For many first-time visitors to Japan, the so-called “Golden Route” connecting Tokyo, Kyoto, and Osaka is a classic itinerary for experiencing the country’s diverse attractions. However, beyond these major cities lie countless undiscovered regions that captivate those who venture further. If you yearn for a deeper cultural immersion, seek tranquility away from the crowds, or simply desire a unique travel experience, 2025 presents an ideal opportunity to uncover Japan’s hidden treasures in its regional areas. This article explores the special allure of Japan’s countryside, from the stunning islands of the Seto Inland Sea hosting the Setouchi International Art Festival to the lesser-known charms of the ancient capital, Kyoto, and the distinctive culinary cultures of various regions. We will also provide tips on transportation and accommodation to make your regional journey more comfortable, and discuss the significance of traveling beyond the well-trodden path. The Japan Tourism Agency is also actively promoting regional tourism, aiming to alleviate overtourism in major cities and revitalize local economies.
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An Invitation of Art and Islands: A Journey Through the Setouchi Region
The Setouchi International Art Festival, a triennial contemporary art festival held on the islands of the Seto Inland Sea, is one of Japan’s leading international art events, attracting attention from both domestic and international visitors. In 2025, the festival will run during three sessions: Spring (April 18th to May 25th), Summer (August 1st to August 31st), and Autumn (October 3rd to November 9th). The 2025 festival will expand to include new coastal areas on the Kagawa Prefecture side – the Shido/Tsuda area, Hiketa area, and Utazu area – bringing the total number of participating areas to 17. This expansion demonstrates the festival’s intention to showcase the appeal of the Setouchi region more comprehensively and contribute to local revitalization.
Takamatsu Port serves as the primary gateway to the islands of the Seto Inland Sea. Its convenient location, just a 3-minute walk from JR Takamatsu Station, is a major advantage. Uno Port and Shodoshima Island also act as important hubs connecting Honshu, Shikoku, and the Setouchi Islands. To make the most of the festival, purchasing a Setouchi International Art Festival Passport is highly recommended. An early bird discount is available until April 17th, 2025, offering a more affordable price than the regular cost. This passport is valid throughout all three sessions (Spring, Summer, and Autumn) and grants single entry to most exhibition works and facilities. Please note that some facilities, such as the Chichu Art Museum and the Teshima Art Museum, require separate fees. During the festival, the official app is an invaluable tool. It provides detailed information about the artworks, their locations, and schedules, and also allows you to purchase a digital passport.
Among the islands of the Seto Inland Sea, Naoshima is particularly famous as a mecca for contemporary art. Yayoi Kusama’s iconic yellow and red pumpkin sculptures are landmarks of the island. The Benesse House Museum, designed by Tadao Ando, is a unique space combining a museum and a hotel, where you can enjoy art while gazing at the stunning views of the Seto Inland Sea. Furthermore, the Chichu Art Museum is an underground museum that utilizes natural light to showcase masterpieces by Monet, Turrell, and De Maria. Teshima offers a quieter and more serene atmosphere compared to Naoshima. The Teshima Art Museum, created by architect Ryue Nishizawa and artist Rei Naito, is a unique, droplet-shaped structure with a continuous flow of water inside, leaving a lasting impression. In addition, Shodoshima Island is renowned for its olive cultivation and features various art installations, including “Gift of the Sun”. Ogijima Island boasts a maze-like network of alleys and artworks created collaboratively by local residents and artists. Megijima Island is associated with the legend of “Onigashima” (Demon Island) and offers art installations utilizing its caves.
One foreign tourist commented on the Setouchi International Art Festival: “It was an unparalleled and wonderful experience to encounter world-class contemporary art amidst the tranquility of the Seto Inland Sea. The distinct atmosphere of each island and the art exhibited there created unforgettable memories”. The Setouchi International Art Festival is more than just an art event; it provides a comprehensive experience that allows you to connect with the nature, culture, and daily life of the Setouchi region. Its efforts to revitalize aging island communities through the power of art have garnered high international acclaim.
New Charms of the Ancient Capital: Exploring Kyoto’s Hidden Gems
While iconic tourist spots like Kiyomizu-dera Temple and Kinkaku-ji Temple are essential to Kyoto’s allure, venturing a little further will reveal numerous places where you can savor the ancient capital’s atmosphere in peace and quiet, away from the crowds. Ohara, located in the northeast, offers tranquil and soothing spaces such as Sanzen-in Temple with its beautiful moss garden and adorable warabe jizo (stone statues of children), and Jakkoin Temple, known for its secluded ambiance. Takao, situated north of Arashiyama, is famous for its autumn foliage and boasts historical temples like Jingoji Temple and Kosanji Temple, both with 1500 years of history, where history and nature intertwine to create breathtaking scenery. Yamashina, to the east, is surrounded by abundant nature and is home to many temples and shrines, as well as being a center for traditional crafts like Kiyomizu ware pottery.
A little further north from central Kyoto, you’ll find the unique landscape of the Ine Funaya (boathouses) along the coast. These wooden boathouses, built facing the sea, offer unusual accommodation experiences as some are available as guesthouses. Nearby is Amanohashidate, one of Japan’s three most scenic views, where a sandbar appears to be a bridge spanning the sky – a truly must-see spectacle. Closer to the city center, you can enjoy quiet strolls along the Kamogawa River promenade and discover the bamboo grove in Muko City, a hidden gem less crowded than the popular Arashiyama bamboo grove. Furthermore, for those seeking peaceful temples, Honen-in Temple with its beautiful gardens and serene atmosphere, Gio-ji Temple with its moss-covered garden, and Adashino Nenbutsu-ji Temple with its rows of charming rakan (stone Buddhist disciples) are highly recommended. Nishiki Market, a vibrant marketplace where you can experience the daily life of locals, offers not only delicious street food but also a glimpse into Kyoto’s role as the “kitchen of the city”.
One foreign tourist shared their experience of Kyoto’s hidden gems: “While Kiyomizu-dera and Kinkaku-ji were wonderful, I was captivated by the tranquility of Ohara and the beauty of its moss gardens when I ventured a little further. There were fewer tourists, allowing me to spend my time at my own pace, which was a truly special experience” . Kyoto still holds many deep charms that are often overlooked by sticking only to the standard tourist routes.
Savoring the Regions: Discovering Japan’s Culinary Treasures
One of the joys of traveling in Japan is indulging in the rich and diverse culinary cultures that vary from region to region. The unique ingredients and local dishes, nurtured by the climate, geography, and history of each area, vividly color the memories of your trip.
In the Tohoku region, you can enjoy distinctive noodle and meat dishes such as Sendai’s gyutan (beef tongue), Iwate’s wanko soba (small bowls of buckwheat noodles), and Fukushima’s Kitakata ramen. Aomori’s fresh seafood, especially Oma tuna, and Akita’s kiritanpo (mashed rice on a stick) are also local delicacies.
Hokkaido is famous for Sapporo ramen (miso ramen), Jingisukan (grilled mutton), and fresh seafood like crab and sea urchin. There is an abundance of dishes that allow you to savor the bounty of the northern land, such as kaisendon (seafood rice bowl) and Ishikari nabe (salmon hot pot).
In the Kyushu region, you can enjoy dishes rich in regional character, such as Fukuoka’s tonkotsu ramen (pork bone broth ramen), Nagasaki’s champon (a noodle dish), and Kumamoto’s basashi (horse meat sashimi). Motsunabe (offal hot pot) and Miyazaki’s chicken nanban (fried chicken with tartar sauce) are also popular.
In the Shikoku region, representative dishes include Kagawa’s Sanuki udon (thick wheat noodles), Kochi’s katsuo no tataki (seared bonito), and Ehime’s tai meshi (sea bream rice). Tokushima ramen and Kagawa’s honetsukidori (bone-in chicken) are also local specialties.
One foreign tourist commented on Japan’s regional cuisine: “The local dishes I encountered in each region were all unique and allowed me to feel the culture and warmth of the local people. In particular, the meals I enjoyed in small eateries bustling with locals are unforgettable memories” . To experience the regional food culture, visiting local restaurants and markets is highly recommended.
Planning Your Regional Trip: Practical Tips for 2025
When planning your trip to Japan’s regional areas in 2025, keeping a few practical tips in mind will ensure a more comfortable and fulfilling journey.
Transportation: The main modes of transportation to regional areas are railways, buses, and domestic flights. An increase in domestic flights is expected in 2025, with Japan Airlines (JAL) planning to increase flights and introduce larger aircraft on routes such as Osaka (Itami) to Misawa and Tokyo (Haneda) to Miyako. All Nippon Airways (ANA) also plans to operate 101% of its FY2024 domestic flight numbers, which could contribute to improved access to regional airports. Furthermore, JAL aims to strengthen inter-regional connections and attract tourists by launching new routes connecting smaller regional airports in 2025. It is recommended to check the official websites of JAL and ANA for the latest flight schedules and routes. Of course, Shinkansen (bullet trains) and local train lines are also crucial means of transportation for exploring the regions.
Accommodation: Accommodation options in regional areas include ryokan (traditional Japanese inns), minshuku (family-run guesthouses), and guesthouses, offering a diverse range of choices. Ryokan are traditional Japanese hotels where you can enjoy hot springs and kaiseki (multi-course Japanese haute cuisine) meals. Minshuku and guesthouses offer more budget-friendly options and the potential for a deeper cultural experience through interaction with local owners. In the Setouchi region, there are various types of accommodations, such as Benesse House on Naoshima and Shodoshima International Hotel on Shodoshima. It is highly recommended to book your accommodation early, especially during the Setouchi International Art Festival, as availability can become limited.
To a More Authentic Japan: The Benefits of Traveling Regionally
Traveling to Japan’s regional areas offers numerous benefits, including a more authentic cultural experience and contributing to local economies, beyond simply visiting tourist attractions. The Japan Tourism Agency is actively promoting the appeal of regional areas and encouraging tourists to visit. In the countryside, you can escape the hustle and bustle of the city and experience the traditional Japanese way of life and culture at a slower pace. Additionally, savoring unique local dishes made with regional ingredients is a valuable way to deepen your understanding of the area’s climate and history. Furthermore, visiting regional areas contributes to the revitalization of local economies and supports sustainable tourism. Given the increasing interest in regional areas among repeat visitors, 2025 is an excellent time to explore beyond the major cities.
One foreign tourist described the appeal of Japan’s regional areas as follows: “By traveling to the regions, I was able to connect more deeply with Japanese culture, history, and the warmth of the people. The tranquility I experienced away from the cities, and the opportunity to connect with the beauty of nature and the lives of local people, became an irreplaceable experience in my life”.
The Unseen Charms of Japan Await You
In 2025, why not step away from the crowds of major tourist cities and venture into Japan’s regional areas? Be moved by the unique scenery where art and nature intertwine at the Setouchi International Art Festival, immerse yourself in the serene beauty of Kyoto’s hidden gems, or savor the rich culinary culture of various regions. A trip to the countryside will surely deepen your understanding of Japan and create unforgettable memories. So, go beyond the Golden Route and discover the unseen charms of Japan that await you.
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