For decades, Bali has been the default answer to one of Australia’s favourite questions: “Where should we go for a beach holiday?”
Now, a growing number of travellers are looking north instead of west.
Japan has already surged past Bali in popularity among Australian travellers, thanks to its remarkable blend of culture, cuisine, value and convenience. But while visitors continue flocking to Tokyo, Kyoto and Osaka, a quieter trend is emerging along the country’s coastline.
Away from the neon lights, crowded train stations and selfie-stick battalions lies a very different Japan, one of fishing villages, island communities, surf beaches and seafood markets that many international visitors have barely discovered.
And that may be precisely the appeal.
Seafood, Scenery and More Cats Than People
Just outside Sendai, the spectacular Matsushima Bay offers one of Japan’s most scenic coastal escapes.
Dotted with pine-covered islands, the bay invites travellers to slow down and embrace a gentler pace of life. Ferries weave between tiny islands, seafood markets serve some of the freshest catches in the country, and coastal walking trails replace the rush of big-city sightseeing.
Then there is nearby Tashirojima, better known as Cat Island.
Here, cats comfortably outnumber residents, making it one of Japan’s quirkiest destinations. For travellers seeking authentic local experiences, it delivers something far removed from the predictable tourist trail.
Getting there is surprisingly simple, with trains connecting Tokyo and Sendai in around 90 minutes.
Where Art Meets Island Life
Further south, Naoshima has quietly transformed itself into one of Japan’s most desirable island destinations.
Located in the picturesque Seto Inland Sea, the island has become internationally renowned for its contemporary art galleries, outdoor installations and striking architecture.
Yet despite its global reputation among art lovers, Naoshima retains an easy-going atmosphere that feels worlds away from Japan’s urban centres.
The journey itself forms part of the experience. Travellers can take the train from Tokyo to Okayama, then continue to Uno Port and board a short ferry to the island.
Japan’s Secret Surf Playground
When Australians think of surf, destinations such as Bali, Fiji and Hawaii usually dominate the conversation.
Japan rarely gets a mention.
That may soon change.
The coastline around Miyazaki in southern Kyushu combines consistent surf breaks, warm weather, and a relaxed beach culture that rivals that of some of Asia’s better-known surfing hotspots.
Closer to Tokyo, Enoshima and Kamakura provide an easy coastal escape where city dwellers swap office towers for ocean views and sandy beaches.
Making Regional Japan Easier to Explore
The launch of Omio in Japan is helping travellers uncover many of these lesser-known destinations.
The platform enables visitors to search, compare, and book trains, buses, flights, and ferries across the country through a single booking system, making it easier to reach regional routes, island communities, and coastal towns often overlooked by international visitors.
For Australians searching for their next beach holiday, Japan may not entirely replace Bali.
But it is certainly giving it something it hasn’t faced for a very long time.
Competition.
