In line with World Tourism Day on 27 September, B Corp Certified InsideAsia Tours – part of Inside Travel Group – launches a new style of travel termed 'Cultural Adventure', redefining experiential travel.

Responding to the rapid rise of overtourism and a surge in consumer demand for trips that feature lesser-known destinations, the tour operator has launched a microsite uncovering a new way to travel.

Inside Travel Group Co-founder Alastair Donnelly said most will agree that getting lost someplace new and unexpected is what takes a trip from a holiday to an adventure.

“Cultural adventure is a type of travel that goes beyond the guidebook and gets beneath the surface. It's about enabling travellers, giving them genuine exposure to local life and culture; from the people to landscapes and food,” Donnelly said.

“It's encountering a type of normal that couldn't be more different to life as you know it, by having organic experiences away from the crowds.”

“UK and indeed global travel trends show that travellers are increasingly seeking personalised trips in favour of off-the-shelf, as well as the those 'authentic local' experiences. In fact InsideAsia has seen more than 50% growth in departures over the last year and demand continues to grow”

“The concept of 'slow travel' is also increasing and we're seeing that holiday-goers are placing more emphasis on immersing themselves into the destination and its culture – for longer periods of time,” Donnelly said.

“Since the conceptualisation of InsideAsia, the core focus has always been on what makes travel good and creates travel for good – and we know it's having a cultural adventure that makes all the difference between seeing a country and experiencing it. It is the people that make places and those interactions with outstanding local guides, incredible craftspeople and the communities that add depth to the destination.

“From the likes of Cambodia and Vietnam to emerging destinations such as South Korea, this multi-destination cultural adventure campaign highlights how to get beneath the surface and away from the norm.

“It's often the places and experiences you don't expect that make a trip exceptional and that's where destination specialists who know the place firsthand can make the difference.    

Inside Travel Group's Head of InsideAsia, Sue Livsey said that when clients are asked what a 'cultural adventure' looks like for them, the answer is always different.

“If you dream of making your own kroeung to flavour all your Cambodian curries, we know just the cookery master who'll be only too happy to share their craft,” Livsey said.

“Or, if you'd rather spend your time tracking down the next hidden temple after tucking into a third plate of beef lok lak, we'll connect you with a team of conservationists to slip behind the scaffold at Angkor Wat and show you how Cambodia's emblematic temple is more than a building; it's a sculpture.

“Cultural adventure is our style of travel, but yours will be unique to you.”

For more information on the campaign, visit  https://cultural-adventures.com/uk/

ENDS.

About Inside Travel Group B Corp:

Inside Travel Group is a B Corp Certified global tour operator with two multi-award-winning brands, InsideJapan Tours® and InsideAsia Tours®. InsideJapan Tours was established in 2000 by Co-founders Alastair Donnelly and Simon King and has become the biggest independent Japan travel specialist offering escorted Small Group Tours, self-guided and fully tailored Cultural Adventures. Southeast and East Asia specialist brand, InsideAsia was launched in 2013 specialising in Cultural Adventures across Vietnam, Cambodia, Laos, Thailand, Malaysia, Borneo, Singapore, Hong Kong and South Korea. Both Inside Travel Group travel brands have won major industry awards for their work and are committed to sustainable and responsible travel putting the environment, its destinations, and their people first.