[2024 Edition] Top 10 Most Popular Japanese Prefectures Among Foreign Tourists – Plus Hidden Gems to Explore

Planning a trip to Japan?
From the bustling cities of Tokyo and Osaka to lesser-known scenic areas, Japan offers endless destinations worth visiting.
Based on the latest 2024 data, here are the top Japanese prefectures favored by international tourists—along with local experiences and hidden gems you won’t want to miss.

Whether it’s your first trip or a return visit, discover the version of Japan that’s just right for you.

1. Top 10 Prefectures Popular Among Foreign Tourists (2024 Ranking)

According to the Japan National Tourism Organization (JNTO), over 30 million foreign tourists visited Japan from January to October 2024—an all-time high.
This ranking not only reflects visitor numbers but also highlights each region’s charm, accessibility, and cultural experiences.

1-1. Where Are Tourists Going in Japan?

Here are the top prefectures by foreign visitor count:

These numbers highlight the appeal of major cities and airport gateways like Chiba, as well as destinations rich in culture and history.

1-2. Not Just Tokyo & Osaka – Hidden Gems Gaining Popularity

While big cities dominate the top ranks, rural prefectures are catching global attention.

• Yamanashi (8th): With Mt. Fuji, hot springs, and improved access, tourism is rising.

• Nara & Kanagawa: Ideal day-trip destinations offering temples, historic towns, and coastal charm.

• Ishikawa, Gifu, Shimane: Gaining popularity on social media for their blend of tradition and modernity.

Tourists increasingly seek less crowded, authentic experiences, driving interest in these “hidden Japan” areas.

1-3. Why Are These Places Chosen?

Travelers value immersive experiences over simply “famous spots.”

• Kyoto: Kimono rentals, tea ceremonies, meditation in temples.

• Osaka: Food culture and entertainment.

• Tokyo: Urban sightseeing and trendsetting.

Other highlights:

• Kagawa: Island-hopping and contemporary art (Naoshima, Teshima).

• Kagoshima: Volcanoes and hot springs.

• Mie: Spiritual experiences at Ise Grand Shrine.

2. Which Prefectures See the Most Tourist Spending?

2-1. Total Spending by Foreign Tourists

Top 3 by total spending in 2024:

Notably, Hokkaido and Okinawa, despite lower visitor counts, rank highly in spending:

• Hokkaido: 6th (51.1 billion JPY)

• Okinawa: 8th (47.9 billion JPY)

This reflects their popularity for longer stays and resort-style travel.

2-2. High Spending Per Visitor – Unexpected Prefectures

These areas attract independent travelers looking for premium, specialized experiences.

Factors include:

• High-end lodgings

• Niche cultural activities

• Strong digital marketing

• Direct flights to regional airports

2-3. Experience-Based Value Drives Spending

Examples:

• Kagawa: Popular for Setouchi art islands and luxury stays.

• Mie: Spiritual journeys and scenic cruises in Ago Bay.

Travelers today prefer unique experiences that can’t be replicated elsewhere.

3. Local Success Stories in Rural Japan

3-1. Kagoshima: Growth Thanks to Hong Kong Flights & Cultural Outreach

• Direct flights from Hong Kong restarted in March 2024.

• YouTube channel “People of Kagoshima” shares local stories globally.

Unique features like Sakurajima volcano, onsen, and Satsuma culture make it an appealing second-visit destination.

3-2. Kagawa: Art + Island Resort

Naoshima, Teshima, and Inujima offer immersive art island experiences, with stylish hotels and Airbnb options creating a luxury cultural journey.

The government’s data confirms a direct link between higher accommodation prices and visitor spending.

3-3. Miyagi & Mie: Unassuming but Effective

• Miyagi: Fox Village, Matsushima Bay, and Sendai beef.

  • Direct flights to/from Hong Kong and Thailand promoted by city officials.

• Mie: Ise Shrine and top digital outreach via “Visit Mie” website.

4. Travel Trends & What Makes a Region Stand Out

4-1. Post-COVID Travel Behavior

Travelers now prefer:

• Less crowded destinations

• Authentic, meaningful experiences

Ishikawa Prefecture saw a surge after the Hokuriku Shinkansen extension opened in 2024, improving access to places like Shirakawa-go.

Social media and YouTube have become major discovery tools for travelers.

4-2. Why Local Areas Are Rising

Key reasons:

• Diversified interests: food, nature, history, etc.

• Local governments launching proactive international campaigns (e.g. multilingual websites, direct flights, SNS marketing)

4-3. In the Age of Social Media, Visibility is Key

Places like Naoshima (Kagawa) and Zao Fox Village (Miyagi) became famous thanks to viral posts.
Real stories from real travelers now matter more than guidebooks.

Going forward, how regions present themselves online will be as important as the attractions themselves.

5. How to Choose the Right Prefecture for Your Trip

5-1. First-Time Visitors

Start with the golden trio: Tokyo, Osaka, and Kyoto.
Or go deeper with a combination, like:

• Tokyo + Mt. Fuji (Yamanashi)

• Osaka + Nara/Mie (history, nature)

• Fukuoka + Saga (onsen, food)

Japan’s clean and efficient transportation makes it easy even for beginners.

5-2. Exploring Beyond the Big Cities

Rural destinations are improving multilingual support and online resources.
Sites like Visit Mie and Visit Miyagi offer localized tips and cultural insights.

Services like regional buses, rental bikes, and tour passes help you enjoy travel in a slower, deeper way.

5-3. What Makes a Trip Truly Unforgettable?

Memorable travel isn’t just about “what you see,” but “how you feel.”

Examples:

• Serenity at Ise Shrine

• Warm local conversations in Kagoshima

• Island-hopping with art in Kagawa

Many regions now run repeat-visitor campaigns and emphasize connection over consumption.

✅ Conclusion: Travel Japan in Your Own Way

Popular prefecture rankings are just the starting point.
In this new era of travel, it’s all about finding the destination that speaks to you—whether that means relaxing in a hot spring, exploring local art, or connecting with the community.

We hope this guide helps you discover your own perfect slice of Japan.