Introduction
In an innovative move to promote digital transformation in the tourism sector, JTB Corporation and Hitachi, Ltd. have agreed to collaborate on the development of new services. By combining their expertise, the two companies aim to enhance traveler convenience, boost sightseeing activities, and improve the productivity and revenue of tourism-related businesses, all while supporting sustainable tourism in local regions.
The Initiative: tebu-Ride PASS
One of the first initiatives under this collaboration is the pilot project for the tebu-Ride PASS, a new digital ticketing service utilizing biometric identification. This service will launch on August 1st in Shodoshima, Kagawa Prefecture. By leveraging advanced technology, the tebu-Ride PASS seeks to address issues related to usability and operational efficiency faced by traditional tour packages.
Background of the Collaboration
JTB has recognized the necessity of digitalizing tourism facilities and public transportation to drive area development and enhance tourism experiences. They have acknowledged the importance of collaborating with partners who possess advanced technologies and know-how. Conversely, Hitachi has been actively implementing digital transformation efforts within the tourism sector by collaborating with local governments, tourism operators, and transportation agencies. They specialize in secure biometric identification technology and payment systems based on movement history, which are foundational elements for the digital ticketing system.
Roles of JTB and Hitachi
In this collaboration, JTB will leverage its extensive experience and knowledge within the tourism industry to play a pivotal role. They will conduct research to create attractive travel plans while utilizing strong networks with local governments and businesses to facilitate the smooth introduction and operation of the tebu-Ride PASS. Additionally, JTB will analyze traveler behaviors and preferences to create effective promotional strategies.
Hitachi, on the other hand, will be responsible for designing, developing, and implementing the digital ticketing system. This includes utilizing biometric technology for hassle-free shopping experiences and real-time tracking of users' movements through beacon technology, automatically calculating charges based on their routes. Hitachi aims to create a flexible system that can expand in the future, supporting continued service delivery.
Features of tebu-Ride PASS
The tebu-Ride PASS is designed to simplify the travel experience by allowing users to seamlessly access multiple transportation services and tourist facilities using just their smartphones. It supports walk-through access at gates and facial recognition for user convenience. Moreover, post-payment options will be available to streamline transactions during travel, with discounts based on usage amount enhancing the overall tourism experience. These advancements will not only provide more options for travel but will also alleviate the hassles associated with ticket purchases and entry processes, ultimately resulting in higher traveler satisfaction.
Pilot Project in Shodoshima
- - Duration: August 1, 2025 - October 31, 2025 (92 days)
- - Location: Shodoshima, Kagawa Prefecture
- - Objective: To verify the service of a seamless digital ticketing system connecting various user experiences on the island.
Future Perspectives
Through this collaboration, JTB and Hitachi strive to address the challenges specific to different tourist areas, effectively capturing the diverse needs of tourists, local residents, and inbound visitors. Their goal is to contribute to expanding local consumption and enhancing the profitability and productivity of the tourism industry.
The system will serve as a foundation for local governments and businesses to analyze visitor behavior patterns and demands, enabling them to provide more personalized services and devise effective tourism strategies, ultimately achieving a more comprehensive digital transformation in tourism.
Upcoming Expo Participation
JTB will showcase 14 solutions targeted at sustainable tourism management at the upcoming Tourism DX and Marketing Expo. Among these, details of the tebu-Ride PASS will be highlighted.
- - Expo Dates: June 25 - June 27, 2025
- - Location: Tokyo Big Sight, East Exhibition Hall, East 7 Hall, Booth 3-52
- - Event Info: Tourism DX and Marketing Expo
Contact Information
For inquiries from the general public, please contact:
- - JTB Area Solution Division: dx_solution@jtb.com (Office Hours: 9:30 AM - 5:30 PM, Closed on weekends and holidays)
- - Hitachi Financial Systems Sales Division: Hitachi Inquiry Form