When most Australians think of Nagano, they think of snow–thick, fluffy stuff that falls generously across postcard-perfect mountains, ideal for ski holidays and après-ski hot springs. But this week in Sydney, Nagano turned the thermostat up and unveiled its verdant alter ego, urging Aussies to ditch the skis and slip into hiking boots instead.

Led by the ever-energetic Keisuke Sato, Managing Director of the Nagano Tourism Organization, a passionate delegation of resort directors, tourism execs and even three city mayors landed in Sydney to promote Nagano’s lesser-known but no less spectacular “green season”. Their message? There’s far more to Japan’s mountainous heart than powder and primates.

“Winter is just the beginning,” said Sato, beaming like a man with a secret to share. “Nagano is a year-round destination, and we want Australians to discover its spirit in every season.”

From Powder to Petals

Already beloved by Aussies for its alpine resorts, steaming onsens, and the world-famous snow monkeys of Jigokudani, Nagano hopes to spread its seasonal wings and fly into the hearts of summer and autumn holidaymakers.

The delegation launched their Aussie charm offensive with a two-hour travel trade showcase at the elegant Four Seasons Hotel Sydney, welcoming more than 30 handpicked industry professionals. Over matcha tea and regionally inspired bites, the delegation painted a picture of Nagano brimming with wildflower hikes, local feasts, and spiritual journeys along time-worn pilgrimage trails.

The campaign’s centrepiece is the push to spotlight outdoor adventure, culture and wellness offerings—elements often eclipsed by the region’s snowy fame.

A Trail Through Time: The Nakasendo Way

Among Nagano’s green season crown jewels is the Nakasendo Trail. Winding through the very backbone of Honshu for over 400 years, this ancient samurai road once connected Kyoto and Tokyo. Today, it draws modern-day pilgrims keen to walk in the footsteps of Edo-era travellers. It’s part hiking trail, time machine, and a key symbol of the region’s deeply layered history.

Trekking the Nakasendo is, according to local innkeeper Akira Mori, as much a spiritual recharge as a physical journey. Mori, a proud 18th-generation ryokan host and president of the Ryokan Sakaya in Nozawa Onsen, describes the May-June and September-November windows as “pure magic”.

“Guests can harvest vegetables in the mountains by day and soak in the hot springs by night. It’s old-world Japan – and it’s still alive,” he said.

High-Flying Thrills and Floating Dreams

For the more adventurous, the green season opens up a world of outdoor adrenaline that puts any coastal escape to shame. Yoshimi Koyasu of Hakuba Valley Tourism shared an exhilarating list: rafting, canoeing, canyoning, paragliding and even hot-air ballooning across the mountain skies.

“Trekking in spring is something special,” Koyasu added. “Cherry blossoms bloom below while the peaks are still powdered with snow. It’s like walking through a painting.”

Indeed, Nagano’s dual-season terrain creates these surreal, painterly vistas where snow-capped mountains loom over lush cherry groves and alpine wildflowers.

Culture Served with Soba

No journey to Nagano is complete without a culinary immersion. The region’s calling card is soba noodles—earthy, delicate, and handmade with love. But visitors can also feast on rustic mountain vegetables, wasabi pulled straight from cool spring water, and seasonal kaiseki, which celebrates Japan’s farm-to-table tradition long before it was a global trend.

When the yukata-clad guests return to their ryokan after a day of wild adventures or meditative forest walks, a steamy soak in a natural onsen rounds off the experience with a deeply Japanese flair.

Building Bridges (and Business)

The visit wasn’t all sips and soba. Fourteen of the Nagano delegation’s most senior players held high-level business meetings with executives from All Nippon Airways (ANA), Japan Airlines (JAL), and the Japan National Tourism Organization (JNTO). The focus was on joint promotions, air connectivity and seasonal product development for Australian travellers who increasingly seek out off-peak travel with depth.

Nagano’s trio of mayors—Kenji Ogiwara (Nagano City), Yoshinao Gaun (Matsumoto City), and Gaku Hirasawa (Yamanouchi Town)—used their time in Sydney to draw inspiration from Vivid Sydney and BridgeClimb, recognising the power of creative tourism experiences in attracting high-value visitors.

The delegation’s efforts culminated in a lively appearance at the Snow Travel Expo at the ICC Darling Harbour. Ski chatter was happily interrupted by discussions of summer cycling, forest bathing, and firefly viewing.

Legacy and the Long Game

This visit follows last year’s landmark “Australian Marketplace” event hosted in Nagano, an initiative by Tourism Australia that cemented the region’s role as a rising player in cross-Pacific tourism relations. Nagano, once globally renowned for hosting the 1998 Winter Olympics, now seems determined to become a four-season contender on Australia’s outbound travel wishlist.

For those who’ve already ticked off Tokyo’s bright lights or Kyoto’s temples, Nagano is extending a quieter, greener invitation — one filled with misty trails, ancient rituals, and meals shared with innkeepers who know your name.

So next time you’re tempted to head north for the snow, consider staying on after the thaw. You might discover that Nagano is even more spectacular when the mountains trade their white coats for green ones.

Details: Go Nagano – Nagano Tourism Organization.

By Michelle Warner

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