What's so 'different' about Different Japan?

Okay. Cards on the table. The word ‘different’ simply comes from our sister company, Different Snow — a Japan-specialist ski company. But what started as a legacy name has turned out to be something far more meaningful, because it actually captures perfectly what we’re trying to do. With far more significance than originally intended, this happy accident now defines our philosophy. I couldn’t have chosen a better name if I’d tried… and I really didn’t.

Our aim is simple: to create tailor-made itineraries that go beyond the expected or the usual. Not just for the sake of being quirky or obscure, but because stepping off the well-trodden path is often the only way to reveal a side of Japan that most travellers never experience. That idea sits at the heart of everything we do — our guiding light, our raison d’être, our defining principle. After all, if we can’t do it better, why do it at all? For us, “different” means better… but it also means much more than that.

Stepping off the conveyer belt

One of the travel industry’s best-kept secrets is that most ‘tour operators’ are not what the title suggests. Instead, they’re essentially sales and marketing companies, outsourcing the actual tour operation to a single wholesaler partner in the destination. Those partners select and book the hotels, contract and assign the guides, create the ‘experiences’ in a modular format and arrange transfers… and, in many cases, even design (or help design) the itinerary itself.

In Japan, where the ‘product’ is potentially more complex and alien to Western minds, this service is dominated by a small handful of large, centralised suppliers - four, arguably five, companies who aggregate almost 80% of the inbound market between them. These DMCs (Destination Management Companies) package everything into neat, sellable, commoditised products and the net results is that whoever you buy from in the UK or the USA you end up in the same places, staying in the same hotels, even using the same guides — only the white-label branding differs. Efficient? Yes. Inspiring? Not so much. It’s a kind of ‘McDonaldisation’ of travel and this dumbing-down is something we very deliberately avoid.

In fact, when new team members join us, we ask them to carry out a competitor analysis project, and the conclusions always — inevitably, invariably — bear this out. The process is simple: create a brief, contact other tour operators, and compare the itineraries they send back. The results are always striking. So many companies offer almost identical trips, with barely any variation. Japan, reduced to a formula.

A labour of love

We take a very different approach. It involves more work, more research, and more personal travel. It requires time to nurture real relationships. It brings with it a fair amount of administration and a supply chain that can only be described as… creatively complex. It also keeps us very, very busy — all the time. But we choose to work with regional partners, seek out lesser-known places and experiences ourselves, and prioritise the best over the cheapest. In short, we have the confidence to pioneer rather than follow.

At the core of Different Japan (and Different Snow) is a genuine love for Japan. More than that — it’s a passion, even a lifestyle. This is not just a destination we sell; it’s a place we know intimately and care about deeply. And when you feel that way, offering predictable, cookie-cutter experiences just isn’t good enough. What truly motivates us is sharing that passion with you. As I write this, I’m very aware of how trite it sounds — I’m making myself feel slightly ill. Of course, we’re in it to make money (businesses do need to pay the bills), but the almost-as-big reward comes when you return home and tell us you’ve fallen in love with Japan too. (Not bigger, though — I do still need to pay the mortgage.)

Making it happen?

For me personally, it comes down to over 25 years in the travel industry, all closely tied to Japan. That includes a lifetime of travel throughout the country and extended periods living there — usually around two months every year. Over time, this has led to deep personal relationships and privileged access to places and people that many others simply don’t have. These connections open doors that remain firmly closed to most.

Alongside Different Japan, I’m also involved in a consultancy business with other like-minded veterans of the Japan travel scene. Our work takes us far beyond the usual routes, collaborating with regional destinations across the country. We work directly with local experts, artisans, and hosts to shape experiences that are both authentic and highly refined. The result is a portfolio that’s constantly evolving — always uncovering something new, always staying ahead of the curve. It has taken me to every corner of Japan, discovering remarkable places and meeting fascinating people — many of whom now form part of the Different Japan story.

For both first time visitors and returning travellers.

That said, being ‘different’ doesn’t mean ignoring the classics. That would be naïve — and a disservice. If it’s your first time in Japan, of course you’ll want to see the highlights — and you absolutely should. There’s a reason they’re so famous. Think of Kinkaku-ji (the Golden Pavilion) in Kyoto, people-watching at Shibuya Crossing in Tokyo, or enjoying a traditional ryokan stay in the shadow of Mount Fuji. These are essential experiences, and we’d never suggest skipping them.

What matters is how you experience them… and we believe it should be different.

Exactly how do we do that? Well, that’s something we keep a little close to our chest. Share too much, and it wouldn’t stay special for long. But we can offer a few hints. It might mean visiting a major sight at a quieter, more atmospheric time of day. It will certainly involve crafting an itinerary that’s completely tailored to you — because we’ve taken the time to ask the right questions. We blend must-see highlights with hidden gems, sometimes within the same day, creating a journey that feels seamless and thoughtfully curated.

Most importantly, it’s about the people you meet along the way — exceptional guides who not only know their subject inside out but can also adapt each day to suit your interests.

Different means different.

And then, of course, there’s the genuinely ‘different’ side of what we offer in the more conventional sense: unique destinations, distinctive hotels and ryokans, memorable dining spots, and one-of-a-kind experiences. We don’t follow the crowd — we actively avoid it.

Where might ‘different’ take you?

Perhaps to a tiny fishing village on a remote peninsula, where only a handful of visitors can stay each year. Or to a tucked-away izakaya in Tokyo, filled with locals — somewhere you’d never think to enter on your own, but where you instantly feel at home with one of our friendly, knowledgeable guides. It might even be a charming, family-run ryokan that doesn’t appear on international booking sites but offers an unforgettable, authentic experience.

In these moments, ‘different’ means something special: access. Access to places, people, and experiences that would otherwise remain out of reach.

And finally, what truly sets us apart is something simpler.

We’re not faceless — and neither are you.

Everything we do is built around getting to know you: what excites you, what doesn’t, how you like to travel, and why Japan appeals to you in the first place. The more you share, the better we can shape your journey. The result is something genuinely bespoke — an itinerary that no other travel company could replicate.

And that, as much as anything else, is what makes us different.