With Australians ready to pack their bags for a Japan summer, the traditional destinations are fast giving way to lesser-known locations across the vast number of islands to our north.
While international arrivals to Japan reached 42 million in 2025, including more than 1 million Australians, and the country’s foreign resident population has surpassed four million for the first time, Japan’s record-breaking tourism growth has opened the country up to wider explorations.
New eye-tracking research, for example, has revealed growing appeal of Japan’s lesser-known destinations as Australian travellers look beyond the well-worn tourist trail of Tokyo, Kyoto and Osaka.
A study by digital money transfer service Remitly used eye-tracking technology has also identified Japan’s most visually captivating rural destinations, revealing strong appeal for lesser-known towns, villages and prefectures across the country.
The study tracked the gaze of 800 participants across Australia, the United States, the United Kingdom, Germany and Spain as they viewed images of 52 rural Japanese destinations. Locations that attracted attention fastest and held viewers’ gaze longest were ranked as the most visually compelling.
Topping the list was Kinosaki Onsen in Hyōgo Prefecture, a 1,300-year-old hot spring town located just over two hours from Kyoto. Framed by mountains and the Sea of Japan, the destination’s willow-lined canals, traditional ryokans and year-round seasonal scenery proved the most captivating of all locations surveyed.
Second place went to Gujo Hachiman in Gifu Prefecture, often referred to as Japan’s “Water City” thanks to the crystal-clear waterways flowing through its streets. The town is also renowned as Japan’s centre for sampuru, the handcrafted food replicas displayed in restaurant windows throughout the country.
Rounding out the top three was Minamioguni in Kumamoto Prefecture on Kyushu. The onsen destination has gained attention for its winter Yuakari lantern festival, where hundreds of handcrafted bamboo lanterns illuminate the riverside landscape.
The research also ranked Hokkaido as Japan’s most visually appealing prefecture overall, outperforming Nagano, Gifu, Fukushima and Kumamoto. Two Hokkaido towns, Shibetsu-chō and Nakasatsunai, also featured among the nation’s most eye-catching rural locations.
The findings align with Japan’s broader efforts to encourage travellers beyond its major cities as the government works towards a target of 60 million annual visitors by 2030. Regional destinations are increasingly benefiting from tourism growth, while also attracting new residents and remote workers seeking lifestyle opportunities, lower living costs and employment prospects in sectors ranging from tourism and agriculture to technology and advanced manufacturing.
Cruises surge
Japan is also one of the most sought-after cruise destinations for Australian travellers with strong forward bookings as repeat visitors look beyond the country’s major cities in search of authentic cultural experiences.
According to Princess Cruises vice president Asia Pacific Matthew Rutherford, Australia remains a critical source market for the line’s expanding Japan program.
He said travel advisors were seeing sustained demand for Japan, with travellers increasingly seeking experiences beyond the traditional tourist trail.
“Trade partners are seeing strong demand from Australian travellers for Japan, with forward bookings remaining very robust,” Rutherford said. “There’s a clear shift towards more immersive, experience-driven travel, with clients looking beyond Tokyo and Kyoto to explore regional destinations and authentic cultural experiences. That growing appetite for depth and discovery is exactly what our 2028 program is designed to deliver.
“Looking ahead to 2028, we expect that momentum to continue, particularly as interest in visiting regional Japan grows.”
Princess Cruises currently operates the largest international cruise program in Japan, visiting more than 50 ports throughout the country and remaining the only international cruise line sailing there year-round.
“Japan is a cornerstone of our long-term growth strategy in Asia-Pacific, offering a combination of strong demand, global appeal and depth of experience,” Rutherford said, adding that cruising offered an accessible way for travellers to explore lesser-known parts of the country.
“Japan can be complex to navigate beyond the major hubs, and cruising helps remove those barriers, making it easier to explore the country and less-visited ports with confidence.”
Princess Cruises director destination management Michael Mihajlov said regional itineraries allowed guests to gain a deeper understanding of Japan’s culture and communities.
“Japan has this incredible balance of history and modernity,” Mihajlov said. “And when you go beyond the major cities you really start to understand the country on a deeper level. Including smaller, more remote ports in our program allows guests to experience Japan’s diverse geography, regional cultures and, most importantly, its people.”
Mihajlov said the line’s Local Connections program was helping travellers access experiences unavailable through traditional tourism channels, creating meaningful interactions with local artists, craftspeople and chefs while showcasing the authentic character of regional Japan.
Swapping cities as rural trails
Australian travellers are increasingly trading Japan’s bustling urban centres for ancient walking trails, mountain landscapes and regional experiences, as demand for rural tourism continues to grow.
New data from Omio shows Google searches for “Japan hiking trails” have surged 80 per cent year-on-year, while searches for the iconic Kumano Kodo pilgrimage route have risen 40 per cent.
The trend reflects a broader shift in traveller behaviour, with Australians seeking more meaningful and immersive experiences. According to Omio’s NowNext Travel Report, 40 per cent of Australians are looking for nature and outdoor adventure experiences on their next holiday, while 45 per cent say unique attractions and cultural experiences would encourage them to choose a lesser-known destination over a popular one.
One of the biggest beneficiaries is the UNESCO-listed Kumano Kodo, a network of ancient pilgrimage trails stretching more than 100km across the Kii Peninsula. Winding through cedar forests, mountain villages and centuries-old shrines, the route offers travellers an opportunity to disconnect from city life and experience a slower pace of travel.
Rather than rushing between major attractions, visitors spend several days walking between rural towns, staying in family-run guesthouses and traditional ryokans while immersing themselves in local culture.
The historic Nakasendo Trail is also attracting growing interest. Connecting the preserved post towns of Magome, Tsumago and Narai, the route allows travellers to step back into Japan’s Edo-era past while exploring some of the country’s most picturesque countryside.
Further north, destinations across Japan’s “Alps” are emerging as popular alternatives to Japan’s summer heat. While Tokyo and Osaka regularly experience temperatures above 30C during the warmer months, regional destinations such as Nagano, Matsumoto and Takayama offer cooler conditions, scenic hiking opportunities and access to hot springs.
Okinawa: sub-tropical paradise
The growing appeal of rural Japan aligns with a wider movement towards slower, experience-led travel.
Travellers seeking sunshine, warmth and unforgettable cultural experiences can swap our grey skies for turquoise seas with a summer escape to Japan’s idyllic sub-tropical island paradise, Okinawa.
Japan’s southernmost prefecture, the archipelago is an example of a destination offering a distinctly different experience to mainland Japan. Combining white-sand beaches, vibrant marine life, its humid sub-tropical climate delivers long, warm summers and mild winters.
Waters surrounding Okinawa’s 160-plus tropical islands offer everything from snorkelling, diving and swimming with sea turtles to sunset cruises through or speedier summer pursuits such as jet skiing.
There is also the unique Ryukyu culture shaped by centuries of island heritage with hands-on experiences including traditional crafts such as pottery, dyeing (bingata), and glass-making workshops or the Eisa Dance Festival, where energetic drum performances and traditional dances take to the streets.
The Orion Beer Festival is a popular cultural highlight of another kind, bringing together live music, regional cuisine and fireworks in a relaxed, festive setting.
Long summer nights in Okinawa are filled with colour and celebration of the seasonal fireworks displays that light up the sky across the islands, often paired with beachside events, food stalls and live entertainment.
As transport links improve and travellers look beyond the traditional Golden Route, regional Japan is increasingly becoming a destination in its own right rather than simply an extension of the country’s major cities.
