JTB drew up a new long-term vision ‘OPEN FRONTIER 2035’ for 2035 to clarify a business direction as a value creation company based on exchanges for sustainable growth and improvement of corporate values. Under the vision, JTB will draw up a new management plan.

“It is important for us to understand how we take actions, looking at changing society 10 years later,” Eijiro Yamakita, JTB CEO explained. JTB has been discussing how tourism can offer values in 2035, as the social system and processes of movement, information, data and decision-making have been rebuild. He added, “AI is doing a lot of operations in the near future. On top of that, we have discussed how human power can be used.”  

Under the vision, ‘exchange creation intelligence’ is placed as a source of the JTB group’s values and a base supporting higher and more diversified exchanges. Intelligence is a key to change understanding of marketing and approaches to customers. JTB will build a new management system using data in combination of ‘insights’ on customers, areas or industries and ‘expertises’ in the tourism space. 

One of the strategies was purchase of BtoB tourism media group ‘Northstar Travel Group’ in August 2025. Keeping independent operation of Northstar as media, JTB will raise its values in the AI era using reliable data analysis by Northstar and its’ global network.  

JTB maintains its corporate statement ‘Making differences values, connecting the world,’ keeping eyes on DEIB (Diversification, Equity, Inclusion, Belonging), and under the statement, JTB aims to create open-innovative corporate cultures, in which a variety of human resources can demonstrate their skills. 

JTB places sustainability as a core of the management with a goal to raise the ratio of businesses with sustainability-driven partners to 63% in 2035. In addition, JTB will establish ‘JTB Social Commitment Program Fund’ in April 2026 to support activities about sustainability including nature and culture preservations and countermeasures against over-tourism. 

Targeting operating profit at 75 billion yen in 2035

Under the vision, JTB reorganized the business fields into ‘Global Tourist Solution’ for tourism focusing on FIT, ‘Global Business Solution’ for corporate and education businesses, ‘Global Area Solution’ for local communities and DMOs and ‘Global Tourism Intelligence’ supporting the entire tourism industry.

Also, JTB is reforming the business portfolio, aiming to raise the ratios of the global business to 50%, the non-human- based business to 25% and the stock-style business for lasting profits to 30% in 2035. For the stock-style business, JTB will focus on investing business assets, IP rights and human resources. 

報道資料より

Through the reform, JTB aims to expand annual transactions to 2.5 trillion yen (1.7 trillion yen in 2024), gross profit to 500 billion yen (294 billon yen in 2024) and operating profit to 75 billion yen (14.9 billion yen in 2024) and gross operating profit margin to 15.0% (5.0% in 2024) in 2035. 

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