Break New Ground in Japan: Discover More of Nagano Beyond the Slopes

Nagano

Nagano is preparing for another standout northern winter, with Australian skiers and snowboarders expected to arrive in record numbers. Renowned for its deep powder, alpine villages and world-class ski resorts, the prefecture has long been a favourite for winter sports enthusiasts. But as visitation continues to surge, tourism leaders are encouraging travellers to look beyond the ski fields and explore the full depth of Nagano’s cultural, culinary and natural experiences.

Located around 250 kilometres north-west of Tokyo, Nagano is far more than a winter playground. With six distinct regions offering year-round appeal, the prefecture invites visitors to extend their stay or return outside the snow season to truly understand what makes this mountainous heart of Japan so compelling.

Six Regions, Endless Reasons to Stay Longer

Nagano is divided into six diverse regions, each with its own landscapes, traditions and pace of life. While winter remains the headline act for many Australians, the Nagano Tourism Organization is focused on growing the all-season market to support sustainable tourism and deeper visitor engagement.

According to Helen Wong, Australian representative of the Nagano Tourism Organization, Nagano’s appeal extends far beyond winter. From ancient walking routes and historic towns to regional cuisine and seasonal festivals, the prefecture rewards travellers who take the time to explore.

Autumn brings fiery foliage across mountain valleys, spring delivers cherry blossoms and alpine blooms, and summer opens up hiking, cycling and cultural discovery across cooler highland terrain.

Australians Driving Strong Growth

Australian travellers continue to play a vital role in Nagano’s tourism success. Recent figures show Australians recorded 143,860 bed nights up to the end of August 2025, an increase of more than 28,000 compared to the previous record year. This positions Australia as Nagano’s second-largest inbound market, behind Taiwan and ahead of the People’s Republic of China.

This growing loyalty highlights the opportunity to encourage longer stays and repeat visits, particularly outside the peak winter months, as travellers become more familiar with the region’s diversity.

Beyond the Slopes: Highlights Across Nagano

Nagano

Northern Nagano remains a major drawcard, with its famous onsens, Snow Monkeys, ski resorts and the historic Zenkoji Temple. Yet every corner of the prefecture offers its own unique experiences worth discovering.

Central Nagano is home to Matsumoto Castle, one of Japan’s most beautiful original castles, as well as the pristine Kamikochi basin and the wasabi farms of Azumino. The region also encompasses the Hakuba Valley and the dramatic Tateyama Kurobe Alpine Route, a highlight for spring and summer travellers.

Eastern Nagano is rich in nature and easily accessed from Tokyo via the Hokuriku Shinkansen, making it ideal for short breaks and relaxed rural exploration.

The Suwa Region centres on Lake Suwa and the scenic Venus Line ridge drive, where wildflowers and sweeping mountain views create a spectacular summer and autumn experience.

In the Kiso Region, travellers can step back in time along the ancient Nakasendo route, exploring beautifully preserved post towns nestled in the atmospheric Kiso Valley.

Southern Nagano spans the Ina Valley and is known for Takato Castle, famous for its cherry blossoms, as well as the accessible 2,600-metre Senjojiki Cirque. The region blends natural beauty with deep cultural heritage and traditional village life.

A Year-Round Destination Worth Returning To

Nagano

As Nagano continues to attract strong interest from Australian travellers, tourism leaders are focused on showcasing the prefecture as a destination for every season. By exploring its six regions, visitors can experience a side of Japan that combines alpine adventure, ancient history, regional cuisine and breathtaking landscapes, well beyond the ski season.

Whether visiting for snow, blossoms, hiking or heritage, Nagano rewards curiosity and invites travellers to break new ground with every return visit.

WEBSITE: www.go-nagano.net
DESTINATION: Nagano Prefecture, Japan

For more travel inspiration read the daily online "The Holiday and Travel Magazine" https://theholidayandtravelmagazine.blogspot.com/