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The Ultimate List Of Tourism Slogans From Almost Every Country In The World

From aspirational to downright cringe-y, tourism slogans give us a glimpse of the country they represent. here's a full list..

By: Yagnoseni Das Published: Jan 20, 2023 08:00 AM UTC

Not many people need convincing to travel to exotic destinations across the world. Every country has something or the other to offer to its visitors—be it vast white beaches with an unending horizon of the blue ocean, tall mountains with extensive flora and fauna, or a brightly lit city bustling with an urban population. However, every country does its best to entice travellers to maintain its booming tourism industry.

Tourism sectors have an array of practised marketing efforts rolled up their sleeves and one of the many is to sum up an entire country in just a handful of words. Tourism slogans have become a trademark of a country. From aspirational to downright cringe-y, tourism slogans give us a glimpse of the country they represent. Here’s a list of tourism slogans from almost every country in the world.

Tourism slogans from Africa

Tourism is an important economic sector for any country in Africa. So, it is only natural that the tourism slogans here are enticing, too.

• Algeria – The Journey of the Heart
• Benin – Revealing Benin
• Botswana – Our ride, your destination
• Burundi – The ‘Eden’ in the Heart of Africa
• Cameroon – Africa in Miniature
• Chad – Oasis of the Sahel
• Djibouti – Djibeauty
• Egypt – Where it all begins
• Eswatini – A Royal Experience
• Ethiopia – Land of Origins
• The Gambia – The Smiling Coast of Africa
• Ghana – Amazing Ghana
• Kenya – Magical Kenya
• Lesotho – The Kingdom in the Sky
• Madagascar – Treasure Island
• Malawi – The Warm Heart of Africa
• Mali – An Authentic Africa
• Mozambique – Come to where it all started
• Namibia – Endless Horizons
• Nigeria – Heartbeat of Africa
• Rwanda – Remember – Unite- Renew
• Sao Tome & Principe – True Tranquility
• Senegal – Where Hospitality is Natural
• Seychelles – Another World
• Sierra Leone – Sieraously Surprising
• South Africa – Inspiring New Ways
• Tanzania – Unforgettable
• Tunisia – Inspiring Tunisia
• Uganda – You’re Welcome
• Zambia – Lets Escape
• Zimbabwe – A World of Wonders

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Tourism slogans from Asia

The largest continent in the world, Asia has plenty to offer to any traveller . With a plethora of countries spreading across the continent, the slogans are just as diverse, too.

• Bahrain – Ours. Yours. Bahrain
• Bangladesh – Beautiful Bangladesh
• Bhutan – Happiness is a Place
• Brunei Darussalam – Adobe of Peace
• Cambodia – Kingdom of Wonder
• Cyprus – Cyprus in your Heart
• Georgia – Emotions are Georgia
• India – Incredible India
• Indonesia – Wonderful Indonesia
• Israel – Land of Creation
• Japan – Endless Discovery
• Jordan – Set Forth on a Great Journey
• Kazakhstan – The World of Wonders
• Kyrgyzstan – So Much to Remember
• Laos – Simply Beautiful
• Lebanon – Live Love Lebanon
• Malaysia – Truly Asia
• The Maldives –The Sunny Side of Life
• Mongolia – Go Nomadic
• Myanmar – Be Enchanted
• Nepal – Lifetime Experience
• Oman – Beauty has an Address
• Pakistan – Land of Adventure and Nature
• The Philippines – It’s More Fun in the Philippines
• Qatar – Qurated for You
• Russia – The Whole World Within Russia
• Saudi Arabia – Saudi, a Kingdom That Inspires
• Singapore — Passion Made Possible
• South Korea – Imagine Your Korea
• Sri Lanka – Hello Again Sri Lanka
• Tajikistan – Fear the Friendship
• Thailand – Amazing Thailand, it Begins with People
• Turkey – Choose Your Memories
• United Arab Emirates – Seven Emirates One Destination
• Uzbekistan – Naturally Irresistible
• Vietnam – Timeless Charm

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Tourism slogans from Europe

Europe has one of the most thriving tourism industries in the world. From Prague to Paris and Rome to Lisbon, Europe is filled with bucket-list destinations.

• Albania – Go your own way
• Austria – Feel the Spark
• Belarus – Hospitality Without Borders
• Belgium – The Place to be
• Bosnia and Herzegovina – The Heart Shaped and at your Fingertips
• Bulgaria – A Discovery to Share
• Croatia – Full of Life
• Czech Republic – Live your Dream
• Denmark – The Land of Everyday Wonder
• Estonia –Epic Estonia
• Finland – I wish I was in Finland
• France – Explore France
• Germany – Simply Inspiring
• Greece – Always Epic
• Hungary – Wow Hungary; Wellspring of Wonders
• Iceland – Come and be inspired by Iceland
• Ireland – Fill your heart with Ireland
• Italy – #treasureitaly
• Lithuania – Real is Beautiful
• Luxembourg – Daydream
• Macedonia – Macedonia Timeless
• Malta – More to Explore
• Moldova – Discover the Touristic Moldova
• Monaco – There is No Place Like Here
• Montenegro – Wild Beauty
• The Netherlands – This is: Netherlands
• Norway – Powered by Nature
• Poland – Move your Imagination
• Portugal – Can’t Skip Tomorrow
• Romania – Explore the Carpathian Gorden
• Serbia – See Serbia
• Slovakia —Travel to Slovakia, Good Idea
• Slovenia – I Feel SLOVEnia
• Spain – #spainindetail
• Sweden – Welcome to Sweden, when the time is right
• Switzerland – Get Natural
• Ukraine – Experience Ukraine
• United Kingdom – Escape the Everyday

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Tourism slogans from Oceania

Oceania is filled with exotic landscapes. With the Fiji Islands , this continent is a favourite amongst travellers.

• Australia – Come Live Our PhilAUsophy
• Kiribati – For Travellers
• New Zealand – 100% Pure
• Papua New Guinea – A Million Different Journeys
• Samoa – Where Beautiful Just Happens
• Tonga – The True South Pacific
• Vanuatu – Answer the Call of Vanuatu

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Tourism slogans from the americas.

The Americas welcome a huge number of travellers from all around the world, thanks to its innumerable tourist spots.

• Antigua and Barbuda – The Beach is Just The Beginning
• Argentina – Beats to your rhythm
• The Bahamas – Fly Away
• Barbados – Love Barbados
• Belize – Discover How to Be
• Bolivia – Bolivia Awaits You
• Brazil – Visit and Love Us
• Canada – For Glowing Hearts
• Chile – Where the Impossible is Possible
• Colombia – The Most Welcoming Place
• Costa Rica – Essential Costa Rica
• Cuba – Breathe Cuba
• Dominica – The Nature Island
• Dominican Republic – Dominican Republic Has it All
• Ecuador – Be well in Ecuador
• EI Salvador – The 45-minute Country
• Guatemala – Heart of The Mayan World
• Guyana – South America Undiscovered
• Jamaica – Heartbeat of the World
• Nicaragua – Urica Original
• Panama – Panama Surprises
• Paraguay – You Have to Feel it
• Peru – Time To Take a Trip with Your Imagination
• Saint Kitts and Nevis – Follow your Heart
• Saint Lucia – Let Her Inspire You
• Suriname – A Colorful Experience
• Uruguay – Uruguay Natural
• USA – Visit the USA
• Venezuela – Venezuela is Your Destination

Book Your Stay In Mexico

Hero and feature image credit: Christine Roy and Markus Spiske on Unsplash

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The Hotlist: Best of Japan in 2023

Let's face it - it's been a tough couple of years for Japan and for all of us who love it. Two whole years without international travel into the country has left many of us out of the loop, despite there being an overwhelming amount of amazing new openings and experiences. But do not be afraid! We're here to sift through the news and pick out the best parts of Tokyo, the best cities in Japan, the best hotels to retreat to and the best ways to experience Japan in the UK , when it comes to 2023.

Shimokitazawa

Shimokitazawa, or 'Shimokita' to its friends, has long been a youth culture hub due its restaurant and bar scene, vintage shops and proximity to Shibuya, but, during the pandemic, an ongoing redevelopment along the former railway line stretching across its three stations (the ‘Senrogai’), made the area much easier to use as a fun and laidback base for international visitors. The Yuen Bettei Daita  is a rare example of a high end ryokan within Tokyo's central distrcits, while the very hip illi Shimokitazawa and Mustard Hotel have, respectively, introduced  studio apartment rentals and by-the-hour room rates for a generation of digital nomads. New boutiques, cinemas, bookshops and food facilities like Bonus Track, Reload, tefu Lounge and Mikan Shimokita are simply the icing on an already very delicious cake.

The nickname given to ‘Deep Shibuya’ , this secluded strip running south from Yoyogi has seen an explosion in late night café culture , unique eateries and flower shops over the past couple of years. For delicious tamago-sando sweet egg sandwiches crafted by a former sushi chef, Camelback Café should be your first pitstop, before you swing by Meals Are Delightful for ingredients and crockery (!) optimised to the current season , and then end your evening in Fuglen Tokyo, a cafe-beerhouse-cocktail bar open until 2am on the weekends. Better yet, 2023 will see the opening of the new Trunk Hotel Yoyogi Park , complete with a rooftop infinity pool overlooking Yoyogi Park itself, located just a hop, skip and a jump away from the newly re-greened and renovated rooftop hangouts of Shibuya's Miyashita Park and the Shibuya Square viewing platform.

Azabudai Hills

Azabudai may not be a name most international travellers have heard, but to a Tokyoite, it says one thing - fancy! The Azabudai Hills is a  futuristic lifestyle complex  by UK design giants Heatherwick opening in 2023 among the well-heeled streets of south-west central Tokyo. Putting green spaces very much in the foreground with an ambitious 'pergola' design , it will feature a new temple, Japan’s tallest high-rise building, a sleek shopping arcade designed by acclaimed architect Sou Fujimoto, the new permanent location for teamLab Borderless  in Tokyo, and a new high-end Aman overnight property in autumn, Janu Tokyo, with private balconies looking out onto Tokyo Tower, one of the largest wellness facilities in the city and restorative experiences that nurture meaningful connection. Situated on the luxury end of the scale, this new addition to the Tokyo skyline will, nonetheless, be open for all to peruse on a stroll, undoubtedly making for a very rewarding spot of urban exploration .

Kicking off our list of cities to watch in 2023 is the urban jewel in Hokkaido's wild and untamed crown, Sapporo. Japan's fifth largest city is already a hotspot for ramen, nightlife and revelry (just ask the Sapporo Beer Museum and the whiskey haven Bar Yamazaki) but the post-pandemic return of the much-loved Sapporo Snow Festival in 2023 after a three year hiatus, should be reason enough to visit. Still, the 2022 opening of a new OMO3 property for adventurous travellers and a new 2023 entertainment complex with Tokyu Hotels at the helm, is looking to not just add a heftier dose of neon to the city's the buzzy Susukino district but to put the warren of late-night watering holes and crafty artisanal hideouts of Tanukikoji arcade firmly on the map.  Space 1-15 , in particular, shines as an old apartment block taken over by a flock of artisans and craftspeople, each setting up shop in a series of renovated one-bedroom flats. Throw in the 2023 Adventure Travel World Summit, and an announcement on Sapporo's bid to host the 2030 Winter Olympics and you would be a fool to overlook this northern star on the rise.

2023 will be a huge year for art in Japan and nowhere is this more true than in the bayside city of Yokohama. This Tokyo-by-the-sea will welcome the return of the innovative Yokohama Triennale art festival , perfectly timed with the reopening of the Yokohama Museum of Art, after an impressive renovation. Whilst the festival and reopening have now been postponed to March 2024, you can still stroll 25 minutes along the river from here and find the community-led revitalisation project around Koganecho , a district where new artist programmes, galleries, art classes, book bazaars and street art installations have been decorating the dramatic railway arches of a forgotten Yokohama . 2023 will also see the opening of Yokohama’s first high-end Hilton property, following on from the gorgeous InterContinental Yokohama Pier 8 and its unhindered views of Minato Mirai shimmering on the water. Alternatively, you can jump aboard the recently opened Yokohama Air Cabin cablecar, particularly if you're after a vantage point on the annual Pikachu parade. Indeed, Pokémon and e-sports fans will be excited to hear that the next Pokémon World Championships will at long last take place in Yokohama in 2023 , marking the first time the event will be hosted in the franchise's homeland of Japan. 

Now that we've established that Japan's 'most boring city' is officially not boring , it's about time we got to know Nagoya, not least because it will be the major transit point as the Studio Ghibli Park opens its final two sections (the Mononoke Village and Valley of the Witches) in 2023. Tickets aren't looking easy to get a hold of, and you may have to make repeat visits on different days to see all the areas, so it's great news that Nagoya has some top-tier hotels . Based on the concept of 'biophilia', TIAD or 'Tomorrow Is Another Day' is a new 2023 hotel where the green spaces of the ground floors blend with the nature of Hisaya Odori Park and the upper floors rise like mountains with commanding views of the glitzy Nagoya skyline. Meanwhile, The Tower Hotel Nagoya, suspended in the upper reaches of the city's iconic TV tower , brings a counter-cultural edge with art deco stylings and the large girders of the structure itself running through each room as centrepieces. Located in the buzzy backstreets of the Sakae and Shin-Sakae nightlife districts, both are an easy walk from the food stalls of the new Kanayama Komachi building or the Jump Comic (think Naruto and One Piece) stores of the space-age Oasis 21 building. 

Not A Hotel Ishigaki

©Not A Hotel Ishigaki

As if building a lawn into the roof of the highly innovative Shiroiya Hotel in 2022 wasn't enough, acclaimed designer Sou Fujimoto decided it was time to turn his gaze to Okinawa's tropical island of Ishigaki. Opening in 2023, this sci-fi luxury sea-view retreat is the next in the Not A Hotel apartment hotel series after Fukuoka, Aoshima and Nasu, and has the unique property of being raised as if from the ground, with meadows for a rooftop and windows for walls . The exclusive and one-of-a-kind circular property will foreground light and greenery, with an infinity pool blurring the lines between your veranda and the azure waters of Okinawa's most desirable vacation spot.

The Mana Village

The Mana Village ©ARTH

A collection of villa properties opening in stages on the wild and remote shores of Kochi prefecture , this recently renovated accommodation and restaurant sit on the waters of Shikoku's southernmost coastline. Excitingly, 2023 will bring the opening of a farm area for authentic experiences of the region's farm-to-table culture , with a private villa area due to open in 2024. However, in the meantime, you'll just have to make do with a marine leisure activity hub, a warren of hiking trails, a local market that visits the hotel on a regular basis , a full suite of stylish new bedrooms, and an exclusive seafood restaurant deck that stretches gloriously into the ocean , flanked by infinity pools on all sides.

©Marufukuro

Located in the former HQ of pop culture behemoth Nintendo , this Kyoto hotel is a stylishly renovated property opened in 2022, featuring a full complement of exclusive rooms and spaces. Set amongst the history of one of Japan's most iconic household names, it's a richly storied building located a short walk from the Kamo river and within easy reach of the Kyoto International Manga Museum by train. The furnishings themselves evoke a strong mix of East and West, reminiscent of Japan's Taisho era , with a special whiskey bar and an almost cathedral-like  library showcasing the works of Nintendo pre-Super Mario, though the ages and up until the modern day.

Zenbo Seinei

Zenbo Seinei ©Pasona Group

A new meditation experience centre hanging in the canopies of Hyogo prefecture, this wooden wellness retreat designed by award-winning architect Shigeru Ban is a simple overnight stay out from neighbouring Kyoto and Osaka. The facility takes the shape of a long wooden sky deck comprised of various levels and offers the total package when it comes to the zen experience . Whatever your preference, Zenbo Seinei is unlikely to disappoint in its comprehensive menu of experiences, including:  a spectacular open-air meditation deck , a roster of both Japanese and international meditation specialists, wood-furnished rooms with tatami made for overnight 'shukubo' stays , study rooms for contemplation and 'shakyo' mindful calligraphy sessions and, of course, a restaurant serving fresh seasonal cuisine alongside locally sourced fermented foods.

From the modern all the way to the traditional, the 2022 opening of the Rakudo-An in Toyama prefecture brings us back to a slice of Japan's unique history and traditions. Set in the stunning 'satoyama' agricultural landscapes of the Sea of Japan coast, this 120 year old farmhouse has been renovated into the art hotel that stands before you today. It features furniture and art provided by legends in the diverse world of Japanese artisanal crafts as well as some of the biggest names in international architecture and design , like Pierre Jeanneret (Swiss architect and cousin of Le Corbusier) and Hans J. Wegner. With a roster of experiences on offer - including tea ceremony, guided walks and aromatherapy craft sessions - as well as a programme that gives back to the local farming community , it's an absolute must for the culturally-curious responsible traveller. 

  IN THE UK

Though borders are now fully open for all to visit Japan in a visa-free way, you might still be holding out for further into next year. If that is the case, don't think you won't remain well fed, as the ways to experience and learn about Japan from the UK are only growing .

Over at Japan House, for example, an exhibition running until end of January 2023 (opening 29th Sep) will put the focus on the incredible woodwork and artisinal crafts of the forested mountainous region of Hida , Takayama, famous for its lumber and carpentry industries. From March onwards, the exhibition will transition towards a focus on the beautiful and intricate tradition of 'kumihimo' Japanese braiding , with spectacular examples on display around the building. Go west from London, and you'll be able to take a step back in time to pre-historic Japan and compare how the Jomon people were in relation to the UK's prehistoric peoples at Stonehenge's 'Circles of Stone' exhibition (ending August 2023) . Alternatively, go north and enjoy a sumptuous selection of finely crafted items at The National Museum of Scotland's exhibition on contemporary Japanese design , running until 5th March 2023.

©Hajime Isayama, Kodansha

Elsewhere, the pop culture fans out there have real reason to rejoice! London-based inclusive community group Anime & Chill UK are celebrating their 3rd birthday on 19th March at Boxpark Shoreditch, in amongst their usual menu of Japan-themed anime and gaming events, while the star-studded Super Mario Bros Movie will be opening in cinemas in April 2023. And all that in a year that promises more news on a Hollywood adaptation of popular video game Ghost of Tsushima , and long-awaited fan-requested arrival of Ubisoft's Assassins Creed into medieval Japan coming in the not too distant future.

For more information on what you missed out on in 2022, check out our list of 2022 openings here .

Otherwise, you can always have a peruse through the ways in which the Japan experience has changed post-pandemic by taking a peek at our article here .

Extra credits:

[*] © ️ Nick Cave, Installation view of Yokohama Triennale 2020, Photo: OTSUKA Keita, Photo courtesy of Organizing Committee for Yokohama Triennale

[**] Installation view of Yokohama Triennale 2020, Photo: OTSUKA Keita, Photo courtesy of Organizing Committee for Yokohama Triennale

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Predictions 2023: New Year Expectations for Japanese Tourism from an Expert

With Japan finally opening its borders to most countries, what will Japanese tourism look like in 2023? Here are some predictions from a young generation travel expert.

The last three years never ceased to amaze me. Any conversation that continued long enough, somehow managed to end up discussing the pandemic. Even deniers and anti-vaxxers had to talk about COVID to describe what they were denying. Granted, it was a collectively traumatizing period that our grandchildren will inevitably be forced to listen to someday. As for Japanese tourism , so many people wanted to visit or live in Japan and couldn't.

Sometimes I regretted my lack of foresight in choosing the travel industry for a career in the first place. And although it took longer than most countries, I can confidently say that Japan is and will remain open. Mask-wearing aside, most locals have grown COVID-weary. Japan has joined the rest of the world in saying, "Good grief, let us move on with our lives."

That's one reason why 2023 will undoubtedly be a year of growth in the travel market for domestic, inbound, and outbound Japanese tourism. Here are some trends and predictions for 2023.

Predictions: Visitors Remain Below Pre-Pandemic Levels

In the peak travel year of 2019, almost 32 million people visited Japan . While 500,000 people visiting in October 2022 was an encouraging sign, there remains a significant gap with pre-pandemic levels.

In fact, the government predicts it will take until 2025 to recover 2019 visitor numbers . Whether reinstating this level of mass tourism is even desirable is open to much debate. Still, the government is firm in its original Olympic-sized goal of 40 million people entering Japan. The country will remain one of the most desirable destinations in the world, and travelers will undoubtedly continue increasing in 2023.

Predictions: Visitors Will Have Longer Stays

Already, I have noticed a trend in the Japan-bound travelers I encounter. Rather than visiting for a week or two, many are staying for months.

Some are newly remote workers who can endlessly travel the world, and Japan just happens to be their first stop. Others quit their jobs and will travel as long as their wallets permit. Still others are backpackers who have found Japan more affordable than they thought.

Whatever the case, once people reach a destination, they stay longer as they have more flexibility and time.

Predictions: Tourists Venture into the Great Unknown

During the pandemic, prefectures and regions were granted vast sums of money called hojokin to promote their local destinations for the eventual return of the inbound market. I am aware of this because they often hired me, the "international expert," to give my opinion on "monitor tours" in the absence of actual tourists.

As Japan-savvy travelers stay longer, they inevitably visit more remote locations that short term tourists do not frequent — the elusive "off the beaten track" destinations. This is great for the local tourism market in areas that previously didn't see any tourists. Already in Nagano, where I live, I see people visiting supposedly "local" joints or hot springs where I rarely saw international visitors previously.

Predictions: The Weak Yen Continues

In October, the yen hit a 32-year low at ¥150 JPY to the US dollar. Although the yen has bounced back slightly, a weak yen will continue to make Japan a desirable destination. Inflation, an uncommon phenomenon in Japan, is a cause for great concern among the working class. But Japan's inflation is still less than most countries. In addition, the cost of living is so much cheaper than in Western countries that Japan continues to be a relatively inexpensive place. Although it hurts other industries, a weak yen will provide a much-needed boost to travel-related businesses. After three years of famine, it's about time.

Predictions: The China Exception

Tourism from most countries will rise, and Japan will continue to loosen its border controls for most countries except China . This is a significant trend because almost 10 million Chinese travelers came to Japan in 2019. More importantly, they spent ¥1.8 trillion JPY ($13.6 billion USD).

China's absence is the biggest reason Japanese tourism will only reach pre-pandemic levels much later. If you know anything about Sino-Japanese relations, you know that many Japanese are not overly distraught about the fact that fewer Chinese will visit. Nevertheless, the lack of Chinese tourism is a significant economic hit.

Thoughts from a Travel Professional

I have mixed emotions about Japan's tourism recovery. Although it was economically devastating, COVID provided respite from the frenzy of activity and frenetic work schedule.

Before COVID, everyone wanted to visit Japan so tour companies essentially said yes to everything. Guides were in such short supply that I often worked back-to-back two-week tours with no rest days between. I love guiding in Japan, so I relished every moment.

I thrive when I am showing people new sides of Japan, walking deep in the countryside, or translating conversations that customers would otherwise never be able to have. But looking back, I was sacrificing my sanity for work, and it was not the healthiest or most sustainable lifestyle.

Falling in Love with Japan Again

During COVID, I had time to discover Japan again. In a sense, I fell in love with the country where I grew up. I became a writer and consultant, traveling on assignments to unexplored locations.

Other refreshing experiences were going on domestic holidays with friends, hiking to remote mountain onsens, staying in huts, taking a ferry to Hokkaido, riding horseback in Yamanashi, island-hopped in Okinawa, and learning to surf in Kochi. I expanded my horizons and made discoveries I did not have time for previously. Japan is such a beautiful country, and I found a renewed interest in exploring it. In short, I became an even more avid Japan traveler than I already had been.

Moving forward, I hope there is more balance. I want to balance financial obligations with personal travel and hobbies. As a country, I hope Japan not only increases the number of travelers but avoids over-tourism and helps local communities thrive. At the government level, I am not overly optimistic. The government wants numbers, whether that is the most beneficial long-term policy for the economy, environment, or society. 

But at the local level, I feel encouraged. Every day, guides, ryokans, restaurants, activities, and shops are showing travelers what makes Japan so unique and special. That level of hospitality keeps people coming back.

In short, Japan will continue to change in 2023, but I am optimistic because of the resourcefulness and resilience of the Japanese people. The travel industry is no exception and it will continue to show visitors the beauty and unique culture of Japan.

• Tourism Is Back: Cheap Yen, Eased Border Controls, Fill Streets with Visitors

Author: Daniel Moore

Learn more about the wild side of Japan through Daniel’s essays on JAPAN Forward . Leave questions or comments in the section below, or reach Daniel through Active Travel Japan .

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How to Travel to Japan in 2023 as a Tourist

What to expect and how to travel to Japan in 2023

May 8, 2023 Updated On June 20, 2023

Among fellow G7 countries, Japan has had some of the strictest travel rules for Covid-19. It was finally announced that from April 29, 2023, anyone who travels to Japan will not be subject to any testing, and the start of May saw it declassified.

Let’s have a proper look at what has changed for those planning to travel to Japan in 2023 and what to expect when you finally do get here.

Can I Enter Japan?

On May 8, 2023, Covid-19 i s on the same level as the common flu in Japan. On April 29, 2023, all border restrictions were removed and from that date, anyone entering Japan does not have to provide any extra documentation.

That said, the country is still recovering from Covid. While many things are back to normal, tourists may notice a few changes. Read on to find out about the current atmosphere in the country.

What is Japan Like Currently?

Japan, like much of the world, has changed due to the pandemic. Let’s have a look at the measures that are still in place.

Wearing Masks in Japan

Since mid-March, wearing masks indoors lost its governmental advisory rating. The majority of employees still wear masks on the job, so if you head into a convenience store, don’t be surprised to see the staff masked up.

The general public still wears masks widely, more so than pre-pandemic levels, especially on public transport.

Using Hand Sanitizer in Japan

In Japan, customers can still sanitize their hands when entering shops and restaurants. If you like to sanitize, we recommend carrying a tube of hand cream, as some formulas can be quite drying.

Dining Out in Japan

The staff at many restaurants still wear masks and divider screens can still be seen in many establishments.

Single-use cutlery is rife, including disposable chopsticks and plastic forks. Some places expect more self-service than before, such as helping yourself to water and returning trays, though this can change from one establishment to another. In many places, customers should browse the menu via a QR code.

Photo by iarecottonstudio via Shutterstock

Visiting Tourist Attractions in Japan

Guidelines for tourist attractions are straightforward. Most attractions don’t require visitors to wear a mask, but temperature checks may be in place. 

Many pre-booking systems were introduced during Covid, and many places have retained this. Facilities such as museums, aquariums, and theme parks still require prior booking or a ticket purchase. We recommend checking with the facilities you want to visit before heading out.

Before You Go

Before heading to Japan to travel, make sure to check the most up-to-date information. We recommend consulting the official website of the Ministry of Foreign Affairs .

Other Covid Resources from Tokyo Weekender

Personal Stories

• Conquering a Fear of the Unknown: The Psychology Behind Covid-19 Anxiety and How to Cope With It
• What the Covid-19 Pandemic can Teach Japan about Climate Change

News & Opinion

• The Long-term Expat: How Covid Changed My Life in Tokyo
• Traveling Through Japan in the Age of Covid-19: A Personal Encounter
• Why I’m Glad I Got Stuck in Japan During Covid-19
• Lessons in Isolation: How a 10-Day Silent Retreat in Japan’s Countryside Helped Me Cope With the Covid ‘New Reality’

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Japan National Tourism Organization draws up a 2023-2025 marketing strategy for inbound travel with three pillars

Japan National Tourism Organization drew up a three-years marketing strategy for inbound travel by 2025 to achieve the government’s goals of 5 trillion JPY in inbound travel spending, two nights an inbound traveler in local regions and recovery of international arrivals to the 2019 level, which are set under the Tourism Promotion Basic Plan. 

The strategy consists of three pillars of ‘strategy by market,’ ‘cross-market strategy on high-value-added travel, adventure travel (AT) and Osaka Kansai EXPO’ and ‘MICR strategy. 

For strategy by market, JNTO is appealing tourism themes or contents by market, focusing on high-spending travelers and travelers who intend to visit local regions as targets, and developing more effective promotional approaches. 

For cross-market strategy, JNTO is strengthening a network of stakeholders, collection of tourism contents and sales of tourism products, targeting travelers who spend 1 million JPY a travel. Also, JNTO partners Adventure Travel Trade Association(ATTA) for AT and is trying to encourage international visitors for the EXPO to visit local regions in Japan. 

For MICE strategy, JNTO will attract international conferences or incentive travels that meet new requirements after the pandemic. 

In addition, JNTO is addressing sustainable tourism to enhance environmental, social and economic sustainabilities in local regions and to raise Japan’s presence globally in sustainable tourism. 

Let us hear your VOICE Please feel free to leave any comments or opinions.

Travel expenditure on internet in japan rose by 60% year on year to 4,402 jpy in april 2023, a japanese accommodation booking management system partners experience booking platform klook for inventory sharing, latest news, interest in overseas travel of japanese people is much lower than the world’s average, foreigners’ guest nights in japan were up 23% in february 2024 compared to pre-pandemic, a new service to research ancestors japanese-descent foreigners is launched as a roots discovery travel, trip.com group vp talks about what the ota focuses on now, including outbound travel from china to japan, japanese outbound travelers are expected to recover to 90% of the pre-pandemic level during this year’s golden week period.

Japanese outbound travelers still recovered slowly in February 2024

International visitors to Japan were record-high 2.8 million for February

Japanese passport issues were up 2.8 times to 3.4 million in 2023, with half issued to 30 years old or younger

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Japan's Best Tourism Villages for 2023

Four spots honored by the UN World Tourism Organization

If you're looking for some travel inspiration in Japan, the United Nations World Tourism Organization recently published their Best Tourism Villages list for 2023 . The list honors destinations that have shown commitment to nurturing rural areas through preserving landscapes, cultural diversity, and culinary traditions, and four local spots in four different prefectures made the cut.

Biei, Hokkaido

Hokkaido's Biei area is known for having some beautiful natural landscapes, including rolling hills and expansive flower fields. The area was highlighted for its sustainable farming practices that promote biodiversity, and its efforts in cultivating sustainable tourism. The town collects accommodation and entry taxes from tourists, which are then used toward supporting tourism-related businesses.

Hakuba, Nagano

Best-known as a snow sports destination thanks to its role in the 1998 Winter Olympics and world-class ski resorts like Happo-One, Nagano's Hakuba received kudos for its sustainable tourism management. Part of this includes their initiatives in the energy self-sufficiency sphere, with goals to be 100% self-sufficient through the use of hydro-electric power.

Oku-Matsushima, Miyagi

The naturally scenic Oku-Matsushima area of Miyagi has inspired art and poetry for centuries, but the region experienced a significant decline in tourism numbers after the triple disaster of 2011. They've put in a great deal of effort since then to restore this part of the region's economy, including promotion of the Oku-Matsushima Olle Trail, an outdoorsy hike that allows visitors to appreciate the area's beaches, woods, and settlements. Oku-Matsushima village also was recognized for its commitment to empowering women through initiatives like the Nadeshiko Kaisei Juku program, which fosters women's entrepreneurship in various industries including tourism.

Shirakawago, Gifu

Perhaps Japan's most recognizable (and scenic!) village, Shirakawago in Gifu is renowned for its beautiful thatched roof houses. That beauty requires work, though – the roofs need to be replaced around every thirty years, and it's not a cheap endeavor. The UNESCO World Heritage listed village was praised for reinvesting tourism income into conservation, with an impressive 30% of parking fees put into preservation and maintenance.

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Japan's 2023 Tourism Boom

Japan is enjoying a tourism and investment boom, b ut ordinary Japanese face a squeeze of wages not keeping pace with inflation. Philip Turner has more from Tokyo. 

Getting that perfect picture of Kiyomizudera temple against glowing red and yellow maples has never been more difficult.  This month Kyoto`s famous autumn colours have attracted so many foreign tourists that authorities are starting to consider Venice-style restrictions on numbers.   Queues at airports are overwhelming even Japan`s excellent infrastructure and organization.  Some 20,000 tourists are entering Japan from South Korea alone every day. 

At the height of Japan`s economic rise in 1989, its cities were among the most expensive in the world.  But over the last year the fall in the yen has made Japan one of the world`s most affordable tourist destinations.

While it is still possible to spend ridiculous amounts of money in high-end bars and restaurants in Tokyo`s Ginza or Osaka`s Shinsaibashi , tourists on a more modest budget can enjoy a bowl of rice and chicken for NZ$5, a Big Mac for $6.60, and a fresh cup of coffee from a convenience store for $2.

Investors are as excited as tourists.  The Tokyo stock market is up 31% in 2023. 

Housing prices in the main cities are also surging after three decades of stagnation, rising 20% since the end of 2020 .

The low yen is boosting exporters.  Toyota, still the world`s largest car manufacturer, announced a record profit of US$17 billion in the six months to September this year.

All this would suggest a booming economy.  This month  the Economist welcomed signs of Japan`s “long awaited opportunity to rise again”.

But the average Japanese does not share in that excitement.

While the rest of the world has had to hike interest rates in response to post-COVID inflation, Japan remains in the shadow of the deflation or low inflation which has bedevilled the economy since the 1990s.

There are signs that inflation may be back to stay – it has been above 2% for 18 months now – but the Bank of Japan is not yet confident enough to unwind its ultra-low interest rates. The short-term BOJ lending rate remains negative and ten-year bonds are at zero.  Housing mortgage rates average 1.3%.

Years of stagnation have left wages well below levels of comparable economies.  Nominal average salaries in New Zealand are now 50% higher than Japan (NZ$94,000 compared with just over $60,000).

The minimum wage in Tokyo is just over Y1000 (NZ$11.20), exactly half of that in NZ ($22.7).

Economists and officials are hopeful the return of moderate inflation will enable Japan to break into a new virtuous cycle of price and wage growth. 

But for now Japanese consumers find themselves squeezed by a rising cost of living and surging housing prices, while incomes lag behind.

Ayako Saito is a housemaker in Ibaraki outside Tokyo, living a typical Japanese lifestyle with a working husband and a teenage son at home.

 “Looking at the amount of housing construction going on around us [in Ibaraki] you might think that the economy is growing”, she says, “but personally I don’t feel it”. 

Her husband`s wage increases have not kept up with rising petrol, electricity and grocery prices.

With two children and her own retirement to think of, she worries that government pensions will go down in future.  “I worry about whether our kids will be OK”, she says.

As if echoing her concerns, this month the government reduced the amount by which pensions will rise compared with inflation.

Kikumi Suda is a 50-something professional woman living in Kanagawa with her partner, on the other side of Tokyo. 

She notes that the government says that wages are up 2% this year “but where we do we see that?”

While her partner works in a major corporate, she has chosen to step back to part-time contract work,  largely from home.  She enjoys the flexibility, but notes that contractors lack the protection of full-time staff - and their real wages have declined over the last decade. 

Not owning a car, Suda and her partner don’t need to buy petrol (Tokyo has the lowest car use of any major city in the world – just 12 percent of journeys are completed by private car.).  So Suda considers herself better off than many.

But she feels sorry for young people.  While more young Japanese are attending university than ever, most now graduate with substantial student debt and confront a labour market where jobs are plentiful but salaries are low. 

She worries that young people are having fewer kids and marrying later – mostly in her view because of economic uncertainty.  “Young people say they can’t marry because have no money, and believe it`s just too hard to bring up kids”.

These issues are common to most developed countries around the world.  Yet they are felt particularly sharply in Japan, given how far the country has fallen from its peak only 30 years ago. 

When Suda graduated at that time she recalls a woman with a university degree was still uncommon.  Yet she believes society has failed to deliver on the opportunities it promised people like her.

Today Japan`s average real incomes rank below the OECD midpoint.  Even adjusting for low prices,  they are lower than New Zealand (US$52,000 vs $53,800 on a PPP basis).

For the first time in decades, housing affordability is looming as an issue. Japan experienced one of history`s greatest real estate bubbles in the 1980s, but then went into a 3-decade decline in property values. 

In the last 3 years housing prices in the large cities have boomed again. 

Suda and her partner are fortunate to own their own home and are building a new house in the countryside, to be closer to her parents .  But the estimates for building their new house have doubled in the last two years, as prices of wood, cement and raw material skyrocket.

Undervalued and now rising prices have made Japanese assets highly attractive to foreigners.  Investors have poured money into the Tokyo stock market this year. 

Chinese, American and Singaporean investors see Tokyo apartments or commercial real estate as highly affordable by international standards.

Part of Japan`s attraction is that it is not China: US and other investors looking to diversify out of China find Japan a close, attractive and more stable alternative.

But so far this is not helping ordinary folk like Mrs Saito and Ms Suda.  The government of Prime Minister Kishida is coming under severe pressure to do more to help with the cost of living.  Some 60% of voters believe their economic situation has worsened in the last two years under Kishida.

His response has been to recommend an odd mixture of long-term tax raises (to improve the fiscal balance) and short-term one-off tax cuts.

To offset inflation and stimulate consumption he is offering all taxpayers a one-off lump-sum payment next year of NZ$450 , with more for low-income families.

More significantly, he is encouraging business to share the benefits of the low yen with workers by raising wages in next year`s pay round.  Rengo, Japan`s largest trade union confederation, has promised to push for an increase of at least 5% next year. 

They may be pushing at an open door.  Driven by the worsening shortage of labour, most large companies are offering even more.  Electronics retail chain Big Camera is offering increases of up to 16% to its 4,600 full-time staff.

Whether this promise of real wage growth spreads, particularly to the small and medium size companies that make up 70% of Japan’s economy, will be crucial to the direction of the economy, and to Kishida`s efforts to rescue his popularity.    

Opinion polls this month show support for Kishida falling to 24%, the lowest level for a Japanese Prime Minister since 2012.

Like Mrs Saito and Ms Suda, voters seem dubious that the wage increases and tax changes will really provide the material improvement in their daily lives that the government and economists hope for.  But they are keen to find out.

- Asia Media Centre 

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Japan tourism woes an opportunity for needed change

The real challenge is modernizing the industry while retaining japan’s very special character.

Tourism in Japan is recovering. It hasn’t yet hit pre-pandemic levels but the number of visitors is quickly growing.

Japan has cultivated foreign travelers, touting its extraordinary sites and vistas, as well as a level of service and hospitality — its omotenashi — that distinguishes it from many other places. Japan hosted a record 32 million inbound visitors to Japan in 2019 as tourism boomed. Those tourists spent a record ¥4.81 trillion ($43.6 billion), 6.5% more than in 2018 and a seventh consecutive annual increase.

Impressive though those numbers were, 2020 was expected to surpass them by a considerable margin when Tokyo hosted the Summer Olympic Games; industry experts anticipated 40 million visitors and a near doubling of spending to ¥8 trillion. Significantly, foreign travel was part of a larger tourism boom: The entire industry generated about ¥29 trillion in 2019 — a considerable boost to the economy.

Yet instead of continuing growth, the COVID-19 pandemic hit, and Japan, like so many other countries, shut its doors to foreign travelers and domestic travel locked down. The number of foreign visitors to Japan in 2020 plummeted more than 87%, hitting a 22-year low of 4.12 million people, and tourism revenues fell to $11.4 billion — just a sliver (0.23%) of gross domestic product.

That was not the bottom, however: Just 245,900 people visited in 2021 before the headcount rebounded to 3.83 million in 2022. Industry analysts expect 2023 to be a banner year and the numbers thus far justify those expectations. About 1.5 million people visited Japan in January, according to the Japan National Tourism Organization, a little over half the number of January 2019, but 84 times as many as in January of last year. Monthly arrivals are expected to keep rising — the easing of entry requirements for tourists from China on March 1 should provide a huge boost — and Japan could welcome as many as 20 million visitors this year.

Tourist spending is a welcome boost to an economy that continues to struggle. Foreign visitors are expected to spend about ¥3.5 trillion, about ¥2 trillion ($15 billion) more yen than was estimated to have been spent in 2022. This is a little more than half the amount spent in the year before the pandemic, however.

The surge in arrivals has intensified pressure on an industry that was already under strain. Airlines are not scheduling the number of flights that they had before the pandemic, resulting in full planes and expensive airfares. Ground staff have not returned to pre-COVID-19 levels, yielding long lines at airports and delays in customer service.

Charter bus services lack both drivers and guides. Taxis are harder to find and lines have lengthened at entry points.

According to an industry survey last summer, the hotel, restaurant and entertainment sectors lost nearly 10% of their workforce over the last three years, with the hotel industry labor force experiencing twice that decline. A January survey of more than 10,000 inns and hotels found that 77.8% did not have enough full-time employees and 81.1% said they did not have enough part-time and other irregular-hour workers. This is a record shortage even compared to the boom days of 2019.

Wages have increased in response, but bottlenecks are likely to become even tighter. That will strain efforts to provide the level of service that those visitors are right to expect from Japan.

The nations should diversify the tourist experience. Visitors crowd Tokyo and Kyoto, and while those are special experiences, more should be done to encourage travels to other equally, if not more, rewarding locales elsewhere in the country. That is a challenge in the best of times but even more so as rural populations age and shrink. It will take effort to make less traveled roads and places more hospitable to foreigners, most of whom will not speak the language nor understand local cultures and mores.

Especially tricky will be navigating COVID-19 protocols. The disease remains a concern and Japan, like other tourist destinations, must adapt accordingly. That means reducing crowds most immediately and moving away from the mass tourism of the past. Japan continues to promote mask use and the temperature monitors, glass dividers and sanitizers found on many restaurant tables are not as common overseas. It will be challenging to balance the need for visitors to be welcome and respected and yet mindful of Japanese health practices.

Attention should be devoted as well to sustainability. The most recent tourism white paper notes that in the aftermath of the COVID-19 pandemic, there is a renewed emphasis on sustainable tourism or “tourism that fully takes into account its current and future economic, social, and environmental impacts while addressing the needs of visitors, the industry, the environment, and the communities that host them.”

This obliges hosts to strike a balance. Tourist sites should be accessible but they shouldn’t be overcrowded or congested. Facilities, practices and amenities should be modernized, but local conditions should be preserved and local customs observed. The white paper underscored the need for renovating facilities and removing old, outdated or abandoned buildings. This will take money.

The effective modernization and management of tourism demands a whole of society response. The central government can offer financial support as well as promotional efforts to expose non-Japanese to alternative destinations before they get to Japan. Prefectural governments and communities can help create economies of scale by establishing and promoting programs that encourage spending in defined areas through digital or local currencies. This should be part of the much-needed renovation of regional financial infrastructure.

Universities can promote hospitality programs and degrees and encourage the fertilization of ideas and efforts across studies. A particular area of focus should be digital projects to make areas and their products more accessible (in every sense of the word). Businesses can explore so-called workation options as they adopt more flexible work alternatives. Prefectures and municipalities should energize sister city programs to forge stronger links with their partners in other countries and facilitate tourism.

While the Japanese government is revising its Tourism Nation Promotion Basic Plan for 2023 to 2025, it has been reported that it will keep pre-pandemic goals of attracting 60 million international tourists in 2030, with related consumption valued at ¥15 trillion. That means that the strains Japan is experiencing are likely to intensify, especially when Chinese tourism resumes to pre-COVID-19 levels.

The Golden Week vacation will be revealing. Japan must gear up for those tests but the real challenge is modernizing an industry in need of overhaul — while retaining Japan’s very special character.

The Japan Times Editorial Board

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About Tourism EXPO Japan

About tourism expo japan 2024.

Tourism EXPO Japan（TEJ） was launched in 2014 as a comprehensive travel event. One of the world's largest annual travel festivals brings together countries and regions from around the world and destinations from all over Japan.

Tourism EXPO Japan 2024 will take place at Tokyo Big Sight in September this year, and the main theme of the event is "Travel, An Encounter With New Value Awaits”. Travel brings new encounters to everyone. Why not experience such encounters? In addition, as last year, a special area will be set up for the Expo 2025 Osaka, Kansai, Japan to convey the charm of the event.

Let’s enjoy together the latest information from around the world, dances, culture, and performances that can only be seen in the destinations, as well as the latest contents from around Japan that you have yet to experience, gourmet foods unique to the area, and other exciting and unlimited experiences.

Look forward to new encounters at the TEJ2024!

Event Outline

+81(0)35510-2004

Tourism In Japan Statistics 2023: The Ultimate Guide

by GoWithGuide travel specialist: Ajitsa A.

Can you believe that right now, you’re one of 21.1 million people predicted to plan a trip to Japan this year? If that doesn’t get your head spinning, the estimated 30+ hours you’re likely to spend combing through websites for the information you need probably will. Before you start massaging your temples and reconsidering your plans, we’re here to help. 

Introducing the ultimate guide to Japan. You'll find it all here, from tourist trends and travel statistics to flavorful foods and locally beloved practices. With a whopping 32 million travelers touching down in 2019, the “Land of the Rising Sun” is one of the most visited countries in the world. 

Though the pandemic drastically dipped visitors to 3.8 million in 2022, the recently reopened nation is headed for a tourism revival, and you could be part of it. So close those tabs and let’s lock into what makes Japan a sightseer’s dream! 

  Why We Love Japan 

​Japan, also known as Nippon, is a large cluster of islands resting along the northwest Pacific Ocean. There are 4 major islands, Honshu (the largest), Hokkaido, Shikoku, and Kyushu, and over 4000 smaller islands! With a population of 126 million and varying climates, Japan is home to several cultural phenomena and visual wonders that have already attracted 4.7 million visitors in the first 3 months of 2023. So, why do so many people go to Japan? Let's break it down. 

  The Culture 

Japan's cultural legacy is as inescapable as its dedication to technological advancement and traditional preservation. Two hundred years of isolation, or Sakoku , built an unshakeable appreciation for Japanese philosophy, society, and values. The result? These elements of Japan bewitch even the most casual traveler; 

• Manga & Anime - Japan’s love affair with animated storytelling dates back centuries to 1765 when color printing was introduced. What started as Gesaku , a playful way to entertain people while delivering socio-political commentary, has evolved into a form of passionate artistic expression with a dedicated fanbase. For a fast-paced deep dive into anime, video game, and manga culture, head to Akihabara in Tokyo’s Chiyoda ward.
• Looking for a calmer, nostalgic journey? Try the Ghibli Museum , dedicated to the brilliant world of Hayao Miyazaki and his beloved characters. 
• Japanese Traditional Architecture - Known as Wayo Kenchiku , Japanese architecture is distinct, featuring wooden structures, sliding doors, cushioned floors, and intricate roof designs. If you're looking for an immersive traditional experience, head to one of the many Ryokan (traditional inns) across Kyoto , Hakone , and some parts of Tokyo. 
• Tea Time - If you’re fortunate enough, you’ve got to experience the art form that is a Traditional Japanese Tea Ceremony . The attention to detail, hospitality, and reflective nature behind such a simple task is enchanting. 
• Pottery - How can you interact with over 16,000 years of rich pottery traditions? Touring a pottery town, of course! Interactive experiences can be found from Tochigi to the islands of Okinawa . You'll walk away with plenty of knowledge, some pottery skills, and a suitcase full of souvenirs. 
• Swordsmanship Celebrated - Broadly referred to as Kenjutsu, the Japanese art of sword fighting flourished during the Edo period (think Samurai, shoguns, and elaborate castles). You won't get your own katana (sword), but a kendo class will get you pretty energized! 

The Cuisine 

Food is the stuff of life, and it doesn't get any better than Japan's world-star cuisine. Which Japanese dishes should be on your list? 

• Sushi - There's no food more synonymous with Japanese cuisine than this vinegared rice-based dish that comes in different shapes, sizes, and prices. In fact, sushi is so popular that it generated 1.55 trillion yen nationwide in 2019 alone! Nigiri, Gunkan, Norimaki, Temaki, and Inari are just some of the many varieties. 
• Ramen - Warm, hearty, and enjoyed with endless toppings, Ramen is hard to miss no matter where you are in Japan. Each region has its special twist, but Sapporo is known for celebrating the bubbling bowl of goodness with endless options, including the savory miso ramen. 
• Takoyaki -  Made famous in the Japanese street food capital Osaka, Takoyaki is a ball of grilled octopus and flavored batter decorated with different toppings and sauces. The best place to find some fresh takoyaki? Dotonbori district ! 
• Tempura - Did you know that this snack is imported from Portugal? Now a staple in many restaurants, tempura features deep-fried seafood or vegetables accompanied by soba or rice bowls. 
• Wagyu - Looking for a taste of Japanese luxury? Wagyu is where it's at. This high-end beef is expensive for a reason, and every bit worth it. Around 90% of the world's full-blood wagyu cattle are in Japan, so don't miss out on this delicacy. 

Travel Treat: Feeling for fresh food and exciting flavors? It's time for a GoWithGuide Japan Food Tour ! Simply pick your region and taste your way through the nation. 

The Landscapes 

As the brilliant Japanese writer Haruki Murakami says, "Nature grants its beauty to us all, drawing no line between rich and poor". So let's discover the landscapes that inspire Japan's love affair with nature. 

• Mt. Fuji - Located in the Fuji-Hakone-Izu National Park, Mt. Fuji is Japan’s tallest mountain, a UNESCO World Heritage Site , and a source of spiritual significance for Japanese people. In the summer of 2022 alone, over 160,000 people trekked this sacred mountain, and the park sees millions of visitors each year. 
• The Hokkaido Lavender Fields - Sakura season isn’t the only time to revel in Japan’s flora and fauna. Tucked away in northern Japan lies the rolling purple fields of Hokkaido. To catch the full bloom, plan your trip around late June to mid-July . 
• Kumano Kodo - Be prepared for the nature walk of a lifetime. The Kumano Kodo trails are a network of routes that span 1000 years, hosting countless spiritual pilgrimages. Today, traversing across the UNESCO World Heritage sacred site will bring you face-to-face with breathtaking waterfalls and green rolling hills. 
• Ishigaki Island Beaches - Looking to experience Japanese island living at its finest? Head to Ishigaki island in the Okinawa prefecture, where you'll find several sandy beaches such as Kabira Bay, Yonehara, Sukuji, and Sunset. It's a snorkel enthusiast's dream come true.  
• Ogasawara Islands - This one is for animal lovers. Home to endangered species such as the flying fox , this cluster of islands is recognized by the UNESCO world heritage convention. For an unforgettable trip, clear your schedule and take the ferry from Tokyo to Chichijima . 

  Who Else Loves Japan 

Okay, so clearly Japan is a bucket list nation. So where does Japan rank in top tourist spots? Well, in 2019, Japan was crowned the 11th most visited country in the world. It was also the 3rd most visited country in Asia & the Pacific, beating out top destinations like India, South Korea, and Malaysia! 

So this begs the question, what country visits Japan the most? The winners are…

• China - A whopping 9.5 million Chinese residents traveled to neighboring Japan in 2019. Due to heavy travel restrictions, this number dropped to 189,000 in 2022. 
• South Korea - Coming in second is South Korea, with 5.5 million visitors in 2019. The travel lift in October 2022 saw South Koreans overtake Chinese travelers with 1 million visitors. 
• Taiwan - In 2019, over 4.8 million Taiwanese travelers touched down in Japan. This number dipped to 331,100 in 2022 but has blossomed to 248,500 in February of 2023 alone. 
• Hong Kong - Hong Kong takes 4th place with 2.2 million travelers in 2019. By 2022, Hong Kong held the 5th position with 269,285 travelers . 
• The United States - Rounding out our top five is the United States, with a hefty 1.7 million travelers in 2019. Even with restricted travel in 2022, 392,000 U.S. citizens came to explore the country. So do Americans need a visa for Japan? No. Thanks to the 90-day visa waiver, American citizens can touch down in Japan at any time with a few requirements . 

So Japan is popular all over the world, but want to know who really loves this nation? Japanese people! Domestic tourism in Japan is no joke. So what are Japan's domestic tourism statistics? Well, in 2019 alone, a staggering 587 million domestic trips took place. 

In fact, domestic travel kept the tourism industry afloat during the pandemic, with around 268 million domestic trips taken in 2021, during nationwide travel restrictions. This tourism contributed to 76% of the nation's tourism spending.  

  Japan At A Glance:  Planning The Perfect Trip (Where, When & How)

Blessed with rare landscapes, unforgettable meals, and stunning sites, it's no wonder Japan has a vibrant relationship with tourism. So what percentage of Japan's GDP comes from tourism? In 2019, 7.5% of the nation’s GDP came from this industry. 

Does that mean the nation depends on it? Well, in 2017 alone, the tourism industry employed over 6.5 million people, and 2019's travel and tourism numbers brought in 359 billion USD. It’s clear that tourism and Japan go hand in hand, so how can you create a trip that creates the same chemistry? Let’s find out. 

Japan's Top Destinations

So where do Japanese & international tourists go? Let's see, shall we?

• Tokyo - This one’s for the city lover. With 66 million visitors annually, Japan's capital has something for everyone, from the buzzing streets of Shinjuku to the waters of Lake Biwa. If you know you want to taste the best of Tokyo, but you're unsure where to start, check out this essential Tokyo Tour , or speak to a local Tokyo private guide about creating a personalized Tokyo itinerary. 
• Kyoto -  Welcome to Kyoto, where traditional style meets modern living. Here is where you'll find popular sites such as the Fushimi Inari Shrine, the Nijo Jo Castle, the Kinkakuji Temple, and the Nishiki Market. You can spend days exploring Kyoto, and the lodging is world-class, with several Ryokan (Japanese inns) to choose from. 
• Osaka -  Calling all food lovers , it's time to tour Osaka! Over 39 million visitors flock here to discover the heart of Japanese cuisine. Osaka is also a great base destination for those looking to travel to nearby Nara, Kobe, or Kyoto. For the ultimate thrill, plan a trip to Universal Studios Japan , where the Wizarding World of Harry Potter , the Super Nintendo World ,  and terrifyingly enchanting worlds from anime like Jujutsu Kaisen and Attack on Titan await.  
• Okinawa Main Island - Okinawan culture is so unique that several residents consider it distinct from Japanese culture. If you're a history lover, you'll enjoy Okinawa's World War 2 experience , and for foodies with a soft spot for fresh ingredients, spend your days along mainland beaches and seaside towns. Our Okinawa guides have interacted with the island for years, giving them a unique perspective on day-to-day living in the popular prefecture. 
• Kanagawa -  You could spend a day getting lost in Kamakura , one of Japan's ancient capitals. Sankeien Garden, the Ramen Museum in Yokohama , and the Hakone Open Air Museum are just some of the many attractions to add to your adventure. 

When To Go: Festive Seasons

When it comes to touring Japan, timing is everything. Here’s the scoop on the best each season has to offer. 

Spring: Sakura Season (March to May)  If you time your trip just right, you'll experience Japan's beloved Sakura (cherry blossom) season. Running from late March to early May, this phenomenon draws in crowds from around the world. Enjoy the view at the Hirosaki Cherry Blossom Festival held from April to May, or the Kakunodate Festival .  

Summer: Bring The Heat (June to August) Japanese summers are known for the legendary festivals that follow. Kyoto’s Gion Festival eclipses the entire month of July with its beautiful lanterns and elaborate floats. Early August brings the Aomori Nebuta Festival where gigantic, human-shaped floats take over Nebuta's streets. 

Fall: Floats, Food & Fun (September to November) Did you miss the Sakura blooming season? Not to worry, it's Momiji (maple leaf) time! The Fujiwara Autumn Festival in Hiraizumi is a three-day celebration full of performances, costume displays, and the opportunity to watch Japan's maple leaves turn color. Fall is also the best time for entertainment enthusiasts to enjoy Tokyo Comic Con and the Tokyo International Film Festival . 

Winter: Fire & Ice ( December to February) Winter isn’t all about chilly nights and damp days. Heat things up with the Nozawa Fire Festival . Every January, a fire-setting battle lights up the night sky.  If you’re a fan of sculptural work, you’ll enjoy the Sapporo Snow Festival , where Japan's snow is transformed into beloved characters, monuments, buildings, and historical figures.

  How To Get Around: Japan’s Iconic Transport Systems

It's no secret that Japan's public transport is among the best in the world. Once the innovative Shinkansen (bullet train) took the world by storm, this nation has been ahead of the curve. Want to enjoy the ride? Here are a few transit tips. 

• Shinkansen (bullet train) - With top speeds of 320 km per hour, you could get from Tokyo to Osaka in under 3 hours. For a stress-free trip, we suggest getting a JapanRail Pass at the airport when you arrive. It’s reloadable and easy to use, plus there’s no limit on where you can go. Be sure to pick up an eki-bento box before you board.
• Daily Travel (rail & bus) - Japan's train system is efficient, and timely and makes your day-to-day transport a breeze, especially with a prepaid IC Card . The card takes away the annoyance of cash and change. On top of that, you can recharge it at most malls, shops, and convenience stores, so you'll never be stranded. Not sure where to start with transport cards? Check out a guide's perspective on transport options in Tokyo . 
• Private Car  - Looking to travel with a little more convenience and luxury? A private car is the way to go. Though uncommon in Japan's public-transport dominant culture, private cars give you the freedom of stopping and starting whenever you want. 

What To Expect: Life In The Land Of The Rising Sun 

As Robert Louis Stevenson once said, “there are no foreign lands, it is only the traveler who is foreign”. So let’s get you acquainted with the lay of the land in Japan.

Weather 

Thanks to its closeness to the ocean, volcanic terrain, and position along the Pacific Ocean, Japan experiences a mixture of climates and weather conditions, though they all fall under the 4 seasons structure (Spring, Summer, Fall, and Winter). Here's what to expect from Japan's major regions . 

Northern Japan  (Tohoku Region)   Destinations: Aomori, Fukushima, Akita, Miyagi, Yamagata,  Temperature lows of -3°C (27°F) can be experienced during the coldest month of February, while average annual temperatures of 9.7°C (49.5°F) can be felt year-round. Winter is the dominant season here, but things warm up around summer with highs of 25°C (77°F). 

Eastern Japan (Kanto Region)   Destinations: Tokyo, Kanagawa, Saitama, Tochigi, Ibaraki, Chiba Eastern Japan sees the highest tour traffic, thanks to locations like Tokyo and Kanagawa. During the winter, the Kanto region can get pretty cold. For example, Tokyo can reach temperatures of 2.7°C (37°F). The summer brings much-needed relief with average highs of 30.5°C (86°F). Overall average yearly temperatures float around the 20°C (68°F) range. 

Western Japan (Kansai/Kinki Region) Destinations: Himeji, Kobe, Kyoto, Osaka, Nara Western Japan has an intense mix of hot and cold. Temperature highs of 38.6°C (101°F) in August demand sunhats and breathable clothing. Things can get pretty humid from June-August. Fall and Spring temperatures are much cooler with averages of 10.1C (50.2°F). During the winter, average lows of 1°C (31°F) are expected, though, in areas like Kyoto, it can drop to below zero.  

Okinawa & South Kyushu Destinations: Fukuoka, Kagoshima, Kumamoto, Miyazaki, Nagasaki, Okinawa Japan's southern region holds mostly subtropical and Mediterranean weather, so expect high temperatures during the summer, and a fairly cool winter. The two dominant seasons are spring and summer. 

So what is the best month to visit Japan? If you're looking for fun in the sun, try July to August. Japan's winter season is the best for hot spring lovers, so December to February is your target time. Flower fans will enjoy Japanese springtime, which falls between March and May. Lastly, Autumn brings the best of all seasons and festivals, so travel between September and November. 

Do’s & Don’ts 

Japan is one of the most inviting, hospitable countries in the world. With that said, here are some practices to keep in mind.

Conclusion 

Pretty amazing isn't it? And we're not just saying that because Japan is GoWithGuide's mothership. There's never a dull moment when touring the country. You know what can be dull? Getting lost in a process that’s supposed to create relaxation and anticipation. 

Take it easy and let our Japan Private Tour Guides take the reins. With a dedicated guide by your side, you'll discover the places you're truly interested in, avoiding awkward language barriers, social missteps, misinformation, and confusion. On top of that, you'll have a vast pool of knowledge, a flexible itinerary, and endless information at your fingertips. It's time, let's plan the perfect Japan trip together!

P.S .: Looking to travel with companions? The more, the merrier! Share this post with your friends and get them as excited about touring Japan as you are!

Popular Japan Tour Guides

Hello! My name is Akiko from Gifu prefecture. I am a National Government Licensed Guide Interpreter. I like going out with my family, talking with my friends over coffee at a cozy cafe, reading books, baking bread and cake when I have time. I passed the national tour guide test in 2017 and have worked as a guide since then. I have guided in Gifu city, Seki city, Takayama city, Shirakawago , Mino city and Nagoya city. I have lived in Gifu for more than forty years. Gifu prefecture is rich in nature so you can enjoy the rural atmosphere. Gifu city has a beautiful river 'Nagara river' and Mt.Kinka which has Gifu castle on the top. You can go up the mountain on foot or use a ropeway. The view from Gifu castle is so fantastic. At the foot of the mountain , there are many places to visit such as parks, a temple having a big image of Buddha, and a street preserving the historic atmosphere. At Nagara River, you can enjoy seeing a traditional way of fishing ‘cormorant fishing’ which is thought to have started 1300 years ago. Many cafes have unique service called 'morning service' in Gifu along with Aichi In the morning (until about ten thirty or eleven) when you order a cup of tea or coffee, they serve toast and salad ! Near Gifu park , you can find a nice Japanese style cafe where you enjoy good coffee and seeing a Japanese style garden. Seki city is a small city but so famous for its cutlery. At Japanese sword museum in Seki, you can see authentic Japanese swords! Mino city next to Seki city is well known for its hand made Japanese paper 'Hon minoshi' designated as intangible cultural asset by UNESCO . Until recently it was not easy to guide guests because of COVID-19 pandemic; however the situation is getting better. Some strict rules about COVID-19 have been lifted. Please visit Gifu. I am looking forward to seeing you. Please feel free to ask me when you need information about Gifu. Thank you for reading my introduction.                                                                                                                                  

Hi, my name is Takashi!! When I go abroad, I think that how nice it would be to have a friend there and hang out together. I want you to feel like you have a friend in Osaka and we can go around and explore the city. I was born and grew up in Japan. And I speak English, Spanish and Japanese. I can be the perfect guide for you.                                                                                                                                  

I have been working as a journalist for 37 years in Kyodo News Service, Japan’s most prestigious news agency. From 1989-1991, I was dispatched to Cyprus, Nicosia and working as a Middle East correspondent. I covered the Gulf War during the time. I worked at Kyodo’s New York bureau from 1994-97 covering the Wall Street and the United Nations. Although I am still working as a journalist here in Japan, I would love to have an opportunity to introduce my country to people from abroad as a tour guide. I will show you the best of Tokyo and other noted palce Including Kyoto.                                                                                                                                  

Hello. I'm Yoko Miyake. Please call me Yoko. I'm a licensed guide. I love travelling. I have visited all the prefectures in Japan. Though Japan has many good places to visit, I hope many foreign travellers will visit my hometown Kurashiki and enjoy their stay there. Because I was born in Kurashiki, and I have lived there since then, I know a lot about Kurashiki. Of course I can show you other good places in Okayama Prefecture and near Okayama Prefecture.                                                                                                                                  

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Japan sees record spending by tourists in 2023

Spending by international visitors to Japan reached record levels in 2023, despite the number of inbound travellers reaching only 79 per cent of the 31.88 million who arrived in 2019.

According to the Japan National Tourism Organization, Japan welcomed last year 25.06 million inbound tourists, who spent 5.29 trillion yen (US$35. 1 billion), up 10 per cent from the 4.81 trillion yen spent in 2019.

Taiwanese arrivals comprised the largest share (14.7 per cent) of total tourism expenditure, with 778.6 billion yen in spending. In second place was China, with 14.4 per cent of total spending, despite its arrivals totalling only 2.42 million or 25 per cent of 2019 levels.

Visitors from South Korea increased 25 per cent compared to 2019 data and comprised 14.1 per cent of total consumption. Travellers from the US and Hong Kong also made up a significant share: 11.5 per cent and 9.1 per cent, respectively.

There was increased spending by visitors of all target countries, with average capita spend 34 per cent higher than in 2019. Some countries’ visitors were particularly big spenders, such as Spain, with 342,000 yen spend per traveller, and Australia, with 341,000 yen spend per traveller.

Accommodation made up the largest share of expenditure, taking over shopping, which was the leading segment in 2019. Still, major Japanese retailers report that autumn 2023 was their most profitable period since 2019, thanks to greater duty-free spending, particularly for watches, cosmetics and luxury goods, by overseas visitors.

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Japan received 25m tourists in 2023, reaching 79% of pre-COVID level

Visitors' spending hits record high, helped by weak yen

TOKYO -- Japan welcomed 25.06 million visitors last year, reaching 79% of the pre-pandemic level in 2019 due to the easing of border restrictions and the weak yen, according to official estimates released Wednesday by the Japan National Tourism Organization.

The figure for 2023 compares to 3.83 million in 2022, when the country's borders were closed to general tourists for most of the year.

Tourism and price hikes send Japan retail profits to post-COVID highs

Thai hotel industry expects correction as 'revenge travel' cools, in charts: how asia's tourism recovery is held back by stay-home chinese, inbound tourists drive japanese department store sales to record high, chinese travelers' slow return hits southeast asian economies, tokyo hotel lures foreign visitors with bottomless sake, japan domestic travel spending to hit new record this holiday season, latest on travel & leisure, visitors to asean hit 100m in 2023, 70% of pre-covid level, jal launches boeing 'cockpit' hotel room to tap your inner pilot, japan's hakuba resort tries to avoid skiing into niseko's rut, sponsored content, about sponsored content this content was commissioned by nikkei's global business bureau..

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24 Places to Go in Japan in 2024

December 26, 2023 by Robert Schrader Leave a Comment

Walking through Shinsekai in Osaka a few weeks ago, I passed by one of the district’s famous billiken images. I tripped over it, actually—I wouldn’t have noticed it otherwise.

It was smaller than all the others, and much more awkwardly placed—I wouldn’t have tripped over it otherwise. It was standing just outside a dimly-lit sushi counter, one with a much healthier queue than you would expect for somewhere with such yellow windows, let alone so far off the main drag. 

Just before I started walking again, I saw a message inscribed around the base of the statue: “The god of things as they ought to be.” I’ll use this later , I laughed as I scrawled it down in my notebook.

Certainly, and at least in terms of traveling to Japan, 2023 was as close to the way “things out to be” as thing have been in many years. 2023 was the first full year without covid-related entry restrictions since 2019. Exploring the country felt more or less as it had during the pre-pandemic years, especially as the summer cooled into autumn and now early winter.

The world, for its part, has gotten the message, with inbound tourism figures having completely rebounded. As a result, many of the places I’m about to recommend you visit in 2024 are off-the-beaten-path, whether that means they take place in less popular seasons, or in parts of the country where foreign travelers tend not to venture.

Of course, no matter where you go in Japan next year, it’ll be an experience unlike any other. Dare I say, 2024 will be the best year—ever—to visit Japan?

Where to Go in Japan in 2024

1. sapporo snow festival.

Allow me to be clear: The annual Snow Festival itself isn’t the only reason to visit Sapporo during winter. Whether because of warming oden shops or treasure-filled subterranean shopping malls, the city becomes its truest self when the weather is coldest, to say nothing of the fact that it’s a gateway to the rest of Hokkaido . 

When to Visit: The Sapporo Snow Festival takes place February 4-11 every year. You still have time to book a 2024 trip!

READ MORE: Sapporo’s Snowiest Spectacle

2. Satsuma Peninsula

The bad news? I didn’t see a single tree bearing Lilliputian satsuma mandarins during my entire time on the Satsuma Peninsula , in Kagoshima prefecture on Kyushu island. The good news? From thermal sand baths, to charming Samurai villages, to sprawling tea fields, I didn’t miss the pop of citrus taste for even a moment.

When to Visit: The weather is glorious during the “shoulder” travel period between late October and early November.

READ MORE: Kagoshima Starts Here

3. Motonosumi Inari Shrine

Love the idea of visiting Kyoto ‘s Fushimi Inari Shrine , but hate the idea of pushing your way through crowds to get the perfect selfie? Headed instead to Motonosumi Inari Taisha in Yamaguchi prefecture, where an added bonus is that the haunting gates are right on the sea.

When to Visit: Motonosumi Inari is beautiful all year round, though the sea breeze can be bitterly cold during the winter between about December and March.

READ MORE: Farewell to the Fox Spirit

4. Matsusaka

Kobe is the most famous place in Japan for wa-gyu beef, but it’s not the only one. Instead, board a train southward from Nagoya and get off at Matsusaka Station . In addition to a spate of underrated beef restaurants, you can get lost in the haunting quiet Matsusaka Merchant District , or take in a panorama from the Matsusaka Castle Ruins .

When to Visit: Matsusaka makes for a great cherry blossom destination, with full bloom usually around April 1. It’s relatively unknown, even among Japanese, so it almost never gets crowded.

READ MORE: Musings on Matsusaka

5. Horyu-ji

Horyu-ji is one of the most historically significant structures in Nara prefecture, which is saying something, given that the city is famous primarily for historically significant structures. Even if you don’t know the backstory of this 7th-century temple, the sheer scale of it will amaze you.

When to Visit: Since you’re likely to visit Nara city anywhere, simply plan on stopping at Horyu-ji Station (located along the JR Yamatoji Line , which connects Nara and Osaka ) along your way. It’s beautiful 365 days per year.

READ MORE: Nara Starts Here

6. Ouchi-juku

Over a decade on from the Great East Japan Earthquake, Fukushima is a word that still evokes negative feelings in most foreigners—don’t be one of them. Ouchi-juku village makes a great intro to the prefecture. A single stroll amid its picturesque farm houses will ensure your first trip to Fukushima-ken is not your last.

When to Visit: The inland portions of Fukushima prefecture (which also include the city of Aizu-wakamatsu ) are at their most gorgeous in early November, when the region’s autumn colors reach their peak.

READ MORE: The Real Danger of Visiting Fukushikma

7. Kenroku-en Garden

Kenroku-en , the jewel of Kanazawa city in Japan’s Hokuriku region, is my personal favorite of Japan’s “three great gardens.” While you’ll of course want to explore the rest of what Kanazawa has to offer when you’re here, trust me when I saw that the garden alone is worth the visit, if you happen to be on the fence.

When to Visit: A landscape garden designed to spotlight Japan’s seasons, Kenroku-en is a place you’ll ideally visit at least once during all four of them.

READ MORE: How Many Days Do You Need in Kanazawa?

8. Akan-Mashu National Park

The only thing more miraculous than the fact that the red-crested crane ( tancho ) has been brought back from near extinction? The fact that dozens of the birds come to the same park every morning, making them a reliable tourist attractions. Birds notwithstanding, the trio of lakes— Akan , Mashu , Kussharo —that dots this vast wilderness in rural Hokkaido makes the journey more than worth it.

When to Visit: While winter is the best and most picturesque time of year to photograph the tancho , I’m also partial to the beautiful autumn season in eastern-central Hokkaido.

READ MORE: Hokkaido’s Wild East

9. Okinawa (Main island)

Most travelers are under the impression that Okinawa is a single island, rather than an archipelago, so congratulations if you weren’t among them. Indeed, while I love explore the former Ryukyu Kingdom  as a region, the main island (and Naha City ) is my favorite place to start. Get lost in Shikina-en garden, eat taco rice along Kokusai-dori , watch the sun rise over Naminoue Shrine , or take day trips to Ie and Tokashiki islands.

When to Visit: I love visiting Okinawa in summer time, although the later in summer you go (so, after September) the higher propensity there is for typhoons.

READ MORE: Is Okinawa Worth Visiting?

10. Asahi Funakawa Spring Quartet

Cherry blossoms are Japan’s most famous spring flowers, but they’re not the only ones—far from it. While you can only see four (at max) of these at the Asahi Funakawa Spring Quartet near Toyama , the beauty of the Japanese Alps rising behind the scene will make you feel like you’ve hit nature’s jackspot.

When to Visit: The cherry blossoms here usually reach full bloom sometime during the first week of April.

READ MORE: The Truth About Toyama

11. Himeji Castle

Arguably most beautiful (and certainly, the most-visited) of Japan’s 12 original castles, Himeji Castle is also by far the most mainstream entry on this list of places to visit in Japan in 2024. However, because of both its beauty and scale, as well as how easy it is to visit on a day trip from Kyoto or Osaka , I think it’s worth contending with any crowd to see.

When to Visit: While Himeji Castle is traditionally a place people go during sakura season, I’ve recently found it to be beautiful and charming during the autumn (around December 1).

READ MORE: Is Himeji Castle Worth Visiting?

12. Nagasaki

Nagasaki isn’t having a moment, but it should be. In addition to the fact that a Shinkansen route there just opened up, Nagasaki is objectively one of Japan’s most beautiful cities. Ascend Mt. Inasa to see its skyline glittering around Nagasaki Bay , or instead explore its world heritage at ground level, be that Dutch-colonial Dejima district, one of Japan’s most impressive Chinatowns or a one-legged shrine that half-survived a nuclear blast.

When to Visit: Nagasaki is blessed with great weather all year round, so timing is not really important.

READ MORE: Nagasaki Starts Here

13. Nachi Taisha Shrine

If you have time, I’d like to recommend you spend 3-5 days hiking the Kumano Kodo , which for my money is Japan’s most fulfilling pilgrimage route. If you don’t, then at a bare minimum make your way to Nachi-Katsuura Station , where a short bus ride will take you to Nachi Taisha shrine. Sometimes also known as Japan’s “waterfall pagoda,” this place is one of my favorite scenic views in the entire country.

When to Visit: Although the cherry blossoms here are beautiful, I love the pureness of seeing the shrine surrounded by the bright green of summer.

READ MORE: How to See Japan’s Waterfall Pagoda

14. Aomori Nebuta Matsuri

In recent years, I’ve made a point of attending as many of Japan’s famous summer festivals as I can. While I haven’t yet been to all of them, I can say that my favorite was the Aomori Nebuta Matsuri , which takes place in Aomori , the northernmost city of Japan’s main Honshu island and one of the anchors of the increasingly popular Tohoku region.

When to Visit: The Aomori Nebuta Matsuri takes place between August 2-7 every year. If you can’t come during this time, the Nebuta Museum WA RASSE is open the entire rest of the year.

READ MORE: Tohoku’s Marvelous Matsuri

15. Senjojiki Cirque Hiking Route

My Swiss best friend sometimes chides me for the fact that Japan has its own “Alps,” given how much less spectacular they are (in her opinion) compared to Switzerland’s. One place that always shuts her up when I send pictures of it? The Senjojiki Cirque hiking route, in Nagano prefecture near the city of Matsumoto . 

When to Visit: While the main viewpoint here is a canvas for all of Japan’s seasons, a hike here is especially refreshing in July and August, when low-lying areas of Japan are scorching-hot.

READ MORE: The Ultimate Japan Hiking Guide

16. Obuchi Sasaba Tea Plantation

The only thing better than a verdant tea field, in my opinion, is one of with Mt. Fuji rising above it. Thankfully, if you visit Obuchi Sasaba tea plantation in Shizuoka prefecture just south of the mountain, you can see both at the same time. Pair this with a visit to the flower fields just south of Higashitagano-ura Station , where you can see Shinkansen trains racing past the mountain.

When to Visit: I like visiting in April or May, when the tea plants are brighter than they are in winter, but when Fujisan still has an impressive snow cap.

READ MORE: Shizuoka Starts Here

17. Urui River

Want to see sakura (rather than tea fields) framing Mt. Fuji, but don’t want to deal with the complication of getting to Fuji Five Lakes , the later blooming time or the insane crowds? Instead make your way to the Urui River , a tributary near Shin-Fuji Station (which is served by Shinkansen ), where a gentle waterway flanked by cherry blossom trees flows southward from the famous mountain.

When to Visit: Full bloom here takes place within a week of when it occurs in Tokyo, so usually just before or just after April 1.

READ MORE: Where to See Mt. Fuji

18. Setouchi Region

Although it’s increasingly referred to as a single region, Setouchi (which, as its name suggests, surrounds Japan’s Seto Inland Sea ) is many destinations in one. From cities like Hiroshima , Okayama , Matsuyama and Takayama , to experiences like the Shimanami Kaido cycling route, to standalone destinations like the “floating” Itsukushima Shrine and ancient Dogo Onsen , Setouchi will take you many trips to explore.

When to Visit: Plan your trip to Setouchi based on the destinations you will visit. Cities tend to be at their most beautiful in late March or early December (amid sakura and autumn colors); natural activities tend to be better in “shoulder” months like May and November. You can enjoy delicious okonomiyaki and udon noodles all year round!

READ MORE: The Best Setouchi Base

19. Gujo-hachiman

In Gujo-hachiman , nothing is what it seems. A great illustration of this is the town’s hilltop castle, which far from being an authentic medieval outpost is actually Japan’s oldest such reconstruction. Another way to experience this? After strolling along Igawa Lane (a drainage ditch so clean that koi swim in it), make your way to Iwasaki Sample Village , which makes fake, plastic food for restaurants all over Japan.

When to Visit: With four very well-defined seasons on account of its high elevation, Gujo (to which locals often shorten its name) is gorgeous 365 days per year.

READ MORE: The Secret of Gujo-hachiman

20. Hakodate

I’ve been singing the praises of Hokkaido ‘s southernmost city for years—2024 bears nothing new, in that regard. Located just across the Tsugaru Strait from Japan’s main island of Honshu , and on an isthmus between two bays, Hakodate blends culture, cuisine and heritage sprawled over of Japan’s most unforgettable cityscapes.

When to Visit: Come in late April to see the hundreds of cherry trees planted within star-shaped Goryokaku Fort color the whole thing pink. For my money, it’s Hokkaido’s best hanami spot, especially when seen from above atop Goryokaku Tower . 

READ MORE: Hakodate Starts Here

21. Kyotango (Kyoto by the Sea)

Who says a visit to Kyoto has to be marred by crowds and cliché Instagram photos? Instead, board an early morning train and make your way toward the Sea of Japan , where another world awaits. Ascend the Amanohashidate viewpoint, sit down in town for fresh-caught crab sashimi or experience the charm of Ine Fishing Village .

When to Visit: Like Kyoto itself, Kyotango has favorable weather year-round, but it’s especially beautiful amid winter snow, spring cherry blossoms or autumn’s colors—when the city itself is often swamped with tourists.

READ MORE: Kyoto’s Stunning Seaside

22. Mt. Aso

While Mt. Aso ‘s silhouette—it’s a bowl-shaped caldera—isn’t nearly as iconic as Mt. Fuji’ s, it’s also way larger (meaning there are more things to do there—hiking is only the beginning) and much less crowded than its more famous cousin. Pair a day or two here with nights in the cities of Kumamoto and Beppu , which sit just to the west and east of Aso-san , respectively.

When to Visit: I love the Aso area in May, when the green of spring is bright and new, and when there’s a high chance of being able to see a “sea of clouds” from Daikanbo Observatory .

READ MORE: Is Mt. Aso Worth Visiting?

23. Sado Island

Niigata is one of Japan’s most underrated prefectures, full-stop, whether you tour sake breweries in Shibata , or visit an imperial city surrounded by sand dunes in Niigata City . In my opinion, however, it’s just offshore on Sado Island that that Niigata-ken casts its most dramatic spell on visitors, whether you watch an outdoor Noh performance or simply step into a sea-swept landscape.

When to Visit: I love visiting in June, when a carpet of golden daylilies covers the western coast of the island.

READ MORE: Sado Starts Here

24. Zao Onsen Snow Monsters

Let’s end this list where we start it: Amid a magical, wintry landscape. To be sure, the hunched-over evergreen trees that take on a monstrous experience once covered in feet of snow are not the only reason to visit Yamagata prefecture’s most charming mountain onsen town during winter. However, they do add a sense of place that’s hard to get most other places in Japan.

When to Visit: It usually takes until late January or early February for the “monsters” to accumulate enough snow to take on their abominable form.

READ MORE: King of the Snow Monsters

Hire Me to Plan Your 2024 Trip

The only thing better than visiting Japan in 2024 is visiting one (or more—or all) of the places I’ve listed here. The only thing better than that? Exploring Japan with the confidence of an expert! When you hire me to plan your 2024 trip to Japan, this—and a whole lot more—is what you get. Join the 100+ travelers I advised in 2023 and book your personalized Japan trip today !

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