As Japan prepares to welcome 60 million international visitors annually by 2030, many travellers are seeking quieter destinations that offer authentic local experiences without the congestion of Tokyo, Kyoto and Osaka. Aomori answers that call with dramatic landscapes, rich cultural heritage, seasonal beauty and exceptional hospitality.
Through Hoshino Resorts' exclusive NORESORE Aomori Campaign, visitors can experience a carefully curated collection of unforgettable journeys across three remarkable properties—Aomoriya, Oirase Keiryu Hotel and KAI Tsugaru—each offering its own unique gateway into the traditions, landscapes and spirit of northern Japan.
Why Aomori is the Perfect Alternative to Japan's Busy Tourist Trail
While Japan's famous cities remain incredible destinations, Aomori offers something increasingly rare—space to breathe, time to connect and opportunities to experience Japanese culture as it has been lived for generations.
Instead of crowded streets and busy attractions, visitors discover peaceful countryside, welcoming communities, breathtaking scenery and authentic traditions that have shaped the Tohoku region for centuries.
Whether you're planning your first trip to Japan or returning to explore beyond the popular destinations, Aomori provides a refreshing and deeply rewarding alternative.
Discover the Deep-Rooted Culture of Tohoku
Aomori's greatest treasure is its people and their enduring connection to tradition.
Throughout the region, travellers can immerse themselves in hands-on cultural experiences that reveal the heart of northern Japan. Build your own seafood rice bowl using the freshest local catch at lively fish markets, learn the intricate art of Nanbu Sakiori textile weaving, sample premium sake crafted using generations of expertise, or explore the internationally acclaimed Towada Art Center, where contemporary art blends beautifully with nature.
These experiences create genuine connections with local communities while offering insights into customs that continue to thrive in modern Japan.
Celebrate the Beauty of Every Season
Summer comes alive during the world-famous Nebuta Festival, when enormous illuminated floats parade through the streets accompanied by energetic dancers, traditional music and unforgettable celebrations.
Autumn transforms the famous Oirase Gorge into one of Japan's most breathtaking displays of crimson, amber and golden foliage, attracting photographers and nature lovers from around the world.
Winter blankets the region in pristine snow, creating magical frozen waterfalls and peaceful landscapes where visitors can soak in open-air hot springs while surrounded by spectacular winter scenery.
Spring brings thousands of cherry blossoms to Hirosaki Park, widely recognised as one of Japan's finest cherry blossom viewing locations and an unforgettable destination for photographers and travellers alike.
No matter when you visit, Aomori offers a completely different experience with every season.
Stay at Three Exceptional Hoshino Resorts
The NORESORE Aomori Campaign showcases three distinctive Hoshino Resorts properties, each providing a unique way to experience the region.
1) Aomoriya – Celebrate Festival Culture All Year Round
Aomoriya is a lively resort that captures the joyful spirit of Aomori's famous festivals every day of the year.
Situated within an expansive parkland estate, guests enjoy spectacular Nebuta performances, relaxing hot springs, horse-drawn carriage rides and beautifully designed accommodation inspired by local traditions.
The resort brings together entertainment, culture and rural hospitality, making it the perfect introduction to northern Japan.
2) Oirase Keiryu Hotel – A Sanctuary Beside Japan's Most Beautiful Stream
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Surrounded by ancient forests and crystal-clear streams, guests enjoy spacious river-view rooms, outdoor terrace dining and guided nature experiences throughout every season.
The hotel's "Keiryu Slow-Life" philosophy encourages visitors to slow down, reconnect with nature and fully appreciate one of Japan's most spectacular landscapes.
3) KAI Tsugaru – Experience the Elegance of Traditional Japan
For those seeking the classic Japanese ryokan experience, KAI Tsugaru combines luxury with cultural authenticity.
Guests relax in historic cypress hot spring baths, stroll through the tranquil Four Seasons Water Garden and savour exquisite kaiseki dining featuring regional delicacies, including the internationally renowned Oma tuna.
Each evening concludes with live performances of the traditional Tsugaru shamisen, allowing visitors to experience one of northern Japan's most treasured musical traditions.
A Culinary Journey Through Northern Japan
Aomori's rich agricultural land and surrounding seas provide some of Japan's finest produce.
Seafood lovers can enjoy freshly caught scallops, tuna, squid and seasonal delicacies prepared with exceptional care. The region is also famous for producing Japan's finest apples, premium sake and locally grown ingredients that showcase the flavours of every season.
Dining in Aomori is more than a meal—it is another opportunity to experience the region's close relationship with nature and its commitment to quality.
Discover Art, Nature and Authentic Japanese Hospitality
Beyond its stunning scenery and vibrant festivals, Aomori offers travellers countless opportunities to explore contemporary art, traditional craftsmanship and peaceful rural landscapes.
Visit the Towada Art Center, wander through charming local towns, relax in natural hot springs, hike alongside mountain streams or simply enjoy the slower pace of life that defines the Tohoku region.
Every encounter reflects the warmth and hospitality for which northern Japan is renowned.
Experience Japan Before Everyone Else Does
With its combination of spectacular natural beauty, rich cultural heritage, unforgettable seasonal festivals and luxurious accommodation, the region offers an immersive travel experience that feels both timeless and refreshingly uncrowded.
Whether you are watching illuminated festival floats dance through summer streets, soaking in a steaming outdoor onsen surrounded by snow, admiring vibrant autumn forests or strolling beneath spring cherry blossoms, Aomori invites you to experience Japan at its most authentic.
Plan Your Journey to Aomori
The NORESORE Aomori Campaign makes exploring northern Japan effortless, offering carefully curated experiences that showcase the very best of the region's culture, nature and hospitality.
Just 80 minutes from Tokyo, Aomori proves that some of Japan's greatest treasures are found far beyond the usual tourist trail.
Hoshino Resorts
Website: https://hoshinoresorts.comAomoriya Website: https://hoshinoresorts.com/en/hotels/aomoriya/
Oirase Keiryu Hotel Website: https://hoshinoresorts.com/en/hotels/oirasekeiryu/
KAI Tsugaru Website: https://hoshinoresorts.com/en/hotels/kaitsugaru/
Aomori Official Tourism Guide Website: https://aomori-tourism.com
Tohoku Tourism Promotion Organization Website: https://www.tohokukanko.jp
Japan National Tourism Organization Website: https://www.japan.travel
For more travel inspiration read the daily online "The Holiday and Travel Magazine" https://theholidayandtravelmagazine.blogspot.com/
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