Japan has become one of the most popular tourist destinations in the world, bringing in 23 million tourists in 2023. It’s a no-brainer as to why their tourism rates are so high; from their delicious food to their unique cultural attractions. Places to visit in Japan continues to attract travelers all over the world. Fortunately, Japan takes their tourism industry very seriously.
However, with a record of 35 million foreign visitors expected this year, Japan is expected to deal with the challenges of ‘overtourism,’ especially in popular cities like Tokyo, Kyoto, and Osaka. As the yen weakens, tourists have taken this opportunity to take advantage of Japan’s tourism industry, which has now become a core part of the country’s economy. This has led to 17.78 million arrivals through June, with an estimate of 8 trillion yen from visitors alone.
Because of the overpopulation of tourists in these major cities, travelers have been seeking to explore other cities in Japan that are not as crowded but just as fun to visit. The beauty of Japan is that it boasts numerous regions full of culture that will give you the fondest memories of the country.
The Reality of Overtourism in Japan
With Japan expecting their tourism industry to be their second-biggest export for 2024, the government aims to bring in 60 million tourists a year by 2030. Some prominent figures in Japan have cautiously stated that achieving this massive number of tourists is possible, provided it is implemented properly, even though this number is ideal for the economy.
Currently, tourists in Japan spend most of their trip in the major cities of Tokyo, Osaka, and Kyoto. This influx of tourists has led to a series of obstacles for the locals such as traffic jams, pollution, and tourist misbehavior. Some residents have expressed their concerns regarding unruly behavior and etiquette breaches by tourist crowds.
Local institutions and organizations have taken it into their own hands to implement crowd control measures by mounting barriers and administering admission fees for sightseeing spots and tourist attractions. Prime Minister Kishida encourages the government to prevent overtourism by building infrastructures to handle the load.
As mentioned earlier, promoting tourism is ideal as long as there are systems to keep the tourist crowds in place without overpopulating the major cities. This is why the Prime Minister has also recommended building up regional airports and providing easier transportation routes to regional areas so that tourists can easily access the underrated cities of Japan.
By promoting the unexplored areas of Japan, the government can combat overtourism by investing in the less populated cities that can offer tourists a whole new side to Japan. Here are some of the places to visit in Japan that are worth visiting.
Explore These 8 Underrated Cities to Visit in Japan
1. Fukuoka City, Fukuoka
Although Fukuoka has been deemed a popular tourist destination, it is not affected by the overtourism in Japan because of how far it is from the major cities of Tokyo and Osaka where most tourists stay. However, Fukuoka City is still considered a center of international commerce and gateway to Japan’s southwestern region.
Built on the shores of Hakata Bay, Fukuoka City is known for its laid-back atmosphere and food culture, perfect for tourists who prefer a foodie trip. The city blends modernity with tradition, boasting historic temples like the Hakozaki Shrine and diverse food stalls at Yanagibashi Market.
Other tourist attractions in Fukuoka include the Fukuoka Castle, Ohori Park, and the Buddhist Nanzoin Temple which hosts the largest statue of a reclining Buddha in the world. You can experience local festivals like the Yamakasa Matsuri, held for two weeks in July, or the Hakata Dontaku Festival, celebrated annually on the 3rd and 4th of May. Tourists can access Fukuoka by airplane, bus, and ferry.
2. Kobe City, Hyogo
Home to the famous Kobe beef, Kobe City has piqued the interest of tourists who are interested in exploring an affluent side of Japan. In Kobe City, many high-end stores and mansions line its streets while they host influential events such as the biannual fashion event Kobe Fashion Week, as well as the jazz festival Kobe Jazz Street, held every October since 1981.
Kobe City’s charm lies in their multiculturalism, seen through their Western-style architecture and multicultural spaces like their popular Chinatown Nankin Machi. Located near mountains and the sea, tourists can witness Kobe’s natural beauty by visiting Mt. Mara, Kobe Nunobiki Herb Gardens, and the Rokko Garden Terrace.
Getting to Kobe is very straightforward, easily accessing the city via train from either Tokyo, Osaka, or Kyoto. Within Kobe City itself, tourists can travel around via train as well, but can also experience commuting via expressways.
3. Sapporo City, Hokkaido
If you’re looking for a city with skiing, beer, and a hot bowl of ramen – Sapporo City is the place for you. This city is another foodie favorite, home to the famous Sapporo Beer. Also the popular white chocolate biscuits known as ‘shiroi koibito.’ It is also the birthplace of miso ramen and a popular hub for seafood such as salmon, sea urchin, and crab.
To explore the culture of Sapporo City, tourists may check out the Sapporo Clock Tower, visit the Odori Park, or pay homage to the Hokkaido Shrine. Sapporo City is known for its snowfall and winter activities, like their iconic Sapporo Snow Festival which takes place when the cold reaches its peak in January and February.
You can access Sapporo via domestic and international air travel, as well as railway transfers from Tokyo and Osaka. While exploring Sapporo on foot is easy, you can travel long distances by subway.
4. Tottori City, Tottori
Did you know that sand dunes exist in Japan? They definitely do at the heart of Tottori City, the capital of the Tottori Prefecture located in western Japan along the coast of the Sea of Japan. Even though Tottori Prefecture is one of the places to visit in Japan. Tourists have recently been discovering how much it has to offer in terms of activities and attractions.
Known for its long stretches of sand dunes, Tottori City offers a unique experience of activities you can do at the dunes. Such as paragliding and sandboarding. The Sand Museum is also perfect for learning more about the history of these sand dunes, showcasing large sand sculptures by artists from around the world.
Tottori City also offers a lot of other natural landscapes to experience, such as Mount Mitoku, Misasa Onsen village, and Daisen Masumizi Highland. Tottori City is often considered as a romantic getaway. Therefore, if you and your special someone can travel to Tottori via direct flight from Tokyo or express train from either Tokyo or Osaka.
5. Naha City, Okinawa
As the capital and largest city of Okinawa Prefecture, Naha City has become a hub of cultural heritage, historical sites, and pristine beaches. Numerous shrines surround Naha City, reflecting a mix of Shintoism, Buddhism, and Taoism. The Okinawan shiisaa, resembling “lion dogs,” is a popular symbol believed to protect the region.
History buffs must visit the restored and rebuilt Shuri Castle. The former royal palace of the Ryukyu kingdom and a UNESCO World Heritage Site. Another popular historical spot in Naha is the Shikinaen Garden, closely associated with the former Ryukyu kings as their second residence. For those interested in the nightlife of Naha, Sakurazaka is home to numerous bars, clubs, and restaurants.
To get to Naha City, domestic and international flights from Asia regularly land at the Naha airport. The Okinawa Monorail, also known as the Yui Rail, is Naha City’s main mode of transportation as it runs through the city center. Bus networks are also popular in Naha.
6. Wakayama City, Wakayama
With only an estimated population of 350,000 – Wakayama City is definitely an underrated city that tourists need to visit. Its quiet and historical atmosphere attracts travelers who are looking for a more peaceful and serene trip, offering some of the best sceneries and freshest food in the Kansai region of Japan.
Wakayama is the birthplace of soy sauce and offers a wide selection of fresh local seafood. Kuroshio Market has the freshest fishes and even hosts fresh-tuna cutting shows once a day. It’s also recommended to try out their local delicacies, such as their pickled plums and Koya tofu. For tourist attractions, Wakayama Castle, Tomogashima islands, and Nanki Shirahama are few of the places to visit in Japan.
Wakama neighbors Osaka, so travelers can easily book an express train ride from the Shin-Osaka station. The Kansai airport is also an option, as well as an overnight highway bus from Tokyo.
7. Sendai City, Miyagi
As the largest city in the Tohoku Region, Sendai City has been regarded as one of the places to visit in Japan because of how well it intertwines both urban sophistication and natural beauty. Rich in history and culture, Sendai City is home to the popular Sendai Tanabata Festival. Additionally, the largest Tanabata festival in Japan.
The atmosphere of Sendai City has been described by locals as “easy to live in.” Sendai dwellers refer to the city as “The City of Trees”. It is because of its variety of downtown parks like Nishi-Koen and Kotodai-Koen. Sendai City also holds the largest entertainment district north of Tokyo, known as Kokobuncho, where you can explore shopping arcades and bars.
Sites of interest in Sendai City include the ruins of Sendai Castle, the Zuihoden, and the Osaki Hachiman-gu. The Sendai City Museum is the perfect place to learn more about the city’s history. Tourists can visit Sendai City via shinkansen, local train, and bus.
8. Okayama City, Okayama
Travelers seeking to explore Japanese metropolitan life often overlook Okayama City. The main commercial district, Ometecho, is near Okayama Castle, which ranks among the best 100 Japanese castles. The AEON shopping mall is also a popular destination for shopaholics as it boasts 350 stores, perfect for souvenir shopping.
Visitors of Okayama have described the city as the “Land of Sunshine” because of its sunny and warm climate. It may also be because of the locals’ love for festivals. Further creating a lively and welcoming atmosphere whenever they hold summer festivals or their iconic Naked Man Festival.
Okayama City is home to the Koraku-en, one of the top three traditional gardens and one of the places to visit in Japan that features a variety of trees, rice fields, and water streams. Travelers can also take side trips to Naoshima and Inujima, small islands that can be accessed from Okayama. To get to the city, tourists can take a shinkansen or airplane from Tokyo and Osaka.
The Main Takeaway
Exploring beyond Tokyo, Kyoto, and Osaka reveals other cities in Japan that are rich in history, culture, and unique experiences. From the sand dunes of Tottori to the historical sites of Fukuoka. Each of these 8 underrated cities of Japan showcase the diverse heritage and modern allure of Japan.
Embrace the opportunity to wander a new tourist spot in Japan and discover the places to visit in Japan you can explore. Learn more about what else Japan has to offer and appreciate the many charms of Japan through Japan Nakama, the best guide to the lifestyle and culture of Japan.
