Piper and Cool Japan Fund have invested in Inside Travel Group to support its growth as Asia's leading cultural adventure travel brand.

Target Information

Inside Travel Group (ITG) is the premier travel brand specializing in Asia-focused cultural adventures. Established in 2000 by Simon King and Alastair Donnelly, ITG began its journey as InsideJapan, an inbound travel brand dedicated to providing authentic experiences in Japan. After living in Japan for three years, the founders recognized a gap in the market where existing tour operators failed to capture the essence of everyday Japanese culture. This realization fueled their ambition to offer a more immersive travel experience.

Over the years, ITG expanded its offerings and established another brand, InsideAsia, which facilitates travel to a variety of countries in Asia, including South Korea, Vietnam, Cambodia, Thailand, and Malaysia, among others. The brand is distinguished by its 'get beneath the surface' approach, focusing on in-depth cultural experiences complemented by outstanding customer service.

Industry Overview

The travel industry in Asia is experiencing significant growth, particularly with the increasing number of travelers from the US, UK, and Australia. With forecasts estimating the market to reach £6.3 billion by 2026, the