As Canadian travellers increasingly seek immersive and meaningful travel experiences, Japan’s Tohoku region is gaining attention as a destination that offers both natural beauty and cultural depth. Located just 90 minutes north of Tokyo by train, Tohoku is a land of ancient forests, dramatic coastlines, and sacred pilgrimage routes that weave through the Ōu Mountains. A place where Yamabushi monks continue centuries-old spiritual traditions and where locals reconnect with Japan’s folkloric roots in the crisp mountain air.
This year’s AdventureWeek 2025, hosted by the Adventure Travel Trade Association (ATTA) Japan National Tourism Organization (JNTO), and Tohoku Tourism Promotion Organization, brought international tour operators, travel agents, and media to Tohoku for a seven-day journey designed to highlight Japan’s commitment to authentic adventure travel. The itinerary focused on sustainable experiences in lesser-known regions, including eco- and agro-tourism activities with minimal environmental impact.
Among the highlights was the Michinoku Coastal Trail, a 1,000-kilometre hiking route restored after the 2011 Great East Japan Earthquake. Developed through the collaboration of four prefectures—Aomori, Iwate, Miy
Reopened in 2019, the trail has become one of Japan’s most unique hiking destinations. Guided tours led by the nonprofit Michinoku Trail Club connect visitors with local communities, offering opportunities to learn about traditional lifestyles and the region’s ongoing recovery efforts. From the wildflower meadows of Tanesashi Coast to the serene beauty of Jodogahama Beach, the trail showcases Tohoku’s natural and cultural richness.
ATTA, the world’s largest network of adventure travel professionals, hosts the annual Adventure Travel World Summit, which brings together over 800 tour operators, destination representatives, and travel writers to explore global trends and build new partnerships. The inclusion of Tohoku in this year’s AdventureWeek reflects growing international interest in Japan’s lesser-known regions.
The JNTO Toronto Office looks forward to continuing this momentum by promoting Tohoku through future familiarization trips for travel agencies and collaborative initiatives. We invite Canadian travelers to discover the spirit of Tohoku—where adventure meets tradition, and every step tells a story.
To learn more about travel to Japan and the Michinoku Coastal Trail, visit Japan Travel.
