When you think of Japan, Kyoto, Tokyo, and Osaka are probably the first places that come to mind. But while these iconic cities remain as popular as ever, more and more tourists crave something fresh and undiscovered. According to recent surveys, Katsuyama City in Fukui Prefecture has surprisingly become a new favorite, winning over visitors’ hearts quickly.
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ToggleDefying all odds
We’ve heard it repeatedly—Japan is getting flooded with tourists. This year alone, over three million foreign travelers visited in spring 2024, shattering records. Naturally, the classic hotspots are still as popular as ever, but new destinations are stepping into the spotlight, bringing a fresh vibe to the travel scene.
Navitime’s annual ranking analyzed regions with the biggest surges in foreign tourists, and Katsuyama City shot up to second place, just behind Tobetsu Town in Hokkaido. Between June and August, the city saw a staggering 20-fold increase compared to the same period last year. Fukui Prefecture, home to Katsuyama, also made waves, topping the national ranking with a 2.8-fold rise in visitors.

“The number of foreign tourists visiting Japan is on the rise, along with a growing desire to explore lesser-known destinations,” representatives from Navitime commented on the results.
These results are echoed in Navitime’s Spring 2024 analysis of destinations with longer stays. Just like before, Katsuyama City claimed the second spot, right behind Minamiashigara City in Kanagawa Prefecture.
This time, Katsuyama experienced an impressive 24-fold increase in stay length compared to last year. Visitors aren’t just passing through—they’re choosing to stick around a little longer.
A happy place

Katsuyama City is located in Fukui Prefecture, along the beautiful Sea of Japan coast in the Chubu Region. Surrounded by majestic mountains that rise over 1,000 meters and the Kurobe River—the largest river in the prefecture—Katsuyama sits in the northeastern part of Fukui.
So, what makes this area so appealing?
Fukui Prefecture is highly regarded by locals for its stable socio-economic structure and friendly community vibe. This appeal earned it the top spot in the “Happiness Ranking of All 47 Prefectures” for five years running until 2022. In other words, Fukui has been hailed as the happiest region in Japan—and the charm of Katsuyama might help explain why.
Katsuyama City isn’t just another location in the prefecture. Its unique geography offers a wealth of natural beauty that allows everyone to experience the changing seasons fully.
From the stunning cherry blossoms lining the Kurobe River in spring to immersive camping among vibrant autumn leaves and the picturesque snowy silhouette of Hakusan Mountain in winter, Katsuyama truly shines throughout the year. This commitment to preserving its natural environment earned Katsuyama the title of “9th Cleanest City in the World” by Forbes in 2007.
All these qualities not only make Katsuyama the perfect place to settle down but also a magnet for nature-loving tourists. However, nature isn’t the only draw in this city. Katsuyama is also famous for its rich collection of dinosaur fossils. Dinosaurs are not just showcased in museums here; the city aims to transform into a vast geopark that harmonizes with the lives of Katsuyama’s residents.
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As old as dinosaurs

If you’re not familiar with Katsuyama for its natural beauty, you’ve probably heard of the Fukui Prefectural Dinosaur Museum. This paleontological treasure, one of the three major dinosaur museums in the world, proudly resides in Katsuyama—and there’s a great reason for that.
Katsuyama isn’t just a host city; it’s also the cradle of Japan’s long dinosaur history. Kitaya Town, located within Katsuyama City, boasts the largest dinosaur excavation site in Japan.
Here, deep beneath layers of sediment, researchers uncovered the first dinosaur remains ever discovered in the country. Named after the prefecture, these fossils include “Fukuisaurus,” “Fukuiraptor,” “Fukuivenator,” and “Fuku Titan,” all serving as a testament to Fukui’s leading role in paleontological finds, with around 80% of Japan’s dinosaur specimens found right here.
If Fukui is the kingdom of dinosaurs, then Katsuyama is its grand empire. Here, the Fukui Prefectural Dinosaur Museum proudly celebrates its rich excavations. Covering a massive 4,500 square meters, the museum features 50 dinosaur skeletons, ten crafted from real bones.
Visitors can also marvel at the stunning dioramas and CG visuals that transport them straight to the ancient Jurassic period. This remarkable historical heritage draws in everyone, from curious kids to expert researchers.
But Katsuyama has even more to offer beyond dinosaurs. One standout attraction is the impressive Echizen Daibutsu at Daishiyama Kiyomizu-dera. At 17 meters tall, it exceeds the 14.98-meter Nara Daibutsu, reaching a total height of 28 meters when you include its halo and base.

This striking statue is modeled after a seated figure in Luoyang City, Henan, China, where Buddhism first took root. With its serene and inviting expression, the Echizen Daibutsu adds another layer to Katsuyama’s charm.
Set on the right track
Truth be told, Fukui and Katsuyama’s tourism boom recently got a significant lift. The expansion of the Hokuriku Shinkansen routes between Kanazawa and Tsuruga this past March opened up fresh opportunities for the prefecture, which has been working hard to recover from the challenges of the 2024 Noto Peninsula Earthquake.
The opening of the Hokuriku Shinkansen in the region made a noticeable impact right from the get-go. By April 11, just two weeks after its launch, visitor numbers in Fukui surged to 382,000—a 31% increase compared to last year. Travelers from the Kanto region jumped by an impressive 68%, drawn in by the convenience of direct trips without the hassle of transfers.
Along with the overall benefits for the prefecture, Katsuyama also reaped the rewards, with the Fukui Prefectural Dinosaur Museum seeing a boost. Representatives from the museum reported over 104,000 visitors in April 2024 alone, a rise of more than 20% compared to the same month in 2019. By September 2024, the total visitor count surpassed 1 million for the year—a historic milestone for the museum.
The improved accessibility may be the missing piece in understanding Katsuyama’s newfound popularity. While Fukui Prefecture is fortunate to have abundant natural and historical attractions, it needed this practical boost to enhance its tourism efforts.
This sheds light on the evolving needs of modern travelers. While every Japanese prefecture has its appeal, many struggle with accessibility. Regions like Yamanashi, Tottori, Shimane, and Ehime are still without Shinkansen stations despite their growth potential. Fukui was in the same boat until recently, but it has now emerged as the second fastest-growing tourist region in Japan.
Planning a trip to Japan? Get an authentic, interpreted experience from Unseen Japan Tours and see a side of the country others miss!

"Noah [at Unseen Japan] put together an itinerary that didn’t lock us in and we could travel at our own pace. In Tokyo, he guided us personally on a walking tour. Overall, he made our Japan trip an experience not to forget." - Kate and Simon S., Australia


We hate paywalls. Our content remains both free and fiercely independent. If you love the values we stand for and want to help us expand our coverage of Japan, consider a recurring or one-time donation to the Unseen Japan Journalism Fund today.
Is it magic? Not quite—just fresh initiatives that have made it more reachable and, in turn, more desirable.
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