InsideJapan Tours is inviting travellers to discover a lesser-known side of Japan with the launch of its new overtourism strategy, spotlighting the largely untouristed Toyama Prefecture as the first in a series of regional showcases for 2025.
Located two and a half hours from Tokyo by shinkansen, Toyama lies between the Sea of Japan and the dramatic peaks of the Japanese Alps. Despite its beauty, the region remains overlooked by most international travellers—something InsideJapan aims to change with its new cultural adventure offering.
“Toyama is picture-perfect Japan, yet it’s the connection to its people and traditions that makes it truly special,” said Kate Samuel, Senior Japan Tailormade Product Manager.
“It’s a place where rural revitalisation is alive and thriving through craftsmanship, creativity and community.”
Preserving tradition through meaningful experiences
Home to national parks, emerald rivers and some of Japan’s freshest sushi, Toyama is also rich in heritage. Towns like Inami, Japan’s premier woodcarving village, and Johana, once a silk-producing hub, offer immersive stays in traditional buildings and temple inns. Visitors can explore artisan studios, dine at Michelin-listed restaurants, and walk streets still echoing with the rhythm of traditional craftwork.
In Tonami, guests can stay at a 120-year-old farmhouse or tour the historic Wakatsuru Saburomaru Distillery. The region also features Ainokura, a UNESCO-listed village with Edo-period thatched-roof homes, and Iwase, a coastal district known for its fine dining.
A responsible approach to Japan’s growing popularity
InsideJapan’s strategy aims to distribute travel more evenly and sustainably by encouraging travellers to explore lesser-known destinations such as Toyama, Nagasaki, Nagoya, Yamaguchi and Aomori.
“With Japan welcoming more visitors than ever, part of the solution to overtourism lies in shifting the spotlight,” said Inside Travel Group Co-Founder Simon King.
“Toyama represents the kind of travel we believe in—where regeneration, not overexposure, defines the experience.”
Toyama can be seamlessly added to a custom itinerary or booked as part of InsideJapan’s Hidden Zen Self-Guided Cultural Adventure.
