Nagano may be best known to Australians for powder days and peak-season crowds, but local tourism leaders want travellers to slow down and spread out.
As another busy winter unfolds, officials are encouraging Aussies to explore the prefecture beyond its famous snowfields and at different times of year.
Located about 250 kilometres north-west of Tokyo, Nagano spans six distinct regions, each offering a different mix of culture, history and nature.
“Despite the surge of holidaying Australians each northern winter, Nagano is truly an all-year-round destination, and we can break new records by urging visitors to stay longer or return after winter during the autumn, spring or summer seasons,” Nagano Tourism Organization Australian representative Helen Wong said.
“There is so much to see and learn across the prefecture’s regions, whether it be at the dinner table or on a trek along one of the ancient routes,” she said. “Historic sites and breathtaking scenery go hand-in-hand wherever you explore.”
For Nagano, it is already a standout for the Australian market. In 2025 to August, Australians ranked second for total bed nights, clocking 143,860 nights, up more than 28,000 year on year.
That growth is driving a broader message, with Nagano rewarding curiosity beyond ski resorts.
For instance, Northern Nagano pairs snow monkeys with the iconic Zenkoji Temple, while Central Nagano offers alpine landscapes such as Kamikochi, Azumino and the Tateyama Kurobe Alpine Route.
Elsewhere, Eastern Nagano delivers easy access from Tokyo, the Suwa region blends lakes and mountain drives, and Kiso preserves post towns along the Nakasendo trail.
Southern Nagano, meanwhile rounds out the picture with cherry blossoms, high alpine scenery and deep cultural roots.
(All images Nagano Tourism Organization)
KARRYON UNPACKS: For Aussie agents, this is timely. Sell Nagano year-round, ease winter pressure and deliver richer, slower Japan experiences overall.
