Discover Japan's hidden paradise: Off the Golden Route!

Discover Japan's hidden paradise: Off the Golden Route!

On June 29, 2025, the Japanese government presented a new tourism vision that advocates a move away from mass tourism towards a fairer distribution of travel users in the country. The aim is to ensure that travelers not only visit the overcrowded main destinations such as Kyoto, Osaka and Tokyo, but also explore the lesser-known but extremely interesting regions of Japan. This was reported in an article by Sumikai emphasized.

Japan is a country that can offer travelers much more than the “Golden Route”. Away from the tourist hotspots, there are numerous hidden treasures that offer delightful experiences and authentic cultures. Cities like Fukuoka and Nagano are not only connected by a well-developed train network, but also offer modern amenities without being overrun with tourists. In Matsuyama in particular, visitors will find historical sights such as the Samurai Castle and Dogo Onsen, as well as a variety of local food specialties.

Sustainable tourism in Japan

In addition, the Japan Tourist Office (JNTO) is promising measures to promote sustainable tourism in the post-COVID-19 era. The Japanese term “Kyōsei”, which stands for “symbiosis”, describes the harmonious coexistence of travelers, the environment and the local population. The JNTO aims to position Japan as a destination of choice that is respectful of local cultures and the environment. This is stated in a report by Japan.travel explained.

As part of these measures, twelve Japanese projects were included in the list of the top 100 sustainability stories in tourism. These projects, including Amami-Oshima, Kyoto City and Nakanoto, are examples of successful sustainable tourism. The Seto Inland Sea region, for example, offers cultural insights and sustainable experiences through boat tours. Wakayama Prefecture has also developed pilgrimage routes that allow access to nature and are therefore ideal for sustainable offerings.

The COVID-19 pandemic allowed Japan to think about sustainable travel and revise its tourism strategy. The JNTO now promotes responsible travel behavior and provides information about lesser-known regions. Travelers who venture off the beaten path can not only enjoy authentic dining experiences in locals' repurposed living spaces, but also benefit from affordable and quirky accommodation options.

In summary, current efforts in Japan are aimed not only at securing the economic benefits of tourism, but also at protecting the environment and the local population. It remains to be hoped that many travelers will embrace this new culture of travel and experience the fascination of Japan in all its facets.