It follows fresh private investment in the group from Blandford Capital LLP, which ITG hopes will allow it to capitalise as Asia’s borders reopening.

Simkins, who is the current chair of villa specialist The Thinking Traveller, joins the ITG board as one of two new non-executive directors along with David Wiseman, with whom he worked at Audley while Wiseman served on the firm’s board.

Together, ITG said the pair would bring "many years" travel industry and business expertise to their posts.

“The InsideJapan and InsideAsia brands have a brilliant reputation with their clients and travel partners throughout the industry," said Simkins.

"We all see enormous potential in the continued growth of Japan, and the InsideAsia brand with its expanded portfolio of destinations including Malaysia, Borneo, Thailand, and South Korea.”

ITG was co-founded in 2000 by Alastair Donnelly and Simon King, specialising initially in Japan where the pair both spent periods living, and later broadening its offering through the InsideAsia brand.

“In strengthening our financial position, and bringing onboard valuable industry and business expertise, we will continue to provide and improve the quality of product and service that our InsideJapan and InsideAsia teams are known for," said King.

Donnelly added: "We are delighted that Blandford, Ian, and David recognise the historic success and future potential of Inside Travel Group and are excited to work alongside like-minded partners whose business philosophy aligns with ours. We are unanimously committed to the growth of sustainable and responsible travel, and gaining B Corp status."

It comes after Japan recently reopened its borders to escorted tours, with InsideJapan one of the first to return there to run small group tours.

ITG said with a further easing of Japan’s Covid border restrictions imminent and other nations, including Thailand, easing its rules and returning to frictionless travel, "Asia was truly back on the travel map again".

Simkins added: “We are investing in a proven company, product and team that we believe in as Asia opens up – the timing couldn’t be better.”