A new study utilising eye-tracking technology has highlighted Japan's most captivating rural areas, offering a glimpse into destinations beyond the well-trodden tourist paths of Tokyo and Kyoto. The research, conducted by Remitly, aimed to identify underrated corners of the country that hold significant visual appeal, a timely insight as Japan prepares for an unprecedented surge in international visitors.
Japan is projected to welcome a record 42.7 million international visitors in 2025, marking a substantial 15.8 per cent increase from the 36.9 million recorded in 2024. This burgeoning interest often funnels travellers towards iconic urban centres and seasonal attractions like cherry blossoms and autumn foliage. However, the study suggests a growing desire among some visitors to explore more serene, less congested locations.
Kinosaki Onsen, an ancient hot-spring district located in Hyōgo prefecture, claimed the top spot in Remitly's ranking of beautiful rural areas. Situated within Toyooka City, nestled between towering mountains and the Sea of Japan, it is celebrated for its picturesque scenery, particularly during spring cherry blossom season and winter snowfall. Gujo Hachiman in Gifu, often dubbed the "Venice of Japan" due to its clear street canals, secured second place, while Minamioguni in Kumamoto prefecture, known for its winter lantern illuminations, came third.
The methodology involved presenting hundreds of survey participants with images of rural Japanese villages, towns, and settlements. Eye-tracking technology then measured which destinations captured their attention most quickly and for the longest duration, thereby determining their perceived attractiveness. This approach offers an objective measure of visual appeal, moving beyond traditional anecdotal recommendations.
Other notable rural destinations identified in the top ten include Kawanehon in Shizuoka, Shibetsu-chō in Hokkaido, and Ine in Kyoto. These locations promise a different pace of travel, offering tranquil havens away from the pressures of overtourism increasingly felt in major Japanese cities and popular ports.
The increasing number of international visitors to Japan, coupled with a focus on less-explored regions, could present new opportunities for various sectors. While the immediate economic impact on UK households is indirect, a thriving Japanese tourism industry could strengthen economic ties and potentially influence travel trends for UK holidaymakers seeking authentic experiences.