Responding to the issues of overtourism seen in Japan over the past several years, InsideJapan Tours is promoting travel to 'under-visited' yet culturally-rich destinations within Japan.  The tour operator's overtourism strategy (fully detailed here) is focused on investing in product within five carefully selected regions of Japan that have the potential to become the country's next tourist hot spot. The first area InsideJapan Tours is promoting for its under-tourism strategy is Western Toyama.

Approximately two and a half hours from Tokyo via the bullet train, most of the Toyama Prefecture is bordered by the Japan Alps to the east and the Sea of Japan to the west, with traditional villages resting in the shadows of mountains surrounded by rice fields and rural landscapes.

“Western Toyama showcases the best of Japan's picture-perfect landscapes, but it's the region's unique culture and welcoming locals eager to share their heritage with travelers that elevate tourism experiences in Toyama,” said Kate Samuel, Senior Product Manager at InsideJapan Tours. “From centuries-old inns and farmhouses transformed into charming accommodations, to hands-on crafting workshops led by local artisans, the selected areas in Toyama offer a glimpse into the best of rustic Japan and is a powerful example of community-led rural regeneration.”

To elevate the profile of Western Toyama for InsideJapan's overtourism strategy, the tour operator will build upon already existing product in the region, like the Hidden Zen self-guided adventure, which spends several days exploring the prefecture's cultural gems. The below cultural experiences are just a sampling of what awaits InsideJapan's travelers in Toyama, with more product to be integrated into the brand's offerings in the coming months:

• Johana, Traditional Japan Without the Crowds: Founded over 500 years ago as a thriving center of silk production and traditional crafts, Johana, now part of Nanto, retains the refined atmosphere of a bygone era. Its quiet streets are lined with Edo-era storehouses, stone paths, and centuries-old temples, echoing the elegance of Kyoto's historic districts. Often called Toyama's “Little Kyoto,” Johana offers similar cultural depth and architectural beauty with a fraction of the crowd. For an immersive stay, Moritosha, a refined inn beside Zentokuji Temple, features six mingei-adorned (Japanese folkart) rooms that feel more like a living museum than a hotel.
• Fine Dining in Iwase: Once a bustling port town, Iwase is now one of Toyama City's most atmospheric districts, celebrated for its Edo-period charm and walkable cluster of six Michelin-listed restaurants. Among them, Gejo offers an inventive omakase experience in a beautifully restored heritage home, where Chef Takahiro Gejo prepares seasonal seafood dishes sourced from Toyama Bay, paired with local sake. For a refined Italian alternative, Piatto Suzuki Cinque delivers elegant courses crafted by Chef Goro Suzuki, who marries regional ingredients with Italian finesse, all set against the backdrop of a tranquil garden.
• Inami, Japan's Premier Woodcarving Village: Centered around the wooden Zuisenji Temple, Inami's peaceful streets echo with the rhythmic tap of chisels on wood, as the town is famed for its impressive production of wooden crafts and furniture. Bed + Craft, a boutique lodging concept, runs six intricately designed guestrooms throughout Inami, each blending historic architecture with the warm comfort of traditional Japanese hospitality. While in Inami, travelers can join a hands-on workshop with a local master woodcarver to craft their own hand-carved keepsake.
• Rakudo-an, Where Rustic Beauty Meets Refined Comfort: Between Toyama City and Nanto, Tonami is a peaceful valley village teeming with rice paddies and mountain views. At Tonami's cultural heart is Rakudo-an, 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 farmers within the valley. Rakudo-an often partners with the community to host lively taiko drumming at the neighboring Kuwano Shrine, a cherished celebration of rhythm and tradition.
• 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. Using pure mountain water from the nearby Shogawa Valley, it proudly crafts both spirits locally. 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: Perched in the hills above 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 of Edo-period life through its washi paper hall and folk museum.

“By encouraging our customers and agents to include Toyama in their travel plans, InsideJapan is helping address overtourism while shining a light on remarkable places that often go overlooked,” continued Samuel. “Toyama is where the soul of Japan meets its natural beauty; majestic mountains tower over sweeping rice paddies, while centuries-old artisan traditions and warm hospitality amidst historic dwellings welcome travelers who venture into this remote yet remarkably accessible region.”

Toyama is the first of five destinations InsideJapan is promoting for its overtourism strategy in 2025; for more info on InsideJapan's Toyama travel offerings, visit https://www.insidejapantours.com/us/undervisited-toyama/.