Nozawaonsen is only known to most as a world-class ski resort set in a quaint rural village in the Japanese alps. But when the snow melts away, so does the international tourism, leaving a characterful mountain retreat with a delightful local culture, superb accommodation, incredible gastronomy and stacks of outdoor activities. And unlike many of Japan’s more authentic hot spring villages it is super accessible and English-language friendly. This is the perfect alt-ryokan/onsen/inaka Japan location that slots beautifully into a golden-route-ish itinerary.
The unique culture of Nozawa Onsen is largely overlooked by the Japow-seeking visitors. After visiting the area in May this year, we felt that ski is almost a distraction from the true appeal of the village. Here are just a few reasons why we fell in love with it:
Water Worship:
This is known as The Valley of Water Village. There is literally nowhere in the village where it can’t be heard. Pure water gushing down from the mountains, with natural springs of deliciousness to fill up your flasks throughout the village. Then there is the volcanic stuff bubbling up. So abundant are the hot springs that they form a communal kitchen in the centre of the village, "Ogama", used by restaurateurs and locals to cook their mountain veggies, and onsen eggs.
Community-run onsen:
For onsen lovers, there are 13 completely natural hot springs and community run public bathhouses dotted around the village. Visitors enter with a donation, and then bathe alongside the local villagers. This is a chance for more intrepid travellers to really immerse in rural alpine life and an ancient Japanese wellness practice. For the travel trade, it’s also a chance to pre-educate clients on local etiquette. There are also plenty of ryokan offering the luxury onsen experience, some with private bathing options. For those less keen to take the full plunge, there is the "ashi-yu" village footbath to enjoy.
Picturesque village:
Largely due to a unique system called “Sodai”, construction in the village has been well controlled, with no large scale, high-rise accommodation. The historical streets are narrow and photogenic, with the mountains serving as a stunning backdrop. There are oh-so kawaii local food and souvenir shops, a shrine, temple and a variety festivals throughout the year.
Gastro-tastic:
During peak season, there are over 100 restaurants and bars catering to all budgets and tastes. In shoulder-season, the options are more limited, but still plentiful. Due to the purity and taste of the water, Nozawaonsen also has its own Gin & Whiskey Distillery. Nozawa Onsen Distillery, since opening in Dec 2022, is winning all kinds of awards for its gins, often flavoured with local forest botanicals. It offers a great (and rather lethal) brewery tour and tasting throughout the year. There is also the Libushi Tap Room (open on weekends in off-season) that produces its own craft beers from Nozawaonsen oishi mizu.
Traditional Accommodation: Again, because of the ski market, there is no shortage of accommodation. For the travel trade operating in the 4-5 star market, Ryokan Sakaya is hard to beat. Its fluent English-speaking owners (Mori-san pictured with us below) are happy working with the international travel trade and understand their needs, as well as those of their clients. Most dietary requirements can be catered for. There are also a good range of rooms to suit mid-to-high budgets.
Activities:
A guided tour of the village is a must. Our guide, Taka-san, is also a ski guide and restauranteur. She spoke passionately about the history and unique local culture of the village, giving a real insider experience. The local DMO is also developing a beech forest hike and sansai (mountain vegetables) foraging experience, which gives great insights into the deep connection the people of Nagano have their natural surroundings and its bounty.
Iiyama meanwhile is a hub of outdoor adventure sports including mountain and e-biking, SUP, kayak, and lovely hiking trails. It is also the entry point for the Shinetsu hiking trail.
Super accessible:
Situated a stone’s throw from a major bullet train station on the line serving other major tourist centres including Kanazawa.,It represents an incredibly easy-add on to your standard Golden-route plus Kanazawa itinerary. And opens up new opportunities such as Nagano city and Toyama. The key info is for access is below:
•Tokyo to Iiyama via the Hokoriku Shinkansen: 1 hr 50 mins
•Nozawa Onsen Liner direct bus to Nozawaonsen: 25 mins
•Iiyama to Nagano: 11 mins
•Iiyama to Kanazawa: 1 hr 15 mins
•Iiyama to Toyama: 56 mins
Product planning: For more information on product planning, feel free to get in touch and we can connect you with the relevant folk at the local tourist board.
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