Travel Shirakawa-go named world's ninth most beautiful village in Forbes ranking

The historic village of Shirakawa-go in Gifu Prefecture has been recognised in an international ranking of the world's most beautiful villages. According to an assessment by Forbes and the British travel company Unforgettable Travel Company, Shirakawa-go claimed first place in Asia and ninth position globally. The community, which has been a UNESCO World Heritage site since 1995, stands once again as a symbol of Japan's cultural heritage.


However, this accolade comes at a time when the village faces considerable challenges. Despite having a population of only around 1,500 residents, Shirakawa-go welcomes approximately two million visitors each year. Tourist numbers have nearly tripled since the 1990s, regularly causing traffic jams, overflowing car parks, and placing enormous strain on local infrastructure.

To address the impact of tourism, Shirakawa village has been implementing stronger visitor management measures since 2024. In March, they published a brochure titled "Reconnecting Shirakawa-go," which emphasises treating residents with respect. The publication emphasises that the village is not a theme park, but a vibrant community where people make their homes. Visitors are asked to respect private property, take their rubbish with them, and smoke only in designated areas.

Additionally, higher parking fees have been in effect since October. Tour buses now pay 10,000 yen (approximately $67) instead of the previous 3,000 yen (around $20), whilst cars are charged 2,000 yen (roughly $13) rather than 1,000 yen (about $7). The additional revenue will fund measures to preserve the historic townscape and ease pressure on local infrastructure. Fees at the central bus terminal have also been increased to create better safety and waiting facilities. The community hopes that stricter regulations and higher charges will reduce the burden whilst ensuring the preservation of this World Heritage site. With the Forbes recognition drawing even more international attention to Shirakawa-go, implementing these measures becomes all the more crucial.

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In Shirakawa-go, local villagers still live and engage in farming as usual, so I've heard of problems with "overtourism," such as tourists peeking into private homes.

Aside from Shirakawa-go, villages chosen by Japanese people as "the most beautiful villages in Japan" include Achi Village in Nagano Prefecture, known as "Japan's number one Shangri-La," and Shinjō Village in Okayama Prefecture, located along the Izumo Kaidō and recognized as one of "Japan's Most Beautiful Villages."

My personal favorite is the scattered settlement of Iide Town in Yamagata Prefecture. In her travelogue Unbeaten Tracks in Japan (1880), the British travel writer Isabella Bird described Utsu Pass as one of the most memorable places she visited.