by Lacey Pfalz
Last updated: 9:50 AM ET, Wed October 7, 2026
Luxury, personalizable tour operator Unforgettable Travel Company has launched a new, dedicated Asia specialist brand, Unforgettable Asia, following soaring demand for travel to the continent.
The specialist brand launched after Asia business grew 226% from 2022 to 2025, with 32% of repeat travelers heading to Asia in the past year alone, and Japan, Thailand and Vietnam taking the most popular spots among returning travelers.
Japan’s popularity alone has soared, accounting for 86% of all Asia inquiries in the past year.
An Asia Travel Specialist
Creating a specialty brand that offers more opportunities to travel to Asia, new experiences and dedicated service and specialists to help travelers craft their perfect itinerary was an easy decision.
Graham Carter, CEO and Co-Founder of Unforgettable Travel Company, explains, “We’ve built up a fantastic team over recent years of experts who have lived, worked and travelled extensively throughout Asia, as well as a team on the ground. Unforgettable Travel will remain our wider global offering, while Unforgettable Asia gives us the opportunity to demonstrate our specialism. With this new brand, we will share our knowledge and go much deeper into the region, in developing the journeys we create, experiences we offer and producing much stronger destination content and resources.
“That is particularly valuable for travel advisors,” continued Carter. “Asia can be complicated to plan, especially when a client wants to combine several countries. Rather than an advisor having to manage a number of different relationships, they can come to one team to coordinate the whole journey. For travelers, it means access to someone who really knows the destination and can suggest the places, people and experiences that they may never find themselves.”
What’s In Store for Travelers Who Choose Unforgettable Asia?
Unforgettable Asia aims to provide highly personalized trips that take travelers beyond the highlights of what Asia has to offer. A specialist plans every trip, including hotels, transportation, and experiences, and provides 24/7 support during travel.
This means a trip may include visits to lesser-known regions and experiences that connect travelers to communities and traditions.
With the new launch, Unforgettable Asia will offer several travel opportunities in eleven countries: Japan, South Korea, Taiwan, Thailand, Vietnam, Cambodia, Laos, Singapore, Malaysia, Borneo and Indonesia, with more to come later.
One new itinerary is the 12-night South Korea & Japan Wellness Journey, which takes travelers on an exploration of wellness practices in both countries, exploring Korean temple cuisine, K-beauty and herbal healing to Japanese volcanic sand bathing in Kagoshima and a discovery of Okinawa’s Blue Zone traditions.
Another, designed for families with littles, is The Family Trail: Japan for Little Explorers, a 10-night trip that takes families to offer hands-on soba-making, sumo and taiko drumming experiences in Tokyo, cycling and cooking with locals in Nagano, and enjoying a visit to fox shrines and learning how to dance with swords like samurai in Kyoto.
New Support for Travel Advisors
The new brand brings new ways to support travel advisors and their clients. While the specialist team will curate and personalize each trip for clients, advisors can learn about the new brand, the destinations and travel experiences it offers and new destination guides, monthly product updates, educational sessions, social media content and more, including client materials they can share with travelers.
“A big part of the thinking behind Unforgettable Asia is making Asia easier for travel advisors to sell,” said Graham. “It can be a complicated region to plan, particularly for multi-country trips, so we want advisors to have one person they can pick up the phone to who can then manage everything behind the scenes, across time zones and languages.”
Commissions are typically between 12% and 15% for trips.
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