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In response to the growing challenges of overtourism in Japan, Inside Travel Group and InsideJapan are launching a new 'under-tourism' initiative – an overtourism strategy aimed at balancing visitor d...

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InsideJapan is highlighting five lesser-visited Japanese destinations that provide authentic experiences, in an effort to disperse crowds more evenly around the country

’We’re prepared to put our money where our mouth is,’ said head of trade sales Gabo Quiros, with the group also offering 10 agent places on InsideJapan small group tours

In response to the growing challenges of overtourism in Japan, Inside Travel Group and InsideJapan are launching a new ‘under-tourism’ initiative – an overtourism strategy aimed at balancing visitor distribution, easing pressure on hotspots, and propelling more sustainable travel. This year marks the 25th anniversary of InsideJapan offering small group tours and self-guided cultural adventures. […] The post InsideJapan Launches Overtourism Strategy, Highlighting Five Under-Touristed Destinations first appeared on Asia News Today.

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Operator introduces raft of measures to help mitigate problem

Reductions part of operator’s broader overtourism strategy

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InsideJapan is spotlighting the first of its five ‘undertouristed’ destinations following the launch of the operator’s overtourism strategy

InsideJapan launches ‘Senses of Summer’ as part of its overtourism strategy, encouraging people to visit Japan in the quieter summer months. 

Inside Travel Group says the first quarter of 2025 was its best so far for small group tours to Japan, with sales up 54% on the previous yar. Richard Farmer, Small Group Tours Manager for Inside Travel Group’s InsideJapan brand, said: “The popularity of Japan has been incredible over the last three years alone and everyone wants to go. “Group tours have a certain image – big groups of people; flag waving tour guides; tourist bubble coach trips; inflexibility and no free time – but this is very much not the case with InsideJapan’s tours. “Our tours are small with a maximum of 14 people which, together with our specialist knowledge, enables us to do so much more, such as travel largely by local train, stay at a combination of traditional ryokan accommodation as well as hotels, a huge range of intimate cultural experiences and a whole lot of inclusions. “Our Insider tour leaders are essential to the success of the tours, helping visitors navigate issues of overtourism both geographically and culturally, getting people ‘beneath the surface’ and making the most out of their time in Japan.” In response to demand for small group tours, sister brand InsideAsia launched its first tour to South Korea this year, while InsideJapan has launched ‘off peak’ seasonal pricing with up to 15% off tours travelling outside of the popular spring and autumn seasons. Agents who join Inside Travel’s Agent Insider Programme have the chance to earn one of 10 places on a tour. Picture shows guests on a Kyoto tour meeting a Geisha