Niigata Prefecture in Japan Sets Its Sights on UK Travelers

Japan’s Niigata Prefecture has announced an exciting development: it is now welcoming travelers from the United Kingdom to experience its unique cultural and natural wonders.

The prefecture, which prides itself on its slogan “Discover Niigata; Shaped by Nature, Perfected by Time,” is eager for the world to experience its authentic charm, cultivated through a rich history of over a thousand years in the heart of Japan’s snow country.

Kenichi Shirai, Executive Vice-President of the Niigata Prefectural Tourism Association, encouraged potential visitors to consider Niigata for their travel plans:

“Although Niigata may not yet be on your travel bucket list, you will discover the beauty of nature through its four distinct seasons, a sake culture passed down from generation to generation, as well as the human warmth of its inhabitants and their refined craftsmanship developed over time. We hope that the encounters and experiences we will build together from today for the UK market will be truly memorable.”

Nestled between rugged coastlines and lofty mountains, Niigata delivers a slice of Japan’s natural allure. In winter, the region is blanketed with meters of snow, creating a playground at Yuzawa and Naeba ski resorts. Spring awakens the lush terraced rice paddies, while summer attracts swimmers and kayakers to the pristine bays of Sasagawa Nagare, and autumn paints the mountain beech forests in hues of gold.

Tasting Niigata

Known as Japan’s rice basket, Niigata excels in producing Koshihikari rice, prized for its texture and subtle sweetness, nurtured by mineral-rich snowmelt. This same water contributes to the prefecture’s renowned sake, celebrated both domestically and internationally.

The Sea of Japan coastline provides an array of seafood, including sweet snow crab, flavorful rock oysters, and the treasured Murakami salmon, famous for its rich umami flavor. Inland, culinary delights include sasa-dango (sweet rice dumplings wrapped in bamboo leaves) and hegi-soba, buckwheat noodles perfumed with the seaweed funori, used traditionally in local textiles, giving the noodles their smooth texture.

A Cultural Gem

Niigata’s cultural offerings are equally captivating. Visitors can stroll the graceful arched Bandai Bridge, explore the contemporary artworks at the Echigo-Tsumari Art Field, or visit Yahiko-jinja, a Shinto shrine nestled against Mount Yahiko.

Located just two hours from Tokyo via the Joetsu Shinkansen, Niigata remains a peaceful retreat where the Sea of Japan meets snow-covered peaks, and age-old traditions continue to influence daily life.

Visitors can also explore Sado Island, famous for its taiko drumming and gold mine heritage, enjoy award-winning junmai ginjo sake in local breweries, join lantern-lit summer festivals, or relax in scenic onsen with breathtaking views of the sea.

This blend of coastal beauty, mountainous culture, and enduring craft traditions positions Niigata as a vital destination for those seeking genuine nature and heritage, without venturing far from the capital.