As experiential luxury, such as travel, art, and gourmet food, gains attention in the global luxury market, Lexus will begin offering brand-experiential travel this fall.

The "LEXUS AMAZING EXPRIENCE Australia Tour" is limited to 10 groups. This special vacation experience embodies Lexus's "Progressive Luxury" philosophy. Guests can enjoy a Lexus-powered drive through the Yarra Valley, a forest renowned for its ancient natural beauty, participate in the Melbourne Cup Carnival, a horse racing festival attracting celebrities from around the world, and the art event "Sculpture by the Sea." Guests can also enjoy a special dinner by world-renowned Japanese chef "Tetsuya's." Personalized hat coordination is also available upon request. The five-night, eight-day tour runs from November 2nd to 9th, with prices ranging from ¥850,000 in economy class to ¥1,350,000 in business class (both per person, occupying two people per room).

Also, a collaboration project with Vogue Japan magazine, "LEXUS x VOGUE JAPAN AMAZING EXPERIENCE TOUR" has been launched. Targeting adult women, the tour will allow them to experience Japanese traditions while driving in a LEXUS from Kanazawa to the Noto Peninsula, where modernity and heritage intersect. Events along the drive are based on the concept of "offering innovative and surprising experiences as 'adult play'", and include a modern tea ceremony proposed by Ohi Toshio, the master of Ohi ware pottery; a tour of the workshop of Akagi Akito, a traditional Noto lacquer artist; and an experience of Ishikawa's representative food culture selected by Moriwaki Keiko (registration closed).