Japan’s postcard-perfect Nagano region is inviting Australians to venture beyond the ski slopes and discover its traditional villages, rich culture and alpine charm – all year round.
A long-time favourite for Aussie skiers and snowboarders, Nagano is expanding its tourism message to highlight attractions that extend far beyond the winter season. Located about 250 kilometres north-west of Tokyo, the alpine prefecture is focusing on its unique traditions, cuisine and rural landscapes in a bid to draw travellers seeking a more authentic Japanese experience.
“Unlike the bustling cities of Tokyo and Kyoto, we are looking at attracting travellers to experience a more authentic, less touristy side of Japan,” said Helen Wong, Australian representative of the Nagano Tourism Organization.
“We aim to unearth a side of Nagano that will appeal and surprise Australians looking for an escape from the typical tourist crowds and in search of a special experience.”
At the heart of this campaign is Nagano’s enduring connection to Japan’s history. The Nakasendo, a 534-kilometre ancient trail linking Kyoto and Tokyo, remains one of the best-preserved routes from the Edo Period (1603–1868). Many of its original towns – including Magome, Tsumago and Narai – still showcase traditional architecture and the slower rhythms of old Japan.
“Walk among these ancient settlements and along the old roads that connected them, and you will experience a slice of Japan’s history that many of today’s guests miss,” Wong added.
Further south, the small village of Achi offers a tranquil escape for stargazers and nature lovers. From the summit of its local ski resort, visitors can take in sweeping views of the Milky Way at Star Village Achi – a site recognised for having some of Japan’s clearest night skies. The village is accessible via a 100-minute bus ride from Nagoya.
Figures from the Nagano Tourism Organization show Australians ranked second only to Taiwanese visitors for total bed nights in the first quarter of 2025, recording 131,410 stays. While slightly down on last year’s record figures, Australia still outpaced China in third place.
Renowned for its world-class ski fields, hot springs and snow monkeys, Nagano is now working to grow visitation across all seasons. Beyond skiing, the region offers trekking along historic routes, cycling and rafting in Hakuba Valley, and immersive experiences in the region’s traditional villages.
