While celebrating its 25th anniversary, Inside Travel Group, parent company of InsideJapan and InsideAsia, announced record-breaking growth, a milestone powered by innovation and strategies to tackle overtourism.
Inside Travel reported a 22 percent year-on-year increase and a record breaking 16,000 travelers across InsideJapan and InsideAsia.
Since becoming B Corp certified in 2023, the company has continued to champion travel as a force for good. Its 2024 Impact Report highlights the ‘every trip offset’ pledge delivering over $670,000 in renewable energy and forest management projects across Asia.
Inside Travel also donated more than $160,000 to charity partners and reinforced its commitment to delivering authentic cultural adventure experiences for travelers, while empowering local communities.
In 2025, InsideJapan launched its ‘under-tourism’ strategy to combat overtourism, spotlighting the five regions of Toyama, Nagoya, Nagasaki, Aomori, and Yamaguchi. The company’s Travel Head of Sustainability Robert Moran reported that InsideJapan sent travelers to over 200 different destinations in 2025, helping revitalize local economies and preserve culture.
“InsideJapan has always had people and culture at its heart,” Moran said. “Our aim is to help disperse travel across Japan to places and communities that have the capacity and desire more visitors, while ultimately improving the traveler experience. Our target for 2025 was to double the previous year’s room nights booked across our ‘under-tourism’ regions and we well exceeded that goal. Room nights in Toyama surged by 870 percent to 250 nights, and overall under-tourism bookings doubled to 1,000 nights in 2025.”
He added, “We have seen our customers embrace village culture and crafts in Toyama, Nagoya’s neighboring castle town of Inuyama and the laid-back history and culture of Nagasaki. It has been fantastic for the regions, and the customers have loved their experience. In 2026 we will spotlight Aomori and Yamaguchi two off-the-radar regions that can easily fit into itineraries and offer authentic experiences without the crowds.”
Inside Travel is also exploring similar approaches in South Korea and Thailand.
Global Trade Manager, Gabo Quiros said, “Our B Corp credentials and innovative approach haven’t come at the expense of growth. Trade sales are the highest ever, up by 11 percent this year shows our commitment to the destinations, we work with and ultimately an improved cultural adventure experience for the customer.”
In 2026, Inside Travel Group plans to double under-tourism again and unveiled new small group tours and self-guided cultural adventures across Asia in the Year of the Horse. Travel Advisors can offer families unforgettable cultural adventures this summer with a special kids’ half-price on small group tours in Japan and South Korea.
