Top 10 must-visit places in the Japan countryside most tourists skip

Key Takeaways 

• Hokkaido offers a calming escape into nature with its stunning landscapes and rich culinary experiences. 

• Shonai in Yamagata blends farm-to-table cuisine, sacred Dewa Sanzan mountains, and Sea of Japan scenery in one rural area. 

• Kinosaki Onsen provides a unique onsen-hopping experience where visitors can relax in multiple hot springs, enhancing their rejuvenation in a tranquil setting. 

• Tourists are increasingly drawn to rural tourism experiences in Japan, seeking authentic cultural and natural encounters off the beaten path. 

1. Hokkaido (especially summer and winter) 

Hokkaido, the northernmost island of Japan, is a paradise for nature lovers for those seeking tranquillity and breathtaking views. Hokkaido offers an escape from the hustle and bustle of city life, immersing visitors in unspoiled natural beauty and scenic views that stretch as far as the eye can see. 

Kushiro Marsh, Japan’s largest wetland, is a highlight of Hokkaido, home to diverse wildlife like the rare red-crowned crane. It is perfect for canoeing, providing a great mix of natural beauty and adventure.

Tsurui Village offers a peaceful retreat where visitors can engage in activities like cheese-making workshops and cooking classes at local farms, further enriching the rural experience. 

Hakodate is one of Hokkaido’s most underrated gems - according to our product manager. Once one of Japan’s earliest international ports, Hakodate now offers a unique mix of history, Ainu culture (we recommend visiting the Hakodate City Museum), and gorgeous seafood. As our Product Manager, Jeremy Batt puts it: 

“Hakodate is such a beautiful, walkable city. There is a local streetcar as well to take you to all the major stops. The morning market is one of my favourites in Japan, and just 30 minutes outside the city you have wonderful hot springs, national parks, hiking and more.” 

Hokkaido offers great scenery in winter for those looking for snow, and also a good option to escape the heat of summer months with a fresher climate. 

Lastly, the region offers high-quality seafood, dairy and venison, making it an excellent destination for travellers who value culinary experiences. 

2. Shonai Region in Yamagata Prefecture 

The Shonai region in Yamagata Prefecture is a captivating area known for its rich history, stunning landscapes, and exceptional culinary offerings. Nestled along the Sea of Japan coast, Shonai offers rice terraces, award-winning sake, and sacred mountains that reflect the area's deep cultural roots and rural charm. 

Food lovers will find Shonai region a must-visit destination thanks to its farm-to-table cuisine featuring fresh, locally sourced ingredients. Japan is well known for its high-quality food and ingredients, however there is only one city in all of Japan that is recognised as a UNESCO Creative City of Gastronomy, and it is Tsuruoka. Their use of fermentation, pickling, heirloom vegetables, and mountain vegetables is inspiring generations of chefs to come. 

If sake is on your bucket list, make sure to extend your time in Tsuruoka to visit the Oyama sake-brewing district, which hosts a few award-winning breweries. But sake is not the only high-quality cuisine you'll experience, because seasonal delicacies such as fresh seafood from the Sea of Japan, crisp vegetables, and authentic Japanese rice grown in the lush greenery of the countryside will make your experience even tastier. 

This region is home to one of Japan's three holiest mountains: Dewa Sanzan. It consists of three sacred mountains, each with shrines that blend Buddhist and Shinto traditions: Mt. Haguro (the present), Mt. Gassan (the tallest, representing the past), and Mt. Yudono (the future).

Mt. Haguro, accessible year-round even amid heavy snowfall, features a National Treasure five-story pagoda (pictured above), and a shrine with one of Japan's thickest thatched roofs, set within a cedar forest of trees aged 350 to 600 years.

At Mt. Yudono, visitors can experience in ascetic monk training by wearing traditional white attire (shiro-shozoku), performing waterfall training (takigyo), and walking on hot coals, offering a profound spiritual experience. 

The Dewa Sanzan region is also the birthplace of Dewa Sanzen Shojin Ryori, a unique twist on Buddhist vegan cuisine, relying less on Tofu and cultivated vegetables, but foraged sansai (mountain vegetables) from the surrounding, sacred mountains. This area is worth a trip for the food alone, but the esoteric Buddhist practises are an added bonus. 

Another great visit we strongly recommend, is the Somaro Maiko Teahouse in Sakata, where local Geisha perform for guests according to the ancient tradition stretching back to the Edo period, where Sakata city was a popular shipping stop for nobles and merchants from Kyoto. 

3. Kinosaki Onsen 

Kinosaki Onsen is a haven of relaxation, with a history of healing that spans over 1,300 years. This quaint town in northern Hyogo Prefecture is renowned for its hot springs, known for their healing properties. Historically, rituals at Onsenji Temple were performed to enhance the hot springs’ health benefits, adding a spiritual dimension to the visit. 

A unique aspect of Kinosaki Onsen is onsen-hopping, where guests can visit multiple hot springs in the area. The town’s layout is traditionally viewed as a single large ryokan, with its charming streets serving as hallways that connect the various inns. Back in 1870, there were around 50 different ryokans. This creates a unique atmosphere where the entire town feels like one huge retreat. You can hop from onsen to onsen, seven in total, each one of them with its own charm.

The practice of toji, a traditional therapy involving extended stays at hot spring resorts for health purposes, is popular in Kinosaki Onsen. If you enjoy hot springs, Kinosaki Onsen is one of the most rewarding onsen towns to include in a journey through the Japanese countryside. 

‘Few onsen town in Japan are 100% accepting of tattoos, Kinosaki is one of them’, added our Product Manager.

4. Takachiho Gorge 

Takachiho Gorge, located in Miyazaki Prefecture, is a natural wonder that offers sheer cliffs and a river you can explore on boat. The gorge’s cliffs, formed from volcanic basalt columns, resemble dragon scales and create a dramatic backdrop to the crystal-clear Gokase River. 

If you're up for some adventure, renting a rowboat to explore Takachiho Gorge up close allows you to see the stunning formations and the 17-meter-tall Minainotaki Waterfall from a unique perspective. In case it doesn't fit your style, you can still experience equally spectacular views thanks to a paved path along the edge of the gorge. A chance to appreciate the natural beauty from above, away from the beaten path. 

From mid-May to November the gorge is illuminated from sunset to 10 pm, adding a magical touch to the already enchanting landscape. 

5. Iya Valley 

Tucked away in Tokushima Prefecture, Iya Valley is one of Japan’s hidden gems, offering spectacular scenery and a sense of untouched beauty. Known for its deep gorges, vine bridges, and traditional architecture, Iya Valley is a perfect destination for those seeking adventure and tranquillity in rural Japan. The valley’s breathtaking views and calm atmosphere make it a must-visit spot for nature lovers and explorers alike. 

Due to the steep mountain slopes and incredible gorges, the locals used to build vine bridges to go across them. Some of the bridges like the Iya Kazurabashi and the Oku-Iya Kazurabashi are still maintained to this day and are the most popular attraction in the area. 

If crossing ancient vine bridges wasn´t adrenaline-pumping enough, we recommend rafting through the Yoshino River in between the gorges of Oboke and Koboke and then relax in one of the many onsens around that area.

Iya Valley is also known for its ancient farming practices on steep, terraced slopes and traditional architecture like the Bukeyashiki Kita-ke Historic House built in 1763 from the Kita Clan, which add a layer of cultural richness to the natural beauty of the area. 

The best time to visit Iya Valley is during autumn when the landscape is transformed into a vibrant tapestry of reds, oranges, and yellows. The stunning autumn leaves add to the valley’s charm, making it an ideal destination for those looking to witness the Japan’s countryside at its best. 

6. Matsushima Bay 

Matsushima Bay, located in Miyagi Prefecture, northern Japan, is recognized as one of Japan’s three iconic scenic locations, and it’s easy to see why. The bay is home to more than 200 small islands, primarily covered in pine trees, creating a great option for a day trip. Whether you are a nature lover or simply seeking a peaceful escape, Matsushima Bay ticks all the boxes. 

Exploring Matsushima Bay by taking a sightseeing cruise provides an opportunity for most people to see the bay’s beautiful natural scenery and stunning islands up close. With standard cruise fares around 1500 yen and first-class seating available for a slightly higher fee, visitors can choose the experience that best suits their preferences. 

Part of Matsushima Bay is in Shiogama, also named Sushi capital of Japan. According to Lorenzo Pilastri, our Senior Marketing Manager, the sushi in Shiogama exceeded his expectations for freshness and variety. 

According to our Product Manager, this area is the perfect day trip from Sendai: 

Start at the Shiogama Wholesale Market for a late breakfast. The merchants embody the Japanese hospitality; they’ll help you to build a perfect kaisendon (seafood bowl) and the quality is incredible. From there, on foot, you can reach the cruise terminal and relax with a wonderful, scenic cruise, before exploring Matsushima Bay and the stunning Zuiganji Temple in the afternoon. For a final touch, try the local oysters and sparkling sake at sunset before heading back to Sendai in the evening. 

7. Mount Aso 

Mount Aso, located in Kumamoto Prefecture, is one of Japan’s most remarkable natural attractions, with one of the largest calderas in the world. This vast volcanic region offers many adventures for those seeking to explore the dynamic and beautiful natural scenery of Japan’s countryside. Nearby, the Aso Shrine stands as an important Shinto site, believed to protect the region from volcanic eruptions. 

Hiking trails cross the Aso volcanic region, offering numerous opportunities to experience the landscape’s stunning beauty up close. Horseback riding is also popular, a unique way to explore the vast caldera and its surroundings.

Lastly, camping is also an option we recommend for recharging in unspoiled nature. The volcanic activity in the region creates a constantly changing environment, making it a fascinating subject for geologists and tourists alike. 

Mount Aso’s dramatic scenery and diverse activities promise an unforgettable experience for anyone wanting to immerse themselves in one of Japan’s natural world of mountain countryside. 

8. Tomonoura and Naoshima 

In the Setouchi Region, along the Seto Inland Sea, you can find a unique blend of natural beauty, cultural richness, and artistic innovation.

We recommend Tomonoura, a coastal town in Hiroshima Prefecture that has preserved its traditional atmosphere and historic architecture. Known for its picturesque harbour dotted with fishing boats and lined with traditional houses, Tomonoura embodies the charm of rural Japan by the sea. The town’s narrow streets, historic temples, and beautiful gardens have inspired scenes in Studio Ghibli's Ponyo. 

Just a short ferry ride away you can find the island of Naoshima where a Mediterranean-like climate and pine tree-dotted beaches create the perfect escape in the Seto Inland Sea.

Naoshima, often called the Art Island, is renowned for its fusion of contemporary art and rural surroundings. The island hosts numerous world-class art museums and installations, including the famous Chichu Art Museum designed by architect Tadao Ando. Managed by the Benesse House Corporation, Naoshima features a variety of art projects that makes the visitor's experience an immersive cultural experience. The Setouchi Triennale, a triennial art festival, further elevates Naoshima’s status as a global art destination, attracting art lovers from around the world. 

The Seto Inland Sea is also a great cycling destination, with the iconic Shimanami Kaido. Cycle from island to island - each with their own charm – walk narrow streets of tiny towns, see traditional houses and industries, all in a stunning seaside climate (on average Okayama and Setouchi have the sunniest days per year in Japan). 

9. Takeda Castle Ruins (pair this with Kinosaki Onsen) 

Perched high in the mountains of Hyogo Prefecture, the Takeda Castle Ruins are often referred to as Japan’s “Castle in the Sky” due to their stunning appearance when surrounded by clouds. This historical site offers visitors a glimpse into Japan’s rich past, with the remnants of the castle revealing a clear layout of its once-grand structure. The breathtaking views from the ruins make it a must-visit destination for history enthusiasts and nature lovers alike. 

The best viewing points at Takeda Castle require a thirty to forty-minute hike, but the effort is worth it. The panoramic views of the surrounding mountains and valleys are simply spectacular, especially during sunrise when the castle appears to float on a sea of clouds. This magical sight is most seen in October and November, making these months the ideal time to visit. 

10. Shuzenji Onsen 

Located on the Izu Peninsula, Shuzenji Onsen is renowned for its healing hot springs and traditional atmosphere. This charming town invites visitors to relax and unwind in its calm surroundings, making it a perfect escape from a very packed itinerary. 

We recommend staying in a traditional ryokan to deepen the experience. Hot springs, wellness, traditional kaiseki dinner, the smell of tatami - that's all you need to make this experience in the Japanese countryside unforgettable. 

Conclusion 

We carefully selected these places so that you could explore scenic beauty, journey through abundant nature, try healing waters and much more of the incredible variety of the Japanese countryside. These destinations invite you to set out on an adventure and immerse yourself in the wonders of rural Japan – an experience that will leave you with lifelong memories and a deeper appreciation for the beauty of this incredible country. 

Frequently Asked Questions 

What is the best time to visit Hokkaido? 

The best time to visit Hokkaido depends on what you want to experience. Summer offers a refreshing escape with lush greenery and flower fields, perfect for outdoor activities and festivals. Winter, on the other hand, transforms Hokkaido into a snowy wonderland, ideal for skiing, snowboarding, and enjoying the famous winter festivals. 

How do I reach these countryside destinations from Tokyo or Osaka? 

Most rural destinations are accessible by Shinkansen (bullet train) followed by local trains or buses. For example, reach Takachiho Gorge via the Kyushu Shinkansen to Kumamoto or Nobeoka, while Kinosaki Onsen is an easy limited express ride from Kyoto or Osaka. Hokkaido and Naoshima require an internal flight or ferry connection. 

Are any of these places difficult to visit in winter? 

Some mountain regions such as Iya Valley, Takachiho, and Mount Aso can experience heavy snowfall or temporary road closures, but they remain open with limited services. Kinosaki Onsen and Hokkaido are particularly beautiful in winter and fully prepared for snow travel. Always check local transport updates before travelling. 

Can I visit Kinosaki Onsen if I have tattoos? 

Yes, many onsen in Kinosaki now welcome tattooed guests, though a few smaller baths may still restrict entry. Most ryokan offer private onsen baths for guests who prefer a more private experience. 

Are these destinations suitable for families with children? 

Yes, most are family-friendly. Children enjoy activities like boating at Takachiho Gorge, onsen bathing, or exploring Hokkaido’s open nature and farms. However, some areas (like vine bridges in Iya Valley) may not suit toddlers or those afraid of heights. 

Are there any seasonal festivals in the Shonai region or around Matsushima Bay? 

Yes. The Shonai region hosts the Dewa Sanzan Flower Festival (May) and Tsuruoka Candle Festival (August), while Matsushima Bay celebrates Matsushima Oyster Festival (February) and Lantern Festival (August). Schedules may vary yearly, so check local tourism websites before planning your visit. 

Do I need to book onsen ryokan in advance in peak seasons? 

Absolutely. Ryokan in Kinosaki Onsen, Shuzenji, and Hokkaido often sell out months in advance during spring (cherry blossom season) and autumn foliage. Booking early ensures better room options and prices. 

Is English signage common in these rural areas? 

Increasingly yes, especially at train stations, bus stops, and major sights. However, smaller towns and local eateries may only have Japanese signage. Downloading offline maps and translation apps is recommended. 

Are there luggage delivery services available between these spots? 

Yes. Japan offers luggage forwarding services through companies like Yamato Transport and Sagawa Express. You can send suitcases from one hotel to the next or from airports, allowing you to travel light – ideal for countryside routes. 

What activities can I do in Iya Valley? 

You can enjoy hiking, rafting, and relaxing in an onsen while visiting Iya Valley. Autumn is the perfect time to experience the stunning scenery! 

How can I explore Matsushima Bay? 

Exploring Matsushima Bay is easy, and the best way to do it is by hopping on a sightseeing cruise that lasts about 50 minutes. It’s a fantastic way to soak in the breathtaking natural scenery and get up close to the islands! 

What makes Kinosaki Onsen unique? 

Kinosaki Onsen is unique for its therapeutic hot springs and the charming onsen-hopping experience, where you can stroll through the picturesque streets that feel like a single large ryokan connecting different inns. It’s a lovely way to soak up both relaxation and local culture! 

Why is Mount Aso a must-visit destination? 

Mount Aso is a must-visit for its stunning views from one of the largest calderas in the world and the chance to explore beautiful hiking trails and horseback riding. You’ll be captivated by the unique volcanic landscape and its dynamic beauty!