Sapporo, Kanazawa and More Attract Affluent Travelers as Japan Expands High-Value Tourism

Written By: Sarannya Acharya

Sarannya Acharya

Sarannya Acharya is a content writer with a strong academic and professional background in media and communication. She holds an M.Sc in Media Science and is currently pursuing a Ph.D. at Swami Vivekananda University, Barrackpore, with a specialization in Advertising. With over three years of experience in content writing, she brings a blend of research-driven insight and creative storytelling to her work. Alongside her professional role, she is actively engaged in academics, contributing to the field through teaching and scholarly involvement. Her expertise lies in crafting well-structured, engaging, and informative content, supported by a solid foundation in media theory and practical industry knowledge.

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September 8, 2026 4:47 AM

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Japan is changing the way affluent travelers discover the country. Sapporo, Kanazawa and more regional destinations are gaining attention as Japan expands high-value tourism beyond its busiest cities. Meanwhile, record international arrivals are creating fresh opportunities for travelers seeking exclusive experiences, authentic culture and premium hospitality. Sapporo combines Hokkaido cuisine, winter adventures and refined stays, while Kanazawa offers traditional crafts, gardens and exceptional seafood. Moreover, Japan’s high-value tourism strategy encourages visitors to explore regional communities instead of following only familiar routes. Travel And Tour World urges travelers to read the entire story to discover how Sapporo, Kanazawa and more destinations are redefining high-value tourism in Japan.

Japan High-Value Travel: These Six Regional Cities Global Travelers Should Add to Their Itineraries

Japan’s high-value tourism strategy is increasingly moving beyond the country’s traditional Tokyo–Kyoto–Osaka circuit. The Japan Tourism Agency defines a high-value international traveler around ¥1 million or more in spending at the destination per person. In 2023, this segment represented only about 2% of inbound visitors, approximately 590,000 people, but generated about 19% of inbound tourism expenditure, roughly ¥1 trillion. The government says much of this spending remains concentrated in major metropolitan areas, creating an opportunity for regional destinations.

Japan has selected 14 model tourism areas for concentrated development of high-value inbound tourism. The areas include Eastern Hokkaido, Hachimantai, Yamagata, Nasu, Sado-Niigata, Hokuriku, the Mount Fuji foothills, Matsumoto-Takayama, Ise-Shima, Kii Mountain, Setouchi, Tottori-Shimane, Kagoshima-Aso-Unzen and Okinawa-Amami.

The six cities below are particularly useful gateways for travelers who want premium experiences, distinctive food, culture, nature and longer regional journeys.

Japan’s Inbound Tourism Growth Creates a Larger Regional Opportunity

Japan recorded 36.87 million international visitors in 2024 and 42.68 million in 2025, both record highs. International visitor spending reached approximately ¥9.5 trillion in 2025, while the government’s tourism plan estimates an economic ripple effect of about ¥19 trillion.

Sources: Japan Tourism Agency and JNTO.

1. Sapporo: Luxury Winter Travel Meets Hokkaido Food

Sapporo is one of the strongest choices for travelers seeking a premium combination of winter sports, food, nature and urban comfort. The official Sapporo tourism authority describes the city as a northern metropolis surrounded by nature, with powder snow in winter and extensive outdoor opportunities throughout the year.

The city’s latest tourism statistics show 16.047 million total visitors in fiscal 2025, up from approximately 15.257 million in fiscal 2024, an increase of 5.2%. Foreign overnight guests increased from approximately 2.179 million to 2.488 million, a 14.1% rise.

The longer recovery pattern is especially important. Foreign overnight guests were approximately 2.572 million in FY2017, 2.719 million in FY2018 and 2.423 million in FY2019. Pandemic restrictions reduced the figure to only 11,187 in FY2020 and 11,464 in FY2021. The number subsequently recovered as international tourism reopened.

For a high-value itinerary, spend three to four nights in Sapporo. Visit Odori Park, Sapporo Clock Tower, Sapporo Art Park, Mt. Moiwa and the city’s cultural districts. Winter travelers can combine the city with skiing and snow activities in nearby resort areas.

Food is another major attraction. Travelers should explore Hokkaido seafood, uni, crab, sushi, miso ramen, soup curry, dairy products and premium wagyu. For an upscale experience, consider a kaiseki, teppanyaki or seasonal Japanese restaurant.

For accommodation, premium hotels in central Sapporo work well for travelers wanting convenient access to restaurants and transport. A more exclusive alternative is an upscale ryokan or luxury property in Jozankei, where travelers can combine city sightseeing with hot-spring relaxation.

Suggested four-day plan: Day one covers central Sapporo and premium dining. Day two explores Mt. Moiwa and cultural attractions. Day three is dedicated to skiing or a private countryside excursion. Day four combines markets, shopping and a refined Hokkaido food experience.

2. Kanazawa: Japan’s Craft, Garden and Culinary Luxury Capital

Kanazawa is particularly well suited to high-value travelers because its appeal is based on culture rather than mass attractions. The city’s official tourism guide highlights Kenrokuen Garden, Higashi Chaya District and Omicho Market, while also promoting gold-leaf workshops and geisha experiences.

The city can be reached from Tokyo, Osaka and Nagoya by train in approximately 2 hours 30 minutes, while Kyoto is about 2 hours 10 minutes away.

A two- or three-night stay gives travelers enough time to explore the historic center without rushing. Start at Kenrokuen and Kanazawa Castle before moving toward Higashi Chaya. Continue to Omicho Market for seafood and regional ingredients.

Kanazawa’s food culture is especially appropriate for luxury travelers. The official tourism authority recommends seasonal seafood from the Sea of Japan, along with jibuni, hasu-mushi, Kanazawa oden, hanton rice and Kanazawa curry.

The city also offers premium cultural activities. A private gold-leaf workshop can be paired with a guided walk through historic districts. Travelers can arrange traditional tea experiences and geisha-related cultural programs.

For accommodation, visitors can choose an upscale city hotel or move outside the center to an onsen ryokan. The official tourism guide identifies Yuwaku Onsen, Kanazawa Saigawa Onsen and Fukatani Onsen as nearby hot-spring options.

Suggested three-day plan: Day one focuses on Kenrokuen, Kanazawa Castle and traditional neighborhoods. Day two combines crafts, tea culture and seafood. Day three uses Kanazawa as a base for a private excursion toward Gokayama, Shirakawa-go or Takayama.

3. Hiroshima: A High-Value Journey Built Around Peace and Culture

Hiroshima provides a different form of premium travel. Its greatest strength is the combination of history, peace education, island scenery, gastronomy and access to the Seto Inland Sea.

The city’s latest statistical profile records 14.34 million tourists in 2024, including 2.51 million visitors from overseas. That represents a substantial increase from 12.3 million total tourists and 1.48 million overseas tourists in 2023.

The Peace Memorial Museum attracted approximately 2.26 million visitors in FY2024, compared with 1.98 million in FY2023. Hiroshima Castle attracted approximately 500,000 visitors in FY2024.

Travelers should dedicate at least three nights to Hiroshima. Begin with Peace Memorial Park and the Atomic Bomb Dome. Allow enough time for the Peace Memorial Museum rather than treating it as a quick stop.

The next day can focus on Miyajima and Itsukushima Shrine. The official Fukuoka tourism guide also promotes Hiroshima and Miyajima as part of a wider Western Golden Route linking Hiroshima, Fukuoka and Nagasaki.

Food should include Hiroshima-style okonomiyaki, oysters and local seafood. Travelers seeking premium dining can focus on seasonal ingredients from the Seto Inland Sea.

For accommodation, stay near the city center for convenient cultural access or choose a higher-end property around Miyajima for a quieter overnight experience.

Suggested three-day plan: Day one is devoted to the Peace Memorial area. Day two explores Miyajima and its surrounding scenery. Day three combines local cuisine, cultural experiences and onward travel toward Fukuoka or another Setouchi destination.

4. Fukuoka: A Luxury Food and Gateway City for Kyushu

Fukuoka is particularly useful for travelers wanting to build a regional itinerary across Kyushu. The city has long functioned as an important gateway between Japan and Asia.

Its official tourism material now promotes a Western Golden Route connecting Hiroshima, Fukuoka and Nagasaki. The route is designed around peace, culture, local food and regional landscapes rather than the conventional Golden Route.

Fukuoka is ideal for two or three nights before extending the journey into Kyushu. Start around Hakata to explore traditional culture and food. Move through Nakasu-Kawabata and Tenjin before visiting Ohori Park and surrounding cultural attractions.

Food is central to the experience. Travelers should try Hakata ramen, motsunabe, mentaiko, fresh seafood and regional produce. The city’s official statistics platform also highlights the importance of ramen, motsunabe, gyoza and seafood restaurants to Fukuoka’s food identity.

For high-value travelers, Fukuoka works particularly well as a base for private culinary tours and day trips. Nearby destinations can add hot springs, coastal scenery and traditional communities.

Accommodation should focus on upscale properties around Hakata or Tenjin, depending on whether transport convenience or dining and nightlife is the priority.

Suggested three-day plan: Day one explores Hakata and its food culture. Day two covers Ohori Park, cultural attractions and premium dining. Day three becomes a private Kyushu excursion before continuing toward Nagasaki, Aso or another regional destination.

5. Nagasaki: History, Island Culture and Premium Kyushu Experiences

Nagasaki offers a particularly distinctive international history. The city combines Japanese culture with centuries of overseas exchange, Christian heritage, maritime history and dramatic coastal landscapes.

For a high-value trip, three nights allow travelers to explore the city without turning every day into a checklist. Glover Garden, Oura Church, Dejima and the Nagasaki Atomic Bomb Museum are important stops.

Travelers can also explore the city’s hills and waterfront viewpoints before extending their journey toward nearby islands and rural Kyushu.

The city’s position within the Western Golden Route makes it especially useful for travelers combining several regional destinations. Fukuoka’s official tourism guide specifically recommends a Hiroshima–Fukuoka–Nagasaki journey built around peace, local cuisine, culture and natural scenery.

Food is another reason to stay longer. Visitors should try champon, sara udon, castella and seafood. A premium itinerary can add a private culinary experience focused on Nagasaki’s international influences.

Accommodation should be selected around the central waterfront, historic areas or properties offering panoramic views over Nagasaki’s hills.

Suggested three-day plan: Day one covers Dejima, Glover Garden and Oura. Day two focuses on the Atomic Bomb Museum and peace-related sites. Day three explores local cuisine and nearby coastal or island scenery.

6. Takayama: The Mountain Gateway for Slow Luxury

Takayama is one of the strongest choices for travelers who want traditional Japan without relying on the country’s biggest cities. JNTO specifically includes Takayama among its featured Japanese city destinations and places it within a region known for mountain scenery, World Heritage sites and distinctive food culture.

Takayama works best as a two- or three-night stay. Travelers can explore the old town, morning markets and traditional architecture before extending the trip into the surrounding mountains.

The city is also an excellent gateway toward Shirakawa-go and the wider Japanese Alps. A private vehicle or premium guided excursion can make the experience significantly more comfortable for travelers with limited time.

Food should focus on Hida beef, mountain vegetables, local sake and regional dishes. A carefully planned dinner around Hida beef can become one of the central experiences of the journey.

Accommodation is where Takayama can deliver a particularly strong high-value experience. Travelers should consider a traditional ryokan with tatami rooms, Japanese hospitality and access to hot springs.

Suggested three-day plan: Day one explores Takayama’s historic core and markets. Day two takes a private excursion toward Shirakawa-go. Day three focuses on Hida cuisine, sake and an onsen experience before continuing toward Kanazawa or Matsumoto.

Five-Year Tourism Comparison: What the Official Data Actually Shows

A major caution is necessary when comparing these cities. Japan does not publish one standardized five-year city-level foreign visitor series for every municipality. Municipalities use different measures, including total tourist arrivals, foreign overnight guests, fiscal-year visitor counts and survey-based estimates. JNTO itself provides standardized national and prefectural datasets, including visitor arrivals, overnight stays and spending.

Therefore, inserting estimated numbers for cities without comparable official series would create false precision.

The strongest verified municipal series available in the sources reviewed is Sapporo’s foreign overnight data, while Hiroshima publishes total and overseas tourist numbers in its statistical profile.

Sapporo’s official figures show the depth of the pandemic disruption and the speed of recovery. Foreign overnight guests increased from just 11,464 in FY2021 to approximately 1.612 million in FY2023, 2.179 million in FY2024 and 2.488 million in FY2025.

Hiroshima’s figures tell a similarly important story. Overseas visitors increased from 1.48 million in 2023 to 2.51 million in 2024, while total tourism increased from 12.3 million to 14.34 million.

Five-Year Japan-Wide Recovery Provides the Wider Context

For travelers comparing regional destinations, national inbound figures are a more reliable benchmark than mixing incompatible city statistics.

JNTO confirms that its official visitor database provides annual and monthly inbound figures, market-level breakdowns and historical series.

Which City Best Fits Which High-Value Traveler?

How to Build a Premium Regional Japan Journey

The most effective strategy is to connect several cities rather than treating each destination as a standalone trip.

One possible itinerary begins in Tokyo, continues to Kanazawa, moves toward Takayama, and then continues through western Japan.

Another route begins in Hiroshima, continues to Fukuoka, and finishes in Nagasaki. This route is particularly compelling because Fukuoka’s official tourism authority already promotes the Hiroshima–Fukuoka–Nagasaki connection as a Western Golden Route.

Travelers interested in winter can instead prioritize Sapporo and combine it with Hokkaido’s regional nature and hot-spring destinations.

What High-Value Travel Means for Visitors

Japan’s strategy is not simply about luxury hotels or expensive restaurants. The government’s high-value tourism policy emphasizes experiences involving nature, culture and local knowledge while encouraging more spending in regional economies.

That creates an important opportunity for international travelers.

A premium Japanese journey can mean a private craft workshop rather than a shopping mall. It can mean a ryokan instead of a conventional hotel. It can mean a regional food experience instead of an international restaurant.

The country’s 14 model tourism areas provide the wider framework for this transformation.

For global travelers, the most interesting change is therefore geographical.

Japan’s next luxury travel story may not be about seeing more famous landmarks.

It may be about staying longer, traveling slower and spending more time in places where local culture remains the main attraction.

Conclusion

Japan’s high-value tourism push is opening a new chapter for international travelers. Sapporo, Kanazawa, Hiroshima, Fukuoka, Nagasaki and Takayama offer experiences far beyond Japan’s familiar city routes. Each destination combines distinctive food, culture, nature and hospitality with opportunities for slower, more meaningful journeys.

As Japan welcomes record numbers of international visitors, regional destinations can give travelers more space to explore. They also provide opportunities to experience traditional communities, seasonal cuisine, hot springs, crafts and breathtaking landscapes.

For affluent travelers seeking something different, these cities deserve a place on the itinerary. Travel And Tour World encourages readers to look beyond the well-known tourist circuit and discover the richer, quieter and more authentic side of Japan.