Nagoya Teams Up With Matsumoto and More as Japan’s Hidden Destinations Take Centre Stage for Breathtaking Dream Holidays!

Nagoya teams up with Matsumoto and more as Japan’s hidden destinations take centre stage for breathtaking mountain adventures, historic wonders and dream holidays. From Nagoya’s cultural attractions to Matsumoto’s magnificent castle and alpine landscapes, Japan offers unforgettable experiences for curious travellers. Moreover, these hidden destinations reveal a different side of Japan, combining breathtaking mountain adventures, historic wonders and authentic regional flavours. Whether visitors seek scenic escapes or fascinating heritage, these Japanese destinations promise memorable discoveries. Travel And Tour World urges global travellers to read the entire story and explore how Nagoya, Matsumoto and more can inspire extraordinary dream holidays across Japan.

Six Underrated Japanese Destinations to Explore in 2027 as Lufthansa Group Expands Europe–Japan Travel Connections

Japan offers far more than Tokyo’s shopping districts, Kyoto’s temples and Osaka’s famous food streets. Travellers willing to explore beyond the traditional Golden Route can discover historic port cities, quiet castle towns, mountain landscapes, regional culinary traditions and coastal communities.

The planned expansion of Lufthansa Group’s Japan services for summer 2027 creates an opportunity to consider a broader itinerary. Frankfurt–Nagoya flights are scheduled to return, while an additional daily Frankfurt–Tokyo Narita service and expanded SWISS connections are planned. These routes may help travellers organise trips beyond Japan’s busiest destinations, subject to confirmed schedules and onward transport.

According to the Japan National Tourism Organization (JNTO), Japan welcomed approximately 42.68 million international visitors in 2025. This provides important context for travellers considering alternatives to the country’s established tourist centres.

The following guide examines six destinations worth considering, their attractions, regional dishes, accommodation options and practical transport connections. It also compares Japan’s international visitor arrivals over five years and provides an itinerary for a more immersive journey.

Japan Tourism Statistics and Five-Year Visitor Comparison

Japan’s recovery in international travel has been substantial. Border restrictions and reduced international mobility affected the early years of the period, followed by a strong return of overseas visitors after restrictions were relaxed.

The JNTO publishes annual and monthly international visitor statistics. The figures below are rounded annual totals, with 2025 representing the latest complete calendar year available for this comparison.

Source: Japan National Tourism Organization. Arrivals and percentage changes are rounded. Annual changes compare each year with the preceding year.

What the Five-Year Comparison Reveals

2021 to 2022: International arrivals climbed from approximately 246,000 to 3.83 million as entry conditions progressively eased. The percentage change appears exceptionally large because the 2021 baseline was so small.

2022 to 2023: Arrivals reached approximately 25.07 million, reflecting the return of long-haul holidays, regional travel and international leisure demand.

2023 to 2024: Japan received approximately 11.8 million more visitors than in 2023. The 2024 total exceeded the previous pre-pandemic annual record.

2024 to 2025: Arrivals reached approximately 42.68 million, an increase of around 5.81 million visitors. This represented a slower percentage gain than the previous year, but another substantial increase in absolute visitor numbers.

These national totals do not establish that every Japanese destination experienced the same pattern. City-level and prefecture-level visitor figures should be checked separately before making claims about individual destinations.

Additional Tourism and Accommodation Indicators

Source: Japan Tourism Agency, 2025 accommodation survey preliminary annual results. Guest nights are not equivalent to visitor arrivals; one person can generate several overnight stays.

The accommodation data offer useful context for trip planning. National averages cannot predict the price or availability of rooms in a particular town or during a festival. Travellers should compare individual properties and book early for popular seasonal periods.

Six Underrated Japanese Destinations Worth Visiting

These six places offer distinct experiences outside the most familiar Tokyo–Kyoto–Osaka itinerary. “Underrated” is an editorial description, not an official government tourism classification. Their suitability depends on the traveller’s interests, available time and preferred travel pace.

1. Matsue, Shimane — Japan’s Castle-Town Atmosphere

Matsue is an appealing choice for visitors who want Japanese history without planning every day around the busiest sightseeing districts. Its centre is shaped by a historic castle, waterways and connections to ancient Japanese mythology.

The Japan National Tourism Organization identifies Matsue Castle as one of the country’s 12 castles retaining an original keep. Nearby attractions include the Adachi Museum of Art, Lake Shinji and the former residence of writer Lafcadio Hearn.

What to do and visit: Explore Matsue Castle, take a Horikawa canal boat trip and watch the sunset over Lake Shinji. Allow additional time for the Adachi Museum of Art or a visit to Izumo Taisha.

What to eat and where: Look for shijimi clam soup and other dishes featuring freshwater clams from Lake Shinji. Explore restaurants around the castle district and central Matsue, checking menus for seasonal local ingredients.

Where to stay: Choose accommodation near Matsue Station for rail and bus access, or near the castle for a historic-town atmosphere. Traditional inns can provide a more local experience.

Getting there: A rail journey via Okayama connects the Shinkansen with the JR Yakumo limited express. The overall trip from Tokyo takes approximately six hours, depending on connections.

2. Takamatsu, Kagawa — Gardens, Noodles and Art Islands

Takamatsu combines urban convenience with easy access to the islands of the Seto Inland Sea. It is especially attractive to travellers interested in gardens, contemporary art and regional food.

Ritsurin Garden is the city’s leading attraction. The wider Kagawa region includes Naoshima, known for contemporary art, and Shodoshima, associated with olive production and coastal scenery.

What to do and visit: Spend a morning walking through Ritsurin Garden. Use Takamatsu Port for a day trip to Naoshima or Shodoshima, checking ferry schedules before departure.

What to eat and where: Sanuki udon is the essential local speciality. Visit independent noodle restaurants around central Takamatsu and the station area. Kagawa’s food culture also includes Shodoshima somen, thin noodles made using locally produced sesame oil.

Where to stay: Stay near Takamatsu Station or the port for convenient ferry departures. Central accommodation is practical for restaurants, shopping and evening walks.

Getting there: From Tokyo or other major cities, take the Shinkansen to Okayama and transfer to a train for Takamatsu. The city also has an airport approximately 40 minutes from the centre.

3. Aomori, Tohoku — Northern Landscapes and Local Traditions

Aomori offers a different view of Japan, with northern forests, seasonal festivals, snow-covered landscapes and seafood influenced by the surrounding waters.

The JNTO highlights the Nebuta Festival, Hirosaki Castle, Oirase Gorge and the Shirakami Sanchi area among the region’s attractions. Aomori is also known for apples and traditional seafood dishes.

What to do and visit: Visit the Nebuta Museum Wa Rasse outside festival season to learn about the city’s famous illuminated floats. Explore Oirase Gorge for walking trails and forest scenery, or visit Hirosaki for its castle and seasonal cherry blossoms.

What to eat and where: Try ichigo-ni, a seafood soup traditionally made with sea urchin and abalone, when available. The Furukawa Fish Market is a useful stop for seafood. Apple desserts and locally produced sake are also worth sampling.

Where to stay: Choose central Aomori for transport and dining, or consider accommodation closer to the countryside if hiking is a priority. Remote hot-spring inns can offer a more secluded experience.

Getting there: The Tohoku Shinkansen connects Tokyo with Shin-Aomori in just over three hours. Aomori Airport is another option, with domestic services from Tokyo and selected other Japanese cities.

4. Matsumoto, Nagano — A Castle Beneath the Japanese Alps

Matsumoto suits travellers who want to combine architectural heritage with mountain scenery. The city provides access to the Northern Japan Alps and is a practical base for exploring parts of central Nagano.

Its main landmark, Matsumoto Castle, is a designated National Treasure. The castle’s dark exterior, wooden interiors and surrounding moat provide a striking contrast with the mountains visible beyond the city.

What to do and visit: Explore the castle grounds, browse the traditional streets around Nakamachi and visit the Matsumoto City Museum of Art. If the season and weather permit, arrange a separate excursion to Kamikochi, known for its mountain scenery and walking routes.

What to eat and where: Try Shinshu soba, the buckwheat noodles associated with Nagano. Restaurants around the station and historic centre are convenient options. Look for seasonal vegetables and regional miso dishes as well.

Where to stay: Accommodation near Matsumoto Station makes train and bus journeys easier. Traditional inns in nearby hot-spring areas are worth considering if relaxation is part of the itinerary.

Getting there: The journey from Shinjuku in Tokyo takes approximately two hours and 40 minutes by limited express train. Nagoya is around two hours away by rail.

5. Toyama, Hokuriku — Where Alpine Scenery Meets the Sea

Toyama offers a combination of mountain landscapes, coastal scenery, regional crafts and seafood. It can appeal to travellers seeking outdoor experiences without giving up access to a well-connected city.

The destination is associated with the Tateyama Kurobe Alpine Route and the historic villages of Gokayama. Within Toyama City, the glass art museum and waterfront scenery provide additional reasons to stop.

What to do and visit: Explore the Toyama Glass Art Museum, take a walk along the Matsukawa River and plan a mountain excursion if seasonal transport services are operating. Gokayama is another worthwhile excursion for visitors interested in traditional architecture.

What to eat and where: Look for Toyama Bay seafood, including firefly squid during its spring season. Local sushi restaurants, seafood-focused eateries and establishments near Toyama Station offer convenient dining choices.

Where to stay: Staying around Toyama Station simplifies train travel and day trips. Visitors planning an extended mountain excursion can investigate licensed mountain lodges or hot-spring accommodation, subject to seasonal availability.

Getting there: The Hokuriku Shinkansen connects Tokyo and Toyama in approximately two hours. Travellers arriving from Osaka or Kyoto can travel via Tsuruga and transfer to the Shinkansen.

6. Nagasaki, Kyushu — A Historic Port With a Distinctive Identity

Nagasaki provides a different perspective on Japanese history. Its historic connections with international trade, Chinese and European influences, hillside neighbourhoods and nearby islands create a distinctive travel experience.

JNTO highlights Dejima, Glover Garden, Mount Inasa and the coastal Goto Islands as attractions worth considering. The region also offers beaches, diving and sea-kayaking opportunities.

What to do and visit: Explore Dejima’s trading-post history, walk through Glover Garden and visit the city’s museums and memorial sites. Head to Mount Inasa for panoramic views of the harbour, particularly around sunset.

What to eat and where: Nagasaki champon, a noodle dish served with vegetables and seafood or meat, is a local favourite. Sara udon is another regional speciality. Look for established restaurants in central Nagasaki and the Chinatown district.

Where to stay: Accommodation near Nagasaki Station is convenient for rail connections. The downtown and waterfront areas provide access to restaurants, sightseeing and the city’s tram network.

Getting there: Travellers can fly to Nagasaki Airport or use Fukuoka Airport as an alternative gateway. Rail passengers can reach Hakata via the Shinkansen and connect onward to Nagasaki.

How to Plan a Japan Trip Around These Six Destinations

The most efficient route depends on whether travellers arrive through Nagoya, Tokyo or another European gateway. The following table provides a practical framework rather than a fixed transport timetable.

This 15-day plan is ambitious. It includes several long interregional journeys, so travellers should compare rail and air connections before committing to each overnight stop. A more relaxed holiday would divide the destinations into two or three regional trips.

For example, a central Japan itinerary could combine Nagoya, Matsumoto and Toyama. A western Japan trip could focus on Takamatsu, Matsue and Nagasaki, while Aomori would work well as a separate northern Japan visit.

Best Time to Visit These Six Destinations

Japan’s regional experiences change considerably throughout the year. Festival dates, mountain access and seasonal food availability should influence travel planning.

Travellers planning around the Aomori Nebuta Festival should note its regular August 2–7 schedule, while the Tateyama Kurobe Alpine Route operates seasonally. Exact 2027 arrangements should be verified with official tourism operators before booking.

Budget and Accommodation Planning

Japan does not have one universal travel budget. Hotel prices, transport costs and dining expenses depend on season, location, booking dates and personal preferences.

A useful booking strategy: choose the route first, then compare transport costs and accommodation together. A cheaper hotel far from a station may create additional transport expenses and reduce sightseeing time.

What the Statistics Mean for Lufthansa Group Travellers

The growth in Japan’s national visitor totals demonstrates the country’s international appeal, but the figures should not be interpreted as proof that every destination is becoming crowded. The JNTO’s regional statistics and the Japan Tourism Agency’s accommodation data offer different measures of tourism activity. Both are useful when evaluating where to stay and how to distribute time across a trip.

Lufthansa Group’s planned summer 2027 connections may help European travellers reach Japan through Frankfurt and Zurich, including Nagoya and Tokyo Narita. Travellers should use the additional flight choices to consider journeys that extend beyond the country’s best-known tourist centres.

The six destinations in this guide offer contrasting experiences: Matsue’s feudal heritage, Takamatsu’s gardens and art islands, Aomori’s northern landscapes, Matsumoto’s castle and mountains, Toyama’s seafood and alpine scenery, and Nagasaki’s international history.

For visitors with sufficient time, combining two or three regions will generally provide a more relaxed experience than attempting to see the entire country in one trip. Confirm flight schedules, rail connections, accommodation and seasonal attractions before departure. This article uses national statistics for context and official destination guides for attraction and transport information, rather than assigning unsupported visitor totals to individual cities.

Conclusion

In conclusion, Nagoya, Matsumoto and more invite global travellers to discover Japan beyond its famous tourist hotspots. From breathtaking mountain adventures and historic wonders to regional cuisine and charming streets, these hidden destinations offer fresh inspiration for unforgettable dream holidays. Moreover, travellers can combine Nagoya’s cultural attractions with Matsumoto’s iconic castle and alpine scenery for a rewarding Japanese adventure. As interest in Japan continues to attract international visitors, exploring lesser-known destinations can bring more meaningful cultural encounters and memorable experiences. Travel And Tour World encourages travellers to explore these remarkable places, plan their journeys carefully and discover the extraordinary beauty of Japan beyond the usual travel routes.

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