Hidden Hokuriku: Discover skiing and sake off Japan's beaten track
From skiing in the mountains to sampling local cuisine, escape the crowds in Japan's hidden Hokuriku region.
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Japan has long featured on European bucket lists, yet recent tourist restrictions have prompted visitors to look beyond the usual hotspots.
And when you do, be sure to venture to the Hokuriku region, where you'll find lakes for colourful sailing excursions, traditional villages brimming with geishas and samurai scenes, and even a unique ski culture. Top this off with the mesmerising, iconic cherry blossoom and delicious Japanese cuisine and you're in for a treat! Why you should travel the roads less trod in Japan
In Kyoto, access to some alleys in the historic Gion district was limited after complaints about crowds behaving like 'paparazzi' last year.
Similarly, in Fujikawaguchiko, a screen was erected to block the iconic view of Mount Fuji, as selfie-snapping tourists disrupted traffic and crowded the streets.
Speaking at ITB Berlin 2025, Sayaka Usui, head of the Japan National Tourism Organisation (JNTO) urged travellers to discover the country's lesser trod treasures, starting with Hokuriku on the country's scenic western coast.
In January 2024, the region was devastated by a powerful earthquake, killing several people, destroying buildings, and knocking out power to tens of thousands of homes.
A year on, tourism is well on the road to recovery. And, with a rich heritage, stunning natural beauty and a packed events calendar, there's never been a better time to get off the beaten track.
'It is important for us to let travellers know what is safe, that's the most important message,' says Usui. 'We encourage them to stop by this region because it offers a lot of local, authentic experiences, a lot of nature, a lot of old generation innovation, crafts and arts.'
Here are the best ways to experience authentic Hokuriku, from skiing to sake. Slurp soba noodles and sake in Toyama
Comprising the prefectures of Toyama, Ishikawa, Fukui and Niigata, this often-overlooked region is brimming with ancient temples, charming traditional villages, and stunning coastlines.
In Toyama, you can brush up on local knowledge at fantastic museums including the Toyama Glass Art Museum and the Municipal Folkcraft Village, or check out Iwase, a meticulously maintained historical district that's well worth a visit.
Foodies shouldn't miss the several Michelin-starred restaurants that have elevated the area's culinary scene, from Cave Yunoki, plating up French fine dining, to Kuchiiwa, where you can wash down soba noodles with excellent sake.
Head into the lofty peaks of the Tateyama Mountains via the scenic Kurobe Gorge Railway in the northeast, or the cable cars, funiculars, and buses of the Tateyama-Kurobe Alpine Route to the west. Mingle with geishas and samurais in Ishikawa
Ishikawa's capital Kanazawa is a cultural hub, featuring a well-preserved samurai district, Bagamachi, and two active geisha districts, Nishi Chaya and Higashi Chaya.
Check out one of Japan's most famous gardens, Kenroku-en, or marvel at the collections at the 21st Century Museum of Contemporary Art. ADVERTISEMENT
If you've got a taste for sake, Kaga Onsen is packed with breweries, as well as temples, natural hot spring baths, and hiking trails. Set sail on the Mikata Five Lakes in Fukui
Fukui is perfect for nature lovers, bursting with cherry blossoms in the spring and vibrant colours in autumn.
Set sail on the serene Mikata Five Lakes, a quintet of different-coloured lakes that span the towns of Wakasa and Mihama. Known for their clear waters and scenic beauty, the calm waters nurture a diverse range of wildlife and are a hotspot for birdwatching and fishing.
Make sure you sample the fresh seafood, such as sashimi and eel dishes, during your visit. ADVERTISEMENT Get your skis on in Niigata
Niigata is a major winter sports destination boasting some of Japan's best slopes. Known for its heavy snowfall and top-tier resorts, it offers a variety of runs suitable for all skill levels.
Popular spots like Naeba and Myoko Kogen attract skiers and snowboarders from around the world, while the region's hot springs provide the perfect way to unwind after a day on the slopes. Join the celebration at a local festival
One of the most unique aspects of Hokuriku's appeal is its vibrant local festivals, which serve as an essential part of the region's identity and are a fun way to get involved with the culture.
"Festivals are a local asset," says Usui. "During the recovery last year, many festivals were held in this area. It's a very good way for travellers to join in and take part." ADVERTISEMENT
These celebrations, deeply rooted in local tradition, offer a chance to witness the heartfelt dedication of the community and provide visitors with an authentic cultural experience.
In 2025, Hokuriku will host several exciting festivals including The Kanazawa Hyakumangoku Festival in June, which celebrates the city's rich history and heritage through parades, traditional music, and local performances.
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