When planning a summer trip to Japan, the usual suspects like Tokyo, Kyoto, and Osaka often dominate itineraries. While these bustling metropolises offer undeniable allure, Japan’s true charm often lies in its lesser-known towns. During the humid summer months, venturing off the beaten path can lead to cooler climates, unique festivals, tranquil nature, and authentic cultural experiences without the intense crowds.
If you’re looking to escape the urban sprawl and discover a different side of Japan this summer, here are some incredibly underrated towns that promise an unforgettable journey.
1. Kanazawa (Ishikawa Prefecture): Little Kyoto, Without the Crowds
Often referred to as “Little Kyoto,” Kanazawa offers a rich tapestry of history, art, and traditional culture, but with a far more relaxed pace and fewer tourists. Summer is a beautiful time to explore its well-preserved districts.
Why it’s underrated for summer:
- Kenrokuen Garden: One of Japan’s “Three Great Gardens,” Kenrokuen is stunning year-round, but its lush greenery and cool ponds provide a refreshing escape in summer.
- Nagabashi and Higashi Chaya Districts: Wander through beautifully preserved samurai residences in Nagamachi or step back in time in the geisha district of Higashi Chaya, with its traditional wooden teahouses. Many are open for tea or craft experiences.
- Gold Leaf Crafts: Kanazawa is famous for its gold leaf production. You can try your hand at applying gold leaf to ceramics or enjoy golden-dusted ice cream.
- Fresh Seafood: Located on the Japan Sea coast, Kanazawa boasts incredible seafood. Enjoy fresh sushi and sashimi at Omicho Market, which can be less overwhelming than Tokyo’s major markets.
Summer Appeal: Enjoy traditional Japanese aesthetics without the sweltering crowds of Kyoto. The city also hosts smaller, local summer festivals.
2. Matsumoto (Nagano Prefecture): Gateway to the Japanese Alps
Nestled in the heart of the Japanese Alps, Matsumoto offers a refreshing escape from summer’s heat and a perfect base for outdoor adventures.
Why it’s underrated for summer:
- Matsumoto Castle: Nicknamed “Crow Castle” due to its striking black exterior, Matsumoto Castle is one of Japan’s most beautiful original castles and is particularly impressive against a summer sky.
- Outdoor Activities: The surrounding Japanese Alps provide endless opportunities for hiking, cycling, and exploring picturesque valleys like Kamikochi (a short bus ride away), which is exceptionally beautiful and cool in summer.
- Craftsmanship and Art: Matsumoto boasts a thriving arts scene, including the Matsumoto City Museum of Art, featuring works by local artist Yayoi Kusama. The city is also known for its traditional crafts.
- Soba Noodles: Indulge in fresh, local soba noodles, a perfect light meal for summer.
Summer Appeal: Cooler temperatures, stunning mountain scenery, and a blend of history and nature make Matsumoto an ideal summer destination.
3. Hakodate (Hokkaido Prefecture): Coastal Charm with a View
Located on Hokkaido, Japan’s northernmost island, Hakodate offers a more temperate summer climate compared to Honshu, making it a fantastic choice for those seeking cooler temperatures and fresh sea air.
Why it’s underrated for summer:
- Mount Hakodate Night View: Widely considered one of Japan’s top three night views, the panoramic vista from Mount Hakodate is spectacular, especially on a clear summer evening.
- Goryokaku Fort: This star-shaped, Western-style fort is a unique historical site. Climb the Goryokaku Tower for a bird’s-eye view of its distinctive shape and surrounding park.
- Red Brick Warehouses: Explore the charming Kanemori Red Brick Warehouses area, filled with shops, restaurants, and cafes, perfect for a stroll.
- Fresh Seafood: As a port city, Hakodate is renowned for its incredibly fresh seafood, particularly its morning market where you can enjoy donburi (rice bowls) topped with local catches.
Summer Appeal: Comfortable temperatures, stunning coastal scenery, delicious seafood, and a blend of Japanese and Western historical influences.
4. Kurashiki (Okayama Prefecture): A Picturesque Canal Town
Just a short train ride from Okayama, Kurashiki’s Bikan Historical Quarter feels like stepping into a historical painting. Its picturesque canals, willow trees, and traditional merchant houses make it a delightful summer escape.
Why it’s underrated for summer:
- Bikan Historical Quarter: Take a leisurely boat ride along the canal, admire the white-walled warehouses, and soak in the Edo-period atmosphere. The shade from the trees and the coolness of the water offer respite from the sun.
- Ohara Museum of Art: Home to an impressive collection of Western and Japanese art, this was Japan’s first museum of Western art, providing a cultured escape.
- Denim Street: Kurashiki is the birthplace of Japanese denim, and you can find unique denim products, from clothing to ice cream (yes, blue ice cream!).
- Traditional Crafts: Explore numerous shops selling local crafts, pottery, and souvenirs.
Summer Appeal: Charming canals, traditional architecture, art museums, and a more laid-back pace make Kurashiki a refreshing break from larger cities.
5. Gujo Hachiman (Gifu Prefecture): The Town of Water and Dance
Nestled in the mountains of Gifu Prefecture, Gujo Hachiman is a charming town famous for its pristine waterways, traditional crafts, and an incredibly lively summer dance festival.
Why it’s underrated for summer:
- Waterways and Canals: Gujo Hachiman is known as the “Town of Water,” with intricate waterways and canals that are vital to daily life. Explore the town’s water features, including its natural springs and the self-cleaning Yanaka waterways.
- Gujo Odori Festival: This is THE reason to visit in summer (mid-July to early September, peaking in mid-August for four nights of all-night dancing). One of Japan’s most significant traditional dance festivals, it invites everyone to join in the spontaneous, rhythmic dancing. It’s an unparalleled cultural immersion.
- Food Sample Replicas: Gujo Hachiman is the leading producer of realistic plastic food replicas that you see outside restaurants across Japan. You can even try making your own!
- Gujo Hachiman Castle: A reconstructed castle offering panoramic views of the town and surrounding mountains.
Summer Appeal: The coolest temperatures due to its mountain location, the refreshing presence of water, and the incredible, inclusive energy of the Gujo Odori Festival.
6. Nikko (Tochigi Prefecture): World Heritage and Nature’s Embrace
While not entirely unknown, many visitors to Nikko only focus on its UNESCO World Heritage shrines and temples. However, its expansive national park offers a stunning natural escape that’s perfect for summer.
Why it’s underrated for summer:
- Nikko National Park: Beyond the temples, explore lakes, waterfalls, and hiking trails that provide cooler temperatures and lush scenery. Lake Chuzenji and Kegon Falls are particularly beautiful.
- Historical Temples and Shrines: The opulent Toshogu Shrine, Futarasan Jinja Shrine, and Taiyuinbyo Mausoleum are magnificent architectural wonders set amidst ancient cedar forests.
- Onsen (Hot Springs): After a day of exploring, relax in one of the many traditional hot spring resorts in the area, such as those around Lake Chuzenji or Kinugawa Onsen.
- Local Delicacies: Try yuba (tofu skin), a local specialty often served in various dishes.
Summer Appeal: A perfect blend of cultural heritage and natural beauty, offering a refreshing climate and opportunities for both sightseeing and outdoor activities.
Tips for Exploring Underrated Towns in Summer:
- Public Transport vs. Rental Car: While major cities are well-connected by train, a rental car can offer greater flexibility for exploring some of these smaller towns and their surrounding natural attractions.
- Stay Hydrated: Even in cooler areas, summer humidity is a factor. Always carry water.
- Embrace the “Local”: These towns offer a chance to connect with local culture. Try small family-run restaurants, visit local markets, and engage with residents.
- Book Accommodation in Advance: Especially if visiting during a local festival, securing your stay early is crucial.
- Respect Local Customs: Always be mindful of local etiquette, particularly in temples and traditional areas.
Stepping beyond Japan’s major tourist hubs in summer unveils a world of authentic experiences, breathtaking natural beauty, and a chance to truly immerse yourself in the country’s diverse charm. Pack your bags and discover the hidden gems that await!
