The Japanese spot seeing a 98 per cent surge in Aussie visitors

Japan remains a massively popular destination for Aussie holidaymakers despite all the talk of “overtourism”, but travellers are starting to look away from the classic destinations.

Although the likes of Tokyo, Osaka and Kyoto remain popular, another place has become a hotspot, new figures have revealed.

There has been a 98 per cent increase in the number of Aussies staying overnight in Setouchi in western Japan.

That rise is in just two years, between 2023 and 2025, according to Japan’s tourism statistics.

Where Tokyo and Osaka are buzzing cities, it seems travellers instead want to slow down a little and discover quieter parts of the country.

Setouchi is easily reached on a shinkansen (bullet train).

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The region is made up of seven prefectures surrounding the Seto Inland Sea and brings together coastlines, islands, historic towns, mountains, food, and some of Japan’s most interesting contemporary art.

The area is most well-known for the city of Hiroshima, which many tourists want to visit to see the famous Peace Memorial and learn about the tragic history.

But the boom in travel is about more than that.

“Japan has become such an accessible and familiar destination for Australians,” Japan travel expert James Cooley told nine.com.au.

“They already know they love the food, culture, hospitality and outdoor experiences, so the next question becomes: where else can I experience that, but somewhere that feels a little less familiar?”

Things to do in Setouchi

James said Setouchi offers a different side of Japan.

“You still get all the quintessential Japanese experiences, but at a much slower pace,” James said.

Cycling, seafood, and island hopping on small ferries are among experiences Aussies are flocking to.

“You can take a ferry between islands rather than simply catching a train between cities,” he said.

“You can cycle across the Shimanami Kaido, stopping in small coastal communities along the way.

“You can explore the art islands of Naoshima and Teshima, where art and architecture are integrated into the landscape.

“Or you can spend time in places such as Kurashiki or Shodoshima and experience a quieter side of Japanese life.

And then there is the food.

“Setouchi is surrounded by the sea and is known for seafood, oysters, citrus, sake and regional specialities, so food is another wonderful way to connect with the different destinations,” he said.

James suggested starting in Okayama Prefecture, which can be reached on the train from Tokyo.

Visit Kurashiki’s preserved historic quarter with its tree-lined canals, traditional buildings and former merchant houses.

Then catch the ferry from Uno Port to Naoshima Island.

It’s famous for contemporary art museums, installations and architecture integrated into the landscape.

From there take a ferry to Takamatsu and make your way along the Shikoku coast by train towards Matsuyama.

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The coastline offers beautiful sea views, small towns, and opportunities to see a quieter side of Japan.

Arriving in Matsuyama, you can experience one of Japan’s oldest onsen at Dogo Onsen, explore Matsuyama Castle and enjoy the city’s relaxed atmosphere.

After that head to Hiroshima via ferry, and see the history as well as sampling the food and culture.

The boom in visitors to the area comes as Japan continues to crackdown on over tourism in many places.

The city of Kyoto confirmed it would charge an increased accommodation tax from March 2026.

And now Tokyo is following.

Starting from April 2027, the city will introduce a three per cent accommodation tax on hotels, meaning that for every night you stay, you’ll have to pay an increased fee per person per night.

That means couple staying in Tokyo for a week would have to add about $230 to their hotel budget.