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When most Australians think of Japan, images of neon skylines, bullet trains and cherry blossoms emerge. But Japan’s Nagano Prefecture, quietly tucked away about 250 kilometres north-west of Tokyo, invites Australians to swap city lights for mountain air and experience the country’s authentic, unhurried heart.

Long known as the playground of powder hounds and snowboarders, Nagano is now broadening its message gently but confidently to reveal what lies beneath the snow. The prefecture wants travellers to explore its traditions, villages, and deeply rooted cultural rhythms that continue long after the last ski lift stops spinning.

“Unlike the bustling cities of Tokyo and Kyoto, we are looking at attracting travellers to experience a more authentic, less touristy side of Japan,” said Helen Wong, Australian representative of the Nagano Tourism Organization.

Wong’s mission is to show Australians that the real Japan is alive and well in Nagano’s tranquil valleys and cobblestone towns and that it’s easily within reach.

Beyond the slopes: a story of heritage and heart

For many, Nagano conjures up memories of the 1998 Winter Olympics or the sight of red-faced snow monkeys bathing blissfully in the steaming hot springs of Jigokudani Monkey Park. Those scenes endure; yes, they’re as delightful in person as they look on postcards. But Nagano’s story stretches far beyond that frame.

NAGANO – Matsumoto Castle _ Nagano Tourism Organization

Zenko-ji Temple is one of Japan’s most significant Buddhist temples, whose shadow has watched over pilgrims for more than 1,400 years. There’s Matsumoto Castle, an elegant black-and-white timber facade reflected perfectly in the moat below, a samurai-era masterpiece that still looks ready for battle.

Yet Wong is steering attention to something even older and quieter: the prefecture’s ancient trade and pilgrimage routes.

Walking through time on the Nakasendo Trail

Perhaps the most captivating is the Nakasendo, a 534-kilometre trail built during Japan’s Edo Period (1603–1868) to connect Kyoto with Tokyo. It was once the preferred path for merchants, nobles and travellers who wanted a safe, scenic route between the imperial and shogunate capitals.

While much modern Japan has embraced sleek progress, Nagano’s portion of the Nakasendo remains remarkably untouched, a living corridor through time.

“Magome, Tsumago and Narai are the most well-preserved and popular towns to visit,” Wong explained. “Walk among these ancient settlements and along the old roads that connected them, and you will experience a slice of Japan’s history that many of today’s guests miss.”

Wandering through those wooden villages feels less like sightseeing and more like time travel. Lanterns flicker behind paper screens. Shopkeepers sell handmade soba noodles with quiet pride. The smell of cedar lingers in the crisp mountain air.

It’s easy to imagine a weary Edo-period traveller stopping for tea or sake, and, with today’s modern comfort, Australians can do much the same (minus the straw sandals).

Achi: Japan’s celestial hideaway

For those who prefer stargazing to history hunting, Nagano offers another surprise: the small, peaceful village of Achi, nestled in the prefecture’s southern reaches.

Known as Star Village Achi, this tucked-away spot offers some of Japan’s clearest night skies. Take a lift to the top of the local ski resort and you’ll find yourself above the clouds, surrounded by vivid constellations that feel almost close enough to touch.

It’s a far cry from Shibuya’s flashing billboards. Reaching Achi takes about an hour and forty minutes by bus from Nagoya, and the journey, winding through serene countryside, is part of the reward.

NAGANO – trekking – Nagano Tourism Organization

Australians fall for Nagano’s quiet charm.

Australians are already showing a healthy fondness for Nagano. Figures from the Nagano Tourism Organization reveal that the Australian market ranks second, behind Taiwan, for time spent in the region.

In the first quarter of 2025, Australians clocked up an impressive 131,410 bed nights, slightly below last year’s record-breaking figure but still comfortably ahead of the People’s Republic of China.

Nagano’s blend of snow, scenery, and serenity clearly resonates with Australian travellers.

“We aim to unearth a side of Nagano that will appeal and surprise Australians looking for an escape from the typical tourist crowds and in search of a special experience,” Wong said.

A year-round alpine adventure

The region’s push for year-round appeal is gaining traction. Beyond skiing, Hakuba Valley, at the foot of the Northern Japan Alps, is now a hub for summer adventure rafting, hiking, cycling and the sort of mountain air that feels good for the soul.

Visitors can also savour local delicacies such as Oyaki (stuffed buckwheat buns) and Shinshu soba, which are washed down with locally brewed sake. It’s honest, hearty cuisine that tells the story of the land simply, pure, and made with reverence.

“Authenticity” might be a marketing buzzword elsewhere, but it’s a way of life in Nagano. The farmers, innkeepers and artisans here aren’t performing for tourists; they’re simply carrying on traditions that have defined the region for centuries.

The art of slowing down

Nagano doesn’t compete with Tokyo’s energy or Kyoto’s grandeur; it doesn’t need to. Its appeal lies in stillness, the rhythm of everyday life, and the gentle reminder that Japan’s soul is best found in its quieter corners.

Whether walking a 400-year-old trail, bathing in a mountain onsen, or watching the evening sky turn indigo over Achi, Nagano offers Australians something increasingly rare: the chance to pause.

And perhaps, in this fast-moving world, that’s exactly the sort of luxury travellers are looking for.