JTB Corporation, one of Japan’s largest travel companies, has become a full member of the Japan Esports Association (JESU), a governing body for esports in Japan.
In the official announcement, JTB mentioned that it will use the membership to work on two goals: reviving local regions through esports and creating new contact between people of different ages and places. The company explained that by using its travel business, including accommodation and transportation, they plan to create new services for players, staff, and tournament officials.
JTB also added that it wants to build systems that combine watching a tournament with sightseeing and local activities in the host region, leveraging its nationwide offices and local contacts. The goal is to encourage people to visit these areas and meet the people who live there.
The announcement comes at a time the Japan Sport Association (JSPO), JESU, and the Japan Sports Support Center (JGSC) redeveloped the “National Prefectural eSports Championship” into a new sports competition called “JAPAN GAMES ESPORTS“. The organisers said this new format can create regional pride and unity and can give people a reason to visit the regions involved.
JTB highlighted that it has experience linking sports with local communities, including sports viewing tours, hospitality services, and travel programmes built around local experiences. It plans to apply that experience to esports.
However, JTB’s announcement currently describes its plans only in general terms. As of publication, the company hasn’t specifically mentioned which regions or tournaments they have in mind, or whether the plans are tied to “JAPAN GAMES ESPORTS”. Details such as how players and fans would book tours or travel support, what they might cost, and who would run these programmes alongside local organisers were not covered either.
For now, the membership in JESU, which took effect on October 1, 2026, is the only concrete step the company has confirmed, and how its ideas will work in practice will become clearer as JTB releases more information.
