“AUTHENTIC” NAGANO INVITES MORE AUSTRALIANS

Nagano region

Japan’s postcard-perfect Nagano region is campaigning to draw more Australians off the beaten track to explore its quaint traditional villages while taking in the mountainous views.

A popular Northern winter escape for Aussie skiers and snowboarders, Nagano is spreading its wings to highlight other attractions that are a feature of the area - all year round.

The alpine region – about 250km north-west of Tokyo - wants to concentrate more on the traditions, culture and cuisine that have unique qualities to the prefecture.

Visitors are encouraged to look beyond the high-profile attractions which include Zenko-ji Temple, the imposing Matsumoto Castle and the Jigokudani Monkey Park, where the snow monkeys bathe in the springs.

“Unlike the bustling cities of Tokyo and Kyoto, we are looking at attracting travellers to experience a more authentic, less touristy side of Japan,” said Helen Wong, Australian representative of the Nagano Tourism Organization.

“We aim to unearth a side of Nagano that will appeal and surprise Australians looking for an escape from the typical tourist crowds and in search of a special experience,” she said.

“In doing so, we are focusing on the alpine area’s traditional villages and the spectacular rural settings that surround them.”

Tsumago-juku

One such example is the Nakasendo, a 534km ancient trail that connects Kyoto with Tokyo. Built during the Edo Period (1603-1868), it was one of the longest but safest routes to travel along between the old and new capitals.

It was one of five major roads established at the time, but unlike others that have succumbed to modern development, much of the Nakasendo along the Nagano Prefecture has remained untouched.

Parts of the road that people travelled along hundreds of years ago, as well as the towns in which they stayed during the long journeys, can still be seen today.

“Magome, Tsumago and Narai are the most well-preserved and popular towns to visit,” said Helen.

“Walk among these ancient settlements and along the old roads that connected them, and you will experience a slice of Japan’s history that many of today’s guests miss,” she said.

In the southernmost reaches of Nagano Prefecture is the small village of Achi, a great place to enjoy the peace and quiet of nature while gazing at the stars at night. Take a lift to the top of the local ski resort and visitors can experience spectacular views from Star Village Achi. Although isolated from most parts of Nagano, the area can be reached by bus on a one hour 40-minute trip from Nagoya.

Figures released by the Nagano Tourism Organization had the Australian market at number two behind Japan’s neighbours Taiwan for time spent in Nagano.

These statistics are for the first quarter of 2025 with Australians spending 131,410 bed nights during the period, a slight dip on the previous record-smashing year’s figures but well ahead of the People’s Republic of China in third position.

Renowned for its ski fields of powder snow, bubbling hot springs and inquisitive snow monkeys, Nagano is campaigning to further increase the numbers more broadly across the year.

Matsumoto Castle

While it’s well documented to be the home to some of Japan’s best ski resorts, interest also centres on visitors wanting to stretch the legs along ancient trekking routes, sample the traditional cuisine and experience everyday life in the villages.

Hakuba Valley, at the base of the Northern Japan Alps, hosts a range of adventure activities such as rafting, hiking and cycling. 

Details: Nagano Tourism Organization: https://www.go-nagano.net/en/

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