In a move that could reshape parts of the Asian travel landscape, EXO Travel has officially joined forces with Japan’s tourism heavyweight, the JTB Group.
For anyone who has spent time in the travel industry over the past three decades, this is no ordinary acquisition announcement. It is the coming together of two highly respected brands that have spent years building reputations around trust, relationships, local knowledge and delivering travel experiences that leave lasting memories rather than just passport stamps.
EXO Travel announced that it will become part of the JTB Group following the acquisition of All Wise Holdings Pte. Ltd., owner of the EXO Travel Group brand, by JTB’s Asia Pacific operations.
While mergers and acquisitions are common across global tourism, this deal feels less like a corporate transaction and more like a strategic marriage between two organisations that share remarkably similar values.
Founded in 1993, EXO Travel has grown from a regional operator into one of Asia’s most respected Destination Management Companies. Today, its footprint stretches across Thailand, Vietnam, Cambodia, Laos, Indonesia, Malaysia, Singapore, Japan, South Korea and Myanmar, as well as Egypt and Morocco.
Over the years, EXO has earned a reputation for crafting tailor-made travel experiences while maintaining a strong focus on sustainability, community engagement and service excellence.
That reputation was clearly one of the attractions for JTB.
Eijiro Yamakita, President and CEO of JTB Group, welcomed the partnership and highlighted the strong alignment between the two organisations.
“We, JTB Group, are delighted to welcome EXO Travel to our group. EXO Travel has earned deep trust across Asia and beyond through its commitment to sustainable tourism and its collaborative approach with local communities, creating value for both partners and destinations.”
Yamakita added:
“By joining forces with EXO Travel—whose values closely align with the JTB Group’s mission—and combining this with JTB’s global network and expertise, we are confident that this partnership will elevate travel experiences while contributing to the continued advancement of the global travel and hospitality industry.”
That emphasis on sustainability is noteworthy.
The modern traveller increasingly wants more than a hotel room and an airport transfer. They want meaningful experiences, authentic cultural connections and confidence that their visit contributes positively to local communities. Both companies have spent years positioning themselves around these principles.
For EXO Travel Chief Executive Officer Hamish Keith, the partnership represents an opportunity to build on the company’s success while preserving the qualities that made it successful in the first place.
“This partnership represents a very positive step forward for EXO Travel, our people and our partners around the world. JTB is one of the most respected travel companies globally, and we share a common purpose and long-term vision built around quality, relationships and meaningful travel experiences.”
Keith was quick to reassure partners that EXO’s DNA will remain firmly intact.
“EXO has been successful over the past 30 years due to our local expertise, our culture and our commitment to service excellence delivered by a high performing team of committed people. We will continue operating with the same leadership, teams and partner-first approach that our agents and clients know today, while benefiting from the additional scale, resources and opportunities that being part of the JTB Group will bring.”
And that reassurance matters.
Whenever acquisitions occur, travel agents, wholesalers and industry partners immediately start asking the same questions. Will contacts change? Will service levels be affected? Will existing agreements survive the transition?
According to both organisations, the answer is a clear yes.
For clients and partners, business will continue as usual. Existing management teams remain in place, operational structures stay unchanged, and current bookings and agreements will continue without interruption.
Behind the scenes, however, the opportunities are significant.
By combining EXO Travel’s deep destination expertise and extensive regional operations with JTB’s global reach, distribution strength and international market presence, the partnership creates a platform capable of delivering substantial growth across Asia and beyond.
It also arrives at a time when international tourism is enjoying a strong recovery, and travellers are increasingly seeking premium, authentic and sustainable experiences.
The travel industry has always been built on relationships. Technology may speed things up, but people still buy from people.
In that respect, this partnership makes perfect sense.
EXO brings local knowledge that cannot be replicated from a boardroom thousands of kilometres away. JTB brings global scale, investment capability and one of the most respected names in international tourism.
Together, they have the potential to create something far bigger than either could achieve alone.
And in an industry that has spent the past few years rebuilding, that’s a journey worth watching.
For more information, visit the official websites of EXO Travel and JTB Group.
