Uncover Hidden Treasures of Japan: InsideJapan and JNTO Reveal Secret Destinations for Authentic Travel

Published on February 25, 2026

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InsideJapan, the cultural travel specialist brand of Inside Travel, has joined forces with the Japan National Tourism Organization (JNTO) to spotlight the country’s lesser-known destinations. This collaboration aims to encourage travelers to explore beyond Japan’s popular Golden Route and venture into quieter, less-visited regions. The partnership introduces new itineraries designed to offer deep cultural, historical, and natural experiences, promoting the richness of Japan’s “places in-between.” The initiative also aims to combat overtourism by spreading tourism benefits across the country, ensuring that local communities gain from the influx of visitors.

Aomori: Discover the Underrated North

The first of the three itineraries focuses on Aomori, a region in northern Japan that remains relatively untouched by mass tourism. This itinerary encourages travelers to immerse themselves in the rural heart of Aomori, where they can explore the area’s rich samurai heritage, rugged landscapes, and vibrant community life. Guests will have the chance to participate in nature hikes, soak in local hot springs, engage in traditional crafts, and savor authentic regional cuisine alongside locals. Aomori’s cultural traditions and natural beauty make it an ideal escape from the crowds typically found in Japan’s major tourist hubs.

Nagasaki: A Unique Kyushu Adventure

The second itinerary takes travelers to Nagasaki, located on the island of Kyushu. Unlike the typical tourist attractions, this experience offers an alternative view of Nagasaki and its surroundings. The region is known for its dramatic volcanic landscapes, tea plantations, and historical samurai culture. This itinerary emphasizes local, immersive experiences, such as visiting lesser-known cultural sites and engaging with local communities. The natural beauty of Nagasaki, combined with its rich history, provides an authentic perspective on Kyushu that many international visitors rarely see.

Shikoku: Secrets of a Lesser-Known Island

The third and final itinerary highlights Shikoku, Japan’s smallest and least populated main island. Known for its tranquil rural landscapes, Shikoku is home to quirky art islands, vine bridges, ancient mountain temples, and rich cultural traditions. This itinerary explores the island’s lesser-known regions, inviting travelers to uncover its remote cultural sites, stunning valleys, and local crafts. The rural charm of Shikoku, along with its deep cultural history, makes it an ideal destination for those seeking a peaceful and off-the-beaten-path experience in Japan.

Promoting Sustainable Tourism and Local Engagement

According to Susumu Matsumoto, Executive Director of the JNTO New York Office, these new itineraries offer an opportunity to step away from Japan’s well-trodden paths and experience the quieter, more authentic side of the country. By focusing on regions with rich local culture and history, the itineraries provide travelers with meaningful, immersive experiences. Matsumoto further emphasized that the initiative’s focus on sustainable travel would help distribute the economic benefits of tourism more equitably across Japan, particularly in regions that are not traditionally major tourist destinations.

For InsideJapan, this partnership is more than just about promoting lesser-known destinations. It is also about delivering positive impacts for local communities. The campaign aims to foster a deeper connection between travelers and Japan’s remote regions, where the pace of life is slower and the cultural experiences are far more intimate and genuine.

Conclusion: An Invitation to Explore Japan Authentically

This collaboration between InsideJapan and JNTO offers an exciting opportunity for travelers to discover the authentic, less-commercialized aspects of Japan. From the cultural richness of Aomori’s rural landscapes to the volcanic beauty of Kyushu and the peaceful charm of Shikoku, these destinations provide a refreshing alternative to the crowded tourist spots. Not only does this initiative support sustainable tourism, but it also ensures that more areas of Japan benefit from the economic and cultural advantages that come with international visitors.

For those looking to experience Japan in a more meaningful and authentic way, these itineraries present the perfect chance to explore the country’s hidden treasures. The focus on local culture, history, and sustainable travel will undoubtedly shape the future of tourism in Japan, promoting long-term benefits for both travelers and local communities alike.