Ishikawa and rural Japan emerge as key travel destinations

Travelers are increasingly looking beyond Japan’s traditional “Golden Route” of Tokyo, Kyoto, and Osaka to explore the country’s rural regions and cultural heritage. Ishikawa Prefecture has gained international recognition, with BBC Travel naming it among the 20 best places to travel in 2026.

Kanazawa, the cultural capital of Ishikawa, is a major center for traditional craftsmanship. Recognized by UNESCO as a City of Crafts and Folk Art, the city hosts a high concentration of artisan trades, including gold leaf production, Kaga Yuzen silk dyeing, Kanazawa lacquerware, and Kutani porcelain. The region is responsible for nearly 100 percent of Japan’s domestic gold leaf production.

Travel specialists note that visitors are spending more time in lesser-known areas, such as the Kiso Valley and historic pilgrimage paths, to find privacy and cultural depth. These rural stays allow travelers to engage directly with local communities and traditional artisans, directing economic benefits toward regional areas.