Foreign tourists from Poland, Spain, and France are visiting the Iya area in Miyoshi City, Tokushima, to see its remote mountain landscapes [1].
This surge in international interest highlights a shift in tourism patterns, as visitors move away from major urban centers toward "hidden gems" in rural Japan.
The region is characterized by emerald-green rivers and mountains reaching around 1,000 meters [1]. Access to the area is primarily through Ooboke Station, located approximately two hours by car from Tokushima Airport [1].
Local hospitality businesses are seeing a significant impact from this trend. At some local inns, 80% of guests are now foreign tourists [2].
Visitors have praised the area's pristine environment. "It is truly a hidden region. This is the real Japan," a Polish visitor said [1]. A Spanish tourist said the area offered a continuous series of wonderful discoveries [1].
A French couple described the scenery as amazing, saying they had searched for the "countryside of the countryside" in Japan and found it here [1].
The attraction lies in the contrast between the modern Japanese city and the dream-like, remote scenery of the valley [1].
“"It is truly a hidden region. This is the real Japan,"”
The concentration of European tourists in the Iya Valley suggests a growing global demand for 'slow tourism' and authentic rural experiences. As the percentage of foreign guests at local inns reaches 80%, the local economy in Miyoshi City is becoming increasingly dependent on international travel, which may necessitate further infrastructure development and multilingual services in previously isolated regions.
