Tohoku, the northern region of Japan’s main island of Honshu, comprises Aomori, Iwate, Miyagi, Akita, Yamagata and Fukushima prefectures – an area known for mountains, hot springs, skiing, festivals and a slower rural pace.
Of the record 42.7 million foreign visitors to Japan in 2025, just 2.57 million – roughyl 6 per cent – spent a night in the six prefectures that make up Tohoku, according to statistics provided by the Tohoku Tourism Promotion Organisation.
More than a decade after the 2011 earthquake, tsunami and nuclear crisis that hit the region, industry experts say the bigger problem for Tohoku is no longer fear but a lack of familiarity.
They point to too few world-famous sights across the six prefectures, transport can be challenging for non-Japanese speakers and there is a shortage of tourist information.
But those drawbacks make the region an ideal destination for travellers who want to visit Japan while avoiding the crowding that has put pressure on Tokyo, Kyoto and other must-see destinations.