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Discover Japan with Hoshino Resorts and JAL

All-time Favorite vs. Hidden Gems Campaign

Experience All-time Favorite and Hidden Gems Across Japan

Japan is home to an incredible collection of world-class monuments. Yet these all-time favorite aren’t the only thing that makes the country a spectacular visit. Every region is also bursting with hidden gems, ready to be discovered by international travelers. Whether you prefer all-time favorite or hidden gems, you’re never far from an unforgettable experience.

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Explore Japan’s World-Class Slopes

Explore Japan’s World-Class Slopes

 Japan is beloved as one of the world’s top winter sports destinations, with a selection of world-famous alpine resorts complemented by local secrets. Featuring incredible skiing and snowboarding, these winter destinations also introduce travelers to some of Japan’s snowy traditions.

All-time Favorite

Hakuba’s Alpine Paradise (Nagano)

Situated in Nagano Prefecture’s stunning surrounds, Hakuba Village is perhaps Japan’s best-known alpine destination. As the host of the Nagano 1998 Winter Olympics, millions of snow lovers from around the globe became fascinated with its powdery conditions and modern village filled with incredible activities and accommodations.

Hakuba’s Alpine Paradise (Nagano)

Hidden Gems

Tomamu’s Snowy Escape (Hokkaido)

Set in the heart of Hokkaido, Hoshino Resorts Tomamu is a thriving mountain resort spread across 1,000 pristine hectares of wilderness. Easily accessible from New Chitose Airport and Asahikawa Airport, visitors are welcomed by remarkably fluffy and dry powder snow. Plus, the resort offers exceptional dining and hotels. 

Tomamu’s Snowy Escape (Hokkaido)

Oirase Gorge’s Frozen Falls (Aomori)

Oirase Gorge becomes even more spectacular as temperatures drop over winter. With its waterfalls and springs freezing solid, these icy conditions create a genuine winter wonderland. At the Oirase Keiryu Hotel, the Frozen Waterfall Night Tour invites guests to experience these breathtaking formations up close.

Oirase Gorge’s Frozen Falls (Aomori)
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Unforgettable Cherry Blossom Viewing

Unforgettable Cherry Blossom Viewing

Millions of people travel to Japan every year to witness the sakura, or cherry blossoms, burst into life. If you’re planning a similar journey, these destinations ensure you experience the most famous sights before detouring into lesser-known, but no less special regions for an intimate viewing experience.

All-time Favorite

Colorful Kyoto’s Bright Blooms (Kyoto)

Kyoto is the definitive destination when cherry blossom season arrives, with its ancient streets and storied temples flourishing with vibrant sakura. With the city’s parks and rivers lined with incredible species, numerous public spaces are taken over by spectacular festivals dedicated to this special occasion. 

Colorful Kyoto’s Bright Blooms (Kyoto)

Hidden Gems

Nagato Yumoto’s Springs and Sakura (Yamaguchi)

Nagato Yumoto Onsen was visited by feudal lords for hundreds of years, seeking immense relaxation in its rejuvenating hot spring. Spanning the banks of the scenic Otozuregawa River, a charming path allows for exceptional sakura viewing during the day and night, while kawadoko – riverfront terraces – rest on the river edge and provide an up-close vantage point.

Nagato Yumoto’s Springs and Sakura (Yamaguchi)

Hirosaki’s Boundless Blossoms (Aomori)

Set in the northern prefecture of Aomori, Hirosaki is an essential destination for cherry blossom viewing. Held in Hirosaki Park annually, the Hirosaki Cherry Blossom Festival welcomes over two million visitors to experience over 2,600 cherry blossom trees. Don’t miss the petal-covered moat.

Hirosaki’s Boundless Blossoms (Aomori)
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Encounter Pristine Nature and History

Encounter Pristine Nature and History

It’s hard to imagine a country more beautiful than Japan, with its rich natural monuments providing endless landscapes to admire. With these destinations nurturing fascinating cultural and culinary traditions, travelers will find themselves immersed in the remarkable history that awaits around every corner.

All-time Favorite

Mt Fuji’s Soaring Summit (Yamanashi/Shizuoka)

Few pinnacles can claim the same fame as Mt Fuji, with this idyllic summit inspiring onlookers for thousands of years. With the stunning accommodation of Hoshinoya Fuji nestled into the hills above Lake Kawaguchi, guests can admire the mountain's soaring slopes from an unmatched vantage point.

Mt Fuji’s Soaring Summit (Yamanashi/Shizuoka)

Hidden Gems

Yaeyama Islands’ Remote Paradise (Okinawa)

Located in the distant reaches of Okinawa Prefecture, the Yaeyama Islands are a hidden oasis steeped in rare nature and wildlife. Named a UNESCO World Heritage Site in 2021, this island paradise offers unique landscapes, ranging from lush mangrove forests to radiant coral reefs. 

Yaeyama Islands’ Remote Paradise (Okinawa)

Okinawa’s Unique Culture (Okinawa)

For over 400 years, Okinawa formed part of the Ryukyu Kingdom, ensuring the island developed a dynamic culture unique to the region. Forging close diplomatic relationships with China and countries across Southeast Asia, this incredible legacy remains evident through the island’s architecture and cuisine.

Okinawa’s Unique Culture (Okinawa)
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Festivals For Every Celebration

Festivals For Every Celebration

It’s no secret that Japan has an obsession with festivals, as every region hosts huge celebrations to commemorate everything from religious deities and historical events to the changing seasons. Explore the diverse festivals happening during your visit and discover the fun.

All-time Favorite

Gion Matsuri Festival’s Vivid Floats (Kyoto)

The Gion Matsuri Festival, a summer tradition in Kyoto, is a festival held at Yasaka Shrine, which originated from the Gion Goryo-e ceremony in the Heian period to pray for the removal of epidemics and disasters. Various rituals and events take place throughout July.

Gion Matsuri Festival’s Vivid Floats (Kyoto)

Hidden Gems

Aomori Nebuta Festival’s Parade (Aomori)

Aomori Nebuta Festival is held in Aomori City from August 2nd to 7th every year and attracts approximately 2.8 million visitors. About 20 large Nebuta floats parade through the streets, with performers wearing flower hats on their heads and jumping while wearing white yukatas with red or pink sashes to liven up the festival. At Aomori-ya, the lively atmosphere of the festival is expressed all year round at the show venue called “Michinoku Matsuriya.”

Aomori Nebuta Festival’s Parade (Aomori)

Nagasaki Kunchi Festival’s Folk Traditions (Nagasaki)

Founded over 400 years ago, the Nagasaki Kunchi Festival celebrates the city’s compelling international story. With Nagasaki influenced by Chinese, Portuguese, and Dutch traditions, try to spot the varied cultural and aesthetic elements showcased within the floats and performances.

Nagasaki Kunchi Festival’s Folk Traditions (Nagasaki)
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Roam Autumn’s Golden Leaves

Roam Autumn’s Golden Leaves

Moving north to south, it doesn’t take long for Japan to become coated in autumnal beauty. With this changing of the seasons holding much the same significance as when the cherry blossoms arrive, some regions are famous for their unique foliage. Explore Japan in autumn and discover its dynamic colors.

All-time Favorite

Oirase Gorge’s Changing Canopies (Aomori)

Flowing from Lake Towada, the Oirase Gorge and its famous stream make for a picturesque scene no matter the time of year. Yet autumn might just be its most stunning moment, as tree foliage shifts to golden-yellow and drops gracefully to the ground.

Oirase Gorge’s Changing Canopies (Aomori)

Hidden Gems

Kyushu’s Breathtaking Foliage (Nagasaki/Kagoshima)

The southernmost of Japan’s main islands, Kyushu, is renowned for its autumnal foliage, with numerous landmarks offering fascinating experiences throughout the season. In Nagasaki Prefecture, the Unzen Ropeway offers awe-inspiring views from a cable car, while the Senganen Garden is an unmissable Edo-period spot in Kagoshima. 

Kyushu’s Breathtaking Foliage (Nagasaki/Kagoshima)

Shimane’s Mountainous Flora (Shimane)

Deeply connected to Japanese mythology, San’in offers ancient temples, soaring mountains, and beloved landmarks like the Adachi Museum of Art. Featuring one of the country’s highest-rated Japanese gardens, it transforms into vibrant autumn foliage from mid-November to early December. Meanwhile, the region becomes a thriving destination for snow crab fishing.

Shimane’s Mountainous Flora (Shimane)
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