JTB Chairman Yamakita: Tourism Needs Human Revival, Not Digital Transformation

On October 29, 2026, JTB Chairman Eijiro "Eddie" Yamakita said at the WiT Singapore event in Singapore that tourism has discussed digital transformation too much and should return to the people and hospitality of destinations, a direction he called "human transformation" or revival. The report mentioned that JTB acquired Southeast Asian destination management company EXO Travel in May, and believes the Asia, Europe and U.S. markets require three different approaches. His successor Aomi Tomo has announced a large-scale investment plan covering destination development, hotels and sports entertainment. The event's progress currently remains at the above statements and the announcement of the investment plan; the report did not disclose the investment amount, timetable or specific implementation arrangements.