Beyond Tokyo and Osaka, Japan’s Tohoku region is emerging as a hot new travel destination

The Tohoku region offers unique seasonal landscapes, and the world’s only “Zao Fox Village” is an incredibly popular healing spot. (Photo provided by HowToTrip)

Japanese travel remains highly popular among Taiwanese travelers, consistently ranking as the top travel destination year after year. However, beyond famous spots like Tokyo, Kyoto-Osaka, and Hokkaido, Tohoku is renowned for its wealth of hidden scenic beauty and UNESCO World Heritage Sites. With fewer tourists from China, visitors no longer have to contend with overcrowded sights, making it especially appealing to culture-loving travelers eager for Instagram-worthy photos and deep travelers seeking tranquility and a slower pace. Inquiries about the region have increased by 50–60% compared to previous years.

Tohoku boasts diverse scenery throughout the seasons—cherry blossoms and light snow in spring, vibrant summer festivals, stunning autumn foliage, and breathtaking winter ice trees. There’s also hot spring bathing, scenic railway rides, and regional delicacies, making the region a new favorite for travelers in Japan.

For example, the “Oirase Gorge” in Aomori Prefecture, known as the most beautiful ravine in the world, is breathtaking amidst towering green trees and peculiar rocks, like a fairyland that takes your breath away—it’s definitely one of Tohoku’s most iconic hidden gems. Miyagi Prefecture is home to “Matsushima,” celebrated as one of Japan’s three most scenic views, offering expansive vistas that soothe the soul, while the world’s only “Zao Fox Village” is an ultra-popular healing destination. Yamagata Prefecture’s “Mount Haguro” features over 400 350–500-year-old cedar trees, revered as a sacred site and even awarded three stars by the Michelin Green Guide.

The “Kitayamazaki Coast” in Iwate Prefecture, with its majestic rugged rocks and sea caves, is the finest landscape in Tohoku and the only coastal site to receive Japan’s highest Special A grade. Additionally, one of Japan’s Top 100 Scenic Spots, the “Nekoma Gorge,” is home to various striking rock formations, waterfalls, and limestone caves—a breathtaking natural monument in Iwate. Akita Prefecture’s most famous attraction is “Lake Tazawa,” Japan’s deepest natural lake, which displays varying shades of blue depending on sunlight. Meanwhile, the “Nyuto Onsen Village,” ranked first in the “Japan’s Most Desired Secret Hot Springs” list, features diverse and unique spring qualities, along with open-air baths surrounded by beech forests, offering a dreamlike soak in a fairytale setting.

In addition to exploring Tohoku’s unique and precious hidden wonders, the region’s rich and diverse UNESCO World Heritage Sites add an enchanting and culturally intriguing atmosphere. Temple attractions include the “Zuigan-ji,” the largest and most prestigious temple in Tohoku, whose Golden Hall is acclaimed for its exquisite gold leaf craftsmanship and referred to as the “Golden Pure Land.” The over 1,000-year-old “Yamadera,” a representative spiritual site in Tohoku and a nationally designated Important Cultural Property, offers serene and peaceful mountain views from its summit—famous Japanese poet Matsuo Bashō once composed a haiku here after visiting.

To experience a taste of old Japan, the “Kakunodate Samurai Residences,” steeped in Edo-period charm, were once home to samurai families and still retain their historic appearance, now recognized as a Japanese cultural heritage site. The century-old “Ginzan Onsen Street,” named after its silver mining history, exudes a vintage retro vibe and was a filming location for the Japanese drama “Oshin” and the anime “Spirited Away.” Moreover, the famous “Hirosaki Nebuta Festival” in Tohoku is an important Intangible Folk Cultural Property in Japan, with the “Tsugaru Han Nebuta Village” specially displaying Nebuta lanterns and various parade performances to recreate the lively festival atmosphere.

The beauty of Tohoku is captivating, and the natural greens and autumn foliage before winter are the best seasons to experience its hidden charm. HowToTrip’s “Discover the Most Beautiful Japan in Tohoku” offers budget-friendly group tours, independent travel, and self-drive packages tailored to different age groups and travel preferences. Group tours cover iconic sites like Oirase Gorge, Lake Tazawa, and Fox Village, and also include a ride on the “Akita Nairiku Railway” for a quintessentially Japanese rail journey. Independent travel options feature various one-day tour choices, while self-drive packages are perfect for couples and small families to strengthen bonds.