InsideJapan unveils Senses of Summer ‘undertourism’ campaign

Escorted tours specialist InsideJapan – part of Inside Travel Group – has launched a ‘Senses of Summer’ campaign, encouraging people to visit during Japan’s quieter summer months.

 

The initiative is part of InsideJapan’s ‘undertourism’ strategy to tackle overtourism and highlights attractions during the destination’s off-peak summer season.

 

Kate Samuel, InsideJapan senior tailormade product manager, said that summer in Japan is often overlooked.

 

“Although it doesn’t have the pink cherry blossom petals of spring or the red leaves of autumn, it is rich in cultural and summer-only experiences as well being one of the best times of year to experience popular sights with fewer crowds,” she said.

 

“Traditional festivals take place throughout the summer with mikoshi festival floats being carried by loincloth-wearing men and women in yukata dress, dancing to traditional music.

 

“There are rooftop beer gardens, firework festivals are held all over the country, the sound of cicadas carries through the muggy air and the frog chorus carries across the rice fields at night – summer is full of its own sights and sounds.”

 

The operator is also offering up to 15% off its Japan small group tours that travel in June, July and August.

 

Samuel added: “People try and avoid the small ‘rainy season’ in June or the summer months for being hot, but the season is no less amazing than the popular spring and autumn months for travel, due to its incredible culture.

 

“The summer months offer the chance to escape the city and go hiking in the cooler mountain air.”

 

Co-founder Simon King continued: “You can save up to £920 per person on some tours, just by doing them in the summer months.

 

“Although there is no blossom or maple, the summer months offer that same richness in culture and so much more – summer festivals, summer food and summer sights and sounds.

 

“Japan is probably one of the few places in the world that is a little bit cheaper and quieter on the ground during the summer months and in some ways, it is a better time to travel.”