Luxury Tour Shows the Hiddenness of Japan

In an era of algorithmic recommendations and AI-generated itinerary, planning a trip is easier than ever – at least in some ways. For those who really want to stroll along the off-track roads, this new era poses a unique puzzle: How do you determine that the “hidden gem” you read is actually a hidden gem, not just a tourist destination that cleverly rebrands the brand like this?

Luxury travel company Untold Japan aims to help. It keeps guests away from well-known hot spots, offering custom tours beyond Japan, such as private dinners hosted by geisha, or accommodation along the historic inn at the legendary samurai trail.

What sets most companies apart is its values: it sees travel as a transformative experience that bridges culture in a truly reciprocal way. Its travel is therefore designed in terms of respect and sustainability, prioritizing tradition and regional revitalization.

A pandemic project

The unknown Japan was founded by Joshua Lassman-Watts and Christian Close, who are passionate about exploring lesser-known areas of the country. It was a passion that blossomed during the pandemic when Japan’s borders were closed to foreign travelers. Both Lassman-Watts and the Closs are located in Japan and suddenly find themselves without a job in a country with no international tourists. They took some time to really explore, thanks to the decade-long guided experience of the Cross, who was able to visit and meet closely with the Radar outside.

Inspired by the memorable, crowdless trip, Lassman-Watts and Closs worked together to create naked Japanese naked bones. “It took us about six months to sort out a horrible website, a horrible plan, and get all the connections,” said Lassman-Watts. “It’s just a template, but the ideas and concepts are there. We want a luxury travel company that gives back. We take people to a place off the beaten track, but [where you can] There is a real connection – people want us to be there. ”

The unknown Japan launched its website on April 1, 2023 as the country has re-aligned its large number of foreign tourists. Within a week, the company conducted amazing inquiries and it has only continued to grow since the explosive start. In 2024, it won the Best Luxury Tour Operator in Tokyo at the Luxury Lifestyle Awards National Geography and guardian.

Real interaction

As part of its mission, unknown Japan hires bilingual travel guides that can help guests bridge language barriers and immerse themselves more fully while traveling. “It’s not just about going to the store to buy things,” Lassman-Watts stressed. If you just ask questions, he continues, you’ll often find an interesting story – people who work in the store “the result is something like the seventh generation doll maker.”

Japan’s unknown mission is to raise awareness of smaller, often overlooked areas that will benefit from increasing visitors. Lassman-Watts shares an example of a community in Mie County where the century-old pearl farming tradition once crucial to the area is in danger of disappearing. But after building hotels that attract tourism, the area has experienced extraordinary revitalization, even extending to Pearl Farm.

Today, Japan’s unknown hotel collaboration is part of its numerous hotel initiatives to deliver visitors to the region. “I went to the farm myself recently and they just hired two 24 or 25-year-olds,” said Lassman-Watts. “They were like the first 20-year-old kids who had worked there for many years. We weren’t the direct part of their development, but it was amazing fact that we could bring guests to tell the story.”

Connecting Art

Japan’s unknown Japanese introduces exquisite art. Lassman-Watts quoted the term “Ichigensan wa okotowari”: “We don’t accept beginners.” “From an English point of view, this is really rude, right? [the establishment] Pure. No one can just come in and make a mess – there must be an introduction and then the responsibility falls on the person who introduced you. ” he explained.

Japan’s unknown trust network can be arguably its most valuable asset. From working closely with teahouses in Kyoto to private meetings with Yiishi (famous and difficult to meet without proper introductions) to getting highly anticipated tickets, Japan’s countless Japanese are a society-savvy middleman connecting international guests with some of Japan’s most unique experiences.

“Japan is one of the only countries in the world that can’t buy everything for you,” said Lassman-Watts. “Connecting is one of the most important things we do.”

Book your own unknown Japanese trip on the company website.

Related Articles