Inside Travel Group reports record numbers following launch of under-tourism strategy

Inside Travel Group – parent of InsideJapan and Inside Asia – carried a record 16,000 passengers in 2025, with sales up 22% year on year.

This year saw the group celebrate its 25th anniversary and continue its mission “to champion travel as a force for good”.

Gabo Quiros, global trade manager, said: “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.”

InsideJapan launched an overtourism strategy in March – dubbed ‘under-tourism’ – promoting the under-visited regions of Yamaguchi, Nagasaki, Toyama, Nagoya and Aomori.

The group is exploring a similar approach in South Korea, India and Thailand and plans to double under-tourism room nights again in 2026.

Rob Moran, Inside Travel’s head of sustainability, said InsideJapan has sent travellers to more than 200 different destinations this year – helping to revitalise local economies and preserve culture. 

“The aim of this strategy is to help disperse travel to places and communities that have the capacity and desire to welcome more visitors, but ultimately improve the traveller experience,” he said.

“Our target for 2025 was to double the previous year’s room nights booked across our five under-tourism regions to 1,000 nights, and we have 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.  

“In 2026 we will be expanding our product in Aomori and Yamaguchi – two off-radar regions offering authentic experiences without the crowds.”

Under-18s will travel half-price on summer small group tours to Japan and Korea, in June, July and August, as part of the ‘undertourism’ initiative. 

The group’s recently released 2024 Impact Report highlights the ‘every trip offset’ pledge which has delivered more than £500,000 to renewable energy and forest management projects across Asia since 2024. Inside Travel also donated more than £120,000 to a range of charity partners.

Pictured: Ainokura, in the Gokoyama region of Toyama, Japan