On May 27, JTB (President: Eijiro Yamakita) and Dentsu Digital (President: Tsuneo Takimoto) agreed to collaborate on marketing support for the creation of sustainable tourism regions. To address tourism issues facing the region, the two companies will combine their strengths of tourism business know-how and digital transformation to support the creation of sustainable regions. JTB's tourism development producers will formulate and execute marketing strategies tailored to the local circumstances for local governments and tourism-related businesses. They will accompany and support the provision of services. After the strategy is formulated, services will be provided in eight areas: strategy, regional collaboration, data utilization, communication, development, distribution, human resources, and operation/continuity. The two companies will work together to provide support from both the digital strategy and regional approaches, aiming to create customer experience value and establish a regional collaboration system.