Travel Highlights
Niigata brings together natural wonders, rich culture and refined craftsmanship — every destination is a unique experience.
Gorge · Niigata Prefecture
Kiyotsu Gorge
One of Japan's three great gorges, designated as a National Place of Scenic Beauty and Natural Monument. Steep, towering rock walls on both sides of the river form a spectacular V-shaped canyon.
At the end of the tunnel lies the famous "Light Cave." An artist installed a water-basin reflection device at the cave entrance; walking along the shallow water at the tunnel's edge to the very end creates a "mirror of the sky" visual effect where the viewer and gorge become one.
Pond Cluster · Mt. Bandai
Goshikinuma (Five-Colour Ponds)
Goshikinuma is a cluster of ponds formed by a massive eruption of Mt. Bandai. The waters change colour with the seasons, weather and viewing angle — hence the name "Five-Colour Ponds."
The largest pond, Bishamon-numa, offers rowing boat tours. Koi fish inhabit the waters, and legend has it that spotting a koi bearing a red heart-shaped pattern will bring happiness.
The "Goshikinuma Nature Trail" linking the ponds is a popular hiking route taking about one hour, flat and easy to walk, with multiple viewing platforms along the way offering views of the ponds and Mt. Bandai, one of Japan's hundred famous mountains.
Beech Forest · Matsunoyama
Bijinbayashi (Beauty Forest)
On a roughly three-hectare hillside in Matsunoyama Matsuguchi stands a beech forest of trees about one hundred years old, celebrated for its beauty and known as "Bijinbayashi" (Beauty Forest). In the late Taisho era the trees were felled for charcoal production, but the beech re-sprouted the following year and, over time, grew into today's dense woodland. The site is also a well-known habitat for wild birds.
The straight, slender beech trunks attract photographers and visitors from across Japan. In spring, new buds emerge from lingering snow; in summer, cool breezes drift through the canopy; in autumn, fallen leaves carpet the ground in orange and red; in winter, snow settles on the branches and sparkles like diamonds in the sunlight.
Terraced Rice Fields · Tokamachi
Hoshitoge Rice Terraces
Hoshitoge Rice Terraces comprise more than 200 paddies of varying sizes, layered across the hillside in tiers — the most iconic terraced landscape in Tokamachi. The scenery changes with the seasons and the time of day. In particular, on early mornings when a sea of clouds rolls in and reflects in the mirror-like paddies, photographers and travellers from across Japan flock to witness the sight.
Beyond the cloud-sea spectacle, the lush green paddies of summer and the snow-blanketed fields of winter transform the terraces into a mysterious beauty. Listed in 2022 as "Tsunagu Terraced Heritage" and certified by Japan's Minister of Agriculture as an outstanding terrace site, this is an ideal place to experience Japan's traditional agricultural landscape.
Sacred Mountain · Yahiko Village
Mt. Yahiko
Mt. Yahiko stands 634 metres tall — roughly the same height as the Tokyo Skytree. Near the summit is Yahiko Summit Park, which features a panoramic restaurant and a 100-metre rotating observation tower called the "Panorama Tower." From the top, sweeping views take in the Echigo Plain, the Sea of Japan and Sado Island.
Mt. Yahiko has been revered since ancient times as a sacred mountain. We invite you to come and feel its natural power and spiritual atmosphere for yourself.
Shrine · Yahiko Village
Yahiko Shrine
Yahiko Shrine has a history of over 2,400 years, making it the largest shrine in Niigata and the most important in the Echigo region.
About 3 km from the shrine stands the Great Torii Gate, said to be Japan's finest cypress torii. The lush surroundings are filled with a sacred atmosphere; visitors enjoy forest bathing and autumn foliage at different times of year.
Inside the shrine, the "Light-and-Heavy Stone" can be used for divination — lift it and judge your fortunes by how heavy it feels. If it feels light, your wish will come true; if heavy, it may not. A fun ritual to try during your visit.
Historic Street · Minami-Aizu, Fukushima
Ouchi-juku
Located in Minami-Aizu, Fukushima Prefecture, Ouchi-juku served as a post town providing lodging for travellers since the Edo period. Today it is preserved as a complete historic district and designated a "Preservation District for Groups of Important Traditional Buildings." Residents have long followed the principle of "no selling, no renting, no destroying," and more than 30 thatched-roof farmhouses retain the streetscape of the Edo era.
Visitors can enjoy local cuisine, stay in registered cultural properties, participate in traditional cultural events and seasonal festivals. Highlights along the shop-lined street include leek soba (noodles eaten with a leek instead of chopsticks), tochi mochi made from horse chestnut, and "Shingoro" rice balls grilled with sesame miso — perfect for a leisurely stroll.
World Heritage Site · Sado
Sado Kinzan Gold Mine
Sado Gold Mine operated from 1601 to 1989 — over 400 years — making it Japan's largest gold and silver mine. Most of the industrial heritage within the mine, including tunnels and mining facilities, has been designated as nationally important cultural properties and historical sites, and the site was inscribed on the UNESCO World Heritage List in 2024.
Among its highlights, the "Kitazawa Flotation Plant" is a must-see: its spectacular ruined landscape evokes the scenery of Hayao Miyazaki's film Castle in the Sky. It is also notable as the first place in Japan where copper-smelting technology was successfully applied to gold and silver mining.
Exhibition Hall · Ojiya City
Nishikigoi no Sato (Koi Village)
Ojiya City in Niigata Prefecture is the birthplace of nishikigoi (ornamental koi), and Nishikigoi no Sato is the world's only exhibition facility dedicated to koi. The centre not only traces the history of nishikigoi but lets visitors view hundreds of prize specimens — including Taisho Sanshoku, Kumonryu, Platinum and other rare varieties — raised in the Snow Country's pristine waters using traditional techniques.
Nishikigoi were designated as Niigata Prefecture's ornamental fish on 5 May 2017. About 200 years ago, the fish appeared through a natural mutation; through generations of dedicated research and selective breeding by the people of Ojiya, they evolved into the internationally celebrated ornamental species they are today.
Ancient Temple · Gosen City
Jikoji Temple
Jikoji Temple is one of the four great training halls of the Soto school of Zen Buddhism in Echigo, revered since ancient times as a celebrated place of worship. The approach path to the temple stretches about 500 metres, lined by more than 100 towering cedar trees, some over 300 to 500 years old with trunks up to 6–7 metres in diameter. This majestic cedar forest is designated a Prefectural Natural Monument.
Along the cedar-lined path are further remarkable sights: the "Dragon God Cedar," whose form resembles a dragon ascending to heaven; an ancient cedar said to bear the marks of a giant serpent coiling around it; and thirty-three stone Kannon figures delicately cushioned in moss — all together conveying the deep history and solemn atmosphere of Jikoji Temple.
Hot Spring · Niigata City
Tsukioka Onsen
Famous for its rare emerald-green sulphur spring, Tsukioka Onsen is celebrated as the "Beauty Spa." The mildly alkaline water is gentle on skin, leaving it moisturised and radiant after a soak — a favourite among female visitors.
The onsen street carries a faint sulphur scent; evening strolls are particularly enchanting as lanterns sway and geisha in kimono may appear. Accommodation ranges from grand ryokan to secluded guesthouses. Shops along the street offer sake tastings, handmade senbei biscuits and painting experiences, while nostalgic sweet shops remain intact. The landmark "Gensen no Mori" spot allows visitors to drink the spring water, enjoy hand-baths and hang votive wishes — a popular photo spot.
Shrine · Gosen City
Gosen Hachimangu Shrine
Gosen Hachimangu Shrine stands on the former site of Gosen Castle and is regarded as the chief guardian shrine of the area. The main hall enshrines more than forty deities, and the grounds contain several distinctive sub-shrines, including Aosa Shrine (praying for the healing of disease), Tenmangu (dedicated to the deity of learning and the arts), and Hattori Shrine (protecting the textile industry).
The annual "Tanabata Wind-Chime Festival · Milky Way Pilgrimage" is one of the largest festivals in Niigata Prefecture. Around 5,000 crystal glass wind-chimes — including the Gosen Hachimangu wind-chimes — donated from all 47 prefectures of Japan and from around the world are displayed. The event also features an "Umbrella Sky" installation, letting visitors enjoy a dreamily colourful spectacle.
Historic Site · Aizuwakamatsu City
Sazaedo & Iimoriyama Hill
Iimoriyama is the historic stage where the Byakkotai (White Tiger Corps) fell by their own swords during the late Edo-period Aizu War. Beyond tracing this poignant history, the hill is home to a remarkable wooden structure — Sazaedo. Built in the late 18th century, it was designated as a National Important Cultural Property in 1995, recognised as a Japanese Heritage site in 2016, and awarded one star in the Michelin Green Guide.
Sazaedo's exterior resembles a turban shell, and its interior follows a double-helix design: the worship path spirals upward without any forks, and people going up and down never cross paths — a wonderfully ingenious structure. Visitors complete the pilgrimage route simply by following the passageway. This hall not only showcases the wisdom of craftsmen but also carries a weighty historical atmosphere, making it an unmissable stop on any Aizu itinerary.
Factory Outlet · Tsubame-Sanjo
STOCKBUSTERS
Tsubame-Sanjo is renowned for metalworking, and at "Tsubame-Sanjo Factory Outlet STOCKBUSTERS" you can purchase products crafted with world-class technology at discounts of 20–80% off retail price.
The range is vast — kitchen goods, homewares, outdoor gear and gardening tools among others. Alongside internationally famous products such as kitchen knives and nail clippers made here, the outlet also stocks agricultural and horticultural tools produced in the area, and has become an increasingly popular tourist destination in recent years.
Traditional Culture · Murakami City
Murakami Shiobiki Salmon
In Murakami, there is a tradition of hanging salted salmon — called "shiobiki salmon" — from the eaves of homes during winter. The fish is prepared using a distinctive cut called "tomebare," which leaves the belly partially connected; the salmon is then hung head-downward. This is said to show respect for the salmon, avoiding any suggestion of "seppuku" (ritual disembowelment).
The salmon are dried slowly in the moist, cold winds blowing in from the Sea of Japan, allowing them to naturally ferment and mature into a uniquely flavourful product. A visit here offers insight into the singular culture of shiobiki salmon and the chance to purchase all manner of salmon-related souvenirs.
Traditional Culture · Niigata City
Furumachi Geisha Cultural Experience
Niigata's Furumachi is one of Japan's most celebrated geisha districts, with a history of some 200 years. As an important cultural symbol of Niigata's prosperity as a historic port city, Furumachi geisha continue to this day to welcome guests with graceful song, dance and traditional hospitality.
The Furumachi area retains a rich kagai (flower-town) atmosphere, lined with exclusive ryotei restaurants. Visitors can enjoy geisha performances while savouring Niigata's seasonal cuisine, premium Koshihikari rice and locally brewed sake.
Craft Experience · Tsubame-Sanjo
Metalworking Experience
Tsubame-Sanjo is world-renowned for its exquisite metalworking techniques. Through hands-on workshops, visitors can try traditional craft techniques such as tsuchime hammering (creating textured hammer marks), sake-cup making and spoon oxidation colouring — suitable for all ages. Once your piece is complete, you can take your handiwork home as a one-of-a-kind memento.
Rice Culture Experience · Niigata
Niigata Senbei Kingdom
Niigata is known as the "Kingdom of Rice," and its abundant, high-quality rice harvest has given rise to a variety of rice-based products such as sake and senbei (rice crackers). Niigata senbei in particular are celebrated nationwide. Visitors can make their own uniquely flavoured senbei by hand, or watch skilled artisans produce thousands of crispy crackers each day — an experience that brings traditional craftsmanship to life.
Craft Experience · Tsukioka Onsen
Glass Art Workshop
A handmade glass studio in Tsukioka Onsen offers visitors the chance to create their own original glasswork. The studio runs a variety of glass-craft experiences, including glass blowing, glass bead making and glass polishing — letting guests appreciate the delicate charm of hand-crafted glass up close.
Sake Brewery Tour · Niigata City
Imayo Tsukasa Sake Brewery
When it comes to Niigata, sake is always at the forefront. As Japan's top rice-producing region with pristine local water, Niigata has been renowned for fermented products since antiquity. Just a 15-minute walk from JR Niigata Station, Imayo Tsukasa Shuzo offers guided brewery tours, allowing visitors to learn about the sake-brewing process up close in the city that has more breweries than anywhere else in Japan.
Factory Tour · Tsubame-Sanjo
Tojiro OPEN FACTORY
Celebrating over 50 years in business, Tojiro has opened its "Tojiro OPEN FACTORY" — a recipient of Japan's Good Design Award in 2018 and one of the rare knife-factory visitor facilities in Japan capable of producing composite-material kitchen knives from start to finish.
The factory displays the complete production process, allowing visitors to experience traditional "monozukuri" (manufacturing craftsmanship) at close quarters, while showcasing knives for cooking, professional and home use. Visitors can feel the sounds and heat unique to the factory floor, experiencing the very essence of artisan skill. Since July 2024, the factory also offers a "Fruit Knife Making Experience," letting guests forge their own knife.
Blacksmithing Experience · Sanjo City
Sanjo Kajiba Dojo (Blacksmithing Hall)
At the Sanjo Kajiba Dojo, visitors can experience the forging techniques that have been handed down in Sanjo City — the craft of heating iron or metal and shaping it into Japanese swords and other tools. Sanjo has been renowned for metalwork since ancient times, and forging is the essential foundation of its metal industry. The city is committed not only to developing these techniques but also to passing on the spirit of traditional craftsmanship.
Under the guidance of working blacksmiths, visitors can try "Japanese nail making," "letter-opener making" and "kitchen knife sharpening" — getting up close to traditional forging skills and experiencing the essence of hand-crafted work.
Craft Experience · Nagaoka City
Washi Paper Craft
Handmade washi paper has a history of over three hundred years in Oguni-machi, Nagaoka City, Niigata Prefecture. The raw materials are locally grown, and during winter production the accumulated snow unique to the Snow Country is used in traditional methods to create paper of pure white quality.
In addition to observing the washi production process, visitors can try making their own uniquely patterned washi or paper lanterns in the hands-on workshop.
Sake Experience · Niigata City
PONSHUKAN
For just ¥500 you can sample five cups of sake here, covering renowned breweries and hidden gem kura. Visitors choose from rows of tasting machines dispensing local varieties; the sake pairs beautifully with salt, miso and other local accompaniments, making it hard to leave.
Beyond sake, the venue also offers a "soy sauce tasting" experience for those who want to explore a range of flavours. For a hearty snack, try the legendary "Bomb Rice Ball" — a generously sized specialty made with Uonuma Koshihikari rice that is both luxurious and delicious.
Cultural Experience · Minami-Uonuma City
Uonuma no Sato "Snow Cellar"
Uonuma no Sato sits at the foot of Mt. Hakkaisan and is dedicated to showcasing the lifestyle of Uonuma and the tranquil atmosphere of Snow Country. The complex includes the "Hakkaisan" sake cellar, the "Hakkaisan Yukimuro" snow cellar with its café and shop, soba specialist "Nagamori," and the confectionery shop "Satoya" — each worth savouring.
The "Snow Cellar" stores around 1,000 tonnes of snow each year, maintaining a constant temperature of about 4°C year-round for storing sake and food — a testament to the Snow Country's unique wisdom of preservation.
Steam Train · Banetsu West Line
SL Banetsu Monogatari
The SL Banetsu Monogatari runs on selected dates along the JR Banetsu West Line to Aizuwakamatsu. After being withdrawn from service in 1969, the train was revived 30 years later in 1999.
Steam locomotive "C57-180" hauls dedicated passenger carriages, billowing white smoke along the Agano River through verdant mountains and valleys. Car 4 features an open observation lounge with panoramic views of the scenery; Car 1 is a "ferret observation car" decorated with various trees, perfect for families to enjoy a nostalgic and warm-hearted train journey.
Factory Tour · Sanjo City
Suwada Seisakusho
Tsubame-Sanjo has passed down forging and metalworking techniques since the Edo period and is celebrated as a "city of manufacturing." Suwada Seisakusho, founded in 1926, is renowned for bladed products such as nail nippers and diagonal pliers, winning numerous awards in Japan and abroad — a craft enterprise of distinguished reputation.
In 2011, the main factory was converted into an open factory open for visits on weekdays. To allow observers to see the state of the metal during processing, both the factory interior and workers' uniforms are uniformly black. The "forging" process — hammering heated metal to strengthen and shape it — and the subsequent "grinding and polishing" stages are all performed by skilled craftspeople, their mastery of the craft truly awe-inspiring.
Zip Line · Myoko City
Zip Tour
The Rakuten Arai Resort in Myoko City features Asia's longest aerial zip line, stretching 1,501 metres with a vertical drop of about 240 metres. Departing from a starting point at approximately 950 metres above sea level, riders reach the finish at 710 metres in about three minutes, taking in sweeping mountain scenery along the way.
Rafting · Shinano River
Shinano River White-Water Rafting
The Shinano River is Japan's longest river, and visitors can enjoy exhilarating rafting while taking in its magnificent scenery. At designated points along the route, participants can jump from the raft into the river or swim — a full and varied water-sports experience.
Winter Activity · Goshikinuma
Snowshoe Walking
Goshikinuma (Five-Colour Ponds) has been called "Japan's Jiuzhaigou," a natural wonder formed by a massive eruption of Mt. Bandai. Autumn and winter are the most captivating and varied seasons, offering a rich palette of natural colours.
In winter, Goshikinuma transforms into a snow-blanketed world. Visitors can strap on a full set of snowshoes and explore the snowy forest, experiencing a distinctly winter outdoor adventure. Snowshoe walking is moderately active and suitable for all ages — a must-do winter experience at Goshikinuma.
Sightseeing Cruise · Murakami City
Sasagawa-nagare Sightseeing Cruise
Sasagawa-nagare is a designated National Place of Scenic Beauty and Natural Monument (designated 1927). Along its 11-km coastline, the relentless waves of the Sea of Japan have sculpted bizarre rocks, reefs and sea caves, creating a constantly changing natural landscape.
Visitors can board a sightseeing boat to enjoy the scenery of Sasagawa-nagare; during the approximately 40-minute cruise, guests can also feed seagulls and observe seabirds at close range — a delightful way to connect with nature.
Experience · Sado Island
Sado Tarai-bune (Tub Boat) Experience
The tarai-bune was originally a small boat used for iso fishing (fishing along rocky shores). Fishers would place a glass box on a wooden tub to peer at the rocky seabed and then use tools to harvest seaweed and shellfish. Today's tarai-bune is said to have evolved from laundry tubs, purpose-built for harvesting wakame seaweed, abalone and turban shells along narrow, intricate rocky inlets.
The Yajima Experience Exchange Hall sits behind a sheltered cove. Visitors can admire the scenery of "Yajima Kyojima" and enjoy the fun of riding a tarai-bune for themselves.
Hiking · Gosen City
Hiking & Trekking
Gosen City, nestled at the foot of Mt. Kanmuri and Mt. Okura, is rich in water sources and retains a pristine natural environment. The spring water of Mt. Kanmuri is acclaimed as one of "Niigata Prefecture's Famous Waters," and the celebrated Imayo Tsukasa Shuzo uses this natural water to brew most of its sake.
From late April through November, the mountains are open to hikers. The slopes are densely forested with beech and giant katsura trees, offering ancient and undisturbed natural scenery — a true wilderness experience.
Winter Activity · Yuzawa Town
Skiing
Just about 90 minutes from Tokyo by shinkansen, Yuzawa in Niigata Prefecture is a favourite among skiers for its high altitude and excellent snow quality. Some resorts feature multiple runs of varying difficulty for advanced skiers, while others offer gentler slopes well-suited to beginners.
Yuzawa is also a hot-spring area, so after a day on the slopes guests can soak away aches in an onsen for a thoroughly relaxing holiday.
Outdoor Resort · Sanjo City
Snow Peak HEADQUARTERS
Snow Peak FIELD SUITE SPA HEADQUARTERS is built around a natural hot spring, allowing every guest to soak in the onsen while being immersed in the natural surroundings and taking in the captivating views. Guests can also admire the seasonal beauty of Mt. Awagatake — one of Japan's celebrated mountains — as they relax in the waters, a scenery both serene and enchanting.
Summer Festival · Nagaoka City
Fireworks Festival
The "Echigo Three Great Fireworks" is the collective name for the three fireworks festivals that define Niigata's summer — "Sea of Kashiwazaki," "River of Nagaoka" and "Mountain of Katakai."
Among them, the Nagaoka Fireworks Festival is one of Japan's three great fireworks events. Enormous shells burst brilliantly across the summer sky in massed volleys, creating an overwhelming visual spectacle. The "Revival Phoenix" set-piece — born from prayers for recovery after the Chuetsu Earthquake — unfolds across 1.7 km of night sky in a five-minute continuous launch, deeply moving all who witness it.
The event also features rapid-fire bursts choreographed to music; over the two-day event more than 20,000 shells are fired, delivering an unparalleled visual experience.
Aquarium · Niigata City
Niigata City Aquarium Marinepia Nihonkai
One of the largest aquariums along the Sea of Japan coast, the venue offers performances and guided activities that make learning fun. A popular daily "dolphin show" is performed every day.
The "Japan Sea Grand Tank" displays 35 species and approximately 6,000 marine creatures that inhabit the Sea of Japan. The tank's highlight is the "Ocean Tunnel" at its base — visitors can walk through the tunnel with fish swimming overhead, as if strolling through the sea itself, for a wonderfully immersive ocean experience.
Fruit Picking · Niigata City South Ward
Seasonal Fruit Picking
At "Shirone Vineyard" you can enjoy fruit picking in season year-round. Seasonal offerings include Niigata's celebrated Echigo-Hime strawberries, grapes, white peaches, figs and the legendary Le Lectier pear. The venue also serves handmade fruit sorbet and a variety of sweets, so visitors can savour the freshest flavours after the picking fun.
Farm · Nagaoka City
Yamakoshi Alpaca Farm
After the Chuetsu Earthquake, alpacas were gifted to Nagaoka by the state of Colorado, USA, and as their numbers grew the alpaca became a local mascot.
The farm is open for viewing year-round (except winter); visitors can buy feed to hand-feed the animals and enjoy close, cheerful interactions with these adorable creatures.
Amusement Park · Agano City
SUNTOPIA WORLD
SUNTOPIA WORLD is located in Agano City, Niigata Prefecture, surrounded by gardens and greenery, giving visitors plenty of open space to enjoy themselves.
The park features 32 rides and attractions, including a classic carousel, a giant Ferris wheel, thrilling roller coasters and other exciting rides — fun for the whole family.
Park · Nagaoka City
National Echigo Hillside Park
The vast National Echigo Hillside Park offers visitors an array of sports and leisure activities beneath blue skies, on green lawns and across snowy winter fields.
Facilities include a mountain-shaped white trampoline, wooden play structures, a water playground and uniquely designed bicycles — entertainment for the whole family.
The park is also alive with seasonal flowers year-round: snow trillium, tulips, roses and cosmos bloom in turn, letting visitors stroll and savour the beauty of nature at a leisurely pace.
Family Park · Niigata City
Ikutopia Food & Flower Park
A source of pride for Niigata City, "Ikutopia" is themed around food and flowers, offering a wide range of experiences for children and adults alike.
The park features a "Food & Flower Education Centre," a "Children's Creation Centre" and an "Animal Interaction Centre." Visitors can explore various exhibitions, use large play facilities and participate in diverse hands-on activities — a perfect blend of family fun and learning.
Children's Park · Tsubame City
Tsubame Traffic Park
Tsubame Traffic Park features simulated roads with traffic signals, letting children learn the rules of the road through play.
Facilities include monorail bikes, a large multi-play structure and a 650-metre figure-8 go-kart track — giving children the excitement of real racing in a safe environment.
Small Zoo · Nagaoka City
Yukyuzan Small Animal Zoo
In 1951, the Nagaoka City Science Museum opened inside Yukyuzan Park as the prefecture's first comprehensive museum, and it included a small animal zoo.
Today the zoo houses around 30 species of small animals, with Japanese macaques as the main attraction, allowing visitors to enjoy close encounters with wildlife alongside the science exhibitions — adding fun and educational value to their visit.
Family Facility · Gosen City
LAPORTE Gosen
"Laporte Gosen" opened in October 2021 as a familiar cultural and community hub for the people of Gosen City. The facility includes a multi-purpose hall for concerts and theatrical performances, as well as a direct-sales shop offering local specialities and crafts — dedicated to promoting local culture and industry while providing space for arts, learning and relaxation.
There is also a free indoor children's play area, open to children aged 0–12, divided into a 0–3 year toddler zone and a 3–12 year play zone. Highlights include a large wooden slide and a ceiling net structure — irresistible to young children.
