The cultural small-group specialist has permanently reduced off-season prices by 15% and shoulder season prices by 7% to disperse visitation and fill its tours
Inside Travel Group director Alastair Donnelly noted, "There’s never a bad time to visit Japan and this isn’t about paying less for second best – far from it," explaining that the "conscious decision to reduce prices" should appeal to those "who are eager to get out and explore at times when there are fewer crowds, and when your money goes further on the ground."
As well as its ability to boost occupancy on off-peak tours, the price reduction also plays a key role in the operator's overtourism strategy. Alastair added, "We have seen Japan transform from a niche destination to one of the world's most sought-after travel spots, which has brought its benefits and challenges... by visiting outside of the high seasons, the locals and tourists can intersect more freely, paving the way for more authentic connections."
The off-peak discount represents a saving of as much £1,325 on select tours, including its signature Japan Unmasked itinerary which saves £850 against peak tours.
In November, ABTA's Travel Trends Report listed Japan as one of the most in-demand long-haul destinations for 2025.
