Beyond the Golden Route: A Comprehensive Exploration of Japan’s Setouchi Region and Shikoku Interior

The modern tourism landscape in Japan has long been dominated by the heavily frequented "Golden Route," a well-trodden corridor connecting Tokyo, Hakone, Kyoto, and Osaka. However, as international visitor arrivals continue to surge—reaching post-pandemic records driven by a favorable exchange rate and aggressive promotion by the Japan National Tourism Organization (JNTO)—travelers and regional planners alike are increasingly shifting their focus toward secondary and tertiary destinations. A recent multi-stop expedition through the Setouchi region, the island of Shikoku, and Awaji Island offers a compelling look into how regional authorities and local artisans are capitalizing on this decentralization of tourism, balancing heritage preservation with contemporary economic development.

Kurashiki and Kojima: The Intersection of Edo Architecture and Industrial Heritage

The journey begins in Okayama Prefecture, specifically in the historic city of Kurashiki. Located approximately a 45-minute drive from Okayama Airport, the city’s Bikan Historical Quarter serves as a primary example of successful heritage conservation. Dating back to the Edo period (1603–1867), the district features white-walled storehouses (kura) lining narrow canals shaded by weeping willows. Unlike open-air museums that often feel sterile, Kurashiki’s merchant quarters have been systematically repurposed into active cafes, galleries, and residences, ensuring the preservation of architectural integrity while maintaining a living community.

Complementing this historical backdrop is the nearby coastal district of Kojima, globally recognized as the birthplace of Japanese domestic denim. Emerging in the mid-20th century as a hub for school uniform manufacturing, Kojima pivoted to denim production in the 1960s, eventually establishing itself as a premier destination for high-end craftsmanship. At the Betty Smith Jeans Museum & Village, visitors engage in hands-on industrial tourism, utilizing manual press tools to assemble custom garments. This interactive model reflects a broader trend in Japanese regional tourism: moving away from passive sightseeing toward experiential consumption, where visitors actively participate in local manufacturing traditions.

Gastronomically, the area leverages its proximity to the Seto Inland Sea. Local dining establishments, such as Takuzen in Kojima, highlight regional specialities like sawara (Spanish mackerel), served across multiple preparations to maximize seasonal freshness. According to regional culinary analysts, the emphasis on hyper-local sourcing not only elevates the dining experience but also bolsters local fisheries and agricultural supply chains.

Naoshima and Takamatsu: The Vanguard of Contemporary Art Tourism

Moving southward across the Seto Inland Sea, the itinerary shifts from historical commerce to contemporary fine art. Naoshima, once a quiet island grappling with industrial waste and depopulation, underwent a dramatic transformation beginning in the late 1980s, spearheaded by the Fukutake Foundation and architect Tadao Ando. Today, the island functions as a global destination for contemporary art, housing institutions such as the Chichu Art Museum, Benesse House, and the newly inaugurated Naoshima New Museum of Art.

The integration of world-class architecture, site-specific installations—such as Yayoi Kusama’s iconic outdoor sculptures—and pristine island geography demonstrates a successful model of art-led regional revitalization. Local government reports indicate that art-tourism initiatives on Naoshima and neighboring islands have significantly increased annual visitor yields, offsetting economic declines in traditional fishing and industrial sectors.

Across the water on the island of Shikoku, the city of Takamatsu offers a juxtaposition of classical landscaping and modernist design. Ritsurin Garden, a daimyo retreat constructed over 400 years ago, exemplifies traditional Japanese landscape architecture, employing the shikei-shiki (tourist style) garden design to create shifting perspectives around excavated ponds and manicured pine groves.

Concurrently, the Isamu Noguchi Garden Museum preserves the studio and living quarters of the renowned Japanese-American sculptor. The preservation of Noguchi’s workspace provides scholars and enthusiasts with critical insight into transnational artistic identity and the synthesis of Eastern and Western modernist philosophies. Furthermore, culinary workshops such as the Nakano Udon School commercialize regional intangible cultural heritage, teaching participants the rigorous physical mechanics of producing Sanuki udon—a staple economic and cultural driver for Kagawa Prefecture.

The Rugged Interior: Iya Valley and Natural Phenomena

Leaving the urban and coastal centers of Kagawa, the route penetrates the mountainous interior of Tokushima Prefecture, leading into the remote Iya Valley. Historically serving as a refuge for defeated clans following the Genpei War in the late 12th century, the valley’s steep topography and dense forests have long shielded it from rapid modernization.

In recent years, community development initiatives, notably Tougenkyo-Iya, have sought to combat rural depopulation by restoring centuries-old thatched-roof farmhouses (kayabuki) into high-end sustainable lodgings. This preservation-as-accommodation model allows travelers to experience rural heritage while injecting capital directly into aging mountain communities. infrastructural landmarks such as the vine bridges (Kazurabashi) and the dramatic gorges of Oboke further underscore the region’s ecotourism potential.

Further east along the Tokushima coast lies Naruto, internationally renowned for its dramatic tidal whirlpools. Formed by the narrow constriction of the Naruto Strait between Shikoku and Awaji Island, these whirlpools are driven by massive volumes of water moving between the Pacific Ocean and the Inland Sea. Local tourism bureaus emphasize the importance of timing and educational infrastructure, such as the Uzu no Michi observation walkway, in helping visitors safely interpret complex oceanographic phenomena.

Awaji Island and the Return to Metropolitan Density

The final leg of the journey traverses the Onaruto Bridge onto Awaji Island, a strategic landmass acting as a gateway between Shikoku and the Kansai metropolitan area. Awaji has experienced a surge in targeted tourism development, ranging from large-scale floral parks like Awaji Hanasajiki to wellness-oriented architecture such as Zenbo Seinei, designed by Shigeru Ban. These developments reflect a regional strategy by Hyogo Prefecture to position Awaji as a retreat for urbanites seeking wellness, mindfulness, and agricultural tourism within an hour’s drive of Osaka.

The expedition concludes with a return to Osaka, sharply contrasting the quiet introspection of the Iya Valley and Awaji’s open-air retreats with the dense commercial energy of Japan’s urban centers. As tourism policymakers analyze travel trends for the coming fiscal year, regions like Setouchi and Shikoku represent a vital blueprint for sustainable tourism development—distributing economic benefits away from overcrowded metropolitan hubs while preserving the cultural and natural landscapes that define modern Japanese identity.