A quiet revolution is unfolding along the coast of north-central Japan, where discerning travelers are discovering Toyama, a destination that speaks to the soul of high-end, experiential travel. Nestled between the dramatic peaks of the Northern Japan Alps and the glassy waters of Toyama Bay, this once-overlooked region is emerging as record numbers of immersion-seeking travelers flock to Japan’s best-kept luxury secret, where nature, culture, craftsmanship, and serenity converge.
Toyama’s rising global profile was recently recognized by The New York Times, which included the region in its prestigious “52 Places to Go in 2025” list—an affirmation of its growing appeal to thoughtful, experience-driven travelers.
Renewed accessibility makes it easier than eager for travelers in Tokyo to glide there smoothy on the high-speed Hokuriku Shinkansen on a journey that’s just over two hours and now closer than ever for day trips or brief multi day experiences. Its location along the Shinkansen route also makes it an ideal stopover between Tokyo and Kyoto, offering a rare moment of calm and richness between two of Japan’s busiest cities.
At the heart of Toyama’s allure is its deep connection to nature. The region is famed for the Tateyama Kurobe Alpine Route, where travelers can take in panoramic views of Japan’s most majestic peaks. In contrast, the coastal plains offer some of the world’s finest seafood, including the translucent firefly squid and delicate white shrimp, served in minimalist kaiseki meals that elevate purity and seasonality to an art form. The World Heritage-listed Gokayama Gassho-style village adds another layer of cultural and scenic richness, offering a glimpse into Japan’s rural past amid stunning mountain landscapes.
Equally enchanting is Toyama’s unbroken thread of artisanal heritage across the region, glassmakers, woodworkers, and washi paper artisans welcome guests into their studios for rare, hands-on encounters. These are not staged performances, but deeply human moments of connection and learning—made possible by Toyama’s sincere, unhurried pace.
In a world increasingly saturated with over-tourism, Toyama offers a rare kind of luxury: space, silence, and soul. Here, the journey is measured not in checklists but in emotions—moments of awe, discovery, and calm. As a new wave of U.S. travelers seek meaning over materialism, Toyama is quietly answering the call.
About Visit Toyama
Toyama Prefecture is located in the Hokuriku region of north-central Japan, bordered to the north by the Sea of Japan and nestled between Ishikawa, Nagano, and Gifu prefectures. The prefecture’s natural beauty spans the rugged Tateyama Mountain Range and the scenic Toyama Bay. In between these lies much unspoiled countryside, which over centuries has shaped a distinct regional culture.
Toyama is an unhurried destination offering authentic cultural experiences, idyllic scenery, and gourmet seafood with relative quietness compared to more obvious locales such as Kyoto or neighboring Kanazawa. Easy shinkansen and limited express rail access from Tokyo, Kyoto, and Osaka—all covered by various Japan Rail passes—make Toyama Prefecture perfect for wider discovery, as well as a convenient base from which to explore more of Hokuriku. Accommodation options include traditional ryokan inns, restored craft ateliers, and sustainably-conscious boutique hotels that are destinations in their own right.
For more information, visit visit-toyama-japan.com/en or @toyama_visit on Instagram.
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Gabriella Ribeiro
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