EXPLORE
DEEPER
Sustainable
Travel Experiences in

JAPANJapan National
Tourism Organization

Kumano Kodo Pilgrimage Route, Wakayama

EXPLORE
DEEPER

Sustainable
Travel Experiences inJAPAN

As an island nation with a wide-ranging
north to south geography, Japan offers
visitors a diverse array of natural beauty to
explore through four distinct seasons. The
country’s extensive forests and mountain
ranges are fed by abundant rainfall, and thesurrounding seas are rich in marine
resources. This vast range of climate,ecosystems and biodiversity has nurtured aculture in which the Japanese live inaccordance with the changing seasons and in
coexistence with nature.
Against this backdrop, we introduce thisguide for travelers to some of Japan’s mostremarkable sustainable experiences. We
hope to take you on a meaningful andinspiring journey that connects you toJapan’s natural beauty and leads you
through authentic cultural experiences thatemanate from inherited values passed down
through generations.
Step into the great outdoors, explore
pristine ecosystems and stay in eco-friendly
accommodations that respect the natural
habitats that surround them. We encourage
you to eat ethically sourced food, soak
yourself in ancient hot springs and come toknow Japanese beliefs rooted in a respect
for nature. We also invite you to experienceliving history in traditional towns, enjoy
performing arts and traditional festivals
central to Japanese cultural identity, anddelve into a rich history of Japanese
craftsmanship.
Your participation in sustainable travel
in Japan will take you to the soul of thecountry, giving you a deeper understandingof the customs that local residents havecherished through their deep connections
to the natural world. We hope theseauthentic experiences with theenvironment, culture and community will
make your travels transformative—andeven regenerative. Japan is one of theworld’s ideal destinations for sustainable
travel. Come and experience it for yourself!
Takachiho Gorge, MiyazakiContents
07

SapporoAdventure in the
Great Outdoors

page 06

01 Experience 1,100 years of history on
the Kumano Kodo Pilgrimage Routes
02 Embark on a guided tour
through ancient forests
03 Succumb to the wilds of nature on
an exhilarating canyon adventure
04 Traverse stunning Lake Shikotsu on
a kayak tour immersed in nature
05 Dive deep into Okinawa on
a cave spelunking tour06 Head beneath the waves on an
aquatic adventure in Kushimoto
07 Cycle through Biei’s rolling
hills with a guided tour
08 Join a cycle tour in the idyllic
town of Hida
09 Take part in a private rural tour
dedicated to responsible tourism

Explore Diverse
Ecosystems

15 Climb to new heights at the Treeful
Treehouse Sustainable Resort
16 Revel in the height of luxury at
the Bettei Senjuan Hotel
17 Stay in luxury at an eco-friendly
inn focused on local production
18 Discover a contemporary takeon tradition at Zaborin
19 Benefit both people and nature on
a visit to the Good Nature Hotel
20 Experience HOTEL WHY,a zero-waste action hotel

04 |page 24

12

Traditional Arts
Rooted in Community

04

21 Step into Japan’s green tea epicenter
22 Witness sustainable seafood madepossible by breath-hold diving
23 Contribute to the revitalization of
Maebashi at Shiroiya Hotel
24 Discover the secrets of authentic,
sustainable sake25 Immerse yourself in nature ina unique, floating hotel
26 Visit a remarkable sake brewery
housed in a historical monument

11

25
32 43

page 30

27 Luxuriate and relax at Dogo Onsen,
one of Japan’s oldest hot springs
28 Find luxurious, traditional decadence

31

Kansai

28

38 35
49

Chugoku
30

Fukuoka

40

20
27
37 Shikoku

29
01
06

09
42

46

Kyushu02

Experience JapaneseFestivals with History

Gain Insight into
Japanese Beliefs

48

15
05 14

Okinawa33

Hokuriku
Shinetsu
44

39

26

13

34
08

41
23
10
Kanto

47
21

Nagoya

Osaka

24 36

50

Tokai
22

03 16

Tokyo

page 32

29 Experience the life of Buddhist
monks at Koyasan first-hand
30 Follow the ancient Henropilgrimage route on foot31 Stay near the grounds of an ancient
Zen Buddhist temple complex
32 Become one with nature under
the guidance of Dewa Sanzan

Traditional Towns
and Heritage Stays

page 48

45 Celebrate summer in Kyoto
at the Gion Matsuri
46 Observe and enjoy cultural
diversity at the Kunchi Festival

TohokuHealing Powers of
Hot Springs

page 44

42 Experience the ancient Shinto
ritual of Takachiho Kagura
43 Delve into ancient theatricalarts in Kurokawa
44 Visit Kanazawa’s most famous chaya(teahouse),
accompanied by traditional geisha

17

19 45

page 18

Hokkaido
18

page 14

10 Support the protection of Japan’s
magnificent black bears
11 Explore the breathtaking, ancient
beech forest of Shirakami Sanchi
12 Discover majestic red-crowned cranes inKushiroshitsugen National Park
13 Promoting conservation since 1964
at Jigokudani Monkey Park
14 Encounter rare birds in Okinawa,a tropical paradise

Eco-friendly
Accommodation

Japan’s
Food Culture

Discover Japanese
Craftsmanshippage 50

47 Experience traditional aizome
indigo dyeing in a castle town
48 Tour the Gyokusendo copperware
studio to learn ancient techniques
49 Learn centuries-old pottery
techniques from a certified master
50 Try your hand at Kintsugi, mending
broken pottery with precious metals

page 36

33 Discover a centuries-old post
town brimming with history
34 Experience the original Japan at
Shirakawa-go and Gokayama
35 A sustainable stay at a Kyoto-style thatchedcottage, in the mountain retreat of Miyama
36 Retreat to the mountains andstay in a historic farmhouse
37 Enjoy a regal stay in Japan’s first
guest-ready wooden castle
38 Stay in traditional Japanese houses
renovated into a boutique hotel
39 Relax in minimalist luxury
surrounded by exquisite scenery
40 Help preserve cultural properties
during a stay at Shunyoso
41 Experience history in a 200-year‑old
renovated traditional inn

Special Features
Recovery ThroughTourism in Tohoku

page 23

Japan’s Ainu
Indigenous People

page 43

| 05

01
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Experience 1,100 years ofhistory on the Kumano
Kodo Pilgrimage Routes
Reconnect with nature and discover
Yoshino-Kumano National Park
As a UNESCO World Heritage Site located within Wakayama Prefecture,
winner of Lonely Planet’s Best in Travel 2021 sustainability award,
the pedigree of the Kumano Kodo Pilgrimage Routes speaks for itself.
Arriving at the Kii Peninsula and entering the majestic Yoshino-Kumano
National Park reveals a world of time-honored splendor in nature. For
thousands of years, pilgrims have hiked these spiritual trails that passby exquisite features, including the Kumano Nachi Taisha Grand Shrine,
towering Nachi Waterfall and enchanted forests. Even before organized
religion existed in Japan, these forests and mountains were consideredsacred for the pilgrims that traveled here on solemn journeys in awe ofnature’s power. Now, you can follow in their footsteps and join a local
English-speaking guide on your own sojourn of peace and serenity. Asa valuable travel location prized for its basis in sustainable outdoor
activity, you can connect deeper with this tradition on a 1-hour, 3-hour,or multi-day trek.
Kumano Travel

14-6 Minato, Tanabe-shi, Wakayama
https://www.kumano-travel.com/en/tours-activities/
kumano-trek-english-speaking-guides

Adventure in the
Great Outdoors
Nearly 70% of Japan’s terrain is blanketed by forest, making it one of the world’s greenest
destinations and a haven for outdoor explorers. Nature lovers are spoiled for choice, withrich bio-diverse woodlands, snow-capped mountains, rushing rivers and 32,800 kilometersof coastline to explore. In this deep wilderness, traditional Satoyama communities who
have lived harmoniously with nature for generations are also being rediscovered throughsustainable outdoor activities. From guided treks through untamed forests to canyoning inwild rapids, kayaking in serene nature, hiking along sacred pilgrimage routes, snorkelingin otherworldly surroundings, cycling through national parks and more, Japan’s great
outdoors abounds in recreational opportunities for travelers. Get off the beaten track andplan an adventure surrounded by natural beauty.
06 | Explore Deeper

Great Outdoors | 07

03●

Succumb to the wilds ofnature on an exhilarating
canyon adventure
Connect with nature and discover
Japan’s most breathtaking
canyons all-year round
Located in the Minakami UNESCO Eco Park, the Tone Riveris home to some of Japan’s most beautiful canyons. Thesecanyons are perfect for exhilarating outdoor adventure sports too.
In summer, you can experience wild rapids on a raft or canoe. In
winter, the area is transformed into a winter wonderland, wherewater sports are replaced with snow canyoning. There’s nobetter way to appreciate the power of nature than by immersing
yourself in it. The companies that operate in the Tone River are
dedicated to preserving the area’s natural wonders and haveworked together to develop the best, most sustainable solutions
for the region. Combined with the government’s own efforts forofficial guidance and training programs, these initiatives promotefurther coexistence with nature on your visit to Minakami.
Canyons

45 Yubiso, Minakami-machi, Tone-gun, Gunma
https://canyons.jp/en/

04●

Traverse stunning Lake
Shikotsu on a kayak tour
immersed in nature

02●

Embark on a guided tour
through ancient forests

Find crystal clear waters ona peaceful excursion
Located within the Shikotsu-Toya National Park, Lake Shikotsu
Caldera was formed by an enormous volcanic eruption more than
40,000 years ago, and is a true natural wonder. Observing theenvironment here across all seasons will reward visitors, including
resplendent views of trees blooming on the nearby mountains inspring, or salmon darting across the lake’s transparent, emeraldgreen waters in autumn. For over ten years in a row, the watersof Lake Shikotsu have been recognized as the clearest in Japan.
This clarity offers incredible views of the lake bottom, and thesurrounding mountains are reflected on its surface like a mirror.
There’s no better way to enjoy this stunning location than by
kayak. Not only does this enable you to explore the lake at yourown pace, but you are helping to preserve its purity by leaving theboat engine behind.

Walk amongst towering trees embodying
more than 5,000 years of history
The ancient cedar forests on the island of Yakushima, a UNESCOWorld Heritage Site, are truly extraordinary. Alongside countlesstrails that give you the chance to see the Japanese wilderness in its
primeval state, this celebrated national park and designated Special
Natural Monument is also home to the Jomon Sugi, one of the largest
and most revered trees in Japan. Discover the secrets of the forest on
a specialized tour with qualified guides who live on the island andare versed in both local history and wilderness training for overnight
expeditions. Trek deep into the forest and see the mist envelop the
imposing cedars that have matured for millennia. The tour fee anddonation made to the national park authority help to maintain thisdelicate ecosystem. These guardians of the forest are dedicated toits preservation, and your visit helps ensure sustainable travel toYakushima is possible for generations to come.

08 | Explore Deeper

Go! Yakushima

797-21 Koseda, Yakushima-cho, Kumage-gun,Kagoshima
https://goyakushimatour.com/

Ocean days
© Ocean Days

Bangaichi, Shikotsukoonsen, Chitose-shi, Hokkaido
https://ocean-days.com/tour-english/#kayak

Great Outdoors | 09

06●

Head beneath the waves
on an aquatic adventure
in Kushimoto
Experience diving and snorkelingtours in subtropical waters
There are few better ways to escape the stress of modern life thanby heading into the water and exploring the ocean. Whether you
prefer to go all-in on a scuba diving adventure or stick with a morerelaxed snorkeling trip, the seas around Kushimoto rarely fall below
15°C, providing the perfect environment for year-round experiences.
The warm waters attract all kinds of animals from both tropical andtemperate waters, and you’ll be amazed by the sea creatures swimmingalongside you. Join harlequin shrimp, sharks, exotic frog fish, squid,sea horses and more as you explore the abundance of light green tablerock coral that typifies the landscape. The Kushimoto coastal area lies
within the Yoshino-Kumano National Park and was recognized by the
Ramsar Convention in 2015, an international treaty for the conservationand sustainable use of wetlands. The well-maintained marine park
environs of Kushimoto are a natural wonder, and your visit helps
ensure they continue to thrive.

MARINE STAGE

638-1 Kushimoto, Kushimoto-cho,Higashimuro‑gun, Wakayama
https://dive-in-japan.com/shop/marine-stage

05●

Dive deep into Okinawa on
a cave spelunking tour
Enjoy responsible cave diving andsnorkeling in otherworldly surroundings
Okinawa’s Blue Cave is truly breathtaking. Teeming with tropical fishand home to outstanding rock and coral formations, you’ll be blown
away by the opportunity to immerse yourself in this incredible aquatic
environment. Whether you are an experienced diver or completely
new to the activity, your experience in Okinawa will be sure to inspireyou, and there are options for every level of ability. The tour provider,Murunu-shi, is committed to supporting the Green Fins initiative in
Okinawa. This worldwide campaign is working tirelessly to protect theplanet’s coral reefs and is supported by UN Environment Programme(UNEP). As part of their commitment, Murunu-shi has abolisheddisposable plastic products in their facilities and further conveys thenon-plastic message with divers before each tour. Delve deep into
nature and reconsider your own daily practices at Okinawa’s majestic
Blue Cave, for a sustainable, memorable and unique diving experience
as a responsible diver.

10 | Explore Deeper

Murunu-shi

915 Takashiho, Yomitan-son, Nakagami-gun,
Okinawa
http://www.murunu-shi.com/en/index.html

Great Outdoors | 11

08●

Join a cycle tour in the idyllic
town of Hida
Amble down quiet lanes anddiscover a rich pastoral culture
When you arrive in Hida, a quaint, traditional village inrural Gifu Prefecture, you’ll instantly be struck by how
peaceful it is. For generations, locals in the area havepracticed Satoyama (mountain village) culture, a unique,sustainable way of life that encourages them to live
harmoniously with nature. As a result, the fields aroundthe village are rich with crops, the streams gurgle withpure spring water and the local produce is untouched bymass farming techniques. A local resident will guide youon your cycle tour of the area. With a vast knowledge ofthe traditions and culture of the region, you’ll be treatedto a learning experience while taking in the sights. Your
ecologically conscious experience in Hida also helps to
support the local economy and enable village culture tocontinue thriving.
SATOYAMA EXPERIENCE

11-32 Nino-machi, Furukawa-cho, Hida-shi, Gifu
https://satoyama-experience.com/© SATOYAMA EXPERIENCE

09●

Take part in a private rural tour
dedicated to responsible tourism

07●

Find rich culture and stunning
natural wonders around Mount Aso

Cycle through Biei’s rolling
hills with a guided tour
Discover some of Hokkaido’s mostcelebrated natural sights
Situated in the Daisetsuzan National Park, Biei is well known acrossJapan as one of the most beautiful towns in Hokkaido. Located in thefoothills of the Tokachidake Mountain Range, the town is celebrated
for the lush green fields, undulating hills and carpets of flowers thatsurround it. The best way to enjoy this natural beauty is to join asustainable cycle tour with a local guide and discover all the area’s
most memorable sights without impacting the environment. Better
still, climb aboard an emissions-free electric bike so you can go further
and see more at a steady, enjoyable pace. In 2021, the World Tourism
Organization (UNWTO) selected Biei as one of the towns it would beworking with as part of its upgrade program for “Best Tourism Villages
by UNWTO.” Visit Hokkaido and explore its natural wonders deeper ona relaxing cycle tour.

Guided Cycling Tour Biei

Satoyama culture is defined by coexistence with natureand preservation, not exploitation, of your surroundings.
People in the area around the active volcano Mount Aso, a
UNESCO Global Geopark, have lived this way since ancient
times. You can get a glimpse into their lifestyle by going ona personalized private tour here in Kumamoto Prefecture.
Defined by the principles of responsible tourism, Satoyama
tours use local guides on a wide range of experiences.
Discover Japan’s largest active volcano, follow rural forestry
trails, learn about authentic Satoyama culture, and more.
Your tour will let you be active outside in the dynamic
landscapes of Aso and indulge in locally sourced traditional
regional food. And more than anything else, it will be achance to delve deep into another way of life and let youconnect with people you never would have met otherwise!

1-1-7 Omachi, Biei-cho, Kamikawa-gun, Hokkaido
https://field-north.com/en/biei.html

SMO MINAMIOGUNI

1789-1 Akababa, Minamioguni-machi, Aso-gun, Kumamoto
https://satoyama-journey.jp/© SMO Minamioguni Co., Ltd.

12 | Explore Deeper

Great Outdoors | 13

10●

Support the protectionof Japan’s magnificent
black bears
Observe bears in the wild withspecialists at Picchio
The Japanese archipelago is highly biodiverse and boasts a huge rangeof unique flora and fauna. One of the larger animals to inhabit theJapanese wilderness is the Asiatic black bear. The Picchio Wildlife
Research Center in the resort town of Karuizawa an hour from Tokyo
provides education programs, habitat management projects and more,as part of the efforts to protect the bears living in the hills in this area.
The center won the 4th Japan Tourism Award for Responsible Tourism
in collaboration with UNWTO awarded by Tourism Expo Japan in
2018. Now, you can support these initiatives and help keep thesemajestic creatures safe from extinction while learning how to protect
human safety on an educational tour of their habitat. Join a highly
trained Picchio eco-tour guide searching for these elusive animals on asustainability-focused adventure. An encounter with a black bear is ahumbling and powerful experience that you will never forget.
Picchio Wildlife Research Center

2148 Nagakura, Karuizawa-machi, Kitasaku-gun, Nagano
https://www.wildlife-picchio.com/

Explore Diverse
Ecosystems
Japan was pulled, compressed and contorted in the last ice age, creating a complex
patchwork of geographical habitats and diverse ecosystems. Today, travelers will findfascinating animals such as the Japanese macaque, Blakiston’s fish owl and Ussuri brown
bear, along with beautiful plant species, such as wild camelia and lilies. Japan has avery high number of endemic animals, so you’ll be more likely here than in many othercountries to spot native species on a trek through wild nature. Surrounded by fertile seas
and crisscrossed by snaking rivers, Japan is no stranger to a deluge. Yet this rain keeps therivers flowing, fills the country’s many lakes and soaks its marshes and wetlands. Above thewaterline, Japan is famous for its forests, emblematic woodlands that cover much of its dry
land. Take an eco-friendly tour and discover Japan’s unmatched diversity firsthand.
All photos: © Picchio Wildlife Research Center
14 | Explore Deeper

Diverse Ecosystems | 15

11●

Explore the breathtaking, ancient
beech forest of Shirakami Sanchi

13●

Promoting conservation since 1964
at Jigokudani Monkey Park

Experience the majesty of largely
untouched natural mountain habitats

Meet hot-spring loving snowmonkeys in mountainous Nagano

The Shirakami Sanchi mountainous region extends acrossthe border between Aomori and Akita prefectures, where
you’ll discover an ancient beech forest dating back over 8,000
years. This stunning, serene and extraordinary environment isvirtually untouched by humans and has remained the same formillennia. This environment is so important that it became thefirst Japanese World Heritage Site in 1993. Today, the beech
forest here is a critical ecosystem home to a number of rare
plants and animals like black woodpeckers and golden eagles.
In this pristine natural environment, you can enjoy a numberof activities including hiking, rafting and canoeing. However,entry to the forest is well regulated and mountain climbers mustuse designated routes and apply for permission before entering.
Upon arrival, stop by the Shirakami-Sanchi Visitor Center tolearn about the wildlife and ecosystems, as well as proper
hiking etiquette to help maintain the forest in its purest state.

Head to Joshin’etsukogen National Park in Nagano
Prefecture for an exhilarating look at Japan’s famous snowmonkeys at Jigokudani Monkey Park. Established over
50 years ago as a conservation area to protect a troop of
Japanese macaques under threat from human development,
the park has achieved international fame due to the unusual
behavior of the monkeys—they’re the only troop in theworld known to soak in hot springs! The monkeys are wild
and move to and from the park as they please. Without any
barriers between you and the monkeys, it’s a rare chance
to observe these curious creatures up close. Local operator
Snow Monkey Resorts offers tours throughout the year,
combining visits to the monkey park with other popular
destinations and activities. Visit Nagano and come awaywith a newfound respect for all of nature’s creatures on an
exciting journey into the heart of snow monkey country.

Shirakami-Sanchi Visitor Center

SNOW MONKEY RESORT NAGANO OFFICE
1015-7 Kurita, Nagano-shi, Nagano

61-1 Aza Kanda, Tashiro, Nishimeya-mura, Aomori

https://www.snowmonkeyresorts.com/smr/snowmonkeypark/https://www.experience-shirakami.com/© PIXTA

12
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14
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Discover majestic red-crowned cranes inKushiroshitsugen National Park

Encounter rare birds in Okinawa,a tropical paradise

Join a guided tour to encounter
these iconic animals

Experience pure nature andsupport environmental
and conservation activities

Kushiroshitsugen National Park in eastern Hokkaido is thelargest marshland in Japan, featuring unparalleled vast anduntouched landscapes. With rich natural water sources,
the entire park is a flourishing habitat for many flora andfauna. Amongst them, the red-crowned crane is designateda Special Natural Monument of Japan and is particularly
representative of the Kushiro marshlands. Once thought
to be extinct due to overhunting and environmental
changes, the species has recovered through dedicatedconservation efforts. Because the cranes nest and breed
here, they do not migrate, and can be seen throughout theyear. However, for the six months of winter, these stunningbirds gather at feeding grounds to perform mesmerizing
courtship dances against the pristine, snowy landscape. A
series of wooden walkways at the park are the only paththrough the marsh, allowing visitors to view the cranes
and other wildlife without damaging the ecosystem.
Nemuro Nature Center

3-19-8 Tokiwa-cho, Nemuro-shi, Hokkaido
https://h-takarajima.com/detail/index/613&ml_lang=ja

Okinawa is a natural paradise that includes several
locations renowned for bird watching. The first is the vast
Yambaru region, a World Natural Heritage site to the northof Okinawa’s main island. The area is 80% covered byforest and home to many rare bird species that can only beseen here. Although this site accounts for less than 0.1%
of Japan’s total land area, it is home to more than half ofJapan’s birds and 25% of its frogs. The second location is
Kin Town on Okinawa’s east coast. This town is surroundedby pristine nature and has been confirmed to be home toover 270 species of birds. Visitors can also take an ecotour by canoe up the Okukubi River at dawn with a local
guide with years of experience studying the local birds.
Participate in a riveting nature tour here to help support thissustainable and environmentally friendly initiative.
Okinawa Nature Office1001-2 Kin, Kin-cho, Kunigami-gun, Okinawa
https://okinawa-nature.com/en/tour-introduction-en/© okinawa nature office

16 | Explore Deeper

Diverse Ecosystems | 17

15●

Climb to new heights at
the Treeful Treehouse
Sustainable Resort
Sleep under the stars amongst
branches and leaves
Situated in Okinawa’s Yambaru National Park, everything about theTreeful Treehouse luxury sustainable resort is designed with the naturalenvironment in mind. And what better way to experience nature thanspending the night in a treehouse? Surrounded by the living tendrilsof the tree, your eco-friendly accommodation is a bespoke wooden
cabin, built high off the ground in order to not disturb the surrounding
animals’ natural habitat. Carbon-neutral solar arrays, not fossil fuels,
generate electricity on-site, and even the grass is tended by goats,
removing the requirements for a lawnmower. Wave goodbye to thehustle and bustle of the city and immerse yourself in Okinawa’s naturalwonders. Wake up to fresh, forest air filtered by the gentle leaves
surrounding your woodland home. Spending time here will give you a
new understanding for the importance of coexisting with nature. Your
stay doesn’t put any burden on nature and contributes to its future—and you might not want to leave.
Treeful Treehouse

2578 Genka, Nago-shi, Okinawa
https://treeful.net/

Eco-friendly
Accommodation
The Japanese word “mottainai” embodies the value of cherishing important things andis deeply rooted in everyday life in the country. This same philosophy drives Japan’s ecofriendly accommodation options too. Ranging from affordable to luxurious, a number of
ecologically conscious, internationally certified properties provide travelers with comfortableaccommodation and an enriching experience. These properties have gone to great lengths toreduce their burden on the global environment and local ecosystems. You’ll find initiatives
like utilizing hot springs for geothermal heating and spring water for cooling, methods toreduce plastic consumption, local menus serving locally caught and cultivated ingredients,and even hotels with a zero-waste policy. Where will you book your next trip focused onsustainable travel?
All photos: © @treeful.treehouse
18 | Explore Deeper

Eco Stays | 19

16●

Revel in the height ofluxury at the Bettei
Senjuan Hotel
Truly relax in a private, open-air bathheated by a sustainable hot spring
Tradition and modern aesthetics collide at Bettei Senjuan,
recipient of a Green Key certification in Japan, a high standardof global recognition for environmental initiatives. Located at thefoothills of Mount Tanigawa, each room in this exquisite hotel,
a member of the Relais & Châteaux luxury hotel group, provides
a view of the mountain’s peak and acres of lush forests. When
you arrive at the hotel, you’ll be struck by the Zen-inspired
design that gives each space a sense of calm and serenity. One of
the most notable features are the private open-air baths in eachbedroom fed by constantly flowing natural hot spring water.
Beyond the rooms and gardens, Bettei Senjuan is famous for
its astonishing cuisine. The inspired meals served privately inguest rooms are based on a sustainable philosophy employing
seasonal and local ingredients. Come to Bettei Senjuan for
unforgettable views and a rejuvenating escape from daily life.
Bettei Senjuan

614 Tanigawa, Minakami-machi, Tone-gun, Gunma
https://www.relaischateaux.com/us/japan/senjuan-gunma-minakami

17●

Stay in luxury at an
eco‑friendly inn focusedon local production
Escape to the coast and find asustainable idyl in Esashi town
Located in the southwest of Hokkaido, the beautiful fishing
town of Esashi is home to Kuki. This stunning eco-luxury
hotel offers much more than just a place to lay your headfor the night. As well as exceptional service that includes
a butler, Kuki is committed to sustainability in the form of
minimizing carbon emissions and limiting waste. Water isheated through a natural hot spring to keep guest rooms
warm and melt snow in the parking lot. Most of the organic
vegetables, meat and eggs come from local farms within a
25 km radius, one of which is even owned by the company,
and kitchen waste is turned into compost for farm use.
The cuisine at Kuki follows the same ethical values. Freshseafood is caught just of the coast, and all the ingredientsused in the cooking are seasonal. An ethos of ecologicalconsciousness is embedded in the culture at Kuki.
Esashi ryotei KUKI

1-5 Ubagami-cho, Esashi-cho, Hiyama-gun, Hokkaido
https://www.esashi-kuki.jp/en-top/
20 | Explore Deeper

18●

Discover a contemporary
take on tradition at Zaborin
Connect with nature and enjoy ethicalopulence at a sustainable ryokan
Located in a verdant woodland setting on the northern island of
Hokkaido, Niseko Town—voted one of the world’s Top 100 Green
Destinations in 2020 and 2021 and famous for skiing—is home
to Zaborin, a ryokan embodying the area’s sustainable values.
Dedicated to world-renowned traditional Japanese hospitality, Zaborin
incorporates modern, eco-friendly design and building techniques.
Outer walls constructed from recycled offcuts treated with naturaldyes echo the traditional practice of charring wooden walls to preserve
the timber (yakisugi), and an on-site hot spring provides carbonneutral, underfloor heating in winter, while cold spring water cools thebuilding—and your wine—during the summer months. At Zaborin,
guests effectively fund the area’s sustainability initiatives while
enjoying the luxuries this boutique ryokan provides, including awardwinning cuisine, a massage room, library and more. Zaborin takes its
name from the Zen philosophy of remaining still and mindful. With
each villa at Zaborin boasting an indoor and outdoor onsen, you havethe space to do just that.

Zaborin Ryokan

76-4 Hanazono, Kutchan-cho,Abuta-gun, Hokkaido
https://zaborin.com/en/

Eco Stays | 21

19●

Benefit both people and nature on
a visit to the Good Nature HotelAn eco-friendly urban oasis in central Kyoto
Best described as a lifestyle hotel, Good Nature Hotelprovides guests a place to enjoy both a physical andmental vacation. The hotel offers a range of wellnessrelated activities paired with eco-friendly accommodation
facilities, including yoga, meditation sessions at Ryosoku-in
Temple, environmental walks around Kyoto, tea ceremonies
and more. These stimulating experiences are kind to theenvironment, and beneficial to guests as well. The foodserved at Good Nature Hotel is focused on seasonality,
locality and nutrition, and in one of the hotel’s restaurants,
Erutan, the menu is principally structured aroundvegetables. The hotel’s dedication to well-being doesn’t stopwith the guests—the hotel is committed to sustainability
also, including initiatives to reduce plastic waste andpromote food produced and consumed locally. The hotel
was awarded a Gold WELL Certification, certifying that thebuildings were constructed to be environmentally friendly
and beneficial to human health and wellness. It was the firsttime a hotel had received this certification in history.
GOOD NATURE HOTEL KYOTO

318-6 Inari-cho, Kawaramachidori, Shijosagaru 2-chome,
Shimogyo-ku, Kyoto
https://goodnaturehotel.jp/en20●

Experience HOTEL WHY,a zero-waste action hotel
Visit Kamikatsu Town, Japan’s leading
municipality dedicated to zero-wasteAwarded sixth place in Lonely Planet’s Best in Travel 2022
awards, Shikoku is a small island with a considerable amount tooffer visitors. One such offering is a visit to HOTEL WHY. You areinvited to stay at this unique hotel, conceived as an interactive
experience, and learn how it, and the Kamikatsu municipality,
has achieved a zero-waste culture. The experience starts from themoment you check in. You’ll learn the history of zero-waste in
Kamikatsu before later participating in the recycling effort. Here,local residents bring their waste to the Kamikatsu Zero Waste
Center, where waste is separated into 45 different categories and
80% of materials used are recycled. The center is also home tothe hotel, curiously built in the shape of a question mark. Inside,
you’ll find simple, comfortable, modern rooms decked out using
local, recycled materials. Come to Kamikatsu to experience asociety that focuses on how to treat waste, rather than simply
reducing it.
HOTEL WHY

7-2 Shimohiura, Fukuhara, Kamikatsu-cho, Katsuura-gun, Tokushima© Transit General Office Inc. SATOSHI MATSUO

22 | Explore Deeper

https://why-kamikatsu.jp/en/

RecoveryThrough
Tourism in
TohokuFilled full of countless treasures for travelers,
the Tohoku region promises a spectacular journey
all year round. Consisting of six prefectures, you’ll
find captivating countryside, snow-covered slopes,
ancient forests, dramatic coastal scenery, world
heritage sites and more.
When the Great East Japan Earthquake
hit northeastern Japan in 2011, Tohoku sufferedextensively. The tremendous power of naturethat has blessed the region with such beauty also
had the capacity to ravage it. Following thedisaster, the people of Tohoku strengthened theircommitment to coexisting with nature.
Right now, there is a spirit of rebirth in Tohoku,
and it’s an exciting time to visit. The best
attractions in the region enable you to experience
this energy while discovering Tohoku’s naturalwonders and cultural heritage.
Island-hopping around Sanriku Fukko(reconstruction) National Park is a must for nature
lovers. Explore the coastal areas around the threeislands before heading inland to discover uniqueflora and fauna.
The Michinoku Coastal Trail provides access tosome of Tohoku’s most spectacular sights whileallowing you to lose yourself in the wild, rugged
nature that defines the area.
Discover contemporary art, exquisite local
dishes, and blissful music at the annual Reborn
Art Festival. This important cultural event
was launched in the wake of the Great East Japan
Earthquake and embodies the regions commitment
to regeneration.
In Kamaishi City, experience the Open Field
Museum. A Green Destinations Top 100 for four
consecutive years and Silver award winner, thesustainable project invites travelers to experience
the city as a living museum.
As a traveler to Tohoku, you’ll receive an
enthusiastic welcome. Meet passionate residents,
learn about their culinary and cultural customs,
and contribute to the rejuvenation of thisremarkable region.

© Ministry of the Environment

Sanriku Fukko (reconstruction) National Parkhttps://www.japan.travel/national-parks/parks/sanriku-fukko/

In-outbound Sendai Matsushima Inc.

https://www.tohoku-local-secret-tours.jp/tourinfo/4945/

Michinoku Coastal Trail Natori Trail Center
https://www.mct-natori-tc.jp/en/

Reborn-Art Festival

https://www.reborn-art-fes.jp/en

KAMAISHI DMC Co., Ltd.

https://en.kamaishi-kankou.jp/© Reborn-Art Festival, Kohei Nawa (photo: Takehiro Goto)

21●

Step into Japan’s
green tea epicenter
Discover sustainable farming
techniques with a view of Mt. Fuji
Green tea is one of Japan’s most celebrated exports, and for a goodreason. Well known for its health benefits, it has been grown in thefertile soils of Shizuoka Prefecture for nearly 1,000 years. To witness
the traditional, sustainable methods of green tea production is toexperience a custom that has remained unchanged across the centuries.
The Food and Agriculture Organization of the United Nations (FAO)
recognizes green tea production in multiple areas of Shizuoka asa Globally Important Agricultural Heritage System. Today, on an
overnight stay, you can learn the intricacies of Chagusaba farming, aunique, sustainable method of agriculture that protects the tea fields
and preserves biodiversity. Depending on when you visit, you can get
involved with picking the delicate tea leaves, see an active production
facility, or assist in preparing the land for the next crop. Your
accommodation is a renovated farmhouse inn where you can enjoy anauthentic Japanese tea farm experience in a traditional setting.
Tabinoya1708 Ono, Kakegawa-shi, Shizuoka
https://exploreshizuoka.com/shizuoka-post-type/night-at-a-traditional-japanese-farm-house-in-kakegawa/Japan’s
Food Culture
The Japanese archipelago is fertile, rich and diverse, and this precious combination
supports many fruits, vegetables, spices and other unique ingredients. Against thisoutstanding culinary backdrop, many local cuisines using regional ingredients have existed
for generations, fostering a food culture that you’ll find deeply rooted in the daily lives ofJapanese people—wherever you are in the country. Participate in hand-picking tea leaves
and enjoy regional plates prepared using fresh, seasonal ingredients like local seafood andvegetables. Of course, you can pair your meal with a glass of sake, Japan’s most revered
beverage, and also participate in the sake brewing process. Japanese cuisine is a complex
patchwork of flavors, cooking methods and cultures. To experience a regional specialty is
to truly connect with the people it represents.
24 | Explore Deeper

Food Culture | 25

23●

Contribute to therevitalization of Maebashi
at Shiroiya HotelThis unique hotel offers new perspectives
in art, culture and cuisine
Shiroiya Hotel is located in Maebashi, Gunma Prefecture, an areathat contributed greatly to the modernization of Japan during theEdo era thanks to its thriving silk industry. The Shiroiya Ryokan (inn)operated for more than 300 years here, but closed in 2008. As part ofefforts to revitalize the area, the existing building has been renovatedover the past six and a half years with design by renowned architect
Sou Fujimoto. Today, Shiroiya Hotel is a base for local revitalization,
providing cutting-edge art, design, food and culture to visitors andguests. The hotel has a private Finnish sauna and offers innovative
dishes inspired by Gunma Prefecture’s traditional cuisine using local
ingredients. The hotel places great emphasis on art, and guests canstay in unique rooms created by famous designers, including Jasper
Morrison and Michele De Lucchi. Guests may also participate inactivities including hiking, lake canoeing, Japanese tea ceremony,cooking classes and events related to Japanese sake.

Photos: © Shinya Kigure

SHIROIYA HOTEL

2-2-15 Honmachi, Maebashi-shi, Gunma
https://www.shiroiya.com/en/

22●

Witness sustainableseafood made possibleby breath-hold diving
Learn ancient fishing techniques still usedby Ise-Shima’s Ama female free divers
A world away from commercial fishing, female divers, known as
Ama, have been sustainably free diving for shellfish in the pristinewaters around Ise-Shima for over 3,000 years. Unique, sustainable andunchanged for millennia, the Ama’s lives center around the Ama hut,a place to gather, warm up and sample their morning catch. Now, you
can help this ancient, sustainable practice endure and support future
generations of Ama divers. Experience Ama culture with its uniquedress, devotion to ancient ocean deities and unparalleled respect for
nature. Taste the spoils of your host’s latest dive with a platter of local
shellfish freshly prepared over a charcoal grill. Try the freshest giant
clams, abalone and sea snails. Afterward, learn some folk dancesfrom Ama women dressed in traditional Ama costume. You’ll comeaway from Ise-Shima with a deep understanding of why these ancient
traditions are still alive.

26 | Explore Deeper

Ama Hut HACHIMAN

819 Osatsucho, Toba-shi, Mie
https://amakoya.com/english%20page.htm

Food Culture | 27

25●

Immerse yourself in nature ina unique, floating hotel
The SUIDEN TERRASSE hotel hovers above acres of rice paddies
Even before stepping inside the SUIDEN TERRASSE hotel,
the first thing you’ll notice is the ocean of rice paddies
surrounding the establishment. (SUIDEN in fact, means “paddy
fields.”) The famous architect Shigeru Ban built the hotelwith this landscape in mind, celebrating the long traditionof rice cultivation in the Shonai area of Yamagata Prefecture.
Constructed from wood, the hotel’s natural materials combine
perfectly with the views of agricultural land and the distantmountains beyond. The hotel also features a natural freeflowing hot spring pumped from 1,200 meters underground.
The cuisine at SUIDEN TERRASSE complements the clean,
minimalist guest rooms, including menus developed with afocus on light dishes using fresh vegetables from Yamagata
Prefecture and the hotel’s farms, alongside local sake toaccompany your meals. The Shonai area has a rich tradition of
local cooperation and reuse of resources for organic production.
On your visit, experience and touch the soil, breath the fresh
air and immerse yourself in the landscape.
SHONAI HOTEL SUIDEN TERRASSE

23-1 Shimotori-no-su, Kita-kyoden, Tsuruoka-shi, Yamagata
https://www.suiden-terrasse.yamagata-design.com/

26●
Photos: © KURABITO STAY

24●

Taste locally brewed sake direct from the source

Discover the secrets ofauthentic, sustainable sake
Learn unique brewing techniques thathave remained unchanged for centuries
Deep in the enchanting countryside two hours northwest from Tokyo,
the Saku area in Nagano is a famous production region for Japanesesake. Here, you’ll discover Kitsukura Shuzo, a traditional sake brewerythat has been producing the iconic drink using the same small-batch,sustainable methods for more than 300 years. On the Kurabito Stay(“kurabito” meaning sake brewer), you can join Kitsukura Shuzo’s
master brewers and, over three memorable days, don the brewer’s
outfit and learn how to produce traditional sake. Beyond the brewing
lessons, you’ll experience authentic regional dishes made with local
ingredients at your lodgings, Sakagura Hotel, a former on-site building
where the brewers once lived. Away from the brewery complex,
you’ll have the chance to explore the area, home to a total of 13 sakebreweries, and enjoy meals at local restaurants.

Visit a remarkable sake brewery
housed in a historical monument

KURABITO STAY

623-2 Usuda, Saku-shi, Nagano
https://kurabitostay.com/en/

The Hachinohe Shuzo sake brewery in Aomori Prefecture is atrue marvel. Dating back to 1775, today six buildings of thistraditional brewery constructed between 1912 and 1926 havebeen designated as Registered Tangible Cultural Properties,
while the surrounding area flourished as a trade center anddisplays a mix of Japanese and Western architecture thatdefines the modern industry of the time. Visit Hachinohe Shuzoand see how the master brewers create sake that enthusiasts
worldwide enjoy. Using local rice and yeast, alongside waterfrom the Hachinohe and Kanisawa areas, famed for its purity,
the brewers at Hachinohe Shuzo think outside the box tocreate new styles of local sake in Aomori prefecture. You canfind out more about their background on your tour and, ofcourse, sample the result. The Hachinohe Shuzo Company iscommitted to the region’s cultural heritage, hosting exhibitions
and concerts in other buildings not used for sake production.
The performances help preserve unique traditions that havedefined Aomori Prefecture’s cultural heritage for generations.
Hachinohe Shuzo

9 Hon-cho, Minato-machi, Hachinohe-shi, Aomori
https://mutsu8000.com/en/kura/#Kengaku

28 | Explore Deeper

Food Culture | 29

27●

Luxuriate and relax at
Dogo Onsen, one of Japan’s
oldest hot springs
This heralded cultural property
remains a popular public bath house
Constructed in 1894, Dogo Onsen Honkan (the main building out
of many) has been designated an Important Cultural Property andacquired many other accolades, including three stars in the Michelin
Green Guide Japan. The building is stunning—you’ll be blown awayby the attention to detail on both its facade and interior. The decor
is almost unchanged from when it was constructed: traditional paper
and wood panels separate the spaces, blue and white tile motifs
adorn the walls and winding staircases transport you to another time
altogether. The hot spring remains a regularly operating public bathhouse loved by the local community. In total, 18 springs of different
temperatures provide the water to Dogo Onsen Honkan, generating
a mix that is kind to sensitive skin and packed with nutrients. Soakin the luxurious spring water and take in the building’s historicalarchitecture for an inspired bath house cultural experience.
Dogo Onsen Honkan

5-6 Dogoyunomachi, Matsuyama-shi, Ehime
https://dogo.jp/en/

28●

Find luxurious,
traditional decadence
Escape to Hoshino Resorts’ KAI Tamatsukuri,
a modern ryokan with private hot springs
Located near the Daisen-Oki National Park and Oki Islands
UNESCO Global Geopark, KAI Tamatsukuri is a stunningresort within Tamatsukuri Onsen—an ancient town famed
for its hot spring that has been alluring visitors for over 1,300
years. The hot spring takes center stage at the resort too, witheach room housing an open-air bath fueled by the waters. A
luxuriating soak here provides a true restorative experience
thanks to the characteristics and effects of this incredible natural
spring water. KAI Tamatsukuri is contemporary, luxurious andelegant, but much thought has gone into preserving the resort’s
traditional character, inspired by the quintessential Japaneseinn, or ryokan. Expect unrivaled hospitality, enjoy local cultural
performances in the evenings and dine on exquisite dishes
prepared using local seafood specialties, such as snow crab.
KAI Tamatsukuri also promotes sustainability efforts including
recycling toothbrushes used by guests, disposing of plastic
bottles and working towards minimizing environmental impact.

Healing Powers of
Hot Springs
There are 1,552 known volcanoes worldwide, and 111 of them are in Japan. It’s thesemighty, primeval vents, rising from the two volcanic belts that run northeast and southwest
across Honshu, Japan’s main island, that heat the thousands of onsen (hot springs) locatedin Japan that are considered a blessing from nature. Japanese people have bathed in thesewaters to seek purification and relaxation since time immemorial, and there are manydifferent types. Yet a visit to an onsen is much more than an opportunity to bathe. Hot spring
towns are renowned throughout Japan for their lively yet relaxing atmosphere and stunning
natural scenery. Many onsen also provide superb accommodation facilities. Onsen have been
an essential part of Japanese life since ancient times because of the abundance of resources
they offer and are still a major draw for travelers today.
30 | Explore Deeper

Hoshino Resorts KAI Tamatsukuri (Formerly KAI Izumo)
1237 Tamatsukuri, Tamayu-cho, Matsue-shi, Shimane

https://hoshinoresorts.com/en/hotels/kaitamatsukuri/© Hoshino Resorts

Hot Springs | 31

29●

Experience the life of
Buddhist monks at
Koyasan first-handEmbrace spiritual fulfillment on awithdrawn, deep-mountain retreat
The legendary Japanese monk named Kukai (774–835 AD) founded
the Shingon Buddhism sect and a monastery complex in Wakayama
Prefecture known as Koyasan. Since then, for more than 1,200 years
the monks at Koyasan have lived a simple, sustainable life in theverdant Kii Mountains. This active monastic center is one of Japan’s
most sacred sites, but it is open to visitors. In fact, of the 117 temples
located here, 51 are open for visitors to stay alongside the monks at the
temple’s shukubo, a traditional pilgrim lodge. Here, you’ll learn about
the monks’ daily lives and actively participate in early morning prayer
and meditation sessions during your stay. The monks will also prepare
your food, a Buddhist cuisine made entirely of vegetables, edible wild
plants, grains and soybeans known as shojin ryori. Staying at Koyasan
is a mindful, positive experience that will leave you feeling fulfilled, atpeace and content for the days and weeks that follow your visit.
Koyasan Shukubo Temple Lodging Association
600 Koyasan, Koya-cho, Ito-gun, Wakayama
https://eng-shukubo.net/

Gain Insight into
Japanese Beliefs
The geography and location of the Japanese archipelago afford a mild climate, while towering
mountain slopes, fertile seas and verdant fields provide a diverse and compelling naturallandscape. However, Japan is also prone to disasters, from typhoons and floods to heavy
snowfalls and icy storms. In response to these conflicting elements, Japanese people havedeveloped a sense of mindfulness with profound gratitude and awe toward nature. This reverence
has formed a culture of respect for nature and the environment in Japan, and the idea that gods
dwell in Japan’s mountains, seas, plants, trees and more defines the country’s ancient religions
and practices. There are many ways to experience Japan’s unique spiritual culture. Join apilgrimage route, stay in an ancient temple, try Zen meditation or simply marvel at the beautiful
natural landmarks that have inspired deep-rooted beliefs.
32 | Explore Deeper

Japanese Beliefs | 33

31●

Stay near the grounds ofan ancient Zen Buddhist
temple complex
Find inner peace at a unique Japanese
inn and discover Zen philosophies
Located deep in the mountains three hours north of Kyoto in Fukui
Prefecture, Eiheiji Temple is the main temple of the Soto schoolof Zen Buddhism, the largest religious denomination in Japan.
In English, Eiheiji means The Temple of Eternal Peace, and that’s
exactly what you’ll find when you stay at the Hakujukan hotel.
Situated in front of the gates to the Eiheiji Temple, Zen philosophies
take center stage at this exquisite hotel. The hotel’s concierges arethemselves trained at the Eiheiji Temple and are on hand to guide
you through some of the practices you can get involved with during
your stay. These experiences include attending morning services andlearning the art of Zazen, the Zen Buddhist practice of meditation.
And the Zen influence doesn’t stop there. Even the dishes preparedfor guests are created using local and seasonal ingredients in the
traditional Buddhist way known as shojin ryori.
Stay at Hakujukan Zen Hotel

Shihi 6-1, Eiheiji-cho, Yoshida-gun, Fukui
https://www.hakujukan-eiheiji.jp/en/index/© hakujukan

32●

Become one with nature
under the guidanceof Dewa Sanzan

30●

Follow the ancient Henropilgrimage route on footYamabushi mountain priests guide you
to spiritual and environmental discovery
Towering above the tree line of the Bandai-Asahi National Parkare the three mountains of Dewa. Here, generations of mountainpriests known as Yamabushi have walked the peaks for over 1,500
years. Following the ancient belief of Shugendo, a unique Japanesemountain faith that is a fusion of Shinto, Buddhism, and native
Japanese animism, the Yamabushi are dedicated to connecting withnature through mind, body and spirit. Now, for the first time ever,you can join the Yamabushi and learn their ancient sustainable ways.
Join Master Hoshino on a journey of self-discovery as you follow
sacred trails and stay in a traditional Yamabushi-run pilgrim lodge.
You’ll also learn long-practiced meditation and other techniques toreconnect with yourself and live more harmoniously with nature. In
addition, your visit to Dewa Sanzan, and financial contributions tosustainable experiences like those offered by organizations including
Megurun Inc., will give you the opportunity to directly support
Yamabushi culture and the environmental stability of the region.

Explore Shikoku, voted sixth best regionin Lonely Planet’s Best in Travel 2022
In recognition of the island’s excellent cultural and environmental
offerings, in 2022, Shikoku was recognized as one of the world’s best
regions by Lonely Planet. At the top of the attraction list is the Henrotrail, a 1,400-kilometer pilgrimage route that has been preserved thanks
to the many faithful following its trail for over 1,200 years. The fullpilgrimage includes 88 temples and the journey can take a month or
two on foot. However, there are no strict rules on which temples tovisit or how many in total. Modern pilgrims have the option of cycling
or using public transportation, giving you the chance to explore hidden
corners of the island in peace and at your own pace. Along the way
will be memorable encounters with Shikoku’s unique, undiscovered
culture and natural beauty, far from the bustle of city life.

Shikoku 88 Sacred Sites (Inc.)1065-1 Zentsuji-cho, Zentsuji-shi, Kagawa
https://88shikokuhenro.jp/en/

Megurun120-2 Konko-ji, Yabase, Tsuruoka-shi, Yamagata
https://www.yamabushido.jp© Yamabushido

34 | Explore Deeper

Japanese Beliefs | 35

33●

Discover a centuries-old post
town brimming with history
Explore Ouchi-juku, a celebrated
Fukushima attraction
Delve into the past on a trip to Ouchi-juku, a historic post town built
around 1640 in the Edo era. It once linked the castle town of Tsurugajo
Castle and Shimotsuke Province, known today as Nikko. However,as the years have slowly ebbed by, the stunning architectural beautyof the town has made it a must-see attraction in the Fukushimaregion. Registered collectively as an Important Preservation District
for Groups of Traditional Buildings, over 30 thatched houses that
populate Ouchi-juku have been preserved since the Edo era and are atrue marvel. Today, some of them are even open as lodgings. Gather
around a traditional “irori” (open fireplace) hearth in one of thesehouses to enjoy soba and other dishes representative of the area. In thelocal community, specialized artisans using time-honored techniques
collaborate with villagers to continue preserving these houses. Your
visit here will contribute to this tradition that has spanned generations
and infiltrated all aspects of life in Ouchi-juku.
Ouchi-juku

Ouchi, Shimogo-cho, Minamiaizu-gun, Fukushima
https://ouchi-juku.com/

Traditional Towns
and Heritage Stays
In certain parts of Japan, there are beautifully preserved towns and villages engravedwith the country’s history. Here, visitors can experience the beauty of ancient Japanesearchitecture and communities still following time-honored traditions handed down overgenerations. On a stay in dwellings such as thatched houses, you can witness firsthandthe ancestral wisdom that led to their construction using local, renewable materials. You’lllearn further about these communities through local dishes created with locally sourced
ingredients. By experiencing these towns and buildings preserved from another era, you’realso helping local communities maintain their beloved towns and unique ways of life wellinto the future.
All Photos: © PIXTA
36 | Explore Deeper

Traditional Stays | 37

35●

A sustainable stay at a Kyoto-style thatched cottage,in the mountain retreat of Miyama
Experience life in the slow lane surrounded bybeautiful mountains and rice fields
Two hours from Kyoto City, deep in the countryside you’ll
find Miyama Town, voted “Best Tourism Villages by UNWTO”
in 2021. The collection of thatched cottages here could wellgrace the pages of an ancient Japanese saga. Kayabuki no
Sato is Miyama's main village, made up of 39 thatchedcottages, the largest concentration of thatched roof houses inJapan. Sustainability is woven into the fabric of the village,a traditional satoyama community that works alongside, notagainst nature. For a unique and authentic experience, you
can spend a night at Miyama FUTON&Breakfast. In fact, themain house is a Registered Tangible Cultural Property. Despite
representing daily life as it once was, the accommodation has
everything you could ask for from a modern getaway, including
well-equipped bathrooms and bedrooms. Enjoy fresh eggs
from the on-site chicken coop and dishes prepared using local
ingredients. Get involved with ecologically conscious activities
during your stay including bamboo crafting using naturally
sourced timber, thatching workshops and organic farming.
Miyama FUTON&Breakfast

29 Hanabusa, Shima, Miyama-cho, Nantan-shi, Kyoto
http://miyamafandb.jp/© Miyama FUTON&Breakfast

36●© Shirakawa Village Office

34●

Experience the original
Japan at Shirakawa‑go
and Gokayama

Retreat to the mountains andstay in a historic farmhouse
Enjoy the stillness of the wilderness on a rural retreat
A collection of farmhouses more than a hundredyears old, the four properties at Yamaura Stay
exude rural charm. These traditional structures
have been carefully renovated and restored
without compromising their integrity, and theresult is a picturesque scene of a simpler time.
Beyond the walls of the farmhouse, you’ll
discover a rural idyll punctuated by rice paddies,exquisite mountain ranges and a local culture that
respects sustainability and conservation above
all else. During your visit, you can learn how tomake miso or traditional dishes from locals, takea tour of the area, or even visit a sake brewery.
Maintaining the farmhouses in the Yamaura, an
area in the shadow of the Yatsugatake Mountains,
contributes to the ongoing preservation of rurallife in the area—that’s why your stay matters.

Living history inspires at these
UNESCO World Heritage Sites
The remote villages of Shirakawa-go in Gifu Prefecture, selected as a Green
Destinations Top 100 location in 2020, and Gokayama in Toyama Prefecture
are UNESCO World Heritage Sites. In both locations, you’ll find an
enchanted village of gassho-zukuri-style thatched farmhouses, traditional
structures built sustainably using local materials. Villagers preserve andprotect this beautiful landscape together, following the ancient concept ofYui. In practice, this means the people of the village work cooperatively
to maintain their own homes and those of their neighbors. Many of theseunique houses are also open to guests, giving visitors the chance toexperience life as it was before Japan modernized, while supporting thepreservation of this unique way of life. At Shirakawa‑go, traffic regulations
limiting car access help to reduce environmental burden, and sustainable
management at both sites ensures your visit helps to preserve the integrityof the local traditions and landscape.
38 | Explore Deeper

Shirakawa-go

1086 Ogimachi, Shirakawa-mura, Ono-gun, Gifu
https://shirakawa-go.gr.jp/en

Gokayama

754 Kaminashi, Nanto-shi, Toyama
https://gokayama-info.jp/en/

Yamaura Stay

3506 Chino, Chino-shi, Nagano
https://yamaurastay.jp/en/© SHUHEI TONAMI

Traditional Stays | 39

38●

Stay in traditional Japanese houses
renovated into a boutique hotel
Discover old-world traditions at thisstunning hotel with over a century of history
The ancient castle town of Sasayama near Kyoto is recognized as
one of Japan’s top 100 beautiful historical towns. Here the buildings
are so wonderfully preserved they have received certification as an
Important Preservation District for Groups of Traditional Buildings.
NIPPONIA Sasayama Castle Town Hotel allows you to experience thisliving history through accommodation facilities scattered across anumber of historic houses throughout the town. Each building has aunique history, including ONAE, a former bank magnate’s residence
that houses NIPPONIA’s front desk and restaurant, alongside several
guest rooms. Guests enjoy artful French cuisine using locally sourced,
seasonal ingredients from the Tamba-Sasayama area, and pottery
workshops in the Tamba style at one of Japan’s six ancient kilns
provide a compelling hands-on experience. The entire town benefits
from the hotel’s presence, with its efforts made to create an authentic,
living experience for guests while preserving the integrity of thestructures and ultimately benefiting the community as a whole.
NIPPONIA Sasayama Castle Town Hotel
25 Nishimachi, Tanbasasayama-shi, Hyogo
https://www.sasayamastay.jp/en/

39●

Relax in minimalist luxury
surrounded by exquisite scenery

37●

Enjoy a regal stay inJapan’s first guestready wooden castle

Discover a former traditional inn
reimagined with deep community ties

Experience living history inbreathtaking Ozu Castle
Ozu Castle, a designated Important Cultural Property, is Japan’s first
restored wooden castle that welcomes you to experience a night
sleeping within the same walls as ancient rulers once did. As the castle
only hosts one group a day, you’ll have the place to yourself. During
your stay, learn the history of the castle in exhilarating fashion whenthe 1617 Sadayasu Kato takeover, a formative moment in history, isreplayed exclusively for you by local performers with special attention
to authentic details, including a real gun salute. You will also be
invited to tour the local area and discover hidden gems like Garyu
Sanso, an architectural masterpiece and designated Important Cultural
Property that also can be reserved for a luxurious breakfast. The entire
experience connects guests with local traditions and cultures in aneffort to support their endurance, including traditional performing arts,
local food and sake industry, and Tobe-yaki tableware, an Intangible
Cultural Property designated by Ehime Prefecture.
40 | Explore Deeper

Ozu Castle Stay

903 Ozu, Ozu-shi, Ehime
https://castlestay.ozucastle.com/en/home

Deep in rural Shimane is Yunotsu Onsen. This idyllic village,
buffeted by ocean spray with a backdrop of forested mountains,is the epitome of tranquility. Here, you’ll find HÏSOM, a Nordic
lifestyle-inspired minimalist hotel housed on the site of aformer traditional Japanese home. The developers of HÏSOM
are dedicated to sustainability, and many materials from theoriginal inn were upcycled and used in the new build, andHÏSOM maintains many original features, including the iconic
tatami floor. A haven for nature lovers or families in search of acalm, rejuvenating stay, the culture at HÏSOM is all about simple
pleasures, from enjoying fresh local food to immersive experiencesin nature. You can prepare food alongside family or friends in the
comfortable open kitchen and barbeque patio, or enjoy catered
lunch or dinner (advance reservations required). During your stay,
luxuriate on the gorgeous beach nearby, go for a refreshing swim
or catch local fish to make the most of time well spent at HÏSOM.
HÏSOM

588-1 Yunotsu, Yunotsu-cho, Oda-shi, Shimane
https://hisom.jp/
Traditional Stays | 41

40●

Help preserve culturalproperties during
a stay at Shunyoso
Discover exquisitely preserved, 1940s
Japanese architecture on Awaji Island
Shunyoso is a National Historic Landmark on the Island of
Awaji. Officially an ongoing National Registered Tangible Cultural
Property Revitalization Project, Shunyoso is an importantmonument built in 1941 and restored using sustainable methods.
A former residence of the Iwaki shipbuilding family, Shunyoso
comprises eight separate buildings, including a guest house,
meditation area and guest hall. Shunyoso’s owners have embarked
on an ambitious preservation drive to prevent the buildings fromfalling into disrepair by encouraging tourists to visit the properties
and help support their conservation efforts. These include naturaland reusable energy sources, well water and rainwater usage,
reducing waste and supporting initiatives to create and consume
locally. During a stay at Shunyoso, take time to explore thebuildings that make up the estate and learn about how Awaji
Island once looked and operated. Experience traditional shows,and enjoy a photo session wearing a kimono or yukata.
Shunyoso

2-5-4 Uyama, Sumoto-shi, Hyogo
https://shunyoso.jp/en/

41●

Experience history in
a 200-year-old renovatedtraditional inn
Stay and immerse yourself in the local
community, an extension of the hotel
Iizuka-tei is an exceptionally beautiful, 200-year-old property
constructed in the Meiji era. You’ll find simple, modern design featuresthat accentuate the character of the existing building alongsidecontemporary luxuries. Located in the town of Nakagawa-machi at
the foot of the Yamizo mountains and near the Naka River, Iizuka-tei
is also a Registered Tangible Cultural Property. The town’s tight-knit
community supports the functions of the hotel. You’ll find simple,
modern design features that accentuate the character of the existingbuilding alongside contemporary luxuries. Nearby restaurants offer
exquisite meals using local ingredients, with vegan options and catering
services also available. In addition, unique activities are provided
through local operators, including traditional dinners with community
farmers, cycling tours through terraced fields and more. Rediscoverrustic simplicity and support sustainability in rural Japan at Iizuka-tei.

Japan’s
Ainu
Indigenous
PeopleSince time immemorial, the indigenous
Ainu people have inhabited the northern
region of the Japanese archipelago,
particularly Hokkaido. Their ancient
culture includes a unique language,
religious beliefs centered on deep respect
for nature, traditional dances, and spellbinding rituals. The Ainu are also skilledcraftspeople, with exceptional skills inwood carving and embroidery.
Akanko Ainu Kotan, an inhabited
settlement located in Akan-Mashu
National Park, is one of the mostauthentic places in Japan to experience
Ainu culture. In this lakeside village you’ll
discover traditional Ainu theater, music,
cuisine, oral history and more.
To learn about the history and wideranging cultural practices of the Ainu,
there’s no better place to visit thanUpopoy (National Ainu Museum andPark). The facility includes hands-on
workshops, performance spaces,interactive exhibitions and much more.
The Arashiyama Hiking and Ainu
Culture Tour offers you a chance todiscover the natural wonders that haveinfluenced Ainu culture for millennia.
Scour the slopes of Mount Arashiyama,
and afterwards learn more about the
Ainu’s story at the local museum.
The Ainu have always lived
harmoniously with the natural world.
Today, we could learn a great deal fromtheir culture about how to live sustainably,alongside and not against nature.

© The Foundation for Ainu Culture© The Foundation for Ainu Culture

Upopoy (National Ainu Museum and Park)
2-3 Wakakusa-cho, Shiraoi-cho, Shiraoi-gun,
Hokkaido
https://ainu-upopoy.jp/en/

Akanko Ainu Kotan

4-7-19 Akankoonsen, Akan-cho, Kushiro‑shi,
Hokkaido
https://www.akanainu.jp/en/

Adventure Hokkaido

West 4, North 46, Higashikawa, Hokkaido
https://www.adventure-hokkaido.com/tours/
asahikawa-ainu-1-day-hiking-culture-tour/

Iizuka-tei

360 Bato, Nakagawa-machi, Nasu-gun, Tochigi
https://iizukatei.ohtawaragt.co.jp/en/
42 | Explore Deeper

Ainu Culture | 43

42●

Experience theancient Shinto ritual of
Takachiho Kagura
This fascinating dance performance
will transport you to another realm
In Takachiho, a town in northern Miyazaki Prefecture, masked andcostumed performers at the Takachiho Shrine offer a performance ofre-enacted scenes from Japanese mythology through Takachiho-noYokagura, an ancient Shinto ritual dedicated to the local god of eachvillage. The ritual has been passed down for over 800 years, and is
still performed between November and February to offer thanks forthe autumn harvest and ask for blessings in the next year. There are
33 episodes of the ritual, and four of them are displayed every nightfor visitors to enjoy. These performances will whisk you away toa land of myths and legends, conveying messages of rich harvests,
happy marriages and new life. The Takachiho Shrine is registered as a
National Tangible Cultural Property, while Yokagura is registered as an
Intangible Folk Cultural Property. Support ancient tradition in Japan’s
southern Miyazaki prefecture for a lasting memory that helps preserve
local culture for generations to come.
Takachiho-no-Kagura Performance

1037 Mitai, Oaza Takachiho-cho, Nishiusuki-gun, Miyazaki
https://takachiho-kanko.info/en/boat_kagura/Traditional Arts
Rooted in Community
Since ancient times, Japanese communities have dedicated their meals, dances, songs andmusic to the gods. These traditions contributed to the origin of performing arts in Japan,
and even today, many performances retain these traditional influences. Communities havedeveloped unique, traditional arts cultures such as Kurokawa Noh, Kanazawa Geigi and
Takachiho Kagura. Thanks to training regimens, relentless practice and dedicated education
programs, Japanese performing arts and techniques have been handed down through thegenerations. What binds them all is a deep respect for the past, commitment to maintaining
these traditions well into the future and strong connections to the beauty that inspired them.
You’ll find countless opportunities to enjoy traditional performing arts firsthand and help
them thrive for generations to come.
© PIXTA44 | Explore Deeper

Traditional Arts | 45

44●

Visit Kanazawa’s
most famous chaya (teahouse),
accompanied bytraditional geisha
Experience refined Japanese hospitality
in a 200-year-old setting
Geisha, also known as “geigi” in Kanazawa, Ishikawa Prefecture,are perhaps one of Japan’s most recognizable cultural symbols. For
centuries, geisha all across Japan have followed a strict set of rules
regarding their approach to hospitality and entertainment. Now, you
can experience this culture first-hand with a visit to Kaikaro in Higashi
Chaya District, nationally designated as an Important Preservation
District for Groups of Traditional Buildings. Leave the modern world
behind and immerse yourself in geisha culture. See them perform
traditional dances, listen to their centuries-old songs and learn about
geisha culture from the teahouse proprietress in English. Beyond theentertainment, you can enjoy regional dishes prepared with local
ingredients and of course, plenty of fresh Japanese tea. Since 1820, thistraditional teahouse has welcomed guests from all over Japan. Now
you can join their ranks.

43●

Delve into ancient theatricalarts in Kurokawa
Learn all about centuries-old
Noh performance tradition
Kurokawa Noh is a traditional art form involving masked performers
that began with rituals to the local god at Kasuga Shrine in Kurokawa,
Yamagata Prefecture over 500 years ago. This rural village community
continued the rare and much-celebrated tradition for centuries,
allowing it to retain a unique style different from mainstream Noh.
It became an official Important Intangible Folk Cultural Property in
1976. On a visit to Kurokawa, you’ll discover why this art form isso celebrated by the whole community, see some of the traditional
costumes and masks, and learn about individual performances
under the guidance of a Noh master. Lunch is traditional tofu-based
cuisine commonly served during the Ogi Festival. Your visit will help
preserve artistic history and sustain ancient performing arts traditions
in pastoral Kurokawa Village.

46 | Explore Deeper

Megurun120-2 Konko-ji, Yabase, Tsuruoka-shi, Yamagata
https://megurun.com/megurun_experiences/
kurokawa-noh-village/

Photos: © artex inc.

Geisha Evenings in Kanazawa

1-14-8 Higashiyama, Kanazawa-shi, Ishikawa
https://www.geishaevenings.jp/

45●

Celebrate summer in
Kyoto at the Gion Matsuri
Since 869, this annual festival has
been held by Yasaka-jinja Shrine
Visit Kyoto City in July, and you can’t miss the festivities of Gion
Matsuri. This popular annual festival, held by the city’s Yasakajinja Shrine in the neighborhood of Gion, was first celebrated
over 1,000 years ago to appease the gods and drive away plagues
from the city. Today, Gion Matsuri centers around the exhilaratingprocession of massive yamaboko floats—the combined name of
the Yama and Hoko floats that are pulled through the city streets.
As high as 25 meters and weighing up to 12 tons, these ornate
floats, adorned with exquisite craftwork including woven fabric,
textiles and sculptures, are recognized as a UNESCO Intangible
Cultural Heritage of Humanity. Although an ancient festival, theteam behind it are committed to modern sustainability practices,
operating a zero-waste campaign since 2014. This means all thenight shops and street stalls that operate, serving close to 210,000
meals over the festival, are committed to transitioning from
disposable to reusable tableware.
Gion Matsuri

Kyoto-shi, Kyoto
http://www.gionmatsuri.or.jp/foreign/en/© PIXTA

46●

Observe and enjoy cultural diversity
at the Kunchi Festival
The annual autumn festival recognizes Nagasaki’s trading heritage
For centuries, Nagasaki has been an important Japanese
hub for traders and explorers alike. In fact, during theforeign isolation period in Japan between the 17th and 19th
centuries, Nagasaki stayed open for business, particularly
through trade with China and the Netherlands. Since thisera, the annual Kunchi Festival has symbolized the city’s
international history. During the festival, one of the biggest
in Japan held from October 7–9, people flock to Nagasaki’s
Suwa Shrine to pay homage to its guardian god and offer
thanks for the city’s success. A different district is in chargeof the proceedings each year, which includes dances thattake place at designated “dance districts” throughout thecity. These dances and rituals reflect the city’s Japanese,
Chinese, Dutch and Portuguese heritage, making for atruly special festival experience. Due to its unique mixof cultural traditions handed down over generations, theKunchi Festival was listed as an Important Intangible Folk
Cultural Property in Japan. Step into a unforgettable festival
experience that is both a treasure of the Nagasaki people
and a cultural window to the world.

© PIXTA

Experience JapaneseFestivals with History
The Japanese word “matsuri” means festival and is derived from “to enshrine.” The focus
was usually to offer something to the gods, and these gods are deeply entwined with theorigins of Japanese festivals. Although Japanese festivals vary from region to region, every
matsuri is a community-wide event and an opportunity to proudly display and preserve
local traditions. In the past, the celebrations served as either thanksgiving to the gods forprosperity, or a request to them for a bountiful harvest or to ward away natural disasters.
Today, Japan’s festivals enable visitors to witness ancient rituals, performances and lively
participation by local residents.

Nagasaki’s Kunchi

Nagasaki-shi, Nagasaki
https://travel.at-nagasaki.jp/en/what-to-see/64/
48 | Explore Deeper© NPTA

Japanese Festivals | 49

47●

Experience traditional aizome
indigo dyeing in a castle town
Explore a family-owned dyehousedating back over 400 years
Japanese indigo is an instantly recognizable color. The Nagara River
Basin in Gifu Prefecture was selected as a Green Destinations Top 100
location in 2021, and this rich source of water has allowed indigo dyeing
to flourish here. At a traditional dyehouse here along the river in thehistoric castle town of Gujo Hachiman, artisans have been expertly
dyeing garments with indigo pigment for centuries. Learn from 15thgeneration masters at the Watanabe Somemono Dyehouse how natural
aizome indigo dye, which has natural insect-repelling and fabricstrengthening properties, is produced through a fermentation process.
You’ll see first-hand how these expert dyers follow an ancient methodof soaking, washing and drying pieces until only the most vivid indigo
remains. Create your own indigo-dyed t-shirt to take home as a souvenir
while experiencing traditional techniques that have been handed down
through generations of master artisans.
Watanabe Somemono Dyehouse

737 Hachiman-cho, Shimadani, Gujo-shi, Gifu
https://experiences.travel.rakuten.com/experiences/22184© PIXTA

Discover Japanese
CraftsmanshipJapanese aesthetic expression is best conveyed through the handiwork of its craftspeople.
Traditional skills in kimono making, lacquerware, porcelain, blacksmithing and more havebeen handed down for generations based on the natural resources available in specificregions. Today, these inherited traditions are a base for the innovative crafts developed by
Japan’s cutting-edge artisans. Across Japan, there are many opportunities to get involved
with hands-on workshops and try some of these unique crafts for yourself. By traveling andexperiencing the skills of artisans firsthand and directly purchasing traditional crafts, you cantouch the spirit of these cherished forms of Japanese craftsmanship that have been cultivatedover a long history.

50 | Explore Deeper

Japanese Craftsmanship | 51

49●

Learn centuries-old pottery
techniques from a certified master
Create your own Japanese tea bowl byhand at this Kyoto pottery workshop
Since the 16th century, raku ware pottery has been highly
prized by renowned tea masters including Sen no Rikyu,
who perfected the Japanese tradition of wabi-cha tea
ceremony. A unique and celebrated Japanese tradition, raku
ware is formed entirely by hand without using a potter’s
wheel. The potters at Shoraku Kiln in Kameoka, Kyoto are
dedicated to preserving traditional techniques by introducing
new methodologies that help to refine them. Now, you canjoin an immersive pottery workshop and experience thishighly skilled, traditional practice firsthand. Master pottersat the Shoraku Kiln host a 3.5-hour masterclass to guide you
in molding your very own chawan (tea ceremony bowl) withthese very techniques. The raku style celebrates imperfection
and asymmetry, applauding the unique creation developedby each individual artist. Discover the rikyu-wabicha
tradition of artistic properties and the connection it has to
the Buddhist principles of Zen on your visit.
SHORAKU

2-4 Dougatani, Kamihara, Higashibetsuin-cho, Kameoka-shi, Kyoto
https://shorakugama.com/en/

50●

Try your hand at Kintsugi, mending
broken pottery with precious metals

48●

Tour the Gyokusendo
copperware studio to learn
ancient techniques

Discover how this age-old, sustainable art
form collides with wabi-sabi philosophy

Absorb time-honored traditions thatdefine Tsuiki metalworking
Two hundred years ago at their studio in Niigata Prefecture, theTamagawa family began crafting copperware using the ancienttechnique of Tsuiki metalworking (a term derived from the words“hammer” and “raise,” indicating the repetition inherent to the process).
Today, this tradition continues, and you are invited to see this uniquepractice first-hand. In the Tsubame-Sanjo area, a Japanese region
famous for metalworking, join a tour of the Gyokusendo copperware
studio and explore this beautiful building certified as a Tangible Cultural
Property. Observe master metalworkers as they meticulously create
works of art using the Tsuiki method: aside from intense repetition, thismethod creates final pieces from a single sheet of copper. The process
is governed by strict rules that have remained unchanged for centuries,
and the metalworkers must complete the whole process by hand, using
hammers, anvils and other instruments. Carefully crafted by theseskilled artisans, every beautiful tsuiki copperware piece is unique, andbecomes even more characteristic over time.
52 | Explore Deeper

Gyokusendo

2-2-21 Chuo-Dori, Tsubame-shi, Niigata
https://www.gyokusendo.com/en/openfactory

Kintsugi is a centuries-old technique for fixing broken pottery with
precious metals. Kintsugi translates to “golden joinery,” mending
damaged pottery by joining the pieces with natural resin (urushi)
and sprinkling the joints with gold powder (maki-e) before
polishing them. This revered maki-e technique is a closely kept
secret amongst Kintsugi artisans and follows Japanese concepts
including the aesthetic of wabi-sabi, a tradition of accepting andfinding beauty in transience and imperfection. Beyond this, theart of Kintsugi is recognized as a sustainable practice, where old,
discarded objects are given a new lease of life. Learn from Kintsugi
master Showzi Tsukamoto during this gold joinery workshop
as your broken pottery is reborn into a beautiful piece of art.
Following the workshop, your host will perform a samurai-styletea ceremony service and explain the philosophy and history
behind Kintsugi. You’ll leave the workshop with a sense ofaccomplishment and a treasured memento of your experience.
Kintsugi Souke

La Casa Minaminagasaki #401, 5-1-10 Minaminagasaki, Toshima-ku, Tokyo
https://kintsugitsukamoto.wixsite.com/kintsugi© Kintsugi Souke

Japanese Craftsmanship | 53

Leading Sustainable Destinations in Japan
Green Destinations“Top 100 Destination Sustainability Stories”
Green Destinations, the world’s leading destinations’ network
for responsible tourism, selects regions that meet its core
criteria and have advanced sustainability stories through apanel of experts each year. These are published as the “Top100 Destination Sustainability Stories” to be shared as
inspiring examples to tourism professionals and travelers.

“Best TourismVillages by UNWTO”

Six regions from Japan were selected in 2020 and 12 regions in
2021, the largest number of regions by country in 2021. 10
regions from Japan were selected in 2022 and 10 regions wereselected in 2023.
https://www.greendestinations.org/top-100-destinations/

In 2021, the World Tourism Organization (UNWTO) launched“Best Tourism Villages by UNWTO,” a global initiative tohighlight the villages that are working to make tourism a driver ofrural development and wellbeing and to advance the role oftourism in valuing and safeguarding rural villages along with theirassociated landscapes, knowledge systems, biological and cultural
diversity, local values and activities. In 2023, a total of 190 regions

participated and villages from 54 regions worldwide were selected
as “Best Tourism Villages.” The following 4 villages were selectedfrom Japan.
https://www.unwto.org/tourism-villages/en/

2021

2023

Miyama Town

Biei Town

Niseko Town

Hakuba Village

2020

2021

2022

2023

Kamaishi

Amami-Oshima Island

Shodoshima Town

Kamaishi

Kyoto City

Aso City

Ozu City

Ozu City

Oku-matsushima

Miura Peninsula

KamaishiOguni Town

Oguni Town

hirakawa Village

Niseko Town

Kyoto City

Nasushiobara City

HakoneOkinawa Prefecture

Nagara River Basin

Minamichita Town

Yoron Island

Shirakawa Village

Nanao City and Nakanoto
Town

Kamaishi

Teshikaga Town

Higashimatsushima City

Obuse Town

Hakone Town

Miyazu City

Gero-spa Town

Marugame City

Aso City

Miyoshi City

Nasushiobara City
Niseko Town
Sado City
Shodoshima Town
Toyooka City
Yoron Island

Miyama’s thatched village, Kyoto

54 |© PIXTA| 55

Leading Sustainable Destinations in Japan

About Us

Japan Tourism Agency "JSTS-D (Japan Sustainable
Tourism Standard for Destinations)"
The “JSTS-D” provides sustainable tourism indicators formunicipalities and DMOs so that they understand the current
situation from various angles and manage tourism sustainably.
The indicators are based on international standards outlinedin the Global Sustainable Tourism Criteria for Destinations(GSTC-D). Each element of the various JSTS-D tourism

indicators is organized in consideration of Japan and its
unique characteristics and challenges. The following
destinations have committed to working under the JSTS-D.
https://www.gstcouncil.org/japan-sustainable-tourismstandard-for-destinations-gstc-recognized-standard/

As of November 29, 2023

Otaru City

Imabari City

Yatsugatake Area

Furano City

(Hokuto City, Fujimi Town, Hara Village)

Sumida Ward

Miura Peninsula(Kamakura City, Zushi City, Yokosuka City, Miura City, Hayama Town)

Kyoto City
Kamaishi City
Shikoku(Ehime Prefecture, Kagawa Prefecture, Kochi Prefecture,
Tokushima Prefecture)

Higashimatsushima City
Aso City
Akita Prefecture(Odate City, Kitaakita City, Kosaka Town, Kamikoani Village)

Hata Area(Sukumo City, Tosashimizu City, Shimanto City, Otsuki Town,
Mihara Village, Kuroshio Town)

Hatsukaichi City
Amami-Oshima Island
Ozu City
Tonosho Town

Niseko Town
Nasushiobara City
Gifu Prefecture

TRAVEL JAPAN—
OFFICIAL WEBSITE

https://www.japan.travel/en/

JNTO Headquarters
1-6-4, Yotsuya, Shinjuku-ku, Tokyo, Japan

North andSouth America

Europe, Middle East,
AfricaAsia Pacific

CANADA: Toronto

FRANCE: Paris

AUSTRALIA: Sydney

INDONESIA: Jakarta

55 York Street, Suite 202,
Toronto, ON M5J 1R7, Canada
Tel: +1-416-366-7140

4, rue de Ventadour 75001
Paris, France
Tel: +33-1-42-96-20-29

U.S.A.: Los Angeles

GERMANY: Frankfurt

Suite 1,Level 4, 56 Clarence
Street, Sydney NSW 2000,
Australia
Tel: +61-2-9279-2177

707 Wilshire Boulevard, Suite
4325, Los Angeles, CA 90017
U.S.A.
Tel: +1-213-623-1952

Kaiserstrasse 11, 60311
Frankfurt am Main, Germany
Tel: +49-69-20353

Summitmas I, 2F, Jalan
Jenderal Sudirman, Kaveling61-62 Jakarta Selatan 12190,
Indonesia
Tel: +62-21-252-0742

U.S.A.: New YorkVia Barberini 95, 00187,
Rome, Italy
Tel: +39-06-9444-3407

250 Park Avenue, Suite 1900,
New York, NY, 10177, U.S.A.
Tel: +1-212-757-5640

MEXICO: Mexico
Avenida Ejército Nacional No.
579, Int.7-B, Col.Granada, Alc.
Miguel Hidalgo, C.P. 11520,
Ciudad de México, México
Tel: +52-55-9013-9740

ITALY: RomeRUSSIA: Moscow
3rd Floor, 5, Bryanskaya Street,
Moscow, Russia
Tel: +7-495-995-0120

SPAIN: Madrid
Carrera de San Jerónimo 15–3,
28014, Madrid, Spain
Tel: +34-91-077-0070

Marugame City

UK: London

Chichibu City

1st Floor, 123-125 Kensington
High Street, London, W8 5SF,
U.K.
Tel: +44-20-7398-5670

Abiko City
Ome City
Teshikaga Town
Kitakyushu City,Shimonoseki City
Tono City

JAPAN OFFICIALTRAVEL APP

UAE: Dubai
Room No.806, Shangri-la Hotel,
Sheikh Zayed Road, Dubai, UAE
Tel: +971-4-226-3050

CHINA: Beijing
Beijing Fortune Bldg., Suite 410
5 Dong San Huan Bei Lu Chao
Yang District, Beijing 100004,
China
Tel: +86-10-6590-8568

KOREA: Seoul

CHINA: Guangzhou

1st Floor, Chulan Tower,
3 Jalan Conlay, 50450
Kuala Lumpur, Malaysia
Tel: +60-3-2712-4770

Room 1310-1311, Tower B, China
Shine Plaza, No.9 Linhe Xi Road,
Tianhe District, Guangzhou
510610, China
Tel: +86-20-8759-9759

CHINA: Shanghai
Room 2111, Shanghai
International Trade Centre.,
2201, West Yan An Road,
Shanghai 200336, China
Tel: +86-21-5466-2808

CHINA: Chengdu
Room3105, Floor31, Building2,
Raffeles Plaza Office Building
No.3, Section4, Renmin Road
South, Wuhou District, Chengdu
610041, China
Tel: +86-28-8704-5789

CHINA: Hong Kong
Unit 807-809, 8/F., Prosperity
Millennia Plaza, 663 King’s Road,
North Point, Hong Kong
Tel: +852-2968-5688

INDIA: Delhi
Unit No. 203, 2nd Floor, East
Wing, World Mark 1, Asset - 11,
Aerocity, New Delhi - 110037,
India
Tel: +91-11-4905-7650#202, Hotel President 2F Euljiro
16, Jung-gu, Seoul, Korea
Tel: +82-2-777-8601

MALAYSIA: Kuala Lumpur

PHILIPPIINES: Manila
9F, Tower One and Exchange
Plaza, Ayala Triangle,
Ayala Avenue, Makati City, 1226,
Philippines
Tel: +63-2-5328-2260

SINGAPORE: Singapore
16 Raffles Quay, #15-09, Hong
Leong Building, Singapore
048581
Tel: +65-6223-8205

THAILAND: Bangkok
10th Floor Unit 1016, Serm-Mit
Tower, 159 Sukhumvit 21Rd,
Bangkok 10110, Thailand
Tel: +66-2-261-3525

VIETNAM: Hanoi
Unit 4.09 on the 4th Floor,
CornerStone Building,
16 Phan Chu Trinh Street, Hoan
Kiem District, Hanoi, Vietnam
Tel: +84-24-3719-5950

Atami City

All information contained in this brochure is based on data as of March 2022,
and is subject to change without notice. Unauthorized use prohibited.
© 2022 by Japan National Tourism Organization | First Edition: March 2022 | Second Edition: June 2022 | Third Edition: February 2023 | Forth Edition: December 2023
56 |

| 57

Nachisan Seiganto-ji Temple, Wakayama