InsideJapan co-founder Simon King said the decision to increase daily entry numbers from 20,000 to 50,000 and to allow tourists to travel without the services of a guide marked "the most significant changes" to Japan’s border policy for two-and-a-half years, driving up demand to levels comparable with 2019.

Japan’s prime minister Fumio Kishida confirmed the developments on Wednesday (31 August), which will come into effect from 7 September.

Back in May, the Japanese government pledged to bring efforts to reopen the country’s borders in line with those of other major democracies; it reopened to guided tours in June and earlier this month removed its pre-travel testing requirements for fully vaccinated travellers.

From 7 September, self-guided travel and touring in Japan will once again be possible, although there will still be a requirement for travellers to carry tourism visas. This will broadly limit travel to that organised by licensed tour operators or agents.

Japan is back," said InsideJapan co-founder Simon King. "We are back. We have been waiting such a long time for this announcement and this is great news for us as a specialist whose business is 80% self-guided tailored travel.

"As a government licensed operator, InsideJapan is able to assist customers who have booked full self-guided trips with the company. So many have waited years for the opportunity to travel and from September, they can.” 

InsideJapan restarted its small group tour programme to Japan in July, and has seen demand for – and sales of – travel to Japan "increase to levels comparable with 2019". "The fact the restrictions are eased in time for the peak autumn departures is such a relief for us and all our partners on the ground that rely on our customers business," King continued.

"The feedback from travelling customers this summer has been incredible. All our partners and locals alike have been so welcoming to customers. To be in Japan in time for the Koyo season with temple gardens and mountain sides lit up with the red of autumn leaves will be special. Japan has not lost its magic, and we can’t wait to show people again.”