store merchandise vouchers

Apr.

JTB World begins wholesaling LOOK and other overseas package tour productsJun.

Commencement of sales of ‘Nice Gourmet’ premier dining vouchers

Sep.

YES JTB cardholders top 300,000

Oct.

Japan Travel Bureau becomes the industry’s first operator to roll out a comprehensive
Corporate Identity (CI) program including launch of new management vision and logo
aimed at pioneering a new era in JTB’s history

1988

Nov.
Dec.
1989

JTB Signature ‘Showgirls’ event
ACE customers top 20 million

Apr.

‘Nice Shop’ awarded the Excellence Award by Nikkei Marketing Journal

May.

Discontinuation of joint operations of LOOK tours with Nippon Express. Brand namechanged to LOOK JTB. Redesign of ACE JTB, LOOK JTB, and SUNRISE logos.
Launch of new MasterCard-affiliated ‘JTB Card’

Dec.

Japan Travel Bureau and JR Tokai jointly form JR Tokai Tours

https://www.jtbcorp.jp/en/company/history/

Jan.

Mar.
Apr.

JTB joins MasterCard International

Jan.

Jul.

2001

2002

2004

Commencement of sales of Sports Promotion Lottery tickets at 39 JTB Corp. locations
across Japan
Formation of Japan Point Annex (a joint venture information services company
specializing in IC cards and loyalty programs) with JCB and 10 other firms

Jun.

Incorporation of Japan Tourism Marketing, specializing in tourism and travel researchSep.

9-11 terrorist attacks in the U.S. heavily impact overseas tour sales

Mar.

90th corporate anniversary
JTB named official provider of transportation and tour services for the 2002 FIFA World
Cup Korea/Japan

Jun.

2003

Company name changed to JTB Corporation and corporate headquarters relocated to
Shinagawa-ku, Tokyo . Rollout of new corporate vision and tagline : ‘Connecting theWorld: Travel & Spirit’ . Launch of new LOOK JTB tiered product architecture: Royal,
Regular, Slim.

Oct.

Launch of ‘Nice Select’ gift vouchers offering flexible selection of lodgings for couples

Jan.

Unveiling of JTB Group Environmental Commitment

Mar.

Iraq War and SARS heavily impact overseas tour sales.
ACE JTB customers top 10 million/year.

Apr.

Integration of Group-wide overseas tour wholesaling into newly-formed JTB World
Vacations

Oct.

Oct.

JTB Publishing Inc. formed to integrate the publishing operations of the JTB Group
Rollout of holding company and new management structure to provide foundation
for further growth of the JTB GroupCampaign to support victims of the Chuetsu Earthquake in Niigata Prefecture.
Launch of ¥500 bus service between Tokyo and Niigata
Launch of Japan-Korea Friendship Year 2005! Celebration of Mori no Nigiwai (Buzzin the Woods) in Korea
JTB Global Marketing & Travel formed to integrate the Group’s activities in theinbound Japan tourism market
Operations of seven Tohoku region offices integrated into JTB Tohoku, Inc.
Launch of new management structure and Group tagline : ‘Your Global LifestylePartner’.
Execution of comprehensive partnering agreement with JCB Co., Ltd. and formationof J&J Business Development to support strategic business development efforts
JTB Corporate Solutions formed to provide leading edge business solutions to thecorporate market
Rollout of ‘Nice Gift’ vouchers with JCB. Vouchers accepted at 500,000 participating
establishments across Japan.
Acquisition of shares in Tumlare Group as part of reorganization aimed atstrengthening European operations
LOOK JTB customers top 25 million

Apr.

Publication of 1,000th issue of The JTB Timetable

Jun.

Establishment of Ryokan Executive HR Development Fund

Jan.
Dec.

40th anniversary of ACE JTB sales‘Rurubu’ recognized as the longest series of published travel guides by Guinness
World Records

Nov.
Dec.
Feb.
Apr.

2006

Apr.
May.

2007

Apr.
Jun.

2008

2009
2010

2011

Jan.

Apr.

Formulation of new JTB Group brand message: ‘The JTB Way’May.

Launch of ‘Youyi’ tour products for the Chinese market. JTB Group becomes the firstforeign travel agent to be licensed by the government of China.
JTB becomes first the foreign travel agency to be accredited by the government of
China

Mar.

100th corporate anniversary

Jul.

JTB services over 7,000 guests at the London Olympics

2013

Feb.

2014

Apr.

Rollout of ‘JTB Universal Tourism’
Formation of JTB Domestic Tours.
Formation of and JTB Kumamoto Relations Center.
Acquisition of shares in EuropaMundo Vacaciones (Spain)
JTB becomes a signatory to the United Nations World Tourism Organization(UNWTO) Global Code of Ethics for Tourism
State of Hawaii declares October 1, 2014 ‘JTB Day’ in honor of the JTB Honolulu
Office’s 50th anniversary
Acquisition of shares in Tour East Group

2012

May.
Sep.
Oct.
Dec.
2015

Sep.

2016

Mar.

2017
2018

Apr.

Launch of new ‘JTB Sports’ brand
JTB appointed Official Partner under the Tokyo 2020 Sponsorship Programme(Travel Agency Services and National Trip Hospitality Services)
Formation of JTB Communication Design

Jan.

Acquisition of shares in MC&A in Hawaii

Mar.

Formation of Panorama JTB Tours in Indonesia

Jan.

Name of company changed to JTB Corp.

Apr.
2019

Sep.

2020

Apr.

Migration to new managerial structure
As the sole domestic Official Travel Agent for Rugby World Cup Japan 2019 , JTB
provides lodging and transportation services for athletes and staff, event parking
services as well as official agent-organized tours
Formation of GoodFellows JTB Inc.

Oct.

Rollout of new Vision and Medium-Term Management Plan

2021

Apr.

Launch of new organizational structure

Jun.

Formation of JTB Business Transformation Corp.

Aug.

As Official Travel Agency Services Partner under the Tokyo 2020 Sponsorship
Programme, JTB provides travel and logistical services to approximately 270,000
customers including the Organizing Committee, athletes and staff

Mar.

110th corporate anniversary.
Execution of Memorandum of Understanding with Global Sustainable Tourism
Council.

2022

77Financial Information

Click here to return to Table of Contents

FY2023 Consolidated Income Statement Highlights（Units: 100 Million JPY・%）

FY2023

FY2022

Change from FY22

% Change from
FY22

Gross Sales

10,863

9,780

1,083

111.1

Gross Profit

2,683

2,545

138

105.4

Sales & Administrative Expenses

2,380

2,209

171

107.8

303

336

-33

90.1

40

61

-21

64.9

Ordinary Income (Loss)

343

397

-55

86.2

Extraordinary Gain (Loss)

▲0.4

5.9

▲6.3

＋→▲

Net Income (Loss) Before Taxes andOther Adjustments

342

403

▲61

84.8

Net Income (Loss)

221

300

-78

73.8

Operating Profit (Loss)
Non-Operating Income (Loss)

79

FY2023 Consolidated Balance Sheet Highlights(Units : Millions of JPY・%)

Current assets
Cash and deposits
Notes and accounts
receivable

Changefrom FY22% Changefrom FY22

610,698▲79,41687.0

283,533

13,041

104.6

FY2023

FY2022531,282
296,574
151,230

214,416▲63,186

70.5

FY2023

Total liabilities

FY2022

Changefrom FY22% Changefrom FY22

563,606

618,329▲54,723

91.1

Notes and accounts
payable135,122

127,149

7,973

106.3

Loans payable（Shortterm, Long-term）

10,47841,131▲30,653

25.5

Advances received

108,375

88,004

20,371

123.1

741

592

149

125.2

Gift coupons andTravel coupons

85,40589,843▲4,43895.1

42,17032,801

9,369

128.6

Deposits received fortravel reserve （Shortterm, Long-term）

47,71949,520▲1,801

96.4

30

1

29

3000.0

Deposits received

31,711

67,748▲36,037

46.8

40,53779,355▲38,818

51.1

4,429

4,257

172

104.0

Other

140,367

150,677▲10,31093.2

164,438

149,967

14,471

109.6

Total net assets

132,114142,336▲10,22292.8

22,087

19,976

2,111

110.6

Capital

100

100

0

100.0

Software

9,965

10,057▲92

99.1

Capital surplus

951

34,943▲33,992

2.7

Goodwill

747

1,074

▲327

69.6

129,777

109,156

20,621

118.9

Investment securities

57406

44,241

13,165

129.8

▲308

▲2,731

2,423(11.3)

Deferred tax assets

12,29017,811

Accumulated othercomprehensive income▲5,521

Non-controllinginterests

1,594

868

726

183.6

695,720

760,665▲64,945

91.5

Marketable securities
Advance payments
Short-term loans
receivable
Other

Noncurrent assets
Buildings, structuresand land

Other

Total assets

69.0

61,94356,808

5,135

109.0

695,720

760,665▲64,945

91.5

Deferred tax liabilities

Retained earnings

Total liabilities andnet assets

80