As more travelers seek immersive and meaningful experiences, Japan’s Tohoku region is emerging as a captivating destination where nature, culture, and spirituality intertwine. Located just 90 minutes north of Tokyo by train, Tohoku is a land of ancient cedar forests, dramatic coastlines, and sacred pilgrimage routes that trace the ridges of the Ōu Mountains. It’s a place where Yamabushi monks still practice centuries-old mountain rituals, and where local communities preserve Japan’s folkloric traditions amid breathtaking landscapes.
AdventureWeek 2025 Showcases Authentic Japan
This year’s AdventureWeek 2025, hosted by the Adventure Travel Trade Association (ATTA) in collaboration with the Japan National Tourism Organization (JNTO) and the Tohoku Tourism Promotion Organization, brought international tour operators, agents, and media together for a seven-day journey through Tohoku. The experience highlighted Japan’s growing commitment to authentic, sustainable adventure travel—focusing on eco- and agro-tourism initiatives that support local livelihoods while minimizing environmental impact.
The Michinoku Coastal Trail: A Journey of Renewal
Among the most inspiring highlights is the Michinoku Coastal Trail, a 1,000-kilometre route along the Pacific coastline that was restored after the 2011 Great East Japan Earthquake. Spanning four prefectures—Aomori, Iwate, Miyagi, and Fukushima—and connecting 29 municipalities, the trail stands as a living symbol of resilience, community, and renewal.
Since its reopening in 2019, the trail has become one of Japan’s most remarkable hiking destinations. Guided tours by the Michinoku Trail Club, a local nonprofit, invite travelers to connect deeply with the people and places that define the region—learning about traditional lifestyles, cultural preservation, and ongoing recovery efforts. From the wildflower meadows of Tanesashi Coast to the ethereal calm of Jodogahama Beach, every stretch reveals the beauty and strength of Tohoku’s spirit.
A Global Spotlight on Tohoku
As part of ATTA’s global initiatives, AdventureWeek and the Adventure Travel World Summit bring together hundreds of industry leaders to explore emerging trends and foster partnerships that promote sustainable exploration. Tohoku’s inclusion in this year’s program reflects its rising profile as a destination where adventure meets introspection—offering travelers a deeper way to experience Japan beyond the familiar.
Discover the Spirit of Tohoku
Tohoku invites visitors to slow down, breathe in the mountain air, and rediscover the connection between people and nature. Whether trekking along the Michinoku Coastal Trail, soaking in a secluded onsen, or learning from the wisdom of local artisans and monks, travelers will find that every step in Tohoku tells a story of harmony, resilience, and renewal.
To learn more about travel to Japan and the Michinoku Coastal Trail, visit Japan Travel.
