“We loved our trip to Japan with you. We want to go back, but we want to do something new. Got any suggestions?”
When we started our Japan tours back in 2008, we never would have expected such a huge response, so it makes us extra happy to help our travelers with these kinds of questions! Our guests used to think of Japan as a “once-in-a-lifetime” destination, but it has quickly changed to a “We want to go back!” destination.
Of course, Tokyo, Kyoto, and Osaka are still must-see highlights for first-time visitors, but for repeat travelers, many of Japan’s best sights are outside of the big cities. Compared to the iconic urban centers, these smaller towns and rural areas provide travelers with fresh perspectives and deeper connections to the country’s rich culture and natural beauty. At the same time, they allow sustainability for local communities dealing with depopulation and often untouched by mass tourism. Win-win for everyone!
Planning a deeper journey through Japan can feel overwhelming, even for seasoned travelers. Fortunately, it’s something we’ve been doing for a long time, and we’re happy to share what we’ve learned. So where should you go next? From Hokkaido and Tohoku to Niigata, Sado Island, and the mountains of Central Japan, here are some of our favorite places to discover on a second, third, or even fourth trip to Japan.
Hokkaido: Nature’s Tranquil Retreat
Hokkaido, Japan’s northernmost island, is a haven for nature enthusiasts. Being relatively isolated from the rest of the islands, the far north has always been considered the frontier of Japan. Because Hokkaido is relatively untouched by humans, nature thrives in breathtaking and unique ways.
Each season reveals a different side of the island:
- Spring: Starting around May of each year, hillsides come alive with fields of tulips and vivid pink shibazakura (“cherry blossoms for your feet”), creating some of Hokkaido’s most colorful seasonal scenery.
- Summer: Cooler temperatures make Hokkaido one of Japan’s best summer escapes. National parks such as Shiretoko are at their most vibrant, with forests, lakes, and opportunities to spot wildlife including foxes and deer.
- Fall: Hokkaido is one of the first places in Japan to welcome autumn, when its mountains and national parks turn brilliant shades of red, orange, and gold.
- Winter: Beyond the famous Sapporo Snow Festival, winter brings some of Hokkaido’s most memorable experiences, from drift ice cruises and ice walks to snowshoe hikes, the Sounkyo Ice Waterfall Festival, and the beloved penguin walk at Asahiyama Zoo.
And after a day outdoors, Hokkaido rewards you in another way. The island is renowned for its fresh seafood, dairy, produce, and comforting regional cuisine, along with exceptional onsen that offer the perfect way to slow down and warm up.
Our seasonal Hokkaido tours are designed differently throughout the year, with each route built around the landscapes, flavors, and experiences that make that particular season special.
Tohoku: Unspoiled Nature and Preserved Culture
Located on the northeastern side of Honshu main island, Tohoku literally translates to “northeast.” For many years, it has been considered a quiet destination that draws fewer tourists than Tokyo or Kyoto, making it an ideal frontier for travelers. A trip to Tohoku means being able to escape the crowds of the cities and deeply enjoying the gifts of nature such as scenic mountains, lakes, and of course, onsen!
One of the must-try experiences in all of Japan is found in Aomori prefecture. Like something out of a fairytale, the forest and river landscape of Oirase Keiryu (Oirase Gorge) is enchanting, and once you’re here, you can easily understand why it’s known as one of the best nature walks in Japan. When visiting Oirase Keiryu, a great experience is to stay at the Oirase Keiryu Hotel by Hoshino Resorts. As the only resort hotel located directly on the banks of the scenic Oirase Stream, staying here gives us access to appreciate the famous waterfalls with a slow pace (Of course, our Tohoku tour includes 2 nights here!).
Travel a few hours south and you’ll come across one of Japan’s “Three Great Views.” For centuries, Matsushima Bay has been celebrated as one of Japan’s most scenic viewpoints. The calm waters of the bay are dotted by over 200 tiny islands covered in pine trees, giving us a sense of a life-sized bonsai garden floating on the ocean. To properly enjoy the area without rushing, you can experience a cruise, pay respects at local Godaido, and enjoy an afternoon tea while overlooking the waters and reflecting on the wonders of nature.
Sado Island & Niigata: Rustic and Sophisticated
Given their isolated location on the western side of the Japanese mountains, Niigata and Sado Island retain a completely different feel from other parts of Japan. Dive deep into Japan’s rich cultural tapestry by exploring Sado Island and Niigata Prefecture.
Sado Island (or Sadogashima) offers a travel experience found nowhere else in Japan. Floating off the coast of Niigata, Sado is not just a destination for sightseeing, it’s a living, breathing testament to ecological resurrection, ancient cultural preservation, and a deeply harmonious way of life. Once a place of exile, Sado now offers a unique blend of history, nature, and traditional arts, and when you step onto Sado today, you enter a rare sanctuary where humans and the critically endangered toki bird (Japanese crested ibis) survive, adapt, and thrive as mirrors of one another.
Even by Japanese standards, the island is an exotic place since it’s so hard to access. Today, there are no commercial flights connecting Sado to mainland Japan, and the only way of accessing it are by slow ferry (2.5 hours) or fast hydrofoil (67 minutes) to the largest port, Niigata (once you get on the island, there’s no train service, so you have to have your own car). Owing to its isolation, the lifestyle here follows its own tempo in a cultured and sophisticated way, almost as if suspended in time compared to the mainland.
While Sado captures the intimate heartbeat of the region, its mainland neighbor Niigata unfolds as a majestic expanse where rugged peaks give way to Japan’s most fertile agricultural plains. It is a place where deep traditions directly drive modern culinary perfection. Shaped over centuries by snow, water, and a deep tradition of master craftsmanship, the people of Niigata have developed a reputation for being tough, immensely patient, and resilient. Today, Niigata is a paradise for culinary travelers, outdoor enthusiasts, and art lovers. In this coastal prefecture, we can explore the region’s renowned hot springs, taste Japan’s most-prized rice, and savor its exquisite sake.
Our Niigata + Sado Island tour provides an authentic glimpse into Japan’s countryside charm. This route is rustic, but it’s because of this style that it’s become one of my personal favorites!
A repeat trip to Japan is often better than the first trip. For repeat trips to Japan, travelers are less stressed and less inclined to suffer the anxiety that comes with FOMO of a first trip since they’re not rushing to do everything by checklist. We love hosting repeat trips since we can uncover hidden gems and deepen your appreciation for the country’s diverse landscapes and cultures. Whether you’re seeking natural beauty, artistic inspiration, or cultural immersion, these areas in Japan offer enriching experiences that go beyond the typical tourist path.
