As the number of travelers choosing Japan as their destination continues to rise, many are drawn by the country’s exceptional culinary experiences. With (46%)*of global travelers indicating that local cuisine significantly influences their destination choices, Japan’s renowned food scene is a major attraction. Combine this with (67%)**of travelers who are looking to rest and recharge, and Japan soon makes the perfect backdrop for travelers who want to enjoy and experience a vibrant food scene as well as having the opportunity to kick back and relax in a tranquil & culturally rich destination.
While Japan has its share of iconic destinations, we have curated a selection of ‘hidden gems’ that offer the perfect blend of culinary delights and serene, off-the-beaten-path adventures, allowing visitors to explore the country’s lesser-known, yet equally enchanting, destinations at their own pace.
Ise Shima, Mie Prefecture
Renowned for its picturesque beauty and serene coastal towns, Ise Shima is a region located in Mie Prefecture, which is on the eastern coast of Japan’s Kii Peninsula. This is a haven for both nature lovers and gourmet enthusiasts. The region boasts stunning landscapes, including majestic mountains and clear views of Mount Fuji on clear days, which can be visited through the Mount Fuji Day Tour. Culinary aficionados will appreciate Ise Shima’s seasonal delicacies, especially its fresh seafood such as spiny lobster and abalone which can be enjoyed in the charming towns like Toba and Ago Bay. Travelers can indulge in the rich local culture by visiting the Sengukan museum, Jingu Chokokan museum, Geku Shrine, and the Forest of Ise Jingu. Ise Shime is also the birthplace of cultured pearls which can be traced back to the sea of Ise Shima, where the world’s first successful pearl farming began.
Where to stay: Nemu Resort Hotel is located on 740 acres overlooking scenic Ago Bay surrounded by Ise-Shima National Park and is also a short distance from the Hanakake Ebisu statue as well as the Kashikojima Bridge, which features on many ‘must see’ bucket lists. The hotel offers a variety of outdoor and marine activities, including yoga and stand up paddle boarding, hot springs and a golf course. On-site baths include a hot-spring available to guests to unwind from a day of activities. The restaurant at the property also features a variety of local ingredients and dishes.
Karuizawa, Nagano
Just an hour from Tokyo, Karuizawa is an idyllic town known for its all year round appeal, with plenty of activities to enjoy, ranging from golf, hiking and cycling in summer to skiing and ice skating in winter. It’s also a popular destination to enjoy the colorful autumn foliage during the crisper months. Karuizawa has become a sought-after destination for food and especially drink enthusiasts, boasting a rich selection of local sake breweries, wineries, and whisky distilleries. Visitors can enjoy tastings of expertly crafted beverages alongside delicious local cuisine, such as pudding flavored Dorayaki, Green Wasabi buns and Curry Pan making it a perfect spot for a memorable culinary journey in Nagano Prefecture. The best way to really dive into the culture is to see the city through the eyes of a passionate local. The Nagano Like a Local: Customized Private Tour comes with no set itinerary – the experience can either be completely customized by the traveler or left in the safe hands of the local guide to provide their take on an insightful introduction to the city.
Where to stay: SHISHI-IWA-HOUSE Karuizawa Just a short six minute drive from the town center, SHISHI-IWA-HOUSE Karuizawa offers guests a peaceful retreat folded into Nagano prefecture forest. Guests can indulge in wellness experiences amidst the distinctive natural beauty of Karuizawa. At the on-site restaurant, SHOLA, diners are treated to a culinary journey that emphasizes the use of unique, locally sourced ingredients, fostering meaningful connections with local producers and capturing the essence of local flavors.
Hokkaido
Located in northern Japan, Hokkaido presents a diverse array of year-round highlights and culinary delights such as Hokkaido Crab, Jingisukan and Sea Urchin. From fall to winter, travelers can admire the snow-capped mountains and relax in soothing hot springs, while summer invites exploration of vibrant lavender fields and outdoor activities. Across the year, visitors can discover unique festivals and savor the region’s renowned fresh seafood and dairy products. Hokkaido is home to the best dairy in Japan, offering some of the dreamiest and creamiest soft-serve ice cream. It is so famous that the soft serve from Hokkaido has been brought to cities outside of Japan like Singapore, Malaysia, and Taiwan through franchises. With its convenient roadways and scenic routes, Hokkaido is perfect for an extended road trip any time of the year, allowing travelers to leisurely uncover some of the hidden gems such as Furano and Biei attractions by rental car.
Where to stay: Wakamatsu Hot Spring Resort is a distinguished ryokan (traditional Japanese inn) that exemplifies traditional Japanese-style accommodation. Renowned for its exceptional Michelin star cuisine, the resort offers guests the opportunity to savor a variety of dishes made from Hokkaido’s finest ingredients, whether in the privacy of their rooms or in an exclusive dining room. The resort also boasts its own natural hot spring where guests are treated to breathtaking views of the Tsugaru Strait and Shimokita Peninsula.
Matsuyama, Ehime prefecture
Ehime, located in Japan’s Shikoku region, is a rich blend of cultural heritage, natural beauty, and delectable cuisine. In the capital Matsuyama, the historic Dogo Onsen is one of Japan’s oldest hot springs, with a history spanning over 3,000 years. Beyond the onsen, visitors can explore the charming streets of Dogo Onsen town, lined with traditional shops, cafes, and ryokan known for their warm hospitality and local specialties. Be sure to sample “botchan dango,” a beloved local sweet inspired by Natsume Soseki’s famous novel “Botchan.” The town also features a pedestrian-only arcade shopping street, perfect for enjoying local food, sweets, and cafes at a leisurely pace.
Where to stay: Dougoya is a charming ryokan (traditional Japanese inn) located in Dogo Onsen, Matsuyama, Japan, known for its deep historical roots and exquisite hospitality. The ryokan preserves its historic ambiance, offering guests a glimpse into the past while providing modern comforts. One of the highlights of a stay at Dougoya is the culinary experience, where guests can savor seasonal kaiseki (multi-course) meals made from the freshest local ingredients.
Awaji Island
Awaji Island, located in the Seto Inland Sea of Japan, is a captivating destination known for its stunning coastal landscapes, rolling hills, and lush greenery. Often referred to as the “Island of Flowers,”Awaji is famous for its beautiful gardens, including the renowned Awaji Hanasajiki, where seasonal blooms create breathtaking displays. The island also offers a variety of attractions, from historic shrines and temples to modern architectural marvels like the Naruto Whirlpools and the Akashi Kaikyo Bridge, the world’s longest suspension bridge. With its blend of natural beauty, cultural heritage, and culinary delights such as Awaji beef and Awaji rice. visitors will experience the perfect mix of food, fun and history.
Fairfield by Marriott Hyogo Awaji Higashiura provides a comfortable and modern stay on the scenic Awaji Island, right by the sea. This hotel offers well-appointed rooms with contemporary amenities, ensuring a relaxing experience for guests. Its convenient location near some local restaurants such as Kaisen Ryori Uoshige and Awaji Shokudo makes it an ideal base for exploring the local seafood dishes of the island, which are all focused around the fresh catches of the day. With its welcoming atmosphere and attentive service, the Fairfield by Marriott Hyogo Awaji Higashiura adds to the experience and is perfect for both leisure and business travelers seeking a peaceful retreat.
*Travel Predictions 2024 research commissioned by Booking.com and conducted among a sample of adults who plan to travel for business or leisure in the next 12-24 months. In total, 27,730 respondents across 33 countries and territories were polled (including 1008 from Argentina, 1012 from Australia, 505 from Austria, 1001 from Belgium, 1002 from Brazil, 1009 from Canada, 1009 from China, 1002 from Colombia, 508 from Croatia, 504 from Denmark, 1011 from France, 1011 from Germany, 1016 from Hong Kong, 1004 from India, 510 from Ireland, 504 from Israel, 1014 from Italy, 1004 from Japan, 1009 from Mexico, 1014 from The Netherlands, 1015 from New Zealand, 500 from Portugal, 502 from Singapore, 1010 from South Korea, 1009 from Spain, 502 from Sweden, 507 from Switzerland, 504 from Taiwan, 1003 from Thailand, 502 from the UAE, 1007 from the UK, 1005 from the US and 1007 from Vietnam). Respondents completed an online survey in July 2023.
**Research was commissioned by Booking.com and independently conducted among a sample of adults who took a leisure trip with an overnight stay in the last 12 months, plan to travel in 2024, and are involved in trip planning. The sample is comprised of 32,300 respondents across 32 markets (2,000 from USA, 800 from Canada, 1,800 from Mexico, 800 from Colombia, 1,800 from Brazil, 800 from Argentina, 1,800 from Australia, 500 from New Zealand, 800 from Spain, 800 from Italy, 1,800 from France, 1,800 from UK, 1,800 from Germany, 800 from Netherlands, 500 from Denmark, 500 from Sweden, 400 from Croatia, 800 from Switzerland, 800 from Belgium, 800 from Ireland, 800 from Portugal, 1,800 from India, 800 from China, 500 from Hong Kong, 800 from Thailand, 800 from Singapore, 500 from Taiwan, 800 from Vietnam, 800 from South Korea, 1,800 from Japan, 500 from UAE) surveyed in January or February 2024.