Concept

Along the whole length of Japan there is a wide variety of nature and climates.
Many layers of culture are interwoven into its long history.
Bounty from the mountains and from the sea, and cuisine created from deep knowledge.
There is a Japan that you are yet to discover.
Nature is a place to play, and a place of adventure.
Ancient routes and shrines summon deep spirituality.
Hidden hamlets conceal their own unique culture.
Here you can interact with the local inhabitants.
There are journeys in Japan that you are yet to discover.
We will provide an environment in which you can enjoy Japan in full confidence,
with accommodation programs that distill the charm of the region, at internationally accepted quality standards.
This is a Japan chosen for discerning travelers.
Travel concierges from each of these thirteen special areas are waiting to welcome you.

AND MORE

EXPERIENCE PROGRAM

~Feel the prosperity of Niigata’s Minato-machi from 200 years ago~ Admire a geisha’s dance at the mansion of a wealthy trader

Niigata’s Furumachi used to stand alongside Kyoto’s Gion and Tokyo’s Shinbashi when it came to geisha districts.

~Passed down 150 years ago by Echigo Province’s largest landowner~ The Ito Manion & Mochi Making

Niigata Prefecture produces the best rice in Japan.

Rice Field Kayaking

Get another perspective on the beautiful nature of Aso from the rice fields of Minami-Aso village.

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