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Our favourite (not so) hot destinations for Japan in 2025
Around 35 million people visited Japan in 2024 (they’re still counting) and this year is set to be even bigger. It’s the 80th anniversary of the Hiroshima and Nagasaki bombings, Osaka will be the first city to host the World Expo twice – and it’s 40 years since Super Mario Bros was first released. That means lots of visitors.
80% of travellers go to just 10% of the world’s tourism destinations, and we want to change that – there’s so much more of Japan to see than its top spots, and including a lesser known destination in your trip often means glimpsing a slice of every day local life that you might not otherwise experience. It can help relieve a bit of the pressure on some of the most popular, and often crowded, sites, too.
So, we asked our specialists to recommend their favourite (not so) hot destinations to visit in Japan this year – from south to north Japan. Here’s what they came up with…
Nagasaki – for an island frozen in time
“Nagasaki is key to understanding how Japan became the country it is today. If you don’t go there you’ll never really “get it”. You can literally stand on the piece of ground where all western technology and innovation came to the country. It’s profound.”
As our co-founder Alastair sums up, Nagasaki is a pivotal part of Japan’s identity. The city has an internationally influenced personality that extends far beyond the events of August 1945. Built around a natural harbour, it was the gateway to Japan for Western goods and technology in the 16th and 17th centuries.
Take a boat around neighbouring Hashima Island – commonly known as Gunkanjima – or Battleship Island. This mining village stands frozen in time – when industry stopped in 1974 and 2,000 islanders moved immediately back to the mainland. Pots still stand on stoves. Before, it was the most densely populated place on the planet…
Matsuyama – for Spirited Away hot springs and quiet castles
With a visitor rate of just 0.4% in 2023, Ehime, on the island of Shikoku, is one of the least visited prefectures in Japan – and yet there is much to be discovered in the city of Matsuyama.
Matsuyama-jo is one of the twelve original Edo period castles still standing in Japan, built in 1603. After a steep ascent to see the castle (by cable car, or foot) you can take in the typically traditional (and recently refurbished) onsen bath complex, Dogo Onsen. It’s one of Japan’s oldest and inspired the Studio Ghibli Spirited Away.
A short ferry ride from the mainland, Matsuyama isn’t too tricky to build into your trip (look at Secrets of Shikoku for inspiration).
Joge – for a slice of local life
You’d be forgiven for having never heard of Joge. It’s one of those places that’s a little trickier to get to yourself, but is absolutely worth the journey, which is why we make it part of our Hidden Japan Small Group Tour.
Just over a 3-hour hop from Hiroshima, taking a walk down Joge’s main street really does feel like you’ve stepped back in time. With wooden-fronted, Mejii and Taisho era buildings and few cars on the roads, it has a quaint, quiet energy and barely receives foreign visitors. Many customers describe Joge as a highlight of their trip.
Nagoya – for world-class art and chicken wings
Nagoya has an unfair reputation for being a dull industrial town. But we love it – it’s our Japan office home for a number of reasons!
It’s an art-lover’s haven, with scores of galleries holding paintings, glass work, ceramics and even furniture, featuring artists from Gustav Klimt to Taikan Yokoyama. The Aichi Triennale (13th Sept- 30th Nov) arts festival draws well-deserved attention to Nagoya’s impressive art scene.
And if art isn’t your thing, July brings the sumo basho tournament in the grounds of Nagoya Castle. To fuel your cultural explorations, we recommend trying our Nagoya office favourite izakaya bar – Yamachan – famed for its chicken wings and Nagoya specialities.
Sado Island – for tub boats and coastal landscapes
When people think of Japan, many think of temples, Tokyo and geisha. But tub boats? Perhaps not. Away from the cultural and modern centres of Kyoto and Tokyo, the north holds cooler climes, a rugged feel and its own quirky style of cultural adventure.
Today, Sado is a sleepy backwater – but it was once the world’s most productive gold mine and a place of exile for monk prisoners. Taking a tub boat ride, powered by enthusiastic female rowers with a great sense of fun, and excellent, traditional hats, is a unique experience – and a chance to reflect on how time can change a place. You can visit as part of A Northern Soul Small Group Tour.
Get beneath the surface
If you’d like to visit the places in Japan that offer a true slice of everyday local life, we’d love to help make that happen. Whether you opt for a Small Group Tour (now with discounts for shoulder and low season) or build your own cultural adventure from scratch, our Japan specialists are ready to build your dream trip.