JTB and MOTO TOURS JAPAN Sign Basic Agreement to Expand Inbound Tourism Market

JTB Corporation (Head Office: Shinagawa-ku, Tokyo; President and CEO: Eijiro Yamakita; hereinafter "JTB") and MOTO TOURS JAPAN Corporation (Head Office: Ota-ku, Tokyo; Representative Director: Kazunari Matsuzaki; hereinafter "MOTO TOURS JAPAN") have signed a basic agreement (MOU) aimed at contributing to the further expansion and development of the inbound tourism market to Japan through moto-tourism.

By redefining motorcycles as an "experiential medium that creates memorable, tangible value" beyond just a means of transportation, and by promoting moto-tourism, we will discover hidden tourism resources in various regions and create new value.

◆Background of the Basic Agreement

The number of inbound tourists to Japan is rapidly recovering and expanding, with the government setting a target of 60 million foreign visitors and 15 trillion yen in travel consumption by 2030. However, approximately 70% of foreign visitors' accommodations are concentrated in Tokyo, Osaka, and Kyoto, and the structure of excessive concentration in urban areas persists. There are also significant challenges with secondary transportation, such as a lack of regional transport networks, leading to a situation where attractive local tourism resources are not fully utilized.

To solve these issues and aim for further growth of the inbound tourism market and the realization of a sustainable tourism nation, JTB announced a new business strategy, "Inbound VISION 2030," in September 2025. Within this strategy, referred to as "+1 New Domain," JTB is working with co-creation partners to develop, cultivate, and invest in services for foreign visitors that are compelling enough to be a primary reason for visiting Japan. MOTO TOURS JAPAN aims to provide new tourism value to foreign visitors by leveraging the freedom and wide-ranging mobility unique to motorcycles, offering deep regional attractions as high-value touring experiences.

As one of the "new tourism styles that transform movement itself into value," motorcycles, in particular, offer high freedom and enable wide-ranging travel while experiencing local nature, culture, and scenery, thus contributing to regional dispersion and extended stays in local areas.

By combining JTB's services and content production capabilities, which pursue the needs and insights of foreign visitors, with MOTO TOURS JAPAN's expertise in moto-tourism, we will create new value in the inbound tourism market through the discovery of hidden regional tourism resources, the creation of unique and moving experiences only possible with motorcycles, and the provision of one-of-a-kind journeys.

◆Overview of the Basic Agreement

The two companies will mutually leverage their respective knowledge, networks, and resources to expand the inbound tourism market through moto-tourism and create new experiential value. They will collaborate, cooperate, and proceed with discussions on the following matters:

1. Creation of attractive products and dissemination of information related to moto-tourism

Targeting affluent individuals primarily from Europe, North America, Australia, and ASEAN, we will create narratives around "Authentic Japan" that can only be reached by motorcycle, allowing visitors to experience Japanese spirituality and aesthetics, thereby creating "travel destinations" where the visit itself is the purpose. Simultaneously, we will embody the brand value of Japan's two-wheel industry as a travel experience and disseminate it globally.

2. Development of services and business models centered on rental motorcycles

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