The ‘wondrous’ Japan alternative that tourists haven’t discovered — yet

This country offers everything tourists love about Japan, without the crowds (Picture: Paul Ewart)

If it feels like everyone you know is suddenly going to Japan, that’s probably because they are.

The East Asian nation welcomed a record 42.7 million tourists last year, according to figures from the Japan National Tourism Organisation (JNTO). In February 2026 alone, arrivals achieved a high of 3.46 million.

As the JNTO said, ‘Japan is booming’.

But with so many visitors, overtourism is a real risk. Authorities have already been forced to erect a huge...