Jun 19, 2026 · 8 min · 7 segments
Most people see this as just another corporate acquisition. I see it as one of the strongest signals about where global tourism is heading. In this video, I explain: ✅ Why JTB acquired EXO Travel…
JTB, one of the biggest, uh, travel companies in the world, has officially acquired XO Travel.
Most tourists don't know XO, but many of the holidays they enjoy across Asia happens because of companies like XO.
They work behind the scenes, creating itineraries, connecting local operators, building experiences, training guides, working with international travel companies.
And, and they don't need tourists to know their name because their customers are travel business around the world.
Imagine, imagine if AirAsia suddenly bought one of the world's biggest airport operators.
So why should Malaysian care? Because this isn't really about buying a company.
It's a- access to experiences, access to destinations, access to thousands of local tourism business across Asia.
JTB, one of the biggest, uh, travel companies in the world, has officially acquired XO Travel.
Most tourists don't know XO, but many of the holidays they enjoy across Asia happens because of companies like XO.
They work behind the scenes, creating itineraries, connecting local operators, building experiences, training guides, working with international travel companies.
And, and they don't need tourists to know their name because their customers are travel business around the world.
Imagine, imagine if AirAsia suddenly bought one of the world's biggest airport operators.
So why should Malaysian care? Because this isn't really about buying a company.
It's a- access to experiences, access to destinations, access to thousands of local tourism business across Asia.
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