- 14 Mar 2002
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With the 2025 World Expo in Osaka drawing international attention, local governments and tourism businesses across western Japan are seizing the moment to attract a broader influx of foreign visitors. Typically, overseas tourists to Japan follow the so-called "Golden Route," which includes Tokyo, Mount Fuji, Kyoto, and Osaka. However, western municipalities want to encourage travellers to go beyond this well-trodden path, aiming to increase visitor numbers and tourism-related spending in their regions.
At Kumamoto Castle Park, located on the southwestern island of Kyushu, a visitor from Paris commented on the appeal of Japanese castles, praising their understated colours and elegant design. She and four friends were touring the country for three weeks and planned to include a stop at the Expo later in their journey. Despite the rainy weather, the castle grounds were bustling with domestic and international tourists, demonstrating growing interest in destinations outside the central tourist corridor.
Tourists from the United States, Europe, and Australia largely focus their visits to Tokyo, Osaka, and Kyoto. One key reason for this concentration is the limited awareness among foreign travellers of destinations beyond the Golden Route. To address this, the alliance has begun promoting alternative itineraries—such as the "Roots of the Samurai" and other model travel routes—through its English-language website, which launched the content in February.
Currently, the site features eleven suggested travel courses. These include the "Long Route," which runs from Kobe in Hyōgo Prefecture to Kagoshima in Kagoshima Prefecture via the shinkansen high-speed rail network, and the "Short Route," which follows a coastal journey by car ferry from the Port of Kobe to the Port of Miyazaki on the island of Kyushu. Since February, visits to the website have steadily increased, reaching around 15,000. According to the alliance, users have included international tourists already in Japan and individuals living abroad, particularly in the United States and France.
Paywall alert:
At Kumamoto Castle Park, located on the southwestern island of Kyushu, a visitor from Paris commented on the appeal of Japanese castles, praising their understated colours and elegant design. She and four friends were touring the country for three weeks and planned to include a stop at the Expo later in their journey. Despite the rainy weather, the castle grounds were bustling with domestic and international tourists, demonstrating growing interest in destinations outside the central tourist corridor.
Tourists from the United States, Europe, and Australia largely focus their visits to Tokyo, Osaka, and Kyoto. One key reason for this concentration is the limited awareness among foreign travellers of destinations beyond the Golden Route. To address this, the alliance has begun promoting alternative itineraries—such as the "Roots of the Samurai" and other model travel routes—through its English-language website, which launched the content in February.
Currently, the site features eleven suggested travel courses. These include the "Long Route," which runs from Kobe in Hyōgo Prefecture to Kagoshima in Kagoshima Prefecture via the shinkansen high-speed rail network, and the "Short Route," which follows a coastal journey by car ferry from the Port of Kobe to the Port of Miyazaki on the island of Kyushu. Since February, visits to the website have steadily increased, reaching around 15,000. According to the alliance, users have included international tourists already in Japan and individuals living abroad, particularly in the United States and France.
Paywall alert:
Western Japan trying to lure inbound tourists with taste of samurai
While Osaka Expo attracts visitors, municipalities offer 'Golden Route' alternatives