By Daniel de Bomford
For more than half a century, WAS Tours has approached travel with a rare philosophy: journeys should deepen understanding, not simply accumulate experiences.
“We are not simply a travel agency,” said President Yosuke Kikuma. “We define ourselves as a company that provides culture.” From its earliest days, WAS Tours pioneered cultural tourism, introducing Japanese travelers to regions of Europe and Eastern Europe during the Cold War, focusing on places where everyday life reveals a country’s true character. That approach now underpins its inbound travel programs across Japan.
Rather than rushing guests through a checklist of landmarks, the company curates journeys that unfold as a narrative. “A trip is a story that we build together with the guest, from beginning to end,” Kikuma said. “It is not just about saying, come here, take your picture, eat this, and then go home.”
This philosophy translates into slow, regionally grounded travel. Guests might explore local gastronomy by meeting chefs who cook with ingredients grown and hunted nearby, or walk lesser-known pilgrimage routes where traditions remain part of daily life. The aim is not consumption, but connection. “We want to promote tourism that does not just consume a destination and then leave it depleted,” Kikuma said.
As Japan faces the challenges of over-tourism, WAS Tours advocates thoughtful dispersion and timing. Early-morning temple visits, rural stays, and small group sizes help protect local communities whilst offering visitors a quieter, more authentic experience.
“Our goal,” Kikuma said, “is to raise the cultural level of travel.” For international travelers seeking a deeper understanding of Japan, WAS Tours offers journeys designed not just to be seen, but to be felt—and remembered.
To hear more from President Yosuke Kikuma of World Air-Sea Service, check out this interview with him.
AloJapan.com