JTB Group has unveiled “OPEN FRONTIER 2035,” its long-term vision for the next decade. The vision positions JTB as a frontier (leading-edge) enterprise that brings together people, places, businesses, and possibilities to create connections and generate new value for society. By pioneering a new era of Designing Human Moments, we will harness our expertise and insights to connect, create, and contribute to the world—enriching people’s lives with excitement and contentment.
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JTB Group's Desired Vision for 2035
Our Source of Value is the Power to Create Connections
JTB Group has positioned “Intelligence that Creates Connections” as the core of its competitive advantage. Insight and expertise—when combined and continuously enhanced—will enable the Group to create meaningful connections by bringing together people, places, businesses, and possibilities, thereby generating new value for society.
Four Keys to Transforming Our Vision
In line with its aspiration to become a frontier enterprise, JTB Group will leverage the insights and expertise cultivated over its 114-year history to maximize its ability to create connections, address social challenges, and help shape a sustainable future for the global tourism industry. To realize its desired vision, JTB Group will drive transformation across four key focus areas. The focus of each of these will be as follows:
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Global
Expansion of business activities across the world
Creating global appeal with a “glocal” approach (a focus on unique local market requirements that will resonate with customers who have a presence in multiple countries) -
Business Model
Shift to a business ownership model by owning IP and assets including real estate
Redesign of our revenue model to combine once-off and recurring revenues -
Information / Data
Building an AI-powered information platform to evolve insights
Organizing and clarifying information to make insights more explicit -
Culture
Embracing diversity and harmony
Business Strategy Segments Based on Global Market / Customer Focus
To drive its transformation, we have established strategic business segments that integrate what we call Global Tourism Intelligence.
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Global Area Solution
We will elevate overall regional value through investment in, and the provision of solutions to, local governments, Destination Management Organizations, and tourism operators. -
Global Tourist Solution
We will leverage marketing capabilities to propose optimal travel experience for each individual traveler. -
Global Business Solution
We will co-create high-return solutions for corporate and academic sector clients leveraging our planning and production capabilities. -
Global Tourism Intelligence
We will enhance the value we create for tourism industry stakeholders by providing marketing solutions through the media and via events.
Key 2035 Financial Targets
We have set clear long‑term targets to scale our business and strengthen our profitability. On a management accounting basis, we aim to increase transaction volume, expand gross profit, and lift margins materially by FY2035, as follows:
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FY2024 Results (management accounting)
- Revenue: ¥1,683.8 trillion
- Gross profit: ¥293.7 billion
- Operating profit: ¥14.9 billion
- Gross operating profit ratio: 5.0% -
FY2035 Targets (management accounting)
- Revenue: ¥2,500 trillion
- Gross profit: ¥500 billion
- Operating profit: ¥75 billion
- Gross operating profit ratio: 15%
In order to achieve these key financial targets, we have established the following basic policies to maximize corporate value over the medium- to long term and achieve sustainable growth. We will:
- Generate financial capacity to allow investment in growth and the formation of high-quality assets, establishing a virtuous cycle of growth.
- Enhance creditworthiness and financing capability by improving our corporate value.
- Prepare for contingencies by promptly securing a level of net assets capable of withstanding foreseeable losses, thereby helping to ensure business continuity.
Transforming Our Business Portfolio (Ratio Targets)
To realize its Vision, we will advance its business, investment, and talent portfolios in an integrated manner, deploying management resources efficiently and with agility in order to achieve sustainable growth and enhance corporate value. By addressing both growth and profitability across each business area, we aim to achieve the following key financial targets:
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Global business ratio
Baseline FY2024: Global 14% / Japan 86% (includes Japan inbound)
Target FY2035: Global 50% / Japan 50% -
People-traffic business dependency
Baseline FY2024: 20% not dependent on people traffic / 80% dependent
Target FY2035: 25% not dependent / 75% dependent -
Revenue categories
Baseline FY2024: 11% recurring / 89% once-off
Target FY2035: 30% recurring / 70% once-off -
Sustainability endorsement (of partner base)
Policy establishment: June 2025—Sustainable Transaction Policy
Target FY2035: 63% of business partners implementing sustainability initiatives
Investment Strategy: Establishing a Cycle for Sustainable Growth
Centering on focused investment in premium assets—business assets, intellectual property/rights, and human capital—we will establish a cycle of development > revenue growth > priority reinvestment, upgrading assets through our business activities to generate additional cash flow. Leveraging IP rights to secure competitive advantage and enhancing our employee skills and motivation levels will allow us to create sustainable value through increased investment in both business assets and in human capital.
Talent Strategy, Culture
We will implement borderless ways of working that are unconstrained by time, place, or organizational boundaries; support career design aligned with each employee’s personal “Will;” and make skills and experience visible to enable effective career matching. Through these efforts, we will enable employees with diverse talents worldwide to co-create value on a global stage, continually generating new connections across the JTB Group.
Sustainability
To advance our corporate mission, JTB Group has defined three material topics— “Enriching the Human Experience” “Nurturing Our Surroundings” and “Engaged Partnering”—alongside eight sub-material topics. We are implementing initiatives that maximize the positive impact arising from connection and minimize any negative impact.
In June 2025, we established a Sustainable Transaction Policy, setting a 2035 target for 63 percent of our business transactions to be with partners pursuing sustainability initiatives. We are also enhancing accessibility across our websites and digital channels to offer customers choices of products and services grounded in sustainability.
Establishment of the JTB Social Commitment Program “Mirai Exchange Creation Fund”
We will increase its pursuit of CSR initiatives that help address social challenges, and, as part of these efforts, we will establish the JTB Social Commitment Program: Mirai Exchange Creation Fund in April 2026. The Fund will provide ongoing support—through donations and grants—for activities that preserve and protect local communities. Specifically, the Fund will support the protection and utilization of historical buildings and intangible cultural assets such as festivals, the restoration and conservation of natural environments, and measures against overtourism—helping regions cultivate value more sustainably.
Looking Ahead
As AI agents create new businesses and society undergoes profound transformation, the value of connections will continue to grow. Building on this momentum, JTB will deepen and broaden the impact of connections, expanding the potential of the tourism industry while evolving as a pioneering enterprise that creates new value for society. Through co-creation with partners who bring diverse technologies, insights, and networks, we will help realize a sustainable and prosperous future.
About JTB Corp.
JTB is one of Japan's leading travel solutions providers, offering a diverse range of services and products tailored to meet the evolving needs of its clients. With a rich history dating back to 1912, JTB has consistently adapted and innovated to maintain its position at the forefront of the industry. From individual travel and the promotion of regional tourism to business meetings and sporting events, JTB offers support for a wide spectrum of travel-related activities. Guided by its vision "Perfect moments, always," JTB is committed to delivering personalized experiences to individuals, businesses and institutions worldwide. With a global presence spanning 152 locations across 36 countries & regions, JTB seamlessly connects people, places and possibilities, all while fostering a sustainable future. https://www.jtbcorp.jp/en/
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