Aimed at promoting travel beyond Japan’s traditional Golden
Route, InsideJapan, the cultural adventure specialist brand of Inside Travel,
has partnered with the Japan National Tourism Organization (JNTO) to spotlight
the country’s less-visited regions.
The collaboration includes three trade-ready itineraries
designed to showcase the cultural, historical and natural richness across Japan’s
quieter destinations while promoting authentic cultural experiences and
reinforcing a shared commitment to combatting overtourism.
Aomori – Japan's Undiscovered North
Escape the crowds, experience the culture of the places‑in‑between
with an itinerary that invites travelers into the rural heart of northern
Japan, spotlighting Aomori’s deep cultural traditions, dramatic landscapes, and
community‑led experiences. Guests can expect samurai culture,
nature hikes, hot springs, traditional crafts, and great food with locals.
Nagasaki – Kyushu Adventure
This Kyushu‑focused itinerary offers an
alternative perspective on Nagasaki and the broader region, featuring volcanic
landscapes, tea terraces, coastal life, and centuries of samurai heritage. The
experience centers on immersive, locally grounded encounters that reveal a side
of Kyushu rarely seen by international visitors.
Shikoku – Secrets of Shikoku
Highlighting quirky art islands, vine bridges, deep valleys,
mountain temples, and local crafts, this itinerary exploring rural Japan brings
additional regional breadth to the campaign. Shikoku’s remote cultural sites
and striking rural landscapes make it an ideal complement to the initiative’s
aim of promoting lesser‑visited parts of Japan.
Susumu Matsumoto, Executive Director of the JNTO New York
Office, said in a statement, “These itineraries invite travelers to go beyond
the familiar and engage more deeply with Japan through its quieter regions
where local culture, history, and everyday life shape memorable and immersive
travel experiences.”
He added, “NTO is proud to spotlight journeys that not only
enhance the visitor journey but also help to sustainably spread the benefits of
tourism across the country.”
For InsideJapan, this partnership not only focuses on the
under-tourism destinations but delivers meaningful benefits to local
communities. The campaign highlights the richness found in Japan’s “places‑in‑between,” giving travelers new ways to engage with the country
authentically and sustainably.
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