A new chapter is unfolding in Japan’s tourism story. While Tokyo’s neon-lit streets and Kyoto’s historic temples have long captivated international travelers, a significant shift is underway. A recent travel data report reveals that lesser-known regional cities are rapidly emerging as top destinations, signaling a new era of exploration beyond the well-trodden “Golden Route.”
The Shift Away from the Golden Route
For years, the tourism path for most visitors to Japan was a familiar one: Tokyo, Hakone, Kyoto, and Osaka. However, this concentration has led to challenges of overtourism, including crowding and soaring accommodation prices in major hubs. In response, travelers are increasingly seeking more authentic, serene, and unique experiences—a demand that Japan’s regional cities are perfectly positioned to meet.
This trend is also supported by strategic initiatives from the Japanese government and the Japan National Tourism Organization (JNTO). Aiming to welcome 60 million international visitors by 2030, a key government strategy is to encourage the decentralization of tourism. By promoting regional attractions, Japan hopes to distribute the economic benefits of its booming tourism industry more evenly and foster sustainable growth nationwide. Recent data from JNTO shows this strategy is bearing fruit; April 2024 saw a record-breaking 3.04 million inbound visitors, with a noticeable increase in overnight stays in regional prefectures.
A Closer Look at the Rising Stars
The report highlights several cities that are experiencing a remarkable surge in popularity. Among the fastest-growing destinations are Okayama, Matsuyama, and Takamatsu, all located in western Japan.
Okayama: The Gateway to Art and History
Often called the “Land of Sunshine,” Okayama serves as a convenient hub for exploring the Chugoku region. It is home to Kōrakuen, one of Japan’s three most celebrated gardens, and the iconic black Okayama Castle. The city’s real draw, however, is its proximity to the historic Kurashiki Bikan Historical Quarter and Naoshima, the “art island” famed for its contemporary museums and installations, including Yayoi Kusama’s yellow pumpkin.
Matsuyama: A Journey into Authentic Japan
Located on the island of Shikoku, Matsuyama offers a tranquil escape steeped in history and literary fame. Its main attraction is Dōgo Onsen, one of Japan’s oldest and most famous hot springs, which is said to have inspired the bathhouse in Studio Ghibli’s “Spirited Away.” The imposing Matsuyama Castle, perched on a hilltop in the city center, provides panoramic views and a glimpse into Japan’s feudal past.
Takamatsu: Udon and a World-Class Garden
Also on Shikoku, Takamatsu is the proud capital of the “Udon Kingdom,” offering countless opportunities to savor Japan’s beloved noodle dish. Beyond its culinary fame, the city boasts Ritsurin Garden, a stunning landscape garden that many consider to be one of the most beautiful in the country. Takamatsu also acts as a primary gateway to the Seto Inland Sea, where the renowned Setouchi Triennale international art festival is held.
The Economic and Cultural Impact
This decentralization of tourism is a powerful engine for regional revitalization. The influx of international visitors breathes new life into local economies, supporting small businesses, from family-run inns and restaurants to traditional craft shops. It creates new employment opportunities, helping to combat the population decline that affects many rural areas.
Furthermore, this growing interest from abroad often sparks a renewed appreciation for local culture and heritage. It encourages the preservation of historic townscapes, traditional festivals, and artisanal skills, ensuring these cultural assets are passed down to future generations.
The Future of Travel in Japan
The trend of exploring Japan’s regional gems is expected to accelerate. As travelers become more adventurous and technology makes it easier to navigate off-the-beaten-path locations, more prefectures in regions like Tohoku, Hokuriku, and San’in will likely step into the international spotlight.
However, this shift also brings challenges. Regional destinations will need to bolster their infrastructure, including multi-lingual support, transportation access, and digital connectivity, to accommodate the growing number of visitors sustainably. The key will be to manage growth in a way that preserves the unique charm and authenticity that attracted travelers in the first place, avoiding the pitfalls of overtourism that have plagued more famous locations.
For travelers, this is an exciting time. The door is opening to a more diverse, intimate, and rewarding experience of Japan—one that lies just beyond the horizon of the Golden Route.
