JTB Chairman Yamakita: Tourism Needs Human Revival, Not Digital Transformation
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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.
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- Web in TravelJTB Chairman Yamakita: Tourism Needs a Revival, Not More Digital Transformation
Speaking at WiT Singapore, JTB Chairman Eijiro "Eddie" Yamakita said the tourism industry talks too much about digital transformation and should return to the people and hospitality of destinations, calling it "human transformation" or revival. JTB acquired Southeast Asian DMC EXO Travel in May, and he said Asia, Europe and the US require three different approaches. His successor Aomi Tomo has announced a large-scale investment plan covering destination development, hotels and sports entertainment.
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