16 lesser-known destinations in Japan and what they have to offer

While Kanazawa often claims the title of the “Little Kyoto”, Hagi offers a far more private encounter with Japan’s feudal history. As a former castle town, its Horiuchi District remains remarkably intact, with white-walled samurai residences and ancient citrus trees overhanging stone paths. The city is also the birthplace of Hagi-yaki pottery, highly prized in the tea ceremony for its soft, earthy glazes. Visiting a local kiln like Yoshika Taibi allows for a quiet, intellectual engagement with a craft that has remained unchanged for 400 years.

Known as the “City of Water”, Matsue is a rare example of a feudal stronghold that has retained its original 17th-century character without becoming a museum piece. The city’s identity is defined by its black-walled Matsue Castle—one of only 12 original keeps in Japan—and a network of canals that are still best navigated by traditional flat-bottomed boats. The city is historically famous for its tea and wagashi (sweets) culture, which is preserved in the samurai districts near the castle.

For the well-travelled visitor, the draw here is the deep-rooted tea culture; the city’s former feudal lord, Matsudaira Fumai, was a celebrated tea master, and today, teahouses like Meimei-an offer a serene space to engage with this legacy. It is a quiet, intellectual alternative to the crowded geisha districts of Kyoto. 

Temples and coastal scenery

Just under an hour’s train ride from Tokyo, Kamakura offers a compelling blend of history, nature, and coastal charm. Once the political heart of Japan during the Kamakura period (1185–1333), this seaside town boasts a remarkable collection of temples and shrines, including the iconic Great Buddha—a serene, larger-than-life bronze statue that invites quiet reflection. Beyond its cultural heritage, Kamakura is a place of leafy hiking trails and gentle beaches, providing a tranquil contrast to the capital’s urban buzz. It makes an ideal escape for travellers seeking to connect with Japan’s past while enjoying its natural beauty.

Art galleries and shops

Kurashiki’s charm lies in its graceful preservation of Edo-period aesthetics within the Bikan historical quarter. Here, willow-lined canals weave past whitewashed storehouses, creating a picturesque setting that feels both timeless and intimate. The city is home to the Ohara Museum of Art, Japan’s first institution devoted to Western art, which houses an impressive collection from El Greco to Monet, offering a cultured respite for art enthusiasts. Beyond the galleries, Kurashiki’s boutique shops and cafes invite leisurely exploration, revealing a city that elegantly balances its rich heritage with a quietly creative spirit. It’s a refined alternative to Japan’s more visited urban centres.

Hiking trails and sand dunes

Tottori is a study in contrasts—its expansive sand dunes, the largest in Japan, are a surprising desert-like spectacle against the backdrop of the Sea of Japan. These dunes, part of the San’in Kaigan Geopark, invite visitors to climb, sandboard, or simply admire the shifting landscapes. The region also offers refreshing natural escapes, such as Mount Daisen, a revered peak with scenic hiking routes through verdant forests. Tottori’s cultural footprint extends beyond nature; it inspired the novel Woman in the Dunes, highlighting its subtle literary significance. With tranquil onsen towns and traditional pottery villages nearby, Tottori offers an authentic, understated experience away from the usual tourist routes.

Art and island stillness

Scattered across the calm waters of the Seto Inland Sea are a trio of islands where art is part of daily life. Installations sit within the landscape, and museums double as contemplative spaces. With the return of the Setouchi Triennale in 2025 and the upcoming Naoshima New Museum of Art, there’s plenty of cultural ground to cover.

While travel by yacht or helicopter is possible, these islands are best enjoyed at a slower pace.

Heritage and hot springs

Shikoku’s appeal lies in its quiet confidence as the smallest of Japan’s major islands. In the Iya Valley, vine bridges stretch across mountain ravines. Dogo Onsen Honkan, thought to be the oldest Japanese onsen, is now restored and continues to attract visitors with its historic baths and connection to Japanese literature.

Guests can explore walking trails, join a tea ceremony or visit a local sake brewery. Cuisine is simple and well-prepared—Sanuki udon, grilled fish and regional citrus all feature prominently.

Coastal rituals and markets

Wajima is a rural city in the Noto Peninsula that moves at its own pace. Known for its lacquerware and famed morning market, the town comes alive each day with vendors lining the street peddling fresh seafood and produce.

Between July and September, Noto Peninsula’s summer and autumn festivals are marked by massive illuminated festival floats known as kiriko. The floats are as tall as 15 meters and feature elaborate illustrations and kanji writing. If you’re visiting Wajima outside of these festivals, head to the Kiriko Hall to catch the floats on display in the main hall.

Artistry and natural beauty

Just 30 minutes south of Kanazawa, you’ll find the tranquil city of Komatsu. The area is famed for its rich history of Kutani-yaki wares—porcelain art native to this region—and its reputation as Japan’s gold leaf crafting epicentre. Visitors can best experience Komatsu’s unspoiled beauty through scenic hiking trails on Mount Hakusan or a serene retreat to Natadera Temple, surrounded by striking rock formations and lush greenery.

Sun, sea, and history

With its clear blue waters and white sandy beaches, Okinawa is the ultimate Asian coastal escape. But there’s more to this region than its shoreline. History enthusiasts can visit Shuri Castle, a symbol of the ancient Ryukyu Kingdom. Meanwhile, the Churaumi Aquarium, one of the largest in the world, showcases marine life from the surrounding oceans.

Gastronomic adventures and cultural discoveries

Dubbed Japan’s ramen capital, Fukuoka is celebrated for its vibrant food scene, particularly its Hakata ramen and bustling yatai (street food carts). In spring, the city’s parks come alive with blooming cherry blossoms and tulips. Beyond the food and flowers, explore Dazaifu Tenmangu Shrine and Shofukuji Temple, the first Zen temple in Japan, to get a glimpse of the city’s historical roots.

Stunning vistas and fresh sea delicacies

Toyama is famous for the Tateyama Kurobe Alpine Route, where you can walk through towering snow corridors during spring and winter. This scenic route offers spectacular mountain views throughout the year. Food lovers will appreciate the city’s fresh seafood, including firefly squid and yellowtail, served at local markets and waterfront restaurants.

Winter magic and spring blossoms

Aomori is known for its heavy snowfall—in fact, it’s the snowiest city in the world—making it a perfect destination for winter sports enthusiasts. But it’s equally appealing in spring when Hirosaki Castle is surrounded by cherry blossoms. It’s also home to the extensive mountain range Shirakami Sanchi, a Unesco World Heritage site, which boasts breathtaking hiking trails taking you past waterfalls and lakes and over mountain peaks.

A bracing, restorative escape into nature

We all know Japan does the onsen well, but to truly understand the country’s therapeutic heat, one must look to the misty, volcanic south. Set amidst the Kirishima mountain range in Kagoshima, this area is defined by dramatic, smoking landscapes, crater lakes, and ancient Shinto shrines nestled deep in cedar forests. Forget the crowded tourist baths; here, you discover isolated, high-end ryokan where private open-air onsen overlook the geological drama of the region.  

Curation over crowds

For those who appreciate that true luxury is often about the curation of an experience, the Kagawa islands of the Seto Inland Sea offer a fascinating alternative to the cultural hustle of Honshu. Naoshima, the undisputed star, is home to a world-class collection of contemporary architecture and art installations designed by masters like Tadao Ando. Stay at the Benesse House, where your accommodation doubles as a private gallery, offering a quiet, deeply personal engagement with the works of Monet and James Turrell.  

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