Top 10 Underrated Destinations in Japan
You want to see the real Japan.
Not that Japan highlight reel from the TikTok or Insta feed – nah, you want the actual Japan where actual Japanese people exist, doing their, you know, Japanese things.
The kinds of places where you hear Japanese spoken around you, not a cacophony of English (thanks Yanks) and other world languages overpowering the local lingo.
The types of experiences where you might find yourself chatting with locals at a neighborhood restaurant, discovering a centuries-old craft workshop or simply enjoying a moment of calm & reflection at a local shrine.
You want to see and learn how Japanese people live their lives on the daily. What a local market street looks, feels, smells and sounds like (oh, tastes too!). How a morning commute on a local train impacts your senses. Why Japan is known to be so clean, safe, orderly and quiet. What people typically eat for breakfast, lunch and dinner.
It’s not always easy to accomplish that as a tourist at a destination for a short time. But it’s damn near impossible to do while sticking to the same hit-and-run itinerary of largely over-touristed sights that everyone else sees in Japan.
That’s why you’re looking for something different. Something local. Something… off the beaten path.
Let’s take a look at some of those hidden gems in Japan, as we round up the Top 10 Underrated Destinations in Japan. Honestly, it was hard to pick just 10 out of so many of the best places to visit in Japan. So let’s consider this Part 1 of a series. Without further ado (okay, we might have a little ado coming up later), here we go in no particular order.
Matsumoto: Japanese Castle Town with a Creative Spirit
Matsumoto, home to one of Japan’s finest original castles, sits in a valley surrounded by the Japanese Alps.
Sounds picturesque already, right? Yet many travelers speed past Matsumoto on their way to nearby hiking destinations. That's an amateur move right there. Matsumoto itself offers a great mix of history, culture & food.
Matsumoto Castle is one of only a handful of Japan’s remaining original castles. Unlike many others, it was never destroyed by war or natural disasters. Its striking black exterior earned it the nickname "Crow Castle." Go ahead, climb the steep wooden stairs inside – you’ll be touching the same smooth handrails that samurai once gripped centuries ago.
Beyond the castle, Matsumoto has a thriving contemporary art scene, with small galleries tucked into traditional buildings. The Matsumoto City Museum of Art houses an impressive collection of works by locally-born Yayoi Kusama, including several of her famous polka-dotted pumpkins.
Want to eat local? Of course you do. Get your hands (chopsticks) on some soba noodles made with local Shinshu buckwheat; bonus points for doing so at Nomugi, where the chef mills the flour fresh each morning.
Now that you’re along Japan’s Hokuriku route (with the new bullet train service), let’s move on to the next destination.
Kanazawa: History & Culture, with Fewer Crowds Than Kyoto
While tourists pack into Kyoto's streets, Kanazawa quietly preserves its cultural heritage without the overwhelming crowds.
This city on the Japan Sea coast boasts pristine Edo-period districts, outstanding gardens & remarkable traditional crafts.
Kenroku-en Garden shows a different face in each season. In winter, rope structures called yukitsuri protect the trees from heavy snow, creating abstract sculptures against the white background. Come spring, plum & cherry blossoms transform the garden into a painting brought to life.
The old town Higashi-chaya District feels like stepping back in time, with its rows of wooden teahouses. You might even catch a performance of geisha here one evening. During the day, many of these buildings house cafes & craft shops, including several specializing in gold leaf, a Kanazawa specialty.
Local eats in Kanazawa means seafood – some of the freshest and best in Japan. From conveyor belt sushi restaurants (we like Mori Mori Sushi) to high-end “omakase” dining, you can’t go wrong in Kanazawa.
Kurashiki: A Merchant Town Frozen in Time
On the way (but far less visited) between Kyoto and Hiroshima, the town of Kurashiki (near Okayama) is well worth a stop.
The historic Bikan district of Kurashiki gives the visitor a little look at pre-modern Japan, with its distinctive white-walled storehouses & willow-lined canals. Unlike many such districts in Japan, Kurashiki's old quarter remains a living neighborhood where people work & live.
The former rice storehouses now house museums, boutiques & cafes, but their original architectural details remain intact. The Ohara Museum, Japan's first museum of Western art, even has works by El Greco & Monet.
Local pro tip: Visit the small workshop where artisans still create traditional indigo-dyed textiles using centuries-old techniques.
Kochi: Pacific Coast Adventures on the Hidden Gem Island of Shikoku
It’s almost funny to think of Shikoku, one of Japan’s four main islands, as being a hidden gem that’s off the beaten path. But seeing as how most people stick to Honshu with its Tokyo-Kyoto-Osaka Golden Route plus popular Hiroshima – and some folks venture to Kyushu in the south or Hokkaido in Japan’s north – the island of Shikoku doesn’t get a ton of tourist traffic.
Shame, that. Given how much Shikoku has going for it, for those willing to explore the hidden gems, more people really ought to be checking this place out. As a reference for readers, depending where you’re from: Shikoku is bigger than Connecticut and just shy of New Jersey in area; 3x the size of Canada’s PEI; and larger than any county in England (50% more than Yorkshire).
Kochi Prefecture, on Shikoku's Pacific coast, offers a compelling mix of natural wonders, historical sites & distinctive local culture. The Sunday market, running for over 300 years, stretches for a kilometer through the city center, showcasing local produce & crafts.
Kochi Castle stands out as one of only twelve Japanese castles that retain their original keeps. Unlike many castle towns, Kochi maintains a lively downtown area around the castle, with excellent restaurants serving local specialties like katsuo no tataki (seared bonito).
Along the coast. The Shimanto River, Japan's last undammed major river, provides opportunities for kayaking & swimming. Cape Ashizuri offers lovely ocean views & a historic lighthouse.
Want to explore more of Shikoku? We highly recommend it! Feel free to reach out and ask us how.
Hakodate: Port City Charm on Japan’s Northern Island of Hokkaido
If island hopping is what you’re looking to do, heading up north to Hokkaido is always a good travel plan in Japan.
Why not start with the historic port city of Hakodate, in southern Hokkaido, which combines Japanese & Western influences in fascinating ways. While tourists flock to Sapporo, Hakodate offers a more intimate experience of Japan's northernmost main island.
The asaichi (morning market) showcases Hokkaido's famous seafood, with dozens of vendors selling fresh uni (sea urchin), crab & salmon. Treat yourself to a seat at a small counter, ordering a bowl of rice & pointing to the seafood you'd like on top. That’s called kaisendon, and if you’re a seafood fiend, you’re going to love it!
The Western-style buildings in the Motomachi district tell stories of Japan's opening to the world in the 19th century. The Old Public Hall of Hakodate Ward, with its characteristic green dome, lets you look across the port; it even hosts occasional concerts in its beautiful auditorium.
Kamakura: Local Flair & Hidden Gems Beyond the Big Buddha
Most travelers to Japan know of Kamakura's Great Buddha, but few visitors explore the atmospheric small temples hidden in the wooded hills. These quiet sanctuaries offer intimate encounters with Japanese Buddhism & opportunities for calm and reflection.
Hase-dera Temple houses a magnificent wooden Kannon statue, and its hillside gardens & hidden caves contain small Jizo statues. The less-visited Zuisen-ji features a superb example of a Kamakura-period Zen garden.
Local secret: Take the hiking trail connecting the peaceful Tokeiji & Jochi-ji temples, passing through bamboo groves & past ancient stone markers.
Kamakura can be combined on a day trip from Tokyo with Yokohama, Japan’s second largest city by population yet far less visited, despite its hidden gems. Nearby Enoshima has become very touristy of late, and while we wouldn’t call it one of Japan’s tourist traps just yet, things are looking a little iffy (depending on when you go).
Matsue: Castle Town by the Lake in Western Japan
Sitting between Lake Shinji & Lake Nakaumi, near the Sea of Japan coast, Matsue combines samurai history with natural beauty. Matsue castle is another original, and well worth a visit if castles are your jam. Its tower provides views across the city & lakes, while small boats cruise the castle moat & canals.
The Matsue Historical Museum showcases everyday life in this castle town, including displays of traditional crafts & architectural models showing how the city developed. The nearby Lafcadio Hearn Memorial Museum shows how this Greek-Irish writer interpreted Japan for Western audiences in the late 19th century.
Don't miss sunset over Lake Shinji, preferably while enjoying local sake & fresh shijimi clams at one of the lakeside restaurants.
Himeji: More Than Just Its Famous Castle
While Himeji Castle ranks among Japan's most famous landmarks, the city offers numerous other attractions that most visitors overlook. The Mount Shosha ropeway leads to Engyoji Temple complex, which spreads across a forested mountaintop.
The Nishi-no-maru Garden provides excellent views of the castle while offering a peaceful retreat. Time your visit for the Yukata Festival in June, when locals promenade in summer kimono & food stalls fill the streets with appetizing aromas.
Of course, we highly recommend a visit to Himeji Castle itself. This may just be the best castle in Japan, but we’ll let you be the judge of that. Pro tip: go early to avoid the biggest crowds; be prepared to remove your shoes and climb steep stairs to get to the top.
Arita: Porcelain Town on Japan’s Southern Island of Kyushu
For over 400 years, the town of Arita in Saga Prefecture – on Japan’s southern island of Kyushu – has produced some of Japan's finest porcelain. Seemingly all of Arita serves as a living museum of ceramic arts, with numerous kilns, workshops & galleries open to visitors.
The Kyushu Ceramic Museum provides context for understanding Japanese pottery's development, while the Tozan Shrine features porcelain decorative elements instead of the usual wood or stone.
Small ceramics shops line the streets, offering everything from everyday dishes to museum-quality works. A piece of Arita-yaki, as locals call the porcelain here, makes for a nice souvenir to take home for yourself or a loved one.
Towada: Art & Nature Coexist in Aomori
The Towada Art Center has transformed this small city in Aomori Prefecture into an unexpected art destination. The center's architectural design integrates seamlessly with the surrounding cityscape, while its permanent collection includes works by both Japanese & international artists.
Nearby Lake Towada & the Oirase Stream provide natural counterpoints to the contemporary art. The stream's walking trail passes numerous waterfalls & is particularly beautiful when autumn colors reflect in the clear water.
Combine your visit with other parts of Aomori and the surrounding Tohoku region of northern Japan.
Making the Most of Your Visit to Japan’s Hidden Gems & Underrated Destinations
These destinations reveal aspects of Japan that many visitors never see. They offer opportunities to experience daily life, connect with local communities & discover Japan's cultural depth beyond the usual tourist sites.
Remember that getting to know a place takes time. If you can, spend at least two nights in each location, allowing yourself to explore early in the morning or after day-trippers have departed.
Most importantly, stay flexible. Some of the best experiences come from following an unexpected recommendation from a local or simply wandering down an interesting street.
These ten destinations represent just a small sample of Japan's underrated places. Each region of the country holds its own hidden gems waiting to be discovered.
We’ll be back with more recommendations on hidden gems in Japan in future articles.
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