In terms of tourist destinations, Japan’s Toyama City has remained relatively overlooked in the West. That may be about to change thanks to a recent high-profile endorsement – and some in the prefecture say they’re looking forward to welcoming their new guests.
Located in Toyama Prefecture near Japan’s west coast, Toyama is just to the east of its more popular cousin, Ishikawa Prefecture, and its popular tourist destination, Kanazawa. A one-hour flight or slightly over two-hour Shinkansen ride from Tokyo, the city and its containing prefecture boasts gorgeous views of the Tateyama Mountains, as well as cultural attractions such as the Toyama Glass Art Museum and Toyama Castle Park.
Toyama Prefecture itself is also home to numerous natural and man-made attractions. The Suganuma Gassho-Zukuri village is one of Japan’s UNESCO World Heritage Sites, containing nine slant-roofed thatch houses of the same make as in Shirakawa-go. You can also see the beautiful Shomyo Falls (Japan’s highest waterfall) and surrounding national park, the Takaoka Daibtsu (large Buddha), and the Japanese cedar trees in the forests of Sugisawa.
Until now, this little tourist gem in Japan has largely seen visitors from Taiwan, Hong Kong, and other Asian countries. Americans are only the 7th-most numerous visitors, comprising just 4% of all hotel stays in the city.
That, however, may change. The New York Times recently threw Toyama City a ton of attention by including it in its 52 Places to Go in 2025. (In 2024, the Times put the spotlight on another overlooked jewel, Yamaguchi City.) The Times called out the Glass Art Museum, designed by architect Kuma Kengo, as well as the “culinary delights” housed near Toyama Castle, such as Hida, which pairs oden (food simmered in dashi) with wine.
The positive effects of an NYT endorsement
Hokuriku economics researcher Yoshida Satoko says she hopes the Times article brings more travelers from the West looking to experience life in modern Japan in a more relaxed atmosphere than they can currently in the country’s three big cities.
“There’s a move among travelers to focus on places where you can feel the pulse of daily life,” she told TBS. “People are counting on attracting more tourists, not with killer attractions, but by introducing them to feel-good experiences in places where Japanese people live.”
They have good reason to hope. Officials in Morioka say that the NYT’s endorsement in 2023 significantly increased visits from Westerners, creating a financial windfall for the city’s local economy to the tune of 1.8 billion yen (USD $11.5M).
At Unseen Japan, we highly endorse adding cities like Toyama, Morioka, Yamaguchi, Kanazawa, Katsuyama, and others to your Japan itinerary. You’ll be able to experience Japanese culture and beauty minus the overwhelming crowds you’ll experience in cities like Tokyo and Kyoto.
For more information on things to do and see in Toyama, visit the official Toyama tourism website (English).
Want to plan a full Japan travel itinerary that takes you to places off the beaten map? Contact us at Unseen Japan Tours to help.
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