Over tourism and Japan’s hidden gems

Japan’s tourism has grown a lot over the last 15 years. Before the pandemic, the number of international visitors was steadily rising. After borders reopened, tourism surged to record levels. 

In 2024, about 36.87 million foreign visitors came to Japan, exceeding the previous high set in 2019. In 2025, the number is on track to pass 39 million 🤯

While this boom has helped the economy, it also means places like Kyoto, Tokyo, and Osaka are often crowded, especially in peak seasons. That’s why I’d thought to share quieter, lesser known places that let you experience Japan in a more peaceful, authentic way.

Here’s a list of 15 lesser known spots worth visiting:

🏞️ 15 lesser known places to experience authentic Japan

1. Tottori (鳥取県) Tottori Sand Dunes
   Unique sandy landscapes by the sea, quiet coastal towns, and beautiful sunsets.
2. Shimane (島根県) Izumo Taisha area
   Home to one of Japan’s oldest shrines and a slow, spiritual atmosphere.
3. Onomichi (尾道, Hiroshima)
   A quaint hillside town with temples, narrow streets, and sea views, perfect for walking or bicycling.
4. Aomori (青森県)
   Northern region with a rich culture, festivals like Nebuta, and stunning nature.
5. Kiso Valley (木曽谷, Nagano)
   Historic post towns like Magome and Tsumago along the old Nakasendō route.
6. Matsue (松江, Shimane)
   A castle town with lakes, traditional gardens, and a calm riverside vibe.
7. Shodoshima (小豆島, Kagawa)
   An island in the Seto Inland Sea known for olive groves, peaceful beaches, and rural scenery.
8. Hagi (萩, Yamaguchi)
   A small castle town with preserved samurai districts and pottery traditions.
9. Beppu (別府, Oita)
   Famous for hot springs, but beyond that, quiet neighbourhoods and lesser visited baths.
10. Takayama (高山, Gifu) Old Town
    Traditional wooden houses and morning markets without the heavy crowds of Kyoto.
11. Karuizawa (軽井沢, Nagano)
    A mountain resort town with hiking, cycling, and a relaxed, nature-focused pace.
12. Naoshima (直島, Kagawa)
    An island art destination with museums and outdoor installations, serene and inspiring.
13. Shirakawa-go (白川郷, Gifu)
    Historic village with unique thatched houses, especially magical in winter.
14. Iya Valley (祖谷渓, Tokushima)
    Remote mountain valley with vine bridges, rivers, and peaceful hiking paths.
15. Kumano Kodo (熊野古道, Wakayama)
    An ancient pilgrimage route through forests and shrines, perfect for slow walking and reflection.

Your Sensei,
Hikari 👩🏻‍🏫