Salam! This is Sugi from ASHU TRAVEL, scenic horse riding journeys in Central Asia.
Today I have an important announcement.
Notice of price revision
From May 2026, prices for all ASHU TRAVEL tours will go up by roughly 10% or more.
We know this isn’t welcome news, but we’d like you to understand our reasons, so please read to the end.
Why we’re raising prices
There are three main reasons.
Rising prices across Central Asia
Costs for running tours, starting with accommodation, food and fuel, are rising every year. Prices in Kyrgyzstan used to be about 70% of those in Japan, but recently some things have risen to 80–90% (it depends on the item).
In Kazakhstan, some things are at 90% of Japanese prices, or almost the same.
Dignity for our staff and safety for our guests
ASHU TRAVEL’s motto is “sustainable tours.” To us, a sustainable tour means guests enjoy themselves safely and staff work with dignity.
We value that interaction, which keeps everyone going strong. To keep trusted staff with us for the long term, we need to improve their working conditions.
We believe that staff being able to keep working with dignity over the long term leads directly to a safe and comfortable trip for our guests.
Tour development focused on quality
To deliver authentic Kyrgyz experiences that are still unknown to most Japanese travelers, ASHU TRAVEL doesn’t develop tours purely online. Our staff go to the places themselves.
We meet guesthouse owners and riding instructors in person, and we only offer tours where we’ve been able to confirm safety and quality.
We decided on this price revision so we can keep delivering authentic experiences in Kyrgyzstan, the land of scenic horse riding, with peace of mind.
Until the website update,a chance to join at a better price
If you book by the end of April 2026, you can join at the current price, before the increase. If you’ve had your eye on a tour or have always wanted to go someday, please take this opportunity and book early.
We plan to show the new prices on our new website, but because we’re still working on technical updates and fixes, the old prices may still be displayed in early May.
For shared tours already open for booking and guests who have already booked, the pre-revision prices still apply, so don’t worry.
[Update] Our website has been renewed
For repeat guests: a new discount as a thank-you
Along with this revision, we’re introducing a way to give back to repeat guests through pricing.
If you’ve joined an ASHU TRAVEL tour before and posted a review, you’ll get a $30 discount when you book your next tour of $1,000 or more.
It’s a small token of our thanks to those who come back because they want to “see that view again” or “go to Kyrgyzstan again.”
Look forward to an even better ASHU TRAVEL
ASHU TRAVEL will keep offering higher and higher quality tours. We’ll keep expanding our content and improving our service, delivering trips that make you glad you came.
We’ll keep sharing information in the hope that you come fully informed and satisfied. Thank you for your continued support of ASHU TRAVEL.
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