As Japan experiences record-breaking tourism numbers, not every region shares the spotlight. While cities like Tokyo, Osaka, and Kyoto overflow with foreign visitors, Shimane Prefecture remains quietly apart, offering a sacred shrine, ancient legends, and a slower pace of travel.
Once overlooked, this “Land of the Gods” reminds travelers that Japan’s cultural depth often lies beyond its busiest destinations.
As Japan breaks tourism records, Shimane remains a hidden gem
Kagura-den at Izumo Taisha is a sight to behold. (Picture: Unseen Japan)
According to the Japan Tourism Agency under the Ministry of Land, Infrastructure, Transport and Tourism (MLITT), the number of foreign visitors to Japan in 2024 reached a record high of 36,870,148, surpassing pre-pandemic levels. In the first half of this year alone, the figure reached 21,518,100, showing even stronger growth than last year.
Across the country, cities and tourist sites are filled with travelers from abroad. Foreign visitors crowd not only Tokyo and Osaka but also regional destinations. The surge is covered daily by the media, and many residents say they feel the revival of inbound tourism in their daily lives.
However, some popular areas are struggling with overtourism. Foreign travelers flood major attractions year-round, regardless of Japan’s holiday calendar. As a result, more Japanese travelers are avoiding these crowded spots. Kyoto and Nara are prime examples. They have become must-visit destinations for first-time foreign tourists.
Hotel occupancy rates have surged, and room prices now exceed the national average. Once classic choices for school trips, some schools now skip them due to the congestion.
According to the agency’s monthly Accommodation Travel Statistics Survey, from January to July 2025, Tokyo recorded the highest total of foreign overnight stays at 35.029 million. Osaka followed with 14.775 million, then Kyoto (10.842 million), Hokkaido (7.869 million), and Okinawa (4.900 million). These results largely matched expectations.
By contrast, Tottori, Shimane, Yamaguchi, Kochi, and Miyazaki saw far fewer foreign guests. Shimane ranked last among all 47 prefectures with 60,320 foreign overnight stays and placed 46th in share at 3.6%.
Even at Shimane’s three major attractions—Izumo Taisha Shrine, Matsue Castle, and the Iwami Ginzan Silver Mine—the number of tourists remains modest. While some foreign travelers visit, their presence is limited.
Neighboring Tottori and Yamaguchi show similar trends, suggesting many tourists stay in other prefectures and make day trips to Shimane. Yet, unlike Kyoto’s bustling streets, Shimane offers a calm, spacious setting where visitors can explore at a relaxed pace.
Shimane: Japan’s quiet land of gods and enduring myths
Inasa no Hama is where the gods are said to arrive in Shimane every year for Kamiarizuki. It’s considered good fortune to bring some sand from this location and deposit it at Izumo Taisha. (Picture: Unseen Japan)
Shimane Prefecture is best known for Izumo Taisha, one of Japan’s most powerful shrines. It is also home to the World Heritage Site Iwami Ginzan Silver Mine.
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The region features the National Treasure Matsue Castle and the Adachi Museum of Art, ranked number one in Japan for its garden. It also includes Tsuwano, often called the “Little Kyoto of San’in.” The Oki Islands, designated as a UNESCO Global Geopark, add even more natural and cultural richness. Although Shimane ranks last nationwide in foreign overnight guests, its ancient myths and deep-rooted traditions remain its greatest strength.
Izumo Taisha enshrines Ōkuninushi no Ōkami, the deity of matchmaking and human connection. Every year during the “Kamiarizuki” (meaning Month of the Gods), deities from across Japan are said to gather at Izumo Taisha. The Kamiarizuki falls in October of the lunar calendar, around November in the modern calendar. This year, it will take place from November 29 to December 6.
During this period, the gathered gods discuss relationships not only between men and women but also ties of work, friendship, and destiny. For this reason, most of Japan calls the same month “Kannazuki,” meaning “the month without gods.” However, locals in Izumo call it “Kamiarizuki.”
The main hall of the shrine, a National Treasure, is built in the ancient “Taisha-zukuri” architectural style. It is Japan’s oldest shrine design. According to shrine records, the original structure stood 97 meters tall in ancient times and 48 meters in the medieval period—twice its current height.
In 2000, archaeologists unearthed a massive pillar base called “Uzubashira” within the shrine grounds. It measures three meters in diameter and supports this legend. The Kaguraden (Sacred Dance Hall) houses Japan’s largest sacred straw rope, which weighs about five tons.
The nation’s largest torii gate stands about 600 meters south of the main approach. Rich in both mythology and history, Izumo Taisha continues to attract visitors seeking spiritual connection and love.
Tamatsukuri Onsen: Japan’s ancient “beauty spring” in Matsue
Picture: テラス / PIXTA(ピクスタ)
Not too far a drive from Izumo Taisha in Matsue lies Tamatsukuri Onsen, Japan’s oldest hot spring (onsen). The hot spring opened about 1,300 years ago during the Nara period. The ancient record Izumo no Kuni Fudoki describes it as “a bath that makes one beautiful after a single soak and cures all diseases after another,” also calling it “the hot spring of the gods.” Modern water-quality studies confirm this legend, rating its minerals as equivalent to those found in high-end cosmetic lotions.
Renowned as a “beauty spring,” the waters leave skin smooth and hydrated after bathing. Along the Tamayu River, traditional inns and cherry trees line the streets, while steam rises from open-air footbaths.
The nostalgic atmosphere and tranquil townscape attract visitors, especially on weekends, who enjoy leisurely strolls. The warmth of the spring soothes both body and mind. Located just over 10 minutes by car from Matsue’s castle town and about 50 minutes from Izumo Taisha, Tamatsukuri Onsen is one of many great options for exploring the Izumo area.
For more information on what to do in Shimane, see the prefecture’s official tourism guide. Or, use the form below to reach out to us at Unseen Japan Tours and plan your own personalized trip across Japan today!
Planning a trip to Japan? Get an authentic, interpreted experience from Unseen Japan Tours and see a side of the country others miss!
“Noah [at Unseen Japan] put together an itinerary that didn’t lock us in and we could travel at our own pace. In Tokyo, he guided us personally on a walking tour. Overall, he made our Japan trip an experience not to forget.” – Kate and Simon S., Australia
See a side of Tokyo that other tourists can’t. Book a tour with Unseen Japan Tours – we’ll tailor your trip to your interests and guide you through experiences usually closed off to non-Japanese speakers.
Want more news and views from Japan? Donate $5/month ($60 one-time donation) to the Unseen Japan Journalism Fund to join Unseen Japan Insider. You’ll get our Insider newsletter with more news and deep dives, a chance to get your burning Japan questions answered, and a voice in our future editorial direction.
Sources
島根、福井、秋田「外国人観光客が少ない地域の実態」訪日観光客急増のウラで 現代ビジネス
5分でわかる！島根の定番・人気観光スポットを8つのエリアでご紹介 しまね観光ナビ
神秘的パワースポットと美肌の湯で癒される。湯の町・玉造温泉の王道スポット巡り
しまね観光ナビ
AloJapan.com