If you’ve been listening to travel news over the past few months, you’ve probably heard about overtourism.
Whether it’s protesting locals in Barcelona, bans on cruise ships in Venice or a tripling of the tourism tax by New Zealand, the tourism surge in the post-pandemic era has met understandably strong backlash by locals who have to deal with the downsides of overtourism.
In Asia, there is no example more apparent than Japan.
Land of the Rising Frustration
Buoyed by a weak yen, social media influencers and its soft power, Japan’s popularity among tourists has spiked considerably in 2024, reaching almost 3.3 million visitors in July alone – an increase of 41% from last year. And that’s not even mentioning the near doubling of tourist numbers in February!
Unfortunately, this has resulted in a slew of complaints by locals about bad behavior by tourists and congestion on public transportation, resulting in measures like a limit on climbers to Mount Fuji and restrictions on where tourists can walk in Kyoto.
So, if you’re heading to good ol’ Nippon, does that mean your dream vacation is destined to be met by grumpy locals, crowded buses and a subpar experience?
Not exactly.
Travelling Slow
Although there are many ways to combat overtourism, one of the most effective methods for visitors is simply to visit somewhere else!
As a form of slow tourism, this usually means visiting less marketed, popular or touristy place in Japan instead.
For example, in lieu of heavily marketed and well-travelled prefectures like Tokyo, Kyoto or Osaka, why not try the hidden gems of Ehime, Tottori or Akita?
To help you on your tour of Japan’s underrated destinations, we’ve compiled a list of the least visited prefectures based on official statistics by the Japan National Tourism Organization (as of 2023).
Ready to start your tour of Japan’s overlooked and well-kept secrets? Then read on!
Shimane Prefecture
Region: Chugoku
Population: 658,809 (Jan 2023)
Overseas Visitors (2023): 0.2% (approx. 50,000)
Facing the Sea of Japan, Shimane is known for breathtaking coastal views and some of the earliest human settlements in Japan. It also features heavily in the creation myths of Japan and is home to a major shrine that welcomes the gods in an annual gathering, hence its nickname – “The Land of the Gods”.
Izumo Taisha (Grand Shrine of Izumo)
And where better to start in the Land of the Gods than the Grand Shrine of Izumo or Izumo Taisha?
When you first lay eyes upon the shrine, you may think nothing much of it; after all, Japan is full of shrines. But once you notice its austere wooden construction, closed-off inner hall and horned roofs, you’ll start to grasp just why this shrine is so venerated in Japan’s Shinto religion.
Izumo Taisha was built in the taisha-zukuri style, an ancient style of Japanese architecture that boasts raised wooden halls on pillars alongside thatched roofs decorated with horn-like pillars on top. Despite modern renovations, its elegant simplicity compared to its more famous brethren like Tokyo’s Sensoji or Nikko’s Toshogu lends it an air of peace and divinity.
But, more importantly, the shrine is also dedicated to Okuninushi-no-Okami, an important deity in Japanese mythology who once ruled over the entire Izumo region. Most Japanese visitors to his shrine, however, will probably recognize him for his other role – matchmaker!
Legend has it Okuninushi-no-Okami once won the heart of the maiden Yakamihime by saving a rabbit. Thus, couples looking for love or people simply seeking more positive relationships flock to the shrine for prayers and offerings.
Tip: Various rabbits from the Okuninushi-no-Okami legend make cameos around the shrine. Try visiting them all for even more luck!
More Info: Shimane Japan – Izumo Taisha Grand Shrine
Iwami Ginzan Silver Mine
Izumo was said to house the entrance to the underworld due to its western position from the ancient capital Nara, where the sun would set.
Nowadays, entrances to the underworld aren’t exactly in vogue anymore, but you can still get a wonderful underworld vibe at the winding tunnels and mines of Iwami Ginzan instead!
First discovered in 1527, the Iwami Ginzan mines were a priceless source of silver that powered trade with East Asia and the West, lasting until 1923.
Tip: At its peak in the 16th and 17th century, Japan supplied up to one-third of global silver annually at 38 tons, most of it from Iwami Ginzan!
Today, you might not find too much of the shiny mineral here, but thanks to an effort by locals, a portion of the labyrinthian tunnels is still preserved and accessible at the Ryugenji Mabu (mabu for “mine”), the mine’s second longest tunnel at 600m.
Step inside the mine’s quaint wooden entrance under a hill blanketed by green foliage, and you’ll be greeted by a web of tunnels filled with pockmarked walls left behind by arduous manual labour from ancient miners. Some of these passages even branch off into dead ends while others shrink down to the size of an average 16th-century Japanese miner!
Despite having lit sections and a smoothed-out walkway, you really do feel as if you’re descending right into the heart of the underworld! No worries though, the tunnel eventually spits you right into a refreshingly open forest, where you can shake off that claustrophobia with a bike ride through sun-dappled streams and tracks!
Fukui Prefecture
Region: Chubu
Population: 767,000 (2020)
Overseas Visitors (2023): 0.2% (approx. 50,000)
Bordering the cultural and commercial powerhouses of Kyoto and Osaka, Fukui is an easily accessible gateway to hidden coastal gems and sacred Buddhist sites.
Tojinbo
Head towards Fukui’s far northern shores, and you will see some of Japan’s most jaw-dropping coasts.
Called Tojinbo, these series of weathered stone pillars and sheer cliffs reach out for more than one kilometer into the churning, boundless sea, reminding all who visit of the breathtaking power of nature.
Although modern science explains that they were born from rare volcanic dacite rock being worn down through wind and wave, legends say that Tojinbo was formed by an eponymous vengeful monk who was cast down into the roaring seas either out of romantic jealousy or as punishment for his misdeeds.
Whether that is truth or fiction, Tojinbo is a marvel of nature that is only enhanced by the distinct and intentional lack of handrails to preserve its natural beauty. Still, it pays to be careful, so make sure to wear some proper shoes and avoid stepping too close to the edge!
For visitors who want a unique view of Tojinbo’s nooks and crannies, a local sightseeing cruise brings you up close with the pillars, inlets and nearby rocks. The nearby island of Oshima is also included in the cruise but a quick walkabout on the island and its bright red Insta-friendly bridge is a must!
Eiheiji Temple
If spiritual sights are what you seek, then why not head for a spiritual fulfilment at Eiheiji Temple?
Underneath the giant, ancient cedar trees and sweeping, wide roofs, the monks of Eiheiji have practiced the Soto sect of Zen Buddhism for centuries.
Founded by the renowned Zen master Dogen in 1244, the Eiheiji Temple is home to the Soto sect – a branch of Zen Buddhism that places a heavy focus on zazen or seating meditation with minimal distractions. To this day, the monks here continue to meditate deeply as a form of enlightenment itself.
In fact, modern day visitors are treated as prospective monks, allowing them a glimpse into the austere and disciplined life of Eiheiji’s custodians. In return for following some reasonable rules like keeping the peace, following customs and respecting the monks, visitors can tour the temple’s collection of seventy buildings. Highlights include the sturdy Sanmon Gate and various halls dedicated to the Buddha’s various forms, not to mention Dogen himself.
For a true spiritual experience however, consider staying at the Hakujukan Hotel, a warm cedar wood inn that blends modern comforts with the Soto Zen way of life, which includes vegetarian cuisine, sutra copying and zazen meditation activities.
Tip: Try to visit during autumn or winter to catch Eiheiji Temple with a glorious coat of fall foliage or pure white snow.
More Info: Daihonzan Eijeiji
Tokushima Prefecture
Region: Shikoku
Population: 720,000 (Oct 2020)
Overseas Visitors (2023): 0.2% (approx. 50,000)
Located on the eastern half on the southeastern island of Shikoku, Tokushima is a natural paradise full of hikable peaks, gorgeous valleys and a unique marine phenomenon.
Naruto Whirlpools
Starting from the seas, the Naruto Whirlpools are a fascinating phenomenon unique to Tokushima.
Right at the border between Seto Inland Sea and the Kii Channel, two conflicting tides crash into each other, creating swirls of fast-moving currents and frothing sea foam dubbed the Naruto Whirlpools.
These whirlpools are some of the largest in the world despite their incredibly short shelf life, lasting for mere hours during the early morning and afternoon. If you’d like to catch the whirlpools reaching peaks of up to 20 -30 meters in size, then stop by during spring and autumn when the sun and moon’s gravitational pull are at their strongest.
Although they aren’t exactly fit for a swim, what with top tidal speeds breaching 20 km/h, there are safer ways to appreciate them – namely by land, boat or bridge!
On land, a whole host of parks, piers and even observation decks are great view spots for the landlubbers among you. For an upgraded view though, we highly recommend landlocked visitors watch the whirlpools by the Uzunomichi Observatory, an impressive spot built onto the nearby Onaruto Bridge. Equipped with panoramic walkways and a room with glass-bottomed floors, they let you appreciate both the wild Naruto whirlpools and the surrounding Shikoku coast.
If you can manage to stomach a bit of seasickness though, then the number one way to see the Naruto whirlpools is up close with a boat cruise, which brings you straight into action with their open decks.
More Info: Uzunomichi Observatory
Iya Valley
From the sea to the forest, we finally arrive at Tokushima’s hinterland heart of Iya Valley.
Smack dab in the middle of Shikoku Island, this misty valley is a treasure trove of natural vistas, featuring hills bursting with foliage and powerful rivers snaking through the valley.
Fancy testing your bravery for one of Tokushima’s best Insta-spots? Iya Valley is home to three famous bridges that span the valley’s giant gorges and pretty views. The catch? They’re all traditional vine bridges with noticeable gaps that offer a pretty nice look down below, if you don’t mind the vertigo and heights, that is!
The valley also contains many secluded villages, where former samurai and farming residences are open to visitors, not to mention a quirky depopulated village filled with scarecrows! And of course, you’re never far from hospitality in Japan as there are multiple homestays and onsen to rest your weary feet. Make sure to check out the Iya Onsen, which ferries you to an all-natural hot spring by cable car!
More Info: IyaTime: Iya Valley & Oboke Gorge Travel Guide
Tottori Prefecture
Region: Chugoku
Population: 553,000 (Oct 2020)
Overseas Visitors (2023): 0.3% (approx. 750,000)
Yet another prefecture in the Chugoku region, Tottori is a land blessed with some of western Japan’s most unique geological features ranging from towering mountain ranges to endless sand dunes.
Mount Daisen
Famed as one of Japan’s most famous peaks, the vast slopes of Mount Daisen are lined with outdoor activities, hidden temples and spectacular views of the surrounding peninsula.
Trails like the Natsuyama Trail bring you through untouched beech forests and wildflowers before reaching the second highest peak at Misen Peak where, if you’re lucky, you’ll get to see grand views of the Sea of Japan and the Yumigahama Peninsula.
Nestled within Mount Daisen’s slopes is the Daisenji Temple, a restored place of worship and one of the region’s most influential temples. Surrounded by thick forests and with Mount Daisenji looming over it, the temple was a natural fit for the Buddhist sect of mountain ascetics called Shugendo.
Outdoor activities are also a dime a dozen here in the great outdoors, with hiking, mountain climbing, cycling, snow sports and even horseback riding offering you vastly different ways to enjoy Mount Daisen’s pristine wilderness.
More Info: Mt. Daisen Tourism Guide
Tottori Sand Dunes
Witness the power of Mother Nature and her bizarre whims, only at the Tottori Sand Dunes!
This little slice of the Sahara is located right outside the prefectural capital Tottori, facing the Sea of Japan.
Here, thanks to a quirk of geology and a few millennia, the sands in the Sendai River are washed to sea before being dragged back ashore by powerful wind and waves. The result are massive dunes and plains that can be found pretty much nowhere else in Japan.
Hiking and sightseeing are the primary attractions in the dunes, providing those who manage to crest the dunes unfettered views of the ancient dunes along with the vast blue expanse of the Sea of Japan.
Other activities like camel rides help get you even more into the Sahara mood while hot-blooded travellers can sandboard down the sandy slopes for a quick thrill. There’s even a museum of sand sculptures for those of a more refined palette, featuring works from one nation for each particular year.
Kochi Prefecture
Region: Shikoku
Population: 669,287 (May 2023)
Overseas Visitors (2023): 0.3% (approx. 750,000)
Tracing a crescent arc through the southern coasts and interior of the island of Shikoku, Kochi Prefecture is a window into a world of untouched rivers, gorgeous falls and Japan’s feudal past.
Monet’s Garden
The French Impressionist master Monet was famously inspired by the style of Japanese woodblock paintings or ukiyoe, so much so that he accumulated a collection of hundreds of woodblock paintings while channeling their abstract depictions of nature.
Now, in a twist of fate, Monet has inspired Kochi Prefecture to create not one, but three gardens based on his paintings and his own famous garden in Giverny, France!
Monet’s Garden in Kochi’s Kitagawa Village features three wildly different gardens – the Water, Flower and Bordighera Gardens – that aim to replicate Monet’s striking, colourful paintings of his favourite gardens.
Whether it’s the explosion of colour at the Flower Garden’s arches, the exquisite reflections of the water lilies from Les Nymphéas in the Water Garden or the Mediterranean flair of Bordighera, art and nature lovers will have a field day stepping into these real-life works of botanical art.
Tip: To catch the famous water lilies, it’s best to visit during summer from July to October.
Kochi Castle
For a country famed for its feudal history of daimyo lords and “honourable” samurai warriors, Japan doesn’t have too many of its original castles still standing.
Except for Kochi that is!
Surviving the tumultuous Meiji Era and World War Two, Kochi still stands stoically as a reminder of the powerful warlords and families that once ruled over much of Japan. Best of all, with its intact castle and keep, Kochi is only one of only twelve original castles in Japan!
Though spartan and utilitarian (Japanese castles were mostly meant for war, not actual residences), Kochi Castle still sports many of the features and quirks that made them fearsome to pre-modern armies.
The sturdy Otemon Gate, deliberately uneven steps, false gates, ninja-proof walls, hidden bodyguard rooms and many more features fielded an intimidating gauntlet to any army who dared to challenge it.
But, if Japanese history isn’t your cup of tea, there’s always that surefire Japanese attraction – cherry blossoms! Lining the grounds of Kochi Castle and the surrounding Sannomaru Park, these already gorgeous blooms look even more stunning when paired with the castle’s keep.
Ehime Prefecture
Region: Shikoku
Population: 1,334,841 (2020)
Overseas Visitors (2023): 0.4% (approx. 1,000,000)
Our third prefecture in Shikoku, Ehime boasts small town charm, breathtaking views of the Seto Inland Sea and sweet mikan or Japanese mandarin!
Towel Museum
Towel factory doesn’t exactly scream “must-go”, but here in Ehime, towels are serious business and even a work of art!
Ehime’s Towel Museum is housed in a faux-European style brick building located in the outskirts of Imabari City. Here, this quirky exhibition space shows you why Imabari makes up to 60% of domestic towel production in Japan!
Besides an in-depth look manufacturing process with displays like working industrial machines, the museum sports various quirky exhibitions using a variety of colourful, high-quality towels, which you can walk up to and feel in your hands. The museum also displays time-limited collaborations with “cottagecore” brands like Moomin or Peter Rabbit.
Outside, there’s a European garden with play areas that make it even more of a fun destination for family outings. But, if you ask me, a trip to the nearby Nibukawa Gorge and its clear streams is the best way to test out the towel you’ve bought from the gift shop!
More info: Towel Museum
Shimanami Kaidou
If cycling is your calling, then there is perhaps no greater calling than the Shimanami Kaidou!
Built in tandem with the Nishi Seto Expressway, this massive network of bicycle lanes and marked road allows cyclists to island-hop through the network of archipelagos between Honshu and Shikoku purely with the power of the pedal.
Stretching for almost 70km north to south from Onomichi on Honshu all the way to Imabari in Shikoku, the Shimanami Kaidou offers various branches, loops and routes that suit beginners and seasoned veterans.
Sweetening the deal are also the many bike-friendly facilities along the way, which include rest areas, accommodation along with transportation by land, sea and rail that all welcome bikes!
Tip: Don’t forget to snap plenty of Insta-worthy photos while you’re on the road, especially with the countless bridges that stretch out over the islands of the Seto Inland Sea.
More Info: Shimanami Japan – First Timer’s Guide to Shimanami Kaido Cycling
Akita Prefecture
Region: Tohoku
Population: 960,000 (Oct 2020)
Overseas Visitors (2023): 0.4% (approx. 1,000,000)
Up in Honshu’s secluded north lies Akita Prefecture, known for some of Japan and even the world’s snowiest winters. Its heavy winters and rugged mountains also gave rise to the Akita Inu, the breed of that most famous of Japanese dogs – Hachiko.
Nyuto Onsenkyo
Onsen are the quintessential Japanese experience, so why not go all out with a mountain onsen retreat at Nyuto Onsenkyo?
Surrounded by the quiet solitude of Tohoku’s mountains, Nyuto Onsenkyo is actually seven entirely distinct natural hot springs and inns with their own quirks and décor. While some offer centuries-old, open-air baths for the onsen enthusiast, others have indoor Western-style private baths for the discreet bather.
Better yet, you don’t actually have to stay in the onsen inns to enjoy a bath. Simply pay an admission fee or buy a pass to enjoy them during certain allotted hours.
And why wouldn’t you? Each spring has its own unique water source that feeds it different blends of the area’s famed milky white waters that once soothed and healed many of Akita’s feudal rulers.
Besides physical wounds, Nyuto Onsenkyo has plenty of sights to heal the soul as well, thanks to its location right next to the cheekily named Mount Nyuto (Nipple Mountain) and the greater Towada-Hachimantai National Park – a natural wonder.
Resting your head against a damp rock as you take in the toasty waters and mountain mood – it’s simply pure bliss!
Tip: Autumn and winter are the best times to take a soak in Nyuto Onsenkyo to catch warm autumn colours and stark white slopes alongside rustic inns. Take care though, certain baths are only open during specific seasons!
More Info: Japan.Travel Nyuto Onsenkyo Hot Spring Village | Japan’s Local Treasures
Lake Tazawa
Just a skip and a hop away from Nyuto Onsenkyo is the tranquil and still waters of Lake Tazawa.
It might not get top billing like its larger sibling Lake Towada (of Towada-Hachimantai National Park fame), but as the deepest lake in Japan, it has its own charms when it comes to depth!
Thanks to its huge depths of 423 meters – taller than the Empire State Building – Lake Tazawa doesn’t freeze over at all during winter.
As a result, you can witness the magical and surreal sight of Lake Tazawa’s sparkling still waters being ringed by snowed-in shores and peaks.
The lake’s depth has also given birth to local legends, such as that of Tatsuko – a woman who was said to have lived in the lake’s waters with her lover, causing the lake to deepen!
To honour the legend, there’s even a golden statue of Tatsuko on the lake’s southwestern shore. Leaning forward while tilted, she seems to admire the shores of her ancient home. When the golden statue is juxtaposed next to the massive mountain ranges that surround the lake, it makes for one of Akita’s most stunning sights.
And those are the seven most underrated prefectures of Japan and a small taste of their many hidden secrets. Not only do you get to contribute to making tourism a more tolerable and equitable experience for all, you also get to brag all about places that few tourists have ever bothered to explore!
Hungry for more Japanese destinations? Then check out our Guide to Japan’s Onsen Town of Beppu, which features eight whole towns of hot springs to soak your troubles away! Or how about a trip into fantasy with Eight Famous “Sacred Sites” for Anime Fans? Nature lovers will also appreciate our look into Eight of Japan’s Coolest National Parks.
Written with information collected by Rin Matsumoto.
Links
Shimane Japan – Official Tourism Guide
https://www.kankou-shimane.com/en/
Enjoy Fukui
https://enjoy.pref.fukui.lg.jp/en/
Discover Tokushima
https://discovertokushima.net/en/
Tottori Tourism Guide
https://www.tottori-tour.jp/en/
Visit Kochi
https://visitkochijapan.com/en/
Visit Ehime Japan
https://www.visitehimejapan.com/en/
Stay Akita
https://stayakita.com/
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