Inside Travel Group has reported its highest-ever sales quarter for small group tours to Japan, with InsideJapan – its cultural adventure brand – seeing a 54 percent increase in sales for the first quarter of 2025 compared to the same period last year.
Demand for authentic experiences drives growth
Celebrating 25 years in business, InsideJapan has been leading small group adventures since its inception, offering travellers a deep dive into Japanese culture through expert tour leaders and immersive itineraries. The tours are limited to just 14 people, which allows for flexible travel by local train, stays in ryokan (traditional inns), and access to cultural experiences that larger groups often miss.
“Japan’s popularity has soared in recent years,” said Richard Farmer, Inside Travel Group’s Small Group Tours Manager.
“Everyone wants to go, but they want a different type of tour – one that’s authentic, local and far from the tourist trail.”
InsideJapan’s approach contrasts with the conventional image of group travel. Rather than flag-waving guides and rigid schedules, the tours are designed to provide a deeper connection to place, thanks to the Insider tour leaders who navigate travellers through lesser-known regions and cultural sensitivities.
Expansion into South Korea and seasonal savings
Riding the wave of increased demand, sister brand InsideAsia launched its inaugural Soul of Korea tour in 2025. Meanwhile, InsideJapan has refreshed its long-standing tours with new elements, including exclusive cultural experiences. The ‘A Northern Soul’ itinerary features stays in Tohoku’s temple towns and hot spring villages, as well as a visit to the tsunami-affected Sanriku coast, now revitalised by local communities. ‘Must See Japan’ now includes a guided cycling tour through Osaka’s lesser-known districts.
In line with its efforts to combat overtourism, InsideJapan has also introduced ‘off peak’ seasonal pricing with discounts of up to 15 percent for departures outside the spring and autumn peak periods. For example, travelling on ‘A Northern Soul’ in summer can save up to AUD$1,932 per person.
Travel agents can also benefit through the Agent Insider Programme, which rewards agents with a place on tour after booking three individual small group tours.
Inside Travel Group Co-Founder Simon King said, “We truly believe these are the best tours on the market. Many of our customers say they’re ‘not tour people’, but they often return for more.”
