Tourism Exchange Japan

What Tourism Exchange Japan does

Tourism Exchange Japan (合同会社Tourism Exchange Japan / TXJ) is a Hiroshima-based, privately held limited liability company founded in July 2019 that operates a two-sided B2B travel distribution platform for the Japanese regional tourism market. Its core TXJ System connects regional tourism providers (accommodations, restaurants, activities, retail, museums, events) with Japanese local governments, DMOs, and DMCs by aggregating inventory and synchronizing it in real time across Google Maps (where providers appear as "official websites") and 80+ OTA brands via a built-in site controller; the system also provides integrated booking and payment processing, multilingual auto-translation, and a regional data dashboard for destination-wide CRM construction. Pricing is a zero-upfront, per-transaction model (3.5% platform fee plus a 3.6% credit card processing pass-through) for providers, which lowers adoption barriers for small regional businesses, while distributors (DMOs and local governments) operate under contact-based subscription quoting.

The company layers professional services on top of the platform: inbound PR and marketing targeting UK, France, Germany, US, Australia, and Asia (China, Taiwan, Hong Kong, Singapore); DMO establishment and operational consulting; cybersecurity services; and a Privacy Policy Management (PPM) subscription at ¥16,000/month for cross-border data compliance. Co-founders Tomohiro Muraki (formerly of Hiroshima Prefectural Government and Setouchi DMO) and Mika White (formerly of Brand USA Japan) anchor a small team with offices in Hiroshima (HQ) and Gotō, Nagasaki. Strategic partners include New Ordinary and Mitsubishi Research Institute (AI-powered destination recommendation), Nanto Bank (Nara tourism DX demonstration), Japan Tourism Agency (model DX case), and integration partners spanning 40+ PMS systems, Stripe, and OTA networks.

Name

Tourism Exchange Japan

Legal name

合同会社Tourism Exchange Japan

Website

https://txj.co.jp

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Tourism Exchange Japan is a Hiroshima-based B2B platform that connects Japanese regional tourism providers with 80+ OTAs and Google Maps for local governments and DMOs, while providing inbound PR and marketing services for international travelers.

Ownership category

akta.pro rank

Product category

Travel Distribution Software

NAICS

Tour Operators (561520)

SIC

Transportation Services (4700), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Travel Deal, Loyalty & Subscription Platforms (BPAMAIAM)

Keywords

• Travel distribution software
• Tourism marketing services
• Destination marketing platform
• Online travel connectivity
• DMO consulting services

Headquarters

HQ city

Hiroshima

HQ country

Japan

HQ region

Asia

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Transaction fees from TXJ System: Revenue generated from per-booking transaction fees charged to regional provider businesses. Initial costs and fixed subscription fees are zero. TXJ system transaction fee is 3.5% per booking, plus standard credit card processing fee (3.6%) and OTA connection fees may apply.
2. Inbound PR & marketing services: Fee-based consulting and marketing services for Japanese local governments, DMOs, and tourism organizations targeting international travelers in UK, France, Germany, US, Australia, and Asia (China, Taiwan, Hong Kong, Singapore). Includes media relations, travel trade sales, familiarization trips, and brand strategy.
3. DMO establishment and operational support: Advisory services for establishing and operating Destination Management/Marketing Organizations (DMO), including tourism strategy formulation and marketing support.
4. Cyber security solutions (PPM service): Privacy Policy Management (PPM) service offering cookie consent management and compliance with global personal data protection laws (GDPR, CCPA, Japanese law). Priced from ¥16,000/month.

Pricing tiers

Go-to-market motion4 records

Distribution channels6 records

Marketing channels8 records

Core offering

Tourism Exchange Japan (TXJ) operates an online distribution platform (the TXJ System) that connects regional Japanese tourism providers with global travelers via Google Maps and online travel agencies (OTAs). The company supplements this platform with adjacent services for the same regional customers, including inbound tourism PR and marketing, Privacy Policy Management (PPM), DMO establishment and operational support, and cybersecurity services, as well as the Mobers solution co-developed with Shinki Bus.

Product overview

Tourism Exchange Japan (TXJ) operates a unified platform-plus-services model centered on the TXJ System, an online distribution platform that connects regional tourism providers with local governments, DMOs, and DMC organizations. The core TXJ System includes TXJ Dashboard (administrative interface) and TXLOAD (inventory/site controller module) for centralized inventory management across Google and 80+ OTAs, with built-in reservation and payment processing, CRM construction, and data visualization. The company also offers AI-powered recommendation capabilities through a partnership with New Ordinary and Mitsubishi Research Institute. Beyond the platform, TXJ provides inbound PR & Marketing services targeting major international markets (UK, France, USA, Australia, Asia), DMO establishment and operations consulting, cybersecurity services, and Privacy Policy Management for cross-border compliance. A notable co-developed product is Mobers, a transportation-tourism booking system created with Shinki Bus.

Differentiator

Problem solved

Functional benefit

Products and services

• TXJ System Online B2B distribution platform that routes regional Japanese tourism inventory (lodgings, experiences, attractions, transport) to international travelers through Google Maps and OTAs, on a zero-cost-entry, revenue-share basis (3.5% per booking). Designed for local governments, DMOs, and small regional tourism operators that lack direct global distribution access.
• PR & Marketing Services Consulting and execution support for inbound tourism promotion and marketing, aimed at Japanese regional tourism clients (governments, DMOs, and operators) seeking to attract international travelers.
• Privacy Policy Management (PPM) Monthly-subscription privacy policy compliance management service targeted at tourism industry clients, helping regional operators and DMOs maintain compliant privacy practices.
• DMO Establishment and Operational Support Advisory and operational support service to help Japanese regions and municipalities establish and run Destination Marketing Organizations (DMOs) for inbound tourism promotion.
• Cybersecurity Services Cybersecurity services provided to tourism industry clients, addressing security needs of regional tourism operators and related organizations.
• Mobers Digital solution co-developed by Tourism Exchange Japan and Shinki Bus, aimed at the regional tourism and transportation ecosystem.

Quantifiable outcome

• 300+ overseas media article placements in a single year for single regional promotion
• +4 more outcomes

Named customers10 records

Segments5 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration48 records

AI capability3 records

Feature8 records

Partnerships

Six partnerships are on record, tiered core, minor, standard and flagship.

• 株式会社南都銀行 (Nanto Bank)coreStrategic or Co-development Partner · 1 September 2024Partnership within the Tourism Agency 'Tourism DX Regional Economic Activation' demonstration project consortium (also including Mitsubishi Research Institute and Nara Visitors Bureau). Nanto Bank collaborates with TXJ to promote TXJ System adoption among regional tourism businesses in Nara Prefecture, providing financing and business support alongside the digital platform.
• 中之島パビリオンフェスティバル2025実行委員会 (Nakanoshima Pavilion Festival 2025 Executive Committee)minorStrategic or Co-development Partner · 1 August 2024TXJ serves as an inbound marketing partner for the Nakanoshima Pavilion Festival 2025, which aims to promote Osaka's Nakanoshima district as a global cultural and academic hub ahead of the 2025 Osaka Expo. TXJ representative White participated as a panelist at the kickoff symposium.
• 株式会社New Ordinary (New Ordinary Co., Ltd.)coreStrategic or Co-development Partner · 25 December 2023TXJ and New Ordinary formed a three-party collaboration (with Mitsubishi Research Institute) to develop and provide an AI-powered tourism experience recommendation and reservation system for Japanese local governments, DMOs, and tourism associations. TXJ provides the online booking infrastructure; New Ordinary provides AI recommendation technology that matches tourist interests with local experiences. Target is to launch the combined service in early FY2024.
• 株式会社三菱総合研究所 (Mitsubishi Research Institute)coreImplementation/ SI/ Consulting Partner · 25 December 2023Mitsubishi Research Institute provides consulting and coordination support for the three-party collaboration between TXJ and New Ordinary. MRI supports the development and go-to-market of AI-powered tourism recommendation systems for regional destinations, leveraging its deep government and tourism consulting practice.
• TL-リンカーン (TL-Lincoln site controller)standardTechnology or Integration · 1 September 2023Technical integration between TXJ System and TL-Lincoln, a hotel/inn reservation and sales management system. Hotels already using TL-Lincoln can connect their inventory to TXJ without changing their existing workflows, enabling seamless multi-channel distribution.
• 観光庁 (Japan Tourism Agency)flagshipStrategic or Co-development PartnerTXJ serves as a contracted service provider and model case for Tourism Agency's national DX initiatives. The TXJ System fulfills all 4 pillars of the Tourism Agency's DX final report framework, and TXJ has been commissioned for multiple 高付加価値な観光地づくり projects across Kii Peninsula, Sado-Niigata, and other model destinations.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Klook: Asia-Pacific activities, tours and experiences booking marketplace. Comparable on the experience/activity booking and distribution layer that TXJ's platform also enables for regional providers.

Direct peers

• HotelRunner: Channel manager and property management platform focused on independent hotels and regional providers, with OTA integrations. Direct competitor to TXJ's multi-channel distribution and zero-cost onboarding for SMB providers.
• Cloudbeds: All-in-one hospitality platform (PMS + channel manager + booking engine) for independent hotels and hostels. Closely aligned with TXJ System's combined PMS integration and reservation/payment offering.
• Mews: Hospitality cloud platform with PMS, payments and distribution capabilities for independent hotels and hostels worldwide. Direct product-model peer for integrated booking, payment, and CRM-like dashboards.
• SiteMinder: Global hotel channel manager and distribution platform connecting independent properties to 400+ booking channels. Directly comparable to TXJ System's site controller and multi-channel inventory synchronization for regional/accommodation providers.

Broad incumbents

• Booking.com: Global OTA connecting regional accommodation and experience providers to international travelers, with its own channel manager/connectivity suite. One of the 80+ OTAs TXJ integrates with, but a deep-pocketed incumbent that can also disintermediate regional providers.
• JTB (Japan Travel Bureau): Japan's largest travel agency providing inbound/outbound tourism, DMC and DMO support services. Broad incumbent directly overlapping with TXJ's PR & marketing, DMC advisory, and government-facing tourism offerings.
• Hotelbeds: Global B2B travel distribution platform serving hotels, DMCs and tour operators with inventory and content distribution. Directly comparable B2B distribution model serving regional tourism suppliers.
• Trip.com Group (Ctrip): Asia-based global travel conglomerate with OTA, corporate travel and destination services. Relevant broad incumbent overlapping with TXJ's Asia inbound focus and DMOs targeting Chinese/Korean/Taiwanese travelers.
• Rakuten Travel: Japan's leading online travel agency with broad accommodation, tours and activity offerings. Larger incumbent competing for the same Japanese regional demand that TXJ channels into its platform.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/TXJ_japan

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Tourism Exchange Japan