For travelers looking to experience deeper regions of Japan, Tohoku is a destination worth discovering. Rich natural beauty, four distinct seasons, exceptional food and sake, centuries-old traditions, and warm local hospitality make this region unlike anywhere else in Japan. Fewer than 2% of international visitors travel to Tohoku, making it one of the country’s best-kept secrets. Here are five reasons why this remarkable region deserves a place on your next itinerary.

Japan and the U.S. are joining forces to launch the Japan–USA Tourism Campaign 2026, a yearlong initiative designed to expand two-way tourism. As the U.S. marks its 250th anniversary and hosts major international events, the campaign encourages travelers to rediscover both countries through culture, regions, and exchange.

Go beyond dining with Japan’s elevated culinary experiences. From Michelin-starred kaiseki and intimate sushi counters to private sake tastings, temple cuisine and farm-to-table meals, discover journeys that pair exceptional flavors with craft, culture and a deep sense of place.

What gives Japanese cuisine its unmistakable depth of flavor? In the coastal town of Nakiri, Mie Prefecture, centuries-old craftsmanship continues to shape one of Japan’s essential ingredients: katsuobushi. Step inside a traditional smokehouse, meet the artisans preserving this remarkable tradition, and discover where the story of umami truly begins.