Inside Travel – cultural adventure operator behind specialist brands InsideJapan and InsideAsia – has marked its biggest year yet, combining record growth with bold action to tackle overtourism.
Celebrating its 25th year in 2025, Inside Travel achieved a 22% year-on-year increase in sales and carried a record 16,000 passengers globally.
Since becoming B Corp certified in 2023, the company has continued to champion travel as a force for good. Its recently released 2024 Impact Report highlights the ‘every trip offset’ pledge which has delivered more than AUD $950,000 to renewable energy and forest management projects across Asia since 2024.
Inside Travel also donated more than AUD $230,000 to a range of charity partners and remains committed to improving cultural adventure experiences in destination for travellers and local communities alike.
Additionally, the Operator’s overtourism strategy – announced earlier this year – has been working to disperse tourism across the country, increasing awareness of the five key regions of Toyama, Nagoya, Nagasaki, Aomori and Yamaguchi.
Inside Travel Head of Sustainability Robert Moran said that InsideJapan has sent travellers to over 200 different destinations this year – helping to revitalise local economies and preserve culture.
“InsideJapan has always had people and culture at its heart. Our aim is to disperse travel to communities that desire more visitors, improving the traveller experience while supporting local communities,” Moran said.
“Our target for 2025 was to double the previous year’s room nights booked across our five under-tourism regions to a thousand nights, and we have well exceeded that goal. Room nights in Toyama surged by 870% to 250 nights, and overall under-tourism bookings doubled to 1,000 nights in 2025.
“We’ve seen our customers embrace village culture and crafts in Toyama, Nagoya’s neighbouring castle town of Inuyama and the laid-back history and culture of Nagasaki. It has been fantastic for the regions, and our customers have loved their experience.
“In 2026 we will be expanding our product in Aomori and Yamaguchi – two off-radar regions offering authentic experiences without the crowds.”
Beyond Japan, Inside Travel is exploring similar approaches in South Korea and Thailand to ensure tourism remains positive for communities and travellers alike.
Global Trade Manager Gabo Quiros added: “Our B Corp credentials and innovative approach haven’t come at the expense of growth – trade sales are up 11% this year, the highest ever. It proves that doing good and doing well absolutely go hand in hand.”
Looking ahead, Inside Travel plans to double under-tourism room nights again in 2026 and will announce new small group tours and self-guided cultural adventures across Asia in the Year of the Horse.
Join our under-tourism mission: kids go half-price on summer small group tours in Japan and South Korea – helping families explore deeper while giving back to local communities.
