Would You Buy This $25K Japan Tour? No One Else Would, Either

It was supposed to be a luxury tour of a beautiful area of Japan for the world’s elite. So why did no one end up buying it? The tale of how Tochigi Prefecture’s $25K tour went bust.

Picture: K@zuTa / PIXTA(ピクスタ)

By Francesca Annio

In the diverse world of travel preferences, some opt for backpacking, others for group tours. Then there’s the elite, ready to splurge for the ultimate experience. Last year, Tochigi Prefecture set its sights on this affluent demographic with exclusive luxury tours. Here’s why their expectations were shattered, turning a potentially lucrative venture into a colossal flop.

A rich endeavor

In the Japanese tourism scene, the past two years have been about recovery. March 2024 saw over 3 million foreign visitors, a milestone indicating better times ahead. During this year’s Golden Week, both Japanese and foreign travelers hit the road like never before, signaling a vibrant resurgence in travel activity.

Set against tourism resurgence, Tochigi Prefecture rolled out its first-ever “super luxury tour” last November. Pulling out all the stops, the tour whisked affluent…