InsideJapan Tours – part of Inside Travel Group and sister brand of InsideAsia Tours – is spotlighting the first of its five 'undertouristed' destinations following the recent launch of the cultural adventure operator's overtourism strategy.  

Located roughly two-and-a-half hours from Tokyo by shinkansen (bullet train) lies the prefecture of Toyama – a name unfamiliar to most foreign visitors. Situated between the Japanese Alps and the Sea of Japan is a place characterised by traditional villages surrounded by rice fields and rural landscapes.  

Senior Japan Tailormade Product Manager Kate Samuel said Toyama has been overlooked for far too long but is now emerging from its mountainous shadows.  

“Over a third of the prefecture is covered in national parks. Emerald rivers rush through gorges, mirror lakes reflect mountain peaks, and the sushi is among the freshest in Japan,” Samuel said. 

“Toyama is the embodiment of picture-perfect Japan, but it is the unique culture and people that make this place so special. Refusing to allow rural depopulation to erode its artisanal heritage, Western Toyama is having a renaissance.  

“The initiatives you'll find here are born of dynamic people, and they are so very Japanese – existing at the intersection of tradition and innovation, nature, and community. Towns and villages of the region have preserved traditional architecture and celebrate the unique skills of world-renowned artisans who have quite literally built their city by hand.  

“Whole streets are alive with the rhythm of wood carving and metalwork. Workshops open straight onto the street, sunlight spilling in as artisans hammer, cut, and shape. Eleven traditional crafts like washi papermaking and bronze bell casting are protected here – not because they belong in museums, but because people still live by them.  

“Toyama is fiercely committed to preserving its heritage and using regeneration-fuelled tourism as a force for good. It's a place best understood through the stories of its people and the projects that they've created.” 

InsideJapan's overtourism strategy is aimed at balancing visitor distribution, easing pressure on hotspots, and propelling more sustainable travel. Following Toyama, InsideJapan will be highlighting travel to Nagasaki, Nagoya, Yamaguchi and Aomori.  

Inside Travel Group Co-Founder Simon King said that together with local regions and Destination Management Organisations (DMOs), InsideJapan is enhancing its product in each of the regions throughout 2025, encouraging travellers to combine one or more of these locations into their cultural adventure trip in Japan. 

“We've helped thousands of people discover Japan over the years, championing a type of travel that goes beneath the surface and immerses visitors in local life and culture,” King said.  

“With ever-growing visitor numbers, we believe part of the solution to overtourism lies in dispersing travel to lesser-known parts of the country – regions like Toyama – where 99% percent of international tourists have never set foot in.  

“It's a place where regeneration is powered by creativity, and tourism isn't about ticking sights off a list – it's about being part of something meaningful.”   

The below cultural experiences are just a taste of what awaits InsideJapan travellers in Toyama, with more to come in the following months: 

• Historic Toyama: Once a hub for silk production and traditional crafts, Johana – part of Nanto – was founded nearly 500 years ago around Zentokuji Temple. This relaxed town offers quiet stone-paved streets, Edo-era storehouses, and historic shrines. For an immersive temple stay, Moritosha Inn offers six artfully curated rooms featuring mingei (Japanese folk art).  
• Fine Dining in Iwase: Once a bustling port town, Iwase is now one of Toyama City's most atmospheric districts, celebrated for its walkable cluster of six Michelin-listed restaurants. Among them, Gejo offers an omakase experience in a beautifully restored heritage home, where Chef Takahiro Gejo prepares seasonal Toyama Bay seafood paired with local sake. 
• Inami, Japan's Premier Woodcarving Village: Centered around the historic Zuisenji Temple, Inami's peaceful streets echo with the rhythmic tap of chisels on wood. Lined with artisan studios and preserved buildings, Inami blends timeless craftsmanship with traditional village charm. Bed + Craft, a dispersed hotel concept, offers six uniquely designed guestrooms, each inspired by local artisans.  
• Rakudo-an, Tonami: Between Toyama City and Nanto, Tonami is a peaceful valley village surrounded by rice paddies and mountain views. Stay at a restored 120-year-old farmhouse with three elegant, nature-inspired guestrooms uniquely crafted from regional paper, silk, and soil. The on-site restaurant, Il Clima, helmed by Chef Ito, serves refined seasonal dishes sourced from village fishermen and local farmers.  
• Wakatsuru Saburomaru Distillery: Also in Tonami, Wakatsuru Saburomaru is one of Japan's oldest whisky distilleries, with a legacy of sake brewing dating back to 1862 and whisky production since 1952. Visitors can tour the historic brewery, distillery, and on-site museum, then sample freshly brewed sake and whisky that capture the distinctive flavors of Toyama. 
• Ainokura Gassho-Style Village: Located in the hills of Nanto, Ainokura is a UNESCO World Heritage village where time stands still. Its gassho-zukuri thatched-roof homes, some still inhabited by locals, date back to the 17th century. Surrounded by dense forested mountain ranges, the village offers a vivid glimpse into the Edo-period.  

Toyama is the first of five destinations InsideJapan is promoting for its overtourism strategy in 2025. The Japan experts can weave a stay in Toyama into any tailored itinerary, and it's also included in the Hidden Zen Self-Guided Cultural Adventure.