Mitsubishi Electric and JTB Forge Alliance in Autonomous Transportation for Tourism Industry

Mitsubishi Electric and JTB Join Forces in Autonomous Driving

In a landmark collaboration, Mitsubishi Electric Corporation and JTB Corporation have signed a memorandum of understanding (MOU) aimed at fostering autonomous driving solutions within the tourism industry. This partnership is particularly timely given the growing challenges of labor shortages in Japan's tourist destinations and the rising demand for efficient transportation services.

The MOU represents a strategic alliance in which both companies will leverage their expertise and networks to enhance and promote autonomous driving services across tourist spots and resorts. This collaboration is set to drive innovation and create new value through co-creation activities utilizing autonomous driving technology.

Objectives of the Collaboration

The tourism industry stands on the brink of significant expansion, as both domestic and inbound international travelers are on the rise. However, along with this growth comes a pressing issue: a shortage of skilled labor. Transportation services that support traveler mobility are under increasing operational strain, necessitating sustainable management practices at tourist locations and resorts.

Since 2021, Mitsubishi Electric has conducted several pilot programs to explore various autonomous driving scenarios. The company is set to launch the fully autonomous vehicle service named xAUTO® by October 2025, which will offer a driverless transportation solution specifically for resorts.

On the other hand, JTB has been at the forefront of creating innovative exchanges and solutions based on digital platforms. Their mission is to address regional and organizational challenges through their Exchange Creation Business, aiming to develop systems that foster continuous interactions between people, communities, and institutions.

By combining Mitsubishi Electric's autonomous driving expertise with JTB's tourism digital transformation solutions, the companies believe they can mutually benefit from synergizing their strengths. The execution of this MOU signifies a commitment to proliferating autonomous driving services in tourist areas and generating new value through co-created activities. The ultimate goal is to mitigate workforce shortages in the tourism sector while also enhancing community engagement and revitalizing local economies, thus contributing to the sustainable growth of the tourism industry.

Comments from Key Stakeholders

Naoto Masuda, Senior Executive Officer, Mitsubishi Electric

Masuda expressed enthusiasm about the partnership, stating, “We are thrilled to collaborate with JTB, who has extensive insight in the tourism sector. Through this initiative, we aim to enhance our autonomous driving service xAUTO and expand its applicability to contribute to the sustainable development of the tourism industry.”

Shin Watanabe, Executive Officer, JTB

Watanabe also shared his confidence in the collaboration, “We are reassured by this partnership with Mitsubishi Electric, whose technical prowess is superior. Through our exchange creation business, we have tackled various local challenges. Together, we will face the issues that tourist destinations confront and work to elevate their appeal and value, contributing to the sustained advancement of the tourism sector.”