Our Leadership | Kuoni Tumlare

Mikiko Sato is a highly experienced leader with extensive international and cross-functional expertise. She has held roles at JTB Europe Headquarters in both London and Tokyo, focusing on corporate planning and IT, and contributed to significant projects at the Global Business Unit Headquarters from 2019 to 2021. She later joined JTB Finance Headquarters, where she oversaw global financial consolidation.

In 2026, she assumed the role of CFO for the JTB Europe Group, leading the Corporate & Finance function, which includes Legal & Compliance, Tax & Transfer Pricing, Group Accounting & Consolidation, Treasury, as well as Global Facilities and Risk Management.

John started his career in the travel industry 30 years ago when he joined Tumlare in a junior role within the Finance department.

In 2009, John served as a Senior Finance Manager, a position he held until 2012, when he was named Finance Director. In 2016, he was appointed Global Sales Director, followed by a role leading the Operations team in the period before the merger with Kuoni GTS.

As CTO, his multi-disciplinary background is particularly valuable in leading the technology team through integration and adaptation projects.

With over 20 years of prior HR experience, Nandita joined Kuoni GTS in 2012 as HR VP for APAC & MEA.

Since then, she has progressed through a number of roles, taking on global HR projects in addition to her HRBP sales role in 2017, and integrating HR teams as Global HR Operations lead in 2018. In these roles, Nandita supported on mergers, cultural integration, and transformation projects - leading the HR pandemic response and organisational restructuring.

In 2020, Nandita took on the role of Chief Human Resources Officer for the JTB Europe Group, leading on people, culture, and engagement across the organisation.

Mirela Sucic Cevra joined Tumlare in 2007 as Country Director and has since held a range of leadership roles across destination development and regional operations, both before and after the merger with Kuoni GTS.

In 2018, her remit expanded to General Manager East Europe, where she successfully led teams across four remote locations and held responsibility for business in 14 countries.

In May 2022, she took on the role of Vice President North & East Europe, overseeing 9 destination offices and 20 destinations in total. She now serves as Chief Experience Officer, leading all of our DMC offices as well as key Europe-wide operations, procurement and customer service functions, with a focus on customer experience, operational excellence and business performance.

Mirela holds a PhD and lectures at University Algebra Bernays in Zagreb, Croatia.

Reto joined Kuoni more than 30 years ago and brings extensive knowledge of B2C and B2B inbound and outbound group travel business across Europe and Asia. With 25 years of experience in Asia, he has held a number of key leadership roles across the region, including General Manager of Thailand, Malaysia, Indonesia, Australia and Singapore, Head of MICE in Asia and Head of Sales for the entire Southeast Asia region.

He was appointed Vice President of Southeast and South Asia in 2017 and continues to lead seven sales offices across the region, driving growth and market development.

As Chief Marketing Officer, Reto also leads marketing and has recently expanded his remit to include DMC Business Transformation, eCommerce and Kuoni Tumlare Congress, reflecting his wider role in supporting growth, organisational development and transformation across the business.

Natsuko Hara joined JTB Europe in 1998 and has had experience working in Tokyo, London and Amsterdam. She has held roles spanning Sales and Marketing, bridging communication between Japan and European destinations, representing JTB Europe’s entire network.

She then held several leadership roles in Business Control, Destination Europe, Operation and Sales, covering all of JTB Europe. She was named General Manager, UK & Benelux in 2021, based in London.

In 2024, she took on the role of Vice President JTB Europe Sales. Her wealth of experience in JTB's European-bound operations, particularly from a destination perspective, guides her strategic leadership.

Victor joined Kuoni in 1997 in Japan, first in Operations and then in different Sales management roles in Japan.

He led Universal Net Link Japan (JTB group) as Managing Director for 4 years. Victor then held several leadership roles in Sales, first based in Singapore, and back in Japan in 2011 with in Kuoni.

With the acquisition of GTA Travel by Kuoni in 2011, Victor oversaw the integration of Sales activities of both entities in Japan. Since 2018, his role has expanded to other Asian markets.

As the Senior Vice President of the North and East Asia region, he is responsible for the Japanese, Korean, Taiwanese, and Philippines markets.

As the Senior Vice President of Americas, Joe is responsible for driving growth within these markets and the operation of the FIT Centre servicing customers worldwide.

Joe has over 30 years of industry experience and joined Tumlare in 2000 as a Senior Sales Manager responsible for USA and Canada. In 2008 he took over the role of General Manager North America and then Regional Director Sales Americas.

In 2018, he held dual roles in both Kuoni GTS and Tumlare. In 2020 his responsibility has extended to include Europe and the FIT Centre.

Joe’s passion can be seen in his successful efforts to build Kuoni Tumlare’s business with special interest tours.

As Vice President, Technology and Transformation, Masayo Ayugai works closely with the CTO to lead the JTB Europe Group’s IT planning and strategy, digital platforms, and enterprise transformation initiatives across multiple businesses, covering both existing products and future offerings.

She brings over 20 years of experience in strategy, Business Performance Management, and digital commercialisation across retail and merchandising, working with traditional and online travel agencies.

Her background includes roles in corporate planning at JTB headquarters, and she also served as the first President & CEO of the JTB joint venture Goodfellows JTB Co., Ltd., a digital ticketing company, where she successfully guided the start-up to profitability despite the challenges of the pandemic.