Avoid overtourism in Japan at these 6 destinations

Japan's Tokyo-Kyoto-Osaka route has long been popular, but in recent years its popularity has been outdoing its infrastructure capabilities. 

More than ever, due to a combination of unpreparedness for a post-COVID tourism boom and a weak yen, Japan’s most popular locations have been struggling with overtourism – hosting 17.78 million visitors in just the first half of 2024. 

For the conscious traveller, at times this route can now be unenjoyable due to crowd sizes.

What's also concerning about overtourism is the effect on the environment and local people's lives.

Japan's lesser-known destinations are actually struggling with the opposite problem – some might say “undertourism”. 

Depopulation in rural areas is leading to shrinking infrastructure and economic struggles. These places could really do with having more tourists to bring income and livelihood to the area. 

What’s more, you would not be compromising on experience in the slightest. Japan is jam-packed with destinations rich in culture, history and – unlike most sightseeing spots in Tokyo, Kyoto and Osaka – nature.

However, for the non-Japanese speaker or person on a tight schedule, some of these destinations can be a bit too off the beaten path and aren’t always a viable option. 

That's why I will introduce destinations that contribute to less well-off regional economies without overly compromising on travel time, tourism infrastructure and the availability of tours with English-speaking guides..‍

Ishikawa Prefecture

Kanazawa, Ishikawa Prefecture’s capital, is your less-crowded but just as impressive alternative to Kyoto – with the entire city classed as a UNESCO site for crafts and folk arts. 

Visitors can explore Kenrokuen Garden, one of Japan’s top three gardens, the preserved samurai and geisha districts like Higashi Chaya, and numerous temples.

There are a number of options catering to foreign tourists such as English tours of Kanazawa Castle, occasional English exhibits at the 21st Century Museum of Contemporary Art, and English announcements on the Kanazawa Loop Bus, making it easy to get around.

There are also craft workshops (gold leaf application, pottery) with English guidance at Kaga Yuzen Studio. 

Nature is also just around the corner at Noto Peninsula, which while still recovering from earthquake and tsunami effects, still offers stunning coastal walks and hot springs perfect for a day trip (plus, they could really use the income!).

Despite its distance from Tokyo, Ishikawa is accessible by shinkansen (bullet train) 2.5 hours.‍

Shizuoka Prefecture

Just an hour’s shinkansen from Tokyo, Shizuoka Prefecture is home to iconic Mt. Fuji views, lush tea fields, and hot springs. 

For Mt Fuji climbers, Fujinomiya is the gateway town, while the Fujisan Hongu Sengen Taisha Shrine offers a cultural touchpoint. 

Izu Peninsula is a must-visit, known for its coastal beauty, hot springs, and scenic towns like Atami and Ito. Hike along the rugged Jogasaki Coast, visit the extinct Mount Omuro, or relax in the hot springs at Izu-Kogen. 

The area is well-served by public transport, and foreigner-friendly ryokan (traditional inns) are plentiful. Shizuoka also boasts Japan’s tea capital in Shimada, where you can experience tea plantations, and Miho no Matsubara, a scenic pine grove with stunning views of Mt Fuji.

‍Nagano Prefecture

Easily accessible from Tokyo via shinkansen or intercity buses, mountainous Nagano is a nature and outdoor activity hub that also offers cultural sights. 

Thanks to its world-class ski resorts (like Hakuba), it attracts many international tourists and accordingly has developed solid infrastructure and a variety of foreigner-friendly tourism options. 

But it is far from being limited to just winter sports – if skiing is not your thing, try soaking in one of their many famous hot springs or a visit to Jigokudani Monkey Park to see snow monkeys bathing doing the same! 

Even better, visit in off season for a less crowded experience. Nagano is home to a plethora of hiking options with detailed information on each of them available online. With deep green summers and firey orange autumns, experiencing nature during these seasons is a highlight. 

The most popular hikes are in Kamikochi and Hakuba, but you can find trails in virtually any town in Nagano. Rafting, mountain biking and wildlife watching (e.g. in Picchio, Karuizawa) are also possible. 

Finally, history and culture lovers should check out the famous Zenkoji temple, Matsumoto Castle and Togakushi Shrine.

Particularly easy-to-access towns/cities include Hakuba, Karuizawa, Nagano City and Matsumoto City.

Okinawa

Not your typical image of Japan, Okinawa is a chain of tropical islands located nearer to Taiwan than Japan’s four main islands. 

A popular destination for Japanese tourists in summer, Okinawa also attracts its fair share of international tourists, meaning many English services are available for tourists. 

Buses are also available, although renting a car (remember to get your international licence in your home country) is recommended for the best experience.

In the warmer months (July – September), swimming, snorkelling and diving go without saying, but it is not only the reefs and tropical climate that make Okinawa different. 

Once independent as the Ryukyu Kingdom, Okinawa has a unique culture and history well worth exploring. It is the origin of karate and its own type of pottery. 

Not to mention, as the site of the Battle of Okinawa (one of WWII’s deadliest battles) and with US Marines still maintaining high presence, locals have a high awareness of the impact of the military, and this is just as significant a historical site as Hiroshima or Nagasaki.

Hokkaido

Japan’s northernmost island sports a unique landscape and nature that evokes images of Russia (which it is thought to have been once attached to), Canada or Alaska. 

Like Nagano, it tends to be crowded in winter due its ski resorts, so we recommend visiting in off-season. 

For those seeking a city escape, Hokkaido’s capital, Sapporo, famous for Sapporo Beer and ramen, offers a variety of food joints and renowned “beer gardens”. 

Then there’s Furano and Biei, looking like they came straight out of a European postcard with their colourful flower fields, farms, and wine and cheese tasting tours. 

For nature, Daisetsuzan National Park and Shiretoko National Park offer fantastic hiking and wildlife not seen in other parts of the country, including bears, foxes, deer and marine mammals (wildlife watching tours available at Shiretoko National Park). 

Niseko and Lake Akan are also great nature spots especially for fall foliage.

While trains and buses are available for select destinations, Hokkaido is a large island and renting a car is strongly recommended if you intend to see many sights. If traveling by train, take advantage of the JR Hokkaido Rail Pass.

‍Kyushu

Kyushu is the southernmost of Japan’s four main islands.

Often considered the capital, Fukuoka Prefecture offers an excellent blend of urban attractions and natural escapes. Explore Tochoji Temple, stroll through Ohori Park, and enjoy the bustling food scene at Yatai street food stalls.

English-speaking guides are available at Fukuoka Castle Ruins, Kyushu National Museum and Hakata Ramen Walking Tours. 

Mt Aso in Kumamoto is not to be missed for gorgeous scenery, and Beppu Onsen, Oita Prefecture is one of the most famous hot spring areas in Japan. 

For the more adventurous, jump on a ferry to the ancient cedar forests of UNESCO site Yakushima Island. 

Finally, a visit to Nagasaki’s Atomic Bomb Museum and Peace Park is a must. Despite being a somewhat distant island, Kyushu is well equipped with railways and buses, making it fairly easy to travel. 

Take a domestic flight or a shinkansen to the island, and use a JR Kyushu Rail Pass to get around for great value thereafter. 

Hero image 📸 Shino Nakamura