With a record 42.7 million international visitors in 2025 – a 15.8 per cent increase on the previous high of 36.9 million in 2024 – it appears that our desire to explore all that the mythical lands of Japan have to offer isn’t diminishing anytime soon.
Many travellers arrive from all over the world for the key seasonal moments, such as the vivid cherry blossoms or the gorgeous autumn foliage. As many visitors feel pressured to see as much as possible in a short time, there are also key ‘bucket list’ stop-offs, often connected by bullet trains, allowing travellers to see the temples of Kyoto and the Neon metropolis of Tokyo in a matter of weeks.
However, should you have a little extra time in Japan, there are plenty of spectacular rural gems worth visiting. Places where time seems to flow a little slower – tranquil havens far away from the cries of overtourism that now echo around large cities and ports.
To determine which rural corners of Japan are worth adding to those once-in-a-lifetime itineraries, Remitly used eye-tracking technology with hundreds of survey participants as they viewed images of rural Japanese villages, towns and settlements. The destinations that caught their attention quicker and for longer were deemed the most attractive.
So, which bucolic corners of Japan should we be adding to our list?
It’s the ancient hot-spring district of Kinosaki Onsen that claims the title of the most beautiful rural area in Japan, according to Remitly’s study. Reachable by a two-hour train from Kyoto, the district is set within Toyooka City, between towering mountains and the Sea of Japan, where cherry blossoms mark the arrival of spring and gentle snowfall leaves the peaks sugar-dusted come winter.
Gujo Hachiman in Gifu on Honshu, Japan’s most famous island, is second, although it’s no longer the most hidden gem on the list since travellers began dubbing the destination the “Venice of Japan” due to the crystal clear water that runs through its street canals. Taking bronze is Minamioguni in the Kumamoto prefecture, located on the island of Kyushu, best-known for its transformation into a lighting spectacle each winter between late December and March. Around 300 handcrafted bamboo lanterns line the riverside during the Yuakari winter lantern illumination season.
The most beautiful rural areas in Japan
1. Kinosaki Onsen, Hyōgo
2. Gujo Hachiman, Gifu, Central Honshu
3. Minamioguni, Kumamoto, Kyushu
4. Kawanehon, Shizuoka, Central Honshu
5. Shibetsu-chō, Hokkaido
6. Nakagawa, Nagano, Central Honshu
7. Shinjō-son, Okayama, Western Honshu
8. Ine, Kyoto, Western Honshu
9. Nakasatsunai, Hokkaido
10. Sai, Aomori
