The Seven Most Underrated Destinations in Japan

There’s no doubt that Japan is one of the most popular countries to visit for 2025 – last year saw a record number of visitors, driving concerns for over tourism in its most popular cities like Tokyo, Osaka and Kyoto. Even the picturesque town of Ginzan Onsen, known for its hot springs and fairytale winter views, has had to impose strict rules limiting the number of day trippers during peak hours. So this year, why not head to the country’s quieter gems, which offer equally unforgettable experiences?

From ancient castles and samurai history to natural hot springs and world-class cuisine, if you're looking to escape the crowds and explore a different side of Japan, these off-the-beaten-path spots promise cultural depth, scenic beauty and authentic local charm – all without the tourist throngs.

1. Sendai

While often just thought of as the “Gateway of Tohoku”, you’re going to want to spend more than an afternoon in this fascinating historical city, which is the largest in the region. It’s perhaps the best place to learn about samurai culture – particularly the exploits of Masamune Date and the Date Clan, whose mausoleum and statues dot the city – while lovers of fine alcohol will also be kept busy with the likes of the Nikka Whisky Distillery and local sake breweries. Be sure to make a pitstop at the hot spring enclave of Sakunami Onsen where you’ll find traditional artisans making carved wooden kokeshi dolls and other crafts to take home.

Where to stay: The Westin Sendai for easy access to the JR Sendai Station and key tourist sites.

2. Kobe

While you’ll most likely have heard of Kobe for its namesake beef, there’s so much more to this magical place than wagyu. In fact, squeezed between mountains and sea, this city on the Seto Inland Sea is home to everything from museums dedicated to traditional woodcraft and architectural maestro Tadao Ando to pretty flower gardens, waterfall trails made for hiking and one of Japan’s most bustling Chinatowns. Add to that an array of world-class restaurants, shopping and excellent bars and you’ve got all the makings of an epic city break.

Where to stay: Hotel La Suite Kobe Harborland for beautiful harbour views.

3. Nikko

While Nikko has long been popular with Tokyo residents looking for a bucolic weekend escape, it’s managed to stay under the radar on the tourist trail. But if you’re on the search for peace, this is where you’ll find it. Just 150 kilometres north of Tokyo, this historic city holds deep significance in Shinto culture, anchored by the opulent Toshogu Shrine, a UNESCO World Heritage Site.

Spanning 443 square miles across three prefectures, take time to explore Nikko National Park, which is also home to a number of natural hot springs, making it a particularly enchanting destination during the crisp autumn months.

Where to stay: Nikko Kanaya Hotel which, founded in 1873, is Japan’s oldest resort.

4. Sapporo

The beautiful city of Sapporo (the capital of Hokkaido) is often overlooked by travellers and guidebooks, but don't let this nature-immersed beauty pass you by. The home of Sapporo beer, it is a great shout for skiers looking for less crowded slopes, with ski resorts that will put Europe’s to shame – time your visit with the Sapporo Snow Festival, an annual weeklong event featuring dozens of snow and ice sculptures, including several large-scale installations.

And there’s much more activity where that came from too: beer lovers can visit the Beer Museum and Biergarten (there are several wineries too), Sapporo Art Park houses several stunning outdoor sculptures while, being well regarded for its exemplary produce, dairy, seafood and beef, the food is out of this world. We reckon that’s all boxes ticked.

Where to stay: Sapporo Stream Hotel for prime location in the heart of the city’s entertainment district.

5. Matsuyama

Head to the largest city on Shikoku Island for a glimpse of history at Matsuyama Castle, one of just twelve original castles in Japan that have withstood the test of time since the post-feudal era. Stepping through its gates feels like entering the world of samurais, lords and ninjas. There’s plenty to do beyond the castle, too - Matsuyama boasts the historic Dogo Onsen Honkan, a revered hot spring dating back to 1894 in the Meiji period that inspired the bathhouse in Spirited Away, while be sure to munch on plenty of Yakitori skewered chicken purchased at the town’s street market – it’s a regional delicacy.

Where to stay: Setouchi Retreat by Onko Chishin for some of the best design in Japan – it’s the brainchild of legendary minimalist architect Tadao Ando.

6. Kinosaki

In case you haven’t noticed by now, onsens are Japan’s pinnacle of relaxation and wellness – unless you have a tattoo, that is. Typically, those bearing ink are forbidden from entering these shared facilities due to the association with yakuza. Kinosaki throws that rule out the window though, with everyone allowed to take a dip in its seven hot springs. You’ll be welcomed with a nostalgic charm – a tranquil river lined with willow trees flows through the town, while stone bridges arch over the water, connecting streets where traditional architecture has been beautifully preserved for generations – and exploring the area feels even more authentic when dressed in a yukata, a lightweight kimono, paired with wooden geta sandals - the perfect attire for browsing charming souvenir shops.

Where to stay: Nishimuraya Honkan, which is thought of as one of the country’s best traditional ryokans (a Japanese inn).

7. Fukuoka

While Japan may not be short on foodie destinations, true gastronomes shouldn’t miss out on the chance to visit Fukuoka. While it’s quite a trek from the likes of Tokyo and Osaka (it’s five hours on the train from the former), your efforts will be rewarded with a sunnier climate, relaxed vibes and a food scene that, even by Japanese standards, is a cut above. It’s the capital of Kyushu Island, the birthplace of tonkotsu ramen, after all, so of course you should try that first. Be sure to check out its unique yatai food stalls while you’re at it – they pop up in the evenings and serve a variety of comfort foods until well after midnight.

Where to stay: The Ritz-Carlton Fukuoka, which is the city’s first true luxury hotel.