Japan: So Much More to Discover
Japan continues to be one of the most exciting destinations for New Zealand travellers, and one of the great things about it is that one visit is rarely enough.
Tokyo, Kyoto and Osaka might be the starting point, but Japan rewards travellers who venture further. Ski fields, pilgrimage trails, regional cities, mountain resorts, hot springs, world-class rail journeys and experiences ranging from sumo to aquariums mean that Japan can be a completely different holiday each time you visit.
On 20 August 2026, the Japan National Tourism Organization (JNTO) brought a broad range of Japanese travel partners to Auckland for the JNTO Japan Roadshow. The event was designed to give the New Zealand travel industry deeper knowledge of destinations and suppliers from around the country.
The supplier line-up also provided plenty of inspiration for holidays that go beyond the obvious.
Travel Japan by rail
Japan's railway network is part of the experience rather than simply a way of getting from A to B.
Central Japan Railway Company (JR Central) operates the Tokaido Shinkansen linking Tokyo with Nagoya, Kyoto and Osaka – the backbone of the classic Japan journey. It also provides connections towards destinations including the Japanese Alps, the Mt Fuji region and the Kii Peninsula.
FUJI KYUKO represents another side of Japanese rail travel, providing access towards the Mt Fuji and Lake Kawaguchiko area. For travellers wanting more than a photograph of Fuji from a train window, spending a night or two around the mountain can completely change the experience.
The roadshow also included JR Central Hotels, Meitetsu World Travel and Tourism Designers (NAGOYA DMC) – useful reminders that Nagoya and Central Japan deserve consideration as destinations in their own right rather than simply places passed through between Tokyo and Kyoto.
Japan in winter
Japan has become a favourite ski destination for New Zealanders, and the Auckland event included some particularly interesting winter partners.
Hakuba, Japan Alps is already well known to Kiwi skiers and snowboarders, while Hakuba Tsugaike Mountain Resort offers a large range of terrain in the Hakuba Valley. Importantly, the area isn't just about winter: the mountains and Tsugaike Nature Park also make this an attractive hiking and alpine destination during the warmer months.
Further north, Hoshino Resorts TOMAMU in Hokkaido offers another style of snow holiday. Alongside skiing and Hokkaido powder, Tomamu's winter experiences include its remarkable Ice Village and the Terrace of Frosted Trees. For the 2026/27 winter season, the ski area is scheduled to offer 29 courses across two mountains.
Look beyond the Golden Route
One of our strongest recommendations for repeat visitors to Japan is simple: go somewhere you haven't heard quite so much about.
The Fukushima Prefectural Government was represented at the Auckland roadshow. Fukushima is only around 90 minutes north of Tokyo and combines historic towns, mountain landscapes, food, seasonal scenery and traditional culture – making it a realistic addition to a Tokyo itinerary rather than a major detour.
Kobe Tourism Bureau also attended. Kobe makes an excellent addition to a Kansai itinerary, particularly for travellers who have already explored Kyoto and Osaka and want to slow the pace down.
Then there is Koyasan & Kumano, Wakayama. This is a very different Japan. Koyasan has more than 1,200 years of Buddhist history, with temple accommodation available for visitors, while the Kumano Kodo pilgrimage trails run through the sacred mountains of the Kii Peninsula.
It is exactly the sort of region that can turn a second or third trip to Japan into something memorable.
Experiences matter too
Japan isn't only about sightseeing.
In Osaka, Osaka Aquarium Kaiyukan is home to around 30,000 marine creatures representing Pacific Rim ecosystems, including its famous whale sharks.
For something very different, Sumo Entertainment HIRAKUZA brings the world of sumo into an accessible entertainment experience at The Sumo Hall HIRAKUZA Osaka in Namba.
Experiences like these are useful additions to an itinerary because they provide a break from the temples, shrines, shopping streets and sightseeing that can otherwise make a busy Japan holiday feel rather full.
Finding the right place to stay
The accommodation partners represented in Auckland also showed just how much choice Japan now offers.
They included Apartment Hotel MIMARU, Fujita Kanko / WHG Hotels, Mitsui Fudosan Hotel Management, Miyako Hotels & Resorts, Orix Hotels & Resorts, Tobu Hotels and JR Central Hotels.
We were particularly interested in Apartment Hotel MIMARU for families and groups. Its properties in Tokyo, Kyoto and Osaka offer larger apartment-style rooms with kitchens, dining areas and room configurations suitable for several people travelling together – a useful alternative to booking several conventional Japanese hotel rooms.
Putting all the pieces together
The other important part of planning Japan is making everything connect.
The roadshow included specialist travel and ground-service companies such as Big Holiday International, HANATOUR JAPAN, Ibt Travel, JAPAN HOLIDAY TRAVEL, Meitetsu World Travel, Tourism Designers (NAGOYA DMC), tsunagu Japan TRAVEL / D2C X Inc., along with a specialist Japan airport transfer and charter / Hakuba transfer provider. JNTO's Sydney Office was also represented.
These relationships matter. Japan can be remarkably easy to travel around, but there is an enormous amount of choice. Knowing how to combine flights, rail, transfers, hotels and experiences can turn a collection of bookings into a much better holiday.
Where will your Japan journey take you?
Perhaps your first Japan trip should include Tokyo, Kyoto and Osaka.
But your second might be completely different.
You could ski in Hakuba or Hokkaido. Explore Mt Fuji and the surrounding lakes. Spend a night in a Buddhist temple at Koyasan. Walk part of the Kumano Kodo. Discover Fukushima or Kobe. Ride the Shinkansen simply because travelling by train in Japan is an experience in itself.
That's what makes Japan such an extraordinary destination.
If Japan is on your list for 2026, 2027 or beyond, talk to Target Travel. We can help turn the enormous range of possibilities into an itinerary that suits how you actually want to travel – whether this is your first trip to Japan or your fifth.