Over the past few years, Japan's Tohoku region has surged in popularity among international tourists.
In fact, Lonely Planet ranked Tohoku third in its Best in Travel 2020 Top Regions list, and the region has previously boasted the highest growth rate for foreign visitors in all of Japan.*
So, what makes Tohoku so appealing to travelers?
We spoke with Carlos, a runner from Los Angeles who has visited the region twice, to find out what he loves about it and why you should consider it for your next trip!
*(Source: Tohoku Transport Bureau of the Ministry of Land, Infrastructure, Transport and Tourism 2018)
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Tohoku is Home to Stunning Landscapes, Incredible Festivals, and Endless Attractions

The Tohoku region is made up of six prefectures: Aomori, Akita, Iwate, Yamagata, Miyagi, and Fukushima.
Surrounded by mountains and the sea, it boasts rich natural beauty and unique experiences in every season.
It's easily accessible from central Tokyo via the Shinkansen bullet train, with international flights available through transit hubs like Sendai Airport.
Tourists also flock to the area for its vibrant events, including the three major Tohoku festivals: Aomori Nebuta, Akita Kanto, and Sendai Tanabata.
For history buffs, the region is packed with ancient shrines, temples, castle ruins, and museums. And, of course, the local cuisine is a massive draw.
1. The Scenery Transforms Dramatically with the Seasons

Carlos has visited Tohoku twice—once in summer and once in winter—exploring Miyagi, Iwate, and Fukushima.
When asked why he chose those seasons, he explained, "I wanted to see the region when nature is at its peak and when the snow falls."
He noted the stark contrast in the scenery:
"In the summer, everything is lush and green—the mountains, the forests, and even the cities. Just sitting in the shade is refreshing enough to beat the heat.
As a runner, simply being in those forests made me want to go for a run.
But in winter, the ground is blanketed in white snow. It sparkles in the sunshine and creates the perfect environment for meditation. Once you're there, you just want to stay and admire the view forever."
Few areas in Japan showcase such distinct seasonal changes.
"Next time, I want to see the autumn leaves," Carlos added. "I saw a photo in a brochure of a place called Naruko Gorge in Miyagi Prefecture. It looks like they have hot springs there, too."
2. There Are Countless Hot Springs Perfect for Day Trips

When people think of Japanese hot springs (onsen), places like Beppu, Kusatsu, and Atami usually come to mind.
Carlos admits he didn't expect to find many onsen during his first trip to Tohoku, but he was pleasantly surprised.
"During my first visit to Miyagi Prefecture, someone recommended I stay at a ryokan in Akiyu Onsen because of its proximity to Sendai.
There were plenty of options for hot spring day trips, and it was incredible to be surrounded by nature.
Another guest recommended Sakunami Onsen as 'the best in the mountains,' which was only a 30-minute drive away," Carlos shared.
"I was actually a bit disappointed to learn about Togatta Onsen after I had already left. It's amazing to have so many hot springs clustered in one area."
3. The Local Cuisine is Unique and Delicious

For many travelers, trying local food is a trip highlight, and for Carlos, dining was one of the best parts of his journey.
"The gyutan (beef tongue) in Miyagi was incredible, and so was the seafood in Matsushima.
While Iwate's jajamen noodles weren't my personal favorite, I really enjoyed their chilled reimen noodles.
It’s fascinating how flavors change depending on where you are.
There were so many different dishes in Tohoku that I could eat them endlessly and never get tired of them."
Tohoku's colder climate has given rise to a variety of hearty, unique dishes that international visitors love discovering.
4. The Locals Are Incredibly Welcoming and Kind

Navigating a new, unfamiliar place can be challenging, and Carlos got lost a few times during his trip.
However, every time he needed help, friendly locals came to his rescue.
"People will actually call out to you if they see you wandering around looking at your phone.
Even if they don't speak English, they try their best to help using gestures, Japanese, and a bit of English vocabulary.
Some even went out of their way to find an English speaker for me."
The region's genuine kindness left a lasting impression.
"I was amazed by how many people, of all ages, showed concern and tried to help a complete stranger. Because of that, I came to love Tohoku even more," he said.
Carlos plans to continue studying Japanese and hopes to return to Tohoku soon.
While there are still many places he hasn't seen, the region's nature, hot springs, food, and warmhearted locals have already shown him the true charm of Tohoku.
There are also plenty of historical sites to explore, such as the Sendai Castle Ruins in Miyagi and Hiraizumi in Iwate.
Since some of these spots can be tricky to reach by train alone, renting a car is highly recommended.
It’s easy to see why the Tohoku region is gaining popularity among travelers.
If you’re wondering where to go on your next trip to Japan, why not experience Tohoku for yourself?
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*Prices and options mentioned are subject to change.
*Unless stated otherwise, all prices include tax.
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