JTB Is Expanding Out of Japan. EXO Travel Is the Latest Deal

JTB has spent the last eight months acquiring its way out of a Japan-dependent business model. The latest move — picking up Bangkok-based destination management company EXO Travel — extends that push across Asia and into the luxury experiential market that Western travelers are chasing.

JTB said Thursday it agreed to acquire All Wise Holdings, EXO’s parent. Founded in 1993, EXO operates across 10 Asian markets, as well as Egypt and Morocco, serving travel advisors and tour operators primarily in Europe, North America, and Australia.

The deal follows JTB’s acquisition of travel media company Northstar Travel Group in October 2025, tourism analytics firm Nightley in April, and events specialist Imprint Events Group in February — each adding a different layer to what is starting to look less like a traditional travel company and more like a B2B travel inf