Ranking of the Unpopular Tourist Destinations

Japan's Little-Known, Unpopular Tourist Spots!

When foreign tourists visit Japan, they're usually satisfied with the standard tourist destinations like Tokyo, Osaka, and Kyoto at first. However, by their second or third visit, they'll likely want to explore places that aren't as crowded or have a more local feel. So, which regions in Japan are popular, and which ones aren't?

According to the Japan National Tourism Organization's 2025 ranking of foreign tourist visitation rates, Tokyo ranks first, Osaka second, Chiba third, and Kyoto fourth. Tokyo is the capital of Japan, and neighboring Chiba is where Disneyland is located. Osaka is the second-most prosperous region after Tokyo. In addition to tourist attractions such as Osaka Castle, it is the birthplace of foods like Takoyaki and Okonomiyaki. Kyoto is home to many places where visitors can experience Japanese culture, such as the Golden Pavilion and Kiyomizu-dera Temple.

Fukuoka ranks fifth in this visitation rate ranking. While Fukuoka is accessible by Shinkansen from both Tokyo and Osaka, the trip takes five hours from Tokyo and three hours from Osaka. For this reason, most people choose to fly, which takes two hours from Tokyo and one hour from Osaka. Fukuoka is home to famous tourist attractions such as Dazaifu Tenmangu Shrine and Sakurai Futamigaura, as well as unique local dishes like Motsunabe hot pot and Hakata ramen.

Now, where exactly are the places that aren't popular with foreign tourists? In the visitation rate ranking, Shimane ranks first, Fukui second, and Tokushima third. The third-place spot is somewhat variable; in past rankings, Kochi and Tottori have also appeared there. These are regions that many Japanese people have never visited—except for those who are from there.

Shimane Prefecture, which ranks first in the ranking, is home to three major tourist attractions: Izumo Taisha Shrine, Matsue Castle, and Iwami Ginzan. Izumo Taisha is the head shrine of "matchmaking," where deities from all over Japan gather once a year. It is famous for its 13-meter-long sacred straw rope.

Matsue Castle has been preserved exactly as it was when it was built over 400 years ago. Designated a National Treasure, it boasts both practical structural beauty and an elegant exterior. Iwami Ginzan Silver Mine produced approximately one-third of the world's silver during the 16th and early 17th centuries. It is now designated as a World Heritage Site.

In addition, the garden at the Adachi Museum of Art is famous. This garden has been ranked as the best in Japan for over 20 consecutive years since the inaugural issue of the U.S. journal "Journal of Japanese Gardening", which specializes in Japanese gardens. It has also earned the highest rating of three stars in the "Michelin Green Guide Japan". Furthermore, Shimane offers delicious local cuisine, including Izumo soba—known for its strong flavor and firm texture—nodoguro (blackthroat seaperch), often called the "toro" of whitefish, and plump Matsuba crab.

Fukui Prefecture, ranked second, has become more accessible from both Tokyo and Osaka thanks to the extension of the Hokuriku Shinkansen. It is famous for Tojinbo, Eiheiji Temple, and the Fukui Prefectural Dinosaur Museum. Tojinbo is a breathtaking scenic spot featuring dramatic cliffs stretching for about 1 kilometer and the Sea of Japan. It is also known as the location where criminals cornered by detectives in Japanese suspense dramas often confess.

Eiheiji Temple is the head temple of the Soto Zen school, boasting a history of approximately 770 years. While known as the site of Japan's most rigorous ascetic training, it is also a sacred place of "Zen" that has inspired global figures such as Steve Jobs. The Fukui Prefectural Dinosaur Museum is the largest of its kind in Japan and is considered one of the world's three major dinosaur museums, alongside those in Canada and China.

Additionally, Fukui Prefecture is home to delicious local dishes such as Echizen soba topped with plenty of grated daikon radish, Wakasa fugu (pufferfish) whose flesh is firm due to the harsh cold of Wakasa Bay, and sauce katsu-don—a bowl of fried pork cutlet coated in a special sweet and savory sauce.

Ranked third, Tokushima Prefecture is famous for the Naruto Whirlpools, the Otsuka Museum of Art, and the Iya Vine Bridge. The Naruto Whirlpools are among the largest and most dynamic whirlpools in the world. You can look down on them from the "Whirlpool Path" promenade or board a sightseeing boat to experience the breathtaking power of the whirlpools up close.

At the Otsuka Museum of Art, approximately 1,000 famous Western paintings from around the world have been perfectly reproduced in full size using ceramic panels. Among them are the Mona Lisa, The Last Supper, and Sunflowers, allowing visitors to view replicas of world-renowned paintings up close.

The Iya Vine Bridge is a suspension bridge woven from vines and is considered one of Japan's Three Strange Bridges. Tokushima Prefecture is home to delicious local dishes such as Tokushima Ramen—featuring sweet-and-salty braised pork belly topped with a raw egg—Naruto Kintoki sweet potatoes, known for their refined sweetness and fluffy texture, and Naruto sea bream, raised in the turbulent currents of the Naruto Strait.

In addition, Kochi Prefecture is popular locally for Hirome Market, a massive food stall village. The local specialty, katsuobushi tataki—bonito seared over straw—is delicious. Katsurahama Beach is also famous for its bronze statue of Sakamoto Ryoma, a prominent figure from the late Edo period. Furthermore, since Kochi and Tokushima are adjacent, it's easy to visit both in a single trip.

Tottori Prefecture is famous for the Tottori Sand Dunes, Japan's largest, where you can ride a camel and take commemorative photos. It is also the hometown of Shigeru Mizuki, the creator of GeGeGe no Kitaro, and features a "Yokai Street" lined with statues of yokai (supernatural creatures). Since Tottori and Shimane are adjacent, it's easy to visit both in a single trip.

If this is your second or third trip to Japan, you should definitely visit these places to experience local culture and discover hidden gems.