Japan's Minister of Public Affairs, Masatsugu Odaira, is encouraging international tourists to visit destinations beyond the traditional hubs of Tokyo and Kyoto [1].
This push for regional exploration aims to distribute the economic benefits of tourism more evenly across the country. By promoting "hidden gems," the government seeks to reduce the pressure of overtourism on the popular Golden Route, and boost local economies in rural prefectures [1, 2].
Speaking from the Japanese Embassy in Washington, D.C., Odaira said specific regions offer authentic cultural experiences [1]. He cited Toyama as a primary example, noting the area's distinct craftsmanship [1]. The minister said such locations provide a deeper understanding of Japanese heritage than the more crowded metropolitan centers.
Odaira also recommended the art island of Naoshima [1]. The island is known for its integration of contemporary art and nature, serving as a model for how regional areas can attract global interest through specialized cultural appeals [1].
These recommendations are part of a broader strategy to diversify the travel experience in Japan [2]. The government wants visitors to engage with local traditions, and landscapes that remain undiscovered by the average tourist [1, 2]. By shifting the focus toward sites like Toyama and Naoshima, Japan hopes to create a more sustainable tourism model that protects the infrastructure of its largest cities while revitalizing smaller communities [2].
“Japan's Minister of Public Affairs, Masatsugu Odaira, is encouraging international tourists to visit destinations beyond the traditional hubs of Tokyo and Kyoto.”
The Japanese government's effort to redirect tourism flow represents a strategic shift toward sustainable travel. By promoting regional hubs like Toyama and Naoshima, officials are attempting to mitigate the negative effects of overtourism in major cities while simultaneously stimulating economic growth in underdeveloped rural areas.
