3 Japanese regions with over 90% growth in Aussie stays

Australian travellers are increasingly going beyond the Golden Route of Tokyo, Osaka and Kyoto to discover the treasures and traditions of diverse prefectures, with Ishikawa, Gifu and Wakayama recording the most remarkable growth in visitor arrivals.

According to the Japan National Tourism Organization, the latest data from the Japan Tourism Agency reveals that between May 2024 and April 2025, year-on-year visitor arrivals to Ishikawa Prefecture increased by 92.8 per cent, with 131,260 overnight stays by Australian travellers, followed by Gifu Prefecture with a 91.3 per cent increase to 64,490 visitors and Wakayama Prefecture with a 90 per cent increase to 15,660 arrivals.

Whilst visitor numbers are modest compared to the 2,626,550 Australians who descended upon Tokyo (up 30 per cent), the 986,780 who explored Osaka (up 55.8 per cent), and the 785,320 who arrived in Kyoto (up 32.7 per cent), the percentage spikes for these less discovered regions represent significant growth and reflect the ongoing trend of Australian travellers travelling more widely in Japan to uncover the country’s hidden gems, local delicacies and distinctive regional traditions, as well as its natural scenery and outdoor activities, such as hiking and cycling.

Ishikawa Prefecture

In Ishikawa Prefecture on Honshu’s northern coast, visitors are flocking to the capital Kanazawa, known for its arts scene, the serene Kenroku-en ‘strolling’ garden, Kanazawa Castle, sweet treats and traditional teahouses in the Higashi Chaya District, the Nagamachi Samurai District, and studios where visitors can try their hand at the region’s traditional gold leaf craft – or taste gold leaf soft serve. Colourful Omicho Market is another major drawcard, featuring around 200 stalls dishing up local flavours and fresh seafood such as sashimi, scallops with sake and grilled oysters. Beyond Kanazawa, Ishikawa highlights include the 21st Century Museum of Contemporary Art, the four hot springs villages of Kaga Onsen and villages showcasing traditional ceramics and lacquerware.

Kenrokuen Garden, Ishikawa.
Gifu Prefecture

In Gifu Prefecture, Australians are embracing the fairytale traditional village of Shirakawa-go, where visitors can indulge in delicious local Hida Beef and stay overnight in a perfectly preserved thatched-roof house surrounded by mountains. Other Gifu region highlights include ancient swordsmith workshops in Seki, the virtually untouched Edo period town of Takayama which hosts famed festivals, the soothing waters of Gero Onsen, and the charming village of Gokayama. The Nakasendo trail, an old traveller’s road from the Edo period, is also increasingly popular. Lined with gingko trees, the route is made for the slow travel trend, inviting visitors to step back in time, enjoy uncrowded landscapes and sample wares from local shopkeepers along a road once travelled by monks, samurai, royalty and more.

Shirakawago in Gifu.
Wakayama Prefecture

Wakayama Prefecture is home to some of Japan’s most significant spiritual sites, including the UNESCO World Heritage-listed Koyasan, a sacred Buddhist site incorporating more than 100 temples, including over 50 offering traditional temple lodging accommodation to tourists. Another highlight of any Wakayama visit is the Kumano Kodo pilgrimage trail, a 258km network dotted with historic shrines where the Japanese have sought solace for centuries. Less known treasures of any Wakayama stay include exploring the region’s beautiful beaches, such as Shirahama Beach, and sampling Wakayama City’s unique style of ramen.

Koyasan, Wakayama.

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