Located in Japan’s Tohoku region, Yamagata City is known for its rich cultural heritage, beautiful natural scenery, and distinctive seasonal attractions, including Zao Onsen and its famous Snow Monsters.
In recent years, the city has been strengthening its efforts to attract international visitors, including from Australia. The following contribution from Yamagata City introduces its recent participation in the Snow Travel Expos in Sydney and Melbourne, as well as the year-round appeal of Yamagata City and Zao Onsen.
Yamagata City and its surrounding region, easily accessible via a two and half hours Shinkansen journey from Tokyo, offer a rich tapestry of culture and natural beauty, inviting tourists to an authentically Japanese experience. Nestled in northern Japan’s Tohoku region, Yamagata City has steadily attracted a growing number of visitors in recent years. Its unique appeal has also garnered significant attention from international media outlets. Notably, the prefecture was selected for National Geographic’s “Best of the World 2026” list, hailed as “Japan’s best-kept secret” for its captivating blend of “Age-old tradition and otherworldly outdoor experiences, without the crowds. This prestigious recognition further solidifies Yamagata City’s growing international reputation.
Yamagata City is actively enhancing its efforts to attract global tourists. We employ a diverse range of promotional strategies, including participation in international travel expos, dedicated business meetings with tourism agencies, strategic advertising campaigns, and engaging social media presence. For example, our official Instagram account (@explore_yamagata) consistently showcases the distinctive charm of Yamagata City throughout all four seasons to raise awareness of its appeal.
We are particularly focusing on key markets—such as Australia—given the strong interest travelers from these regions typically show in Yamagata City’s unique tourism resources. This strategic alignment was the precise reason for our participation in the recent Snow Travel Expos held in Sydney and Melbourne.
The Snow Travel Expo provided us with a valuable opportunity to directly interact with potential tourists deeply interested in winter travel to Japan. Throughout the event, we collaborated with the Zao Onsen Tourism Committee, and other tourism-related companies to set up our booth. We observed a trend among visitors seeking unseen, less-crowded ski resorts beyond famous destinations like Niseko and Hakuba. This perfectly aligns with Yamagata City’s unique appeal, which includes a vast ski resort boasting 14 slopes and 12 courses, exceptionally rare Snow Monsters, and an Onsen Street that evokes a nostalgic Japanese atmosphere.
At the expo, we effectively showcased our city at a booth, distributing brochures filled with the charm of Yamagata, which resulted in a rise in our Instagram followers. Furthermore, a stage presentation highlighted the winter appeal of Zao Onsen and featured the Hanagasa dance, successfully engaging numerous visitors. In a strategic move to attract global skiers and snowboarders, Zao Onsen Ski Resort has, as of last winter, integrated with the Ikon Pass, providing travelers with access to a multitude of international ski destinations
The expo reinforced that recognition of Yamagata City and Zao Onsen is growing steadily. Furthermore, our strengthened connections with tourism agencies and airlines are leading to the development of tour packages that feature Zao Onsen as a key destination.
As previously described, Zao Onsen Ski Resort is renowned for exceptional powder snow, an expansive area with 14 slopes and 12 courses, including a 10km long course, and extraordinary Snow Monsters.
Yet Yamagata’s appeal extends far beyond winter. Spring brings immense blooms of cherry blossoms along rivers and around old castle ruins, which are sure to captivate visitors with delicate beauty. Summer offers cool refuge—thanks to its high altitude, temperatures run approximately 5℃ lower than the city center. Autumn transforms the landscape into a spectacular tapestry of vibrant yellows and reds.
Indeed, it is this combination of natural splendor and meticulously preserved heritage that offers tourists various experiences throughout the year. We extend a warm invitation for your future visit to experience firsthand this unique land where magnificent nature and long-standing, community-rooted traditions are beautifully intertwined.
