Just 70 minutes north of Tokyo by direct Tohoku Shinkansen, the Nasu region offers an easy escape into Japan’s great outdoors. Across Nasu, Shiobara and Otawara, autumn brings colourful forests, quiet cycling routes, restorative hot springs and seasonal food shaped by the surrounding farmland. Discover the region’s Shizen philosophy: immerse yourself in nature, meet local producers and savour the flavours of the harvest. Plan your visit to Nasu WALK AMONG AUTUMN COLOURS Disco

Two neighbouring prefectures, countless ways to explore Japan through a culinary lens Noguchi Naohiko, one of the most famous Toji (“master brewers”) & widely known as “The God of Sake Brewing” Located side by side on Japan’s Sea of Japan coast, Ishikawa and Toyama are easy to combine in a wider Japan itinerary. The Hokuriku Shinkansen connects Tokyo with Toyama in around 2 hours and 5 minutes, while Toyama and Kanazawa are just 20–25 minutes apart. Itineraries themed around

Today marks the release of our new trade manual for central Japan, an area covering the 9 prefectures running from coast to coast through the heart of Japan: Aichi, Fukui, Gifu, Ishikawa, Mie, Nagano, Shiga, Shizuoka and Toyama. In line with our ikigai (reason for being) to make it as easy as possible for the trade to promote & sell responsible travel experiences and lesser known destinations, the manual includes the following features: Real (and awesome) human words With the

A sophisticated yet friendly modern ryokan stay that is equal parts exquistite design and participative culinary experience. Differentiated from both traditional ryokan experiences and other interactive food exeriences due to the following: The owners of Kishi-ke, Mr. and Mrs. Kishi, take excellent care of guests and showcase local culture and foodways set against the backdrop of their stunning modern ryokan. Allows travellers to experience the Zen Buddhist teaching of chiso

Imagine an unbroken, 350-kilometre hiking loop that takes you deep into the heart of traditional Japan. That vision is now a reality with the grand opening of the Hitachi-no-kuni Long Trail on 19 September 2026. Spanning six municipalities in northern Ibaraki Prefecture, Japan's longest circular trail is a stunning new gateway connecting pristine mountain wilderness with vibrant local cultures. It's been about eight years since the course was established in 2019. Over 5,000 c

Nasu, a volcanic mountain destination just 70 minutes north of Tokyo by bullet train, is investing in a new generation of local hot spring experts as it approaches 1,400 years of onsen history. Being so close to the capital, Nasu has long been loved by Tokyoites as an easy escape into nature, where volcanic landscapes, forests and hot springs provide opportunities to slow down and reconnect with the natural world. The 100 Onsen Sommeliers Project launched with its first tra

Yufuin's renowned ethereal thermal spring water lake, Kinrin. Photo by Tayawee Supan on Unsplash Helping travel professionals sell Japan’s onsen prefecture Welcome to the second edition of the Oita Tourism Trade Update, created for travel professionals. This issue highlights destination-worthy stays in Yufuin and hands-on craft experiences that connect travellers with local makers, communities and culture. Stay in style: Yufuin Set in a scenic mountain valley, Yufuin is one o

Kyoto by the Sea has received additional recognition for its work on responsible travel through achieving Gold for the 2026 ICRT Responsible Tourism Awards and Silver for the GSTC Green Destinations Award. IRCT Global Responsible Tourism Awards The prestigious Responsible Tourism Awards were founded in 2004 to discover, recognise, and promote good practice encouraging replication contributing to the development of new solutions and replication. The winners providing inspiring

Looking for an alternative to Hakone? Meet Nasu. Just 70 minutes from Tokyo by direct shinkansen, this volcanic highland destination is a favourite escape for Tokyo residents, offering onsen, mountain landscapes, farm-to-table food and a slower pace of life. In this issue, discover why Nasu is beginning to attract international attention — and some of the experiences that make it worth adding to a Japan itinerary. NEWS: Nasu Enters the Rough Guide to Japan Nasu is featured fo

Two neighbouring prefectures, countless ways to combine them With Toyama and Ishikawa sitting side by side on the Sea of Japan coast, travel designers can easily combine the two in a wide variety of itineraries. Tokyo–Toyama takes around 2 hours 5 minutes and Toyama–Kanazawa just 20–25 minutes by Hokuriku Shinkansen, making both prefectures highly accessible additions to wider Japan programmes. Kanazawa City Guide highlights the wider region The newly released Lodestars Antho

Akasaka, the home of The Capitol Hotel Tokyu, has long been known for its rich geisha culture, which informs the hotel's deep spirit of hospitality. Highlighting this lineage, The Capitol is proud to offer traditional Geisha performances this summer, with local Akasaka practitioners. Akasaka has long been an important district for politics and culture, and has demanded the finest entertainment for its discerning patrons. Akasaka's Geisha date back to the Edo period (1603 -

The steaming streets of Kannawa Onsen Helping travel professionals sell Japan's onsen prefecture Welcome to the first edition of the Oita Tourism Trade Update, created specifically for travel professionals in Europe. Each edition will share itinerary ideas, accommodation, experiences and practical updates to help you confidently incorporate Oita Prefecture into your Japan itineraries. Home to Beppu, Japan's hot spring capital, as well as picturesque castle towns, destination-

"Keep an eye out for the dragonfly label - it's one worth remembering", says Kylie Clark, Japan specialist/ regenerative tourism consultant/ PR & Marketing expert/ Sake Sommelier. On our latest Japan research trip, Japan-san and Kylie had the pleasure of joining a behind the scenes at Izumibashi Sake Brewery in Kanagawa with seventh-generation brewer Haruna Hashiba and Sake Educator Chris Hughes (sakenotabibito). Kylie was kind enough to provide the following review of her e

While Kanazawa’s compact layout and excellent transport make it a dream for independent exploration, there is a hidden depth to the city that goes beyond its easy-to-navigate streets. It is perfectly common for travellers to visit icons like Kenrokuen Garden and Omicho Market at their leisure; however, by pairing this leisure time with curated local experiences , you can help your clients bridge the gap between "seeing" a landmark and truly "connecting" with the community.

A Direct Encounter with Kamakura’s Wood-Carving Masters In the historic former capital, now known for temples, buddhas, shrines, and scenic walks, the Kamakura Traditional Wood Carving Museum provides a focused, meaningful encounter with Kamakura-bori , a local traditional wood-carving art with more than 800 years of history. Born in the Zen temples of Kamakura, Kamakura-bori is more than a traditional craft—it offers an intimate encounter with Zen philosophy. By observing a

In the days when overseas travel was done by sail, and overland travel was done on foot, there existed a network of roads linking the ancient capitals of Kyoto and Nara to the then-bustling seaport of Obama. These roads later became collectively known as the Sabakaido, or “Mackerel Highway,” as they were used primarily for transporting salted mackerel and other seafood harvested from the bountiful Wakasa Bay. Yet the Sabakaido was more than merely a highway connecting Kyoto t

While Matsumoto’s raven-black castle – the oldest original castle in Japan – is certainly not to be missed, there are plenty more reasons to visit this historic town beyond a single landmark. Aside from being a castle town, Matsumoto is also a college town, and increasingly a place where young people and families choose to live. Its walkable scale, proximity to nature, and relaxed pace give Matsumoto a lively, lived-in atmosphere. Contemporary architecture stands harmoniously

As winter settles over Nasu, the highlands of Tochigi Prefecture offer travellers a restorative escape just 70 minutes from Tokyo by bullet train. In this issue, discover where to stay, soak, eat, explore, and experience seasonal highlights — from boutique ryokans and healing hot springs to organic sake, delicious local dairy products, and immersive winter experiences. STAY: Onsen Ryokan Yamaki – Itamuro Onsen A boutique ryokan with modern architectural design, Onsen Ryokan Y

More than 100 years ago, Okakura Tenshin, author of The Book of Tea , introduced Japanese aesthetics to the world with pride and clarity. His writings sparked a lasting curiosity for Japanese culture — a fascination that continues to bring travelers to Japan today. This two-day journey in Kita-Ibaraki follows in Tenshin’s footsteps: beginning at Izura, where the sea inspired his vision of beauty and harmony, and continuing inland the next day to meet artists who live out that

Welcome to the second edition of our Nasu newsletter. In this issue, we bring you the latest from Nasu: the launch of Nasu Tourism’s first English-language website ( visit-nasu.com ), a 12-page feature on the region in TEMPURA magazine, and Toyota’s newest SUV named after Nasu. Plus, discover insider tips on where to stay, soak, eat, explore, and enjoy seasonal highlights — everything you need to inspire clients and audiences to experience Japan’s hidden highlands. Nasu step