Tourism Luring rich tourists to lesser-known areas of Japan

[thomas]

Japan is increasingly targeting affluent foreign tourists by promoting lesser-known destinations rich in culture, history, and art—places that offer exclusive experiences away from the typical urban centres like Tokyo and Osaka. JNTO leads these efforts. It has been effective in attracting wealthy travellers looking for bespoke, immersive travel experiences.

• Among the most notable rising destinations is Kanazawa in Ishikawa Prefecture. Its appeal lies in its preserved Edo-period townscape and deep-rooted artisanal traditions, such as Kaga Yuzen (加賀友禅) kimono dyeing. High-end visitors are drawn to exclusive workshops that offer cultural experiences, where many purchase luxury crafts, some of which cost millions of yen.
• The Setouchi region, spanning seven prefectures around the Seto Inland Sea—including Hiroshima, Hyōgo and Kagawa—is another primary focus. Its combination of calm inland seascapes and contemporary art, especially on Naoshima Island, dubbed a "modern art haven," has captivated wealthy travellers. The region is experiencing a boom in luxury infrastructure, including helicopter transfers, exclusive yacht and cruise travel, and the development of new five-star hotels, such as the upcoming Mandarin Oriental in Takamatsu. Cruises aboard the Guntu ship, costing up to 1 million yen per person, have sold out regularly.
• Another hotspot is Niseko, a resort town in Hokkaidō known internationally for its premium ski resorts. It attracts high-spending visitors with its powder snow, luxury lodges, and high-season wages that lure workers away from other sectors, fuelling concerns of local labour market imbalances.

The ups and downs of luring rich tourists to less-known areas | The Asahi Shimbun: Breaking News, Japan News and Analysis

 

[Mikawa Ossan]

Never been to Niseko, but Kanazawa and Setouchi are both very nice. I would heartily recommend both. Personally, I would lean towards Setouchi of the two if I had to chose.

 

[Majestic]

I really think Shikoku is also an under-appreciated place that could use an influx of tourist's cash.

 

[johnnyG]

Don't ever go to Kanazawa. It's horrible, and should never be included on any itinerary--let alone anything 'luxury'. It's overcrowded, transportation sucks, the food and fish are no good, the hotels all need some serious updating/TLC to get rid of the bedbugs, and there are really no tourist/culture places of interest.

 

[Mikawa Ossan]

Don't ever go to Kanazawa. It's horrible, and should never be included on any itinerary--let alone anything 'luxury'. It's overcrowded, transportation sucks, the food and fish are no good, the hotels all need some serious updating/TLC to get rid of the bedbugs, and there are really no tourist/culture places of interest.

You just want it all for yourself, don't you?

 

[thomas]

Don't ever go to Kanazawa. It's horrible, and should never be included on any itinerary--let alone anything 'luxury'. It's overcrowded, transportation sucks, the food and fish are no good, the hotels all need some serious updating/TLC to get rid of the bedbugs, and there are really no tourist/culture places of interest.

The three times we visited Kanazawa were terrible, with traffic jams, overpriced restaurants, an utterly boring garden, and locals so conceited they cover their ice cream in gold leaf. Stay away!

 

[Lothor]

Japan is increasingly targeting affluent foreign tourists by promoting lesser-known destinations rich in culture, history, and art—places that offer exclusive experiences away from the typical urban centres like Tokyo and Osaka. JNTO leads these efforts. It has been effective in attracting wealthy travellers looking for bespoke, immersive travel experiences.

• Among the most notable rising destinations is Kanazawa in Ishikawa Prefecture. Its appeal lies in its preserved Edo-period townscape and deep-rooted artisanal traditions, such as Kaga Yuzen (加賀友禅) kimono dyeing. High-end visitors are drawn to exclusive workshops that offer cultural experiences, where many purchase luxury crafts, some of which cost millions of yen.
• The Setouchi region, spanning seven prefectures around the Seto Inland Sea—including Hiroshima, Hyōgo and Kagawa—is another primary focus. Its combination of calm inland seascapes and contemporary art, especially on Naoshima Island, dubbed a "modern art haven," has captivated wealthy travellers. The region is experiencing a boom in luxury infrastructure, including helicopter transfers, exclusive yacht and cruise travel, and the development of new five-star hotels, such as the upcoming Mandarin Oriental in Takamatsu. Cruises aboard the Guntu ship, costing up to 1 million yen per person, have sold out regularly.
• Another hotspot is Niseko, a resort town in Hokkaidō known internationally for its premium ski resorts. It attracts high-spending visitors with its powder snow, luxury lodges, and high-season wages that lure workers away from other sectors, fuelling concerns of local labour market imbalances.

The ups and downs of luring rich tourists to less-known areas | The Asahi Shimbun: Breaking News, Japan News and Analysis

Setouchi is making an enormous effort. I used to be involved in a society that required me to sometimes go to the Foreign Correspondents' Club of Japan, whose members are, let's face it, affluent. I got invited to an event there arranged by Setouchi, which had local food and drink laid on free of charge. After we had eaten and drunk rather a lot, we were treated to an absolutely spectacular dance involving people fighting giant paper serpents that must have been at least five metres long. Renting rooms at the FCCJ or using their catering facilities does not come cheap, and I'm sure the event cost a fortune to stage.

 

[Ukigumo]

Don't ever go to Kanazawa. It's horrible, and should never be included on any itinerary--let alone anything 'luxury'. It's overcrowded, transportation sucks, the food and fish are no good, the hotels all need some serious updating/TLC to get rid of the bedbugs, and there are really no tourist/culture places of interest.

Kanazawa's Nomura Samurai house was nice and at that time I was one of only a handful in the whole place (unlike these days) but I wouldn't bother going there again.

 

[Ukigumo]

Part of the issue with these smaller destinations is they tend to be 'single attraction' locations and the time-restricted tourist might not see that as efficient usage of time and money. One may have to travel long distances to see one special spectacle and then that's it! I'd 'quite like' to see the Murayama Iaido Shrine in Murayama city but it's a bit off the beaten track and I couldn't justify the time and money it'd take to travel and stay there nor inflict upon my non-Iaido other half!

Whereas in Tokyo/Kyoto /Osaka etc, there are many things to see, do and eat in a relatively small area thus saving precious time.