The best places to visit in Japan shouldn’t be limited to Tokyo, Kyoto, and Osaka. While the popular triangle is certainly convenient—and memorable—for visitors, there’s so much more to the Land of the Rising Sun than these three major cities. In fact, Japan’s true beauty lies in the rural destinations that make up the majority of the country, along with secondary and tertiary metropolises that offer a less, shall we say, traveled opportunity to view the culture.
Once you’ve ventured away from the popular trio, you’ll find yourself craving for more. Alluring landscapes that transform with the seasons, small towns embalmed in the past, the healing powers of natural wonders, and highly regional cuisine are just the tip of the iceberg. Where to start? Well, really, anywhere. Randomly point to a town on a map and you’ll probably fall in love. But if that’s too intimidating, here are 10 of the best places to visit in Japan that you probably haven’t heard of yet.
The Nakasendo Trail
Thanks to the recent FX hit Shōgun, interest in feudal Japan has reached an all-time high. Walk back in time on the Nakasendo Trail, a 17th-century route that samurai once used to travel between Kyoto and present-day Tokyo. Along the route, several well-preserved post towns offer a glimpse back into the Edo Period, and majestic mountain landscapes serve as the backdrop to traditional timber buildings and cobblestone roads. Two of the most popular and picturesque post towns are Magome and Tsumago, but it’s also worth venturing to some of the others like Narai and Kiso-Fukushima. Hiking at least a section of the route is the best way to get a sense of this piece of history. You can visit centuries-old rest stops for tea—or even umeshu (plum wine)—along the way. If you want to take a more leisurely approach, a local train also stops at some of these idyllic villages.
Where to stay:
Opened in 2021, Byaku Narai is the only luxury boutique hotel that’s set directly along the Nakasendo Trail. Spread across four meticulously restored machiya (traditional wood homes) in its namesake town, you’ll find 16 individually designed rooms with sumptuous touches like self-filling tubs or open-air baths, locally made lacquerware, and spacious courtyards with manicured gardens. The on-site Kura restaurant is also not to be missed, where the menu highlights the abundance of the surrounding Kiso Valley. If you’re traveling with a larger group and looking for an exclusive-use villa that includes experiences and a private chef, Zenagi, located in a rural area of Nagiso, can accommodate up to 12 guests.
Sapporo
Hokkaido, Japan’s northernmost island, is well regarded for its exemplary produce, dairy, seafood, and beef. In other words, expect phenomenal food. Sapporo, the isle’s capital, is arguably one of the most underrated major cities in the country. Yes, this is where the popular Japanese premium lager was founded, but there’s more to Sapporo than its beer. Pay a visit to Sapporo Art Park, one of the country’s most extraordinary outdoor institutions for contemporary sculptures, or the Sapporo Snow Festival, an annual weeklong event featuring dozens of snow and ice sculptures, including several large-scale installations. And, it’s worth mentioning again that you’ll have some of your most memorable bites here, from creamy soft serves to succulent king crab. Be prepared for lots of powder in the winter (it’s the second snowiest city in the world), but for those who are smart enough to come during the summer, Hokkaido is a nice break from the rest of Japan’s humid climate; there are several picturesque flower fields near Sapporo that make for gorgeous day trips.
Where to stay:
Truth be told, up until recently, Sapporo was sort of a dead zone for hotel lovers. But that started to change in 2020 when Onsen Ryokan Yuen Sapporo opened. A modern take on traditional Japanese inns, the property offers well-appointed rooms, minimalist interiors, and hot spring facilities. This year also saw the arrival of Sapporo Stream Hotel—primely situated in the heart of the city’s entertainment district, Suskino—and Hotel Sosei Sapporo, an M Gallery property that’s part of French hospitality group Accor.
Naoshima
Sandwiched between Honshu and Shikoku in the Seto Inland Sea are a string of islets known as Japan’s art islands. The most popular—largely thanks to Yayoi Kusama’s yellow Pumpkin—is Naoshima. In addition to the artist’s iconic gourd-shaped sculpture by the water, this is where you’ll also find two of the country’s most prized contemporary art institutions, Benesse House Museum and Chichu Art Museum. There are also several other venues worth visiting, including one dedicated to renowned Japanese architect Tadao Ando, who designed both Benesse House and Chichu, as well as Art House Project, a collection of abandoned homes that have been restored and transformed into installations by various Japanese artists.
Where to stay:
While Benesse House doubles as a hotel, one of the hottest hotels in the country right now is Naoshima Ryokan Roka. The relatively new, all-suite ryokan is the first of its kind on the island. Enjoy chic, minimalist digs with open-air baths and the property’s own collection of contemporary art by emerging talents spread throughout the grounds.
Kinosaki
About two and a half hours from Kyoto, Kinosaki is an onsen town famed for its seven tattoo-friendly hot springs (typically, those bearing ink are forbidden from entering these shared facilities due to the association with yakuza). When you arrive, it feels like you’ve been transported back in time: built along a willow-lined river, stone bridges connect the split roads and buildings retain their centuries-old architecture. Visitors are highly encouraged to walk about in a yukata (a casual version of a kimono) and geta (wooden flip-flops) shoes—whether they’re shopping at the various souvenir stores or onsen-hopping. It’s the perfect place to unwind after you’ve had a busy few days exploring some of Japan’s other popular destinations.
Where to stay:
Founded in 1860, Nishimuraya Honkan is widely recognized as one of the country’s best traditional ryokans. It boasts 32 archetypal rooms with tatami mat flooring, shoji screens, and futon bedding; in-room kaiseki (a traditional multi-course meal) experiences; and a beautifully manicured garden with a small koi pond. The property offers its own public baths, but if you’re shy and prefer a private option, its sister hotel just down the street has you covered.
Takayama
Craving small town energy? Tucked away in the mountains of Gifu Prefecture, Takayama is home to one of Japan’s most meticulously preserved old towns. Known as Sanmachi, the narrow streets are lined with historic wooden buildings dating back to the Edo Period. Once the dwellings of merchants and craftsmen, many have turned into souvenir shops and stalls selling the region’s delicacy, Hida beef (a type of Wagyu), with a few centuries-old sake breweries peppered throughout. While you’re here, head over to Hida no Sato, an open-air museum showcasing dozens of traditional homes that were built in the Edo Period, or make it a launching point for a day trip to Shirakawa-go, a quaint village with wood-beamed gassho-zukuri farmhouses that has been dubbed a UNESCO World Heritage Site.
Where to stay:
Trade traditional accommodations for an overnight stay in a Buddhist temple at Temple Hotel Zenkoji. The five rooms are simple, but offer a surprising mix of old and new: tatami mat flooring and futons meet modern bathrooms complete with a Toto bidet. Slide open the shoji screens to reveal a beautiful garden and rise early for morning meditation with the resident monk.
Nikko
If a national park, UNESCO World Heritage Site, mountain landscapes, and serene lake are on your travel list, you can tick them all off with one visit to Nikko. This town is most famous for the ornate and gilded 17th-century Toshogu Shrine built in honor of the founder of the Tokugawa Shogunate. But beyond this piece of UNESCO-status history, Nikko offers a scenic escape for those looking for respite from the neon lights of Tokyo. Head further into the national park and you’ll find hot springs, waterfalls, and Lake Chuzenji, Japan’s highest natural lake. Hike along its 15.5-mile circumference or—for something a little more challenging—summit Mount Nantai, a trek that some deem more rewarding than climbing Mount Fuji.
Where to stay:
Nikko is an easy day trip from Tokyo, but the Ritz-Carlton, Nikko makes a strong case for staying a night or two. A majority of the sumptuous rooms look out to Lake Chuzenji, and there’s even a lake house-style restaurant. The hotel offers fantastic programming that runs the gamut from outdoor adventures to cultural activities, including zazen sessions with a monk at the nearby temple and hands-on experience with Nikko-bori wood carving. Unwind at the onsen in your free time and enjoy a nightcap at the bar where you’ll find an extensive range of whiskies from all over the country.
Fukuoka
One could argue that every city in Japan is a food destination, but Fukuoka is truly the epitome of a culinary wonderland. For starters, the capital of Kyushu Island is the birthplace of tonkotsu ramen—the unctuous and creamy pork bone-based broth that’s often associated with the noodle dish—and is where ramen stalwarts Ichiran and Ippudo first started. It’s also a go-to spot for high-quality mentaiko (spicy pollock roe), a local delicacy. To top it all off, it’s the only place in Japan that truly has a street food culture thanks to its unique yatai food stalls. These temporary stands pop up in the evenings across the city and serve a variety of comfort foods until well after midnight when they’re broken down and tucked away ahead of sunrise. Unlike typical grab-and-go street food stalls, these have built-in, counter-esque seating so that you can plop down and enjoy your meal with a drink in hand.
Where to stay:
When the Ritz-Carlton, Fukuoka opened last year, it marked the arrival of the city’s first true luxury hotel. Set in the vibrant district of Tenjin, a bevy of shops and restaurants are just steps away from comfortable, modern digs.
Beppu
Known as one of the country’s most sought-after hot springs destinations, the seaside town of Beppu just southeast of Fukuoka is where you go to relax and soak in mineral-rich waters. What sets Beppu apart from every other onsen town? In addition to having the highest number of onsen sources in Japan, it’s famed for its eight “hells”—distinct-looking hot springs that are too hot to bathe. (Chinoike Jigoku, for example, has a red hue due to the iron oxide–dense mud.) Tour the circuit to see the unmatched geological diversity for yourself and enjoy the unique practice of cooking food over the steam produced by these thermal sites.
Where to stay:
Hugging a bluff overlooking the city, ANA InterContinental Beppu Resort & Spa affords picture-perfect panoramic vistas from just about every angle of the property. Dip into your en-suite onsen on the balcony and watch as plumes of steam billow up from the ground. If you prefer to be closer to town and the bay, Kai Beppu is in the thick of the action.
Atami
About an hour train ride from Tokyo Station, Atami is an easy day trip or add-on to any Tokyo itinerary. The coastal city on the Izu Peninsula has long been a popular resort destination for those seeking a break from the frenetic city thanks to its abundance of hot springs and a tropical sandy beach. It’s also home to some of the earliest blooming plum trees in Japan, affording visitors the chance to admire delicate pink flowers as soon as January ahead of spring’s busy cherry blossom season. And while most places in Japan limit fireworks to summer, Atami puts on sky-illuminating displays all year round; they’re best viewed from the namesake castle overlooking the city.
Where to stay:
While there are plenty of great hotels in Atami, take this overnight opportunity to visit an off-the-beaten-path locale. Just under an hour away, the quaint port city of Numazu is most known for the anime Love Live! Sunshine!! as well as its production of dried Japanese horse mackerel which is sold in a small but lively morning market. It’s also in Numazu that you’ll find Numazu Club, a 1913 teahouse-turned-WWII refuge-turned-restaurant-turned-members club-turned-hotel. It has quite the past and is now a hidden gem ensconced in a verdant garden with a mix of just eight Japanese- and Western-style rooms that feature traditional elements in a modern space. After a busy day, enjoy a meal of upscale Chinese fare in the historic teahouse followed by a relaxing soak in the spa’s open-air bath.
Noboribetsu
In case you haven’t noticed by now, hot springs are Japan’s pinnacle of relaxation and wellness. If you, too, have become a fan of these mineral-rich waters, a visit to Noboribetsu is in order. Hokkaido’s most popular onsen town is located between Sapporo and Hakodate, making it an ideal layover between the two cities. The main attraction here is Jigokudani. Literally translating to “hell valley,” the moniker alludes to the hot steam vents that rise from volcanic land. Hiking trails wind through the valley, with the most popular leading up to Oyunuma, a sulfurous pond surrounded by a lush forest with a river that doubles as a foot bath for trekkers. The best time to visit is in autumn, when the fall foliage beautifully contrasts the blue water. (In the winter, many paths may be closed due to snow and treacherously icy conditions.)
Where to stay:
Another opportunity for a two-in-one deal, Shiraoi is just five train stops away from Noboribetsu. In this small town, you’ll find Upopoy National Ainu Museum and Park, an institution dedicated to educating visitors on Hokkaido’s indigenous people. Just around the corner is Kai Poroto, a recently opened onsen hotel on the banks of its namesake lake. The retreat pays homage to Ainu culture with its cone-shaped bathhouses inspired by its traditional architecture, activities that celebrate the Ainu’s connection with nature, and kaiseki meals inspired by local flavors and techniques.
