Why us

Established in 2006, Selective Asia is an award-winning tour operator, with a team of dedicated travel specialists who all have decades of experience both travelling in Asia and organising unique Asia holidays for the discerning traveller.

Each of our travel advisors specialises in a small group of countries - none of us pretends to know the whole of Asia inside out. We also have specialists in different interests and requirements, such as diving, honeymoons, or travelling with kids. The only area where we all claim to specialise is food!

Meet our team of Asia experts


Why Tailor Made?

Any tailor-made holiday with Selective Asia is an opportunity to travel in a style that suits you, rather than be dictated to by a page in a brochure designed to appeal to the mass market. We believe that a great holiday is one that concentrates on the destinations and aspects of a region that interest you and filters out the bits that don’t. There’s no one-size-fits-all solution with holidays – we prefer to treat every request as a blank canvas, allowing each client’s individual preferences to determine even the smallest of details.

Every hotel we recommend is personally inspected by us on a regular basis, as are the exciting and unique experiences that we add to your holiday. All your enquiries will be dealt with by our Brighton-based specialists, and as far as possible one person will take care of your holiday arrangements.

Keep reading on why you should choose a tailor-made holiday or get in touch


Local, English-speaking guides & Guide Connect

Once you're in Asia, you'll be looked after by our carefully selected local guides and hosts. You'll get all the benefits of true local knowledge combined with the financial protection of a fully ATOL bonded UK travel company. And in 2018 Selective Asia launched Guide Connect - an innovative system where our clients can be introduced to their first guide before they travel.

Find out more about Guide Connect and our guides.


Our commitment to Responsible Tourism

You will also have peace of mind from our commitment to responsible tourism: we do everything possible to make sure your holidays in Asia benefit the people and animals who call it home, and work closely with ethical community enterprises and NGOs in the region.

Read more about our Responsible Travel policy, the charities we work with and our Wildlife Policy.

A word from Nick

For over 40 years, the ever-resourceful backpackers have uncovered the ‘must sees’ in Asia. We aim to stay right on their heels and offer our clients ground-breaking itineraries in a region that we know, respect and love.'

Nick Pulley, Founder & CEO


Our Awards


Wanderlust 2019 Silver Award  Telegraph Award 2017    British Travel Award 2015

Financially Secure

Selective Asia Atol Bonded ABTOT


We are a UK-based operator offering all our clients, both from the UK and abroad, full consumer protection. We hold ATOL license # 9203, issued by the Civil Aviation Authority (CAA), and ABTOT bond # 5329.


We provide the structure to your journey, tailor-making each itinerary to your precise requirements. We then encourage our guests to dictate the pace of travel and any points of particular interest to focus on. No fixed departure dates and an extensive choice of hotels – your holiday, your way.


Our policy of only using local guides means that we can provide our customers with the very best, fully experienced staff and guides offering up-to-the-minute local expertise.


Our local knowledge and experience enables us to identify the most suitable destinations and activities for you, allowing you to make the most of your time away.


Selective Asia is an established and dynamic travel operator that aims to inspire, create and provide a new dimension of product for a new breed of traveller. We are not just one of the pack – we’ve moved on.


We arrange private holidays and adventures – for couples, families or a party of friends (no min or max passengers) – rather than impersonal group tours. You are never just another seat number.


All our lodges, hotels and home-stays have been tried and tested for their suitability. Plus, we provide modern and serviced transportation options. (Once you have seen some of the public and private transport used in these regions you will know exactly how important this is).


We adhere to our own strict responsible tourism guidelines, going to great lengths to ensure any effects we have on both the environment, and the cultures that welcome us as their guests, are kept to an absolute minimum.


We push boundaries by taking you to the new, up-and-coming destinations before the tour groups arrive.


We love what we do, and it's certainly not all about the awards - but we're always chuffed to bits when we win one! We're often voted to the top of Wanderlust Reader Travel Awards and British Travel Awards categories for small and independent Asia travel companies. Admire our latest gongs here


We are not a budget operator. We position ourselves as the best-value operator in our class: top quality, great value. Our local experience and contacts ensure you’re getting the best value for the experience.

About Selective Asia