Years ago while I was on the Gram, a fellow creator here in Tokyo asked me out of the blue why I spend such a staggering amount of money traveling around and promoting my Japan travel blog. At the time, I was taken aback by the query. I mean, wasn’t it blatantly obvious why I am so inescapably addicted to this amazing country? If anything, I was the one who was puzzled why someone wouldn’t want to throw all of their disposable income at exploring Japan. Honestly, what the hell else would I do with it? Let it sit in the bank?
Whelp folks, a lot has changed since I first penned this love letter back in 2021. These days, nobody needs to be sold on Japan. The country welcomed a record 42.7 million international visitors in 2025, and the powers that be are gunning for 60 million by 2030. Frankly, it feels like everyone, their brother, and even their great grandmother are making the pilgrimage as we speak. The result is that a handful of hotspots are now drowning in a sheer deluge of international tourists while much of the country is dying for even a drop of this demand.
I originally wrote this essay back during the pandemic when my rose-colored glasses had not yet been fractured by the bad behavior of some visitors (like that girl doing pull-ups on a torii gate). In the years since, watching the crowds swell with people coming because of the weak yen has admittedly made me a fair bit more cynical in regards to overtourism in Japan. Still, the love itself hasn’t budged an inch. If anything, the onslaught has only made me more grateful for the quiet corners of the country.
With that in mind, allow me to share five reasons why I remain head over heels in love with exploring a different side of Japan…
Reason One: Endless Discovery
It’s not exactly a well-kept secret that the official slogan for the Japan National Tourism Organization (or JNTO for short) is “endless discovery.” That said, I don’t think many tourists realize exactly how apt of a catchphrase this really is. Put simply, my bucket list for places that I want to visit in Japan is now so long that I would require multiple lifetimes to complete it. Hell, one could live for over a century and never even scratch the surface of Tokyo, let alone the rest of Japan.
Though comparatively only the size of the state of California, Japan is chock full of attractions and hidden gems. In stark contrast to the excruciatingly humdrum suburban sprawl of North America, just about anywhere in Japan has the potential to intrigue overseas visitors. In fact, throughout all my travels across the vast Japanese countryside, I cannot recall a single trip that left me unmoved. All things considered, you’d really need to try your hardest to have a bad time here in Japan!
Here’s the bitter irony of the current boom though. Even with tens of millions of new arrivals, the overwhelming majority funnel into the exact same dozen photo spots that they saw on social media. The problem was never a lack of information; almost everything worth knowing about Japan is already online. The problem is a lack of awareness. Meanwhile, entire prefectures that are packed with allures go weeks without seeing more than a busload of foreign visitors. For a hopeless explorer like yours truly, that math is a gift.
Reason Two: Logistics
Speaking of traversing the country, the second reason why I love traveling in Japan is the country’s amazing transportation network. As someone who has never (and likely will never) drive an automobile, the ability to get from one end of Japan to the other in a matter of hours is a godsend. Every weekend, I board a bullet train bound for some remote country destination, and before I know it, I’m there. What’s more, I can even bang out some work while en route.
Of course, no talk about public transportation in Japan would be complete without acknowledging the fact that everything arrives on schedule. This fact alone puts Japan in a class of its own when it comes to travel logistics. Given that one will often have to make additional connections to reach their final destination, it really is a blessing to know exactly when you’ll arrive at a station. Moreover, the fact that trains and buses actually come on time means that you can more easily plan your adventures.
In the age of overtourism, this network has also become something of an escape hatch. You see, the very same trains that dump legions of tourists at the same three or four stops will happily whisk you anywhere else in the country. Hop off the Golden Route and transfer to a rural line or two, and the crowds simply evaporate. Out in the countryside, you can go for days without encountering another foreign tourist. Frankly speaking, the fact that so few travelers ever exploit this is beyond me.
Reason Three: Narrative
While I’ll concede that Japan isn’t the only country in the world to have a culture that is many millennia old, its ancient legacy is yet another thing I absolutely love about this place. In short, I am a huge proponent of the power of historical narratives when it comes to bringing a site to life. In this regard, few other options for tourists can hold a candle to the likes of Japan. No matter where you wander here, you’re bound to find all sorts of unique historical and cultural rabbit holes to dive down. Though I am certainly a sucker for the minutiae, even first-time visitors to Japan can appreciate the simplified stories.
One other amazing aspect of Japan is that much of its rich culture and history still remains in tangible forms. From the oldest wooden buildings in the world at the Horyu-ji temple complex, to the unbroken tradition of rebuilding Ise Jingu every two decades, lasting examples of Japan’s long cultural pedigree can be found throughout the nation. Many of these structures predate most of the modern nations in the world like my country of origin, the United States. While I may be alone in feeling this way, I’ve found that coming face-to-face with these historical masterpieces really puts the newness of our modern world into perspective.
Sadly, the tourism boom has not been kind to the narrative magic at Japan’s most famous sites. When you need to share the space with legions of other travelers, the authentic sense of culture is simply lost. These days, the likes of Asakusa’s Senso-ji and Kyoto’s Fushimi Inari Taisha feel more like theme parks than the culturally rich destinations they once were. The good news is that the stories themselves haven’t gone anywhere. Out at the countless lesser-known temples, shrines and castle ruins that dot the archipelago, Japan’s historical rabbit holes remain as deep as ever. Better yet, you’ll often have them entirely to yourself.
Reason Four: Safety
I almost need not say this, but Japan is one of the safest countries in the world. In fact, I just took a quick bathroom break while writing this piece and left my laptop and cellphone unattended on the table. Nowhere else in the world would I feel comfortable doing this. Likewise, outside of the rather infrequent absconding with my fellow Japan creators, I almost always travel alone. Despite flying solo all the time, I have never once felt uncomfortable during my numerous adventures.
Now, I do recognize that my experience may be somewhat tinted by the fact that I am a Caucasian male (and a rather tall one at that) but by and large, the Japanese are kind and honest souls so you really need not worry. Lost wallets here have a funny way of finding their way back to their owners, cash and all. While you should always keep your wits about you just in case, especially if you’re out late partying, Japan is incredibly safe in comparison to just about anywhere else on the planet.
That said, allow me to add one somber note from the more jaded version of myself. The recent deluge has brought with it some of the worst-behaved visitors that Japan has ever seen, and the locals have taken notice. Foreigner fatigue is a real and growing phenomenon, especially in the areas that bear the brunt of overtourism. Japan remains a high-trust society, and that trust is precisely what makes it such a joy to travel here. Do me a favor and don’t be the reason that a sleepy rural town starts bolting things down.
Reason Five: Nature
People regularly ask me when’s the best time to visit Japan. Oftentimes, my answer is “YES!” You see, there really is no wrong time to visit Japan. Though the spring cherry blossoms may be Japan’s most well-known seasonal allure, the truth is that there’s something to see at all times of the year. The following are just a few of my favorites…
- Spring
While the cherry blossoms hog all of the attention, springtime is also when the azaleas and nemophila are in season. Be sure to check out Nezu Shrine in Tokyo for the former and Hitachi Seaside Park in Ibaraki for the latter! - Rainy Season
Though it’s usually a low season for tourism, the period between spring and summer is a time when you can have the attractions to yourself. What’s more, this is also a great time to see Kamakura’s hydrangeas! - Summer
While the dog days of summer are undoubtedly a hot and humid time, this is also when many of the major festivals take place. Additionally, a lot of students and office workers also have time off during this time of year. - Autumn
Though no longer a well-kept secret, the fall months in Japan are some of the most beautiful. Though these may be fighting words, I’m of the mind that the autumn foliage can easily rival the cherry blossoms. - Winter
Especially on the Sea of Japan side of the archipelago, wintertime in Japan is a celebration of all things snow. If you’re a diehard fan of skiing or snowboarding, you really need to experience Japan during winter!
As an added bonus, Japan’s seasonal calendar doubles as a handy tool for dodging the masses. The overwhelming majority of tourists cram their visits into the cherry blossom peak bloom crunch and then huddle around the same iconic viewing spots. Shift your timing by even a few weeks, or simply swap a famous locale for a regional alternative, and you’ll find that Japan’s natural beauty remains blissfully uncrowded. Thankfully, Mother Nature doesn’t perform exclusively for the Golden Route.
By the way, in case you’re wondering, my personal favorite time of the year is autumn (the shot above should give it away though). There is just little in this world that can compare to the majesty of Japan when the leaves come ablaze with yellow and crimson hues! Better yet, the koyo season stretches on for well over a month as the colors creep down from the north, giving you far more room to plan than the fleeting cherry blossoms ever will.
Bonus Reason: Food
Allow me to end this essay with one final reason why Japan is the best country to visit on the planet. Though I am basically an anti-foodie who doesn’t really value culinary experiences and tends to eat only one meal per day, I do acknowledge that Japan has one of the best gourmet cultures out there. If a philistine like me is willing to concede that point, you can only imagine how the actual foodies out there feel.
Of course, the recent tourism boom has done its best to ruin even this. Thanks to the algorithm overlords, hordes of hungry visitors now queue for hours in front of whatever ramen joint went viral this week while an identical bowl sits unbothered a few blocks away. Even an anti-foodie like me can see how silly this is. Should you be able to ignore the hype though, you’ll quickly discover that culinary excellence in Japan is the rule rather than the exception.
If you like stuffing your gullet with an endless variety of succulent and savory treats, then Japan is one country that you need to visit time and time again. From plebeian ramen grub (hint: go to Kitakata if you want some of the best noodles the country has to offer) to exquisite dining options, Japan is a cornucopia of delectable delights. Hell, even the humble convenience store fare here punches well above its weight when compared with sit-down restaurants overseas.
Anyway, if this essay has you itching to look beyond the usual suspects, know that this entire blog exists to help you do exactly that. I’ve really got nothing to sell you; only a different side of Japan to share. If you need a hand figuring out where to go, my mega-guide on the subject is a good place to start. Otherwise, consider signing up for my newsletter below so that I can keep the discoveries coming.
Until next time travelers…
