Published on
October 11, 2025
Most foreign visitors still don’t fully appreciate Saitama Prefecture, which is situated just north of Tokyo. Saitama receives comparatively few foreign tourists despite being close to Japan’s vibrant capital. Tokyo, Chiba, and Kanagawa dominate the tourism scene in the Tokyo metropolitan area, largely overshadowing the prefecture. This is beginning to change, though, as Saitama’s tourism association works to raise its profile among tourists looking for novel experiences outside of the congested capital. Given Tokyo’s growing hotel costs, Saitama provides tourists wishing to see a more tranquil side of Japan with an inexpensive and practical starting point.
Saitama’s Unlikely Rise: From Hidden Gem to Must-Visit
Recent trends indicate a slow yet steady increase in foreign interest in Saitama. According to the Japan Tourism Agency’s 2024 International Visitor Survey, just 1.2% of overseas visitors made their way to Saitama, slightly up from 1.1% in 2019. While still trailing far behind major destinations like Tokyo, Chiba, and Kanagawa, this small uptick is encouraging. When narrowing the focus to sightseeing and leisure, Saitama attracts even fewer international tourists—only 0.8%. These statistics highlight a clear opportunity for the prefecture to carve out its niche as a destination for day-trippers and luxury travellers looking for a quieter experience near Tokyo.
Saitama as a Strategic Alternative for Budget-Conscious Travelers
The rising cost of accommodations in central Tokyo is encouraging travellers to look beyond the capital. Many tourists are now using Saitama as a base for their Tokyo explorations, taking advantage of lower hotel prices and easy access to the city. This growing trend has not gone unnoticed by Saitama’s tourism officials, who are now marketing the prefecture as a viable and attractive option for those looking to stay outside the busy heart of Tokyo. The convenience of being so close to Tokyo while enjoying the calm atmosphere of Saitama is appealing to a range of international visitors.
Curated Itineraries: A New Approach to Attracting Foreign Tourists
To boost its profile, the Saitama Prefecture Products & Tourism Association has begun offering curated model itineraries to international tourists. These itineraries are designed to showcase the best the region has to offer, while highlighting its convenience as a day trip destination from Tokyo. By organising familiarisation tours for foreign travel agents and media, Saitama hopes to build connections and expand its appeal to overseas tourists.
One such familiarisation tour took place in early September when travel agents from Taiwan were introduced to some of Saitama’s unique cultural experiences. The group visited Shorinji Temple in Chichibu, located in the northwest of the prefecture, where they experienced zazen, a form of seated meditation. With guidance from the head priest and local officials, the Taiwanese agents learnt the nuances of proper posture and breathing techniques, offering a peaceful, spiritual experience in the heart of Saitama.
Exploring Saitama’s Natural Beauty and Cultural Landmarks
The tour continued with visits to iconic cultural sites such as Chichibu Shrine, a popular spot for those seeking both historical and natural beauty. The travel agents were also given insight into the seasonal beauty of the region, with discussions about flower viewing spots and local traditions. Saitama’s rich cultural heritage combined with its scenic landscapes was showcased as a highlight of the region.
In addition to cultural landmarks, Saitama is home to several amusement parks and museums that appeal to families and history buffs alike. The travel agents explored Seibuen Amusement Park in Tokorozawa and the Railway Museum in Saitama City, which houses a vast collection of trains and showcases Japan’s rich railway history. These attractions could potentially form the basis of new itineraries that integrate both cultural and leisure experiences in the prefecture.
Experiential Tours: A Focus on Unique Japanese Experiences
Saitama is positioning itself as an ideal destination for travellers seeking authentic Japanese experiences. As part of its tourism strategy through March 2026, the prefecture is promoting 10 curated travel courses, which offer a combination of culture, nature, and local specialities. For example, one of the featured tours includes tea harvesting in Sayama, an area famous for its high-quality tea. This experience offers visitors a chance to learn about the region’s long history of tea production and participate in the harvest process.
Another unique offering is the Paleo Express tour, which pairs a scenic train ride on a steam locomotive with a river cruise along the picturesque Nagatoro River. These types of immersive, experiential tours are being promoted to attract international tourists looking for something different from the typical Tokyo or Kyoto experience.
Saitama’s Appeal to Taiwanese Tourists and Beyond
With its proximity to Taiwan and growing popularity among Taiwanese travellers, Saitama is focusing its marketing efforts on attracting more tourists from the island nation. Taiwanese visitors are frequent travellers to Japan, and many are looking for new destinations that offer authentic experiences away from the crowded tourist hubs. Saitama’s serene landscapes, cultural richness, and affordable accommodations make it an ideal destination for these travellers.
Along with its ongoing efforts to increase awareness in Taiwan, Saitama is also planning to host a media tour in mid-November aimed at luxury travel writers from the U.S. The goal is to introduce high-end travellers to the region, focusing on its potential as a destination for those seeking exclusive, less-explored experiences.
The Future of Saitama as a Travel Destination
Although most foreign tourists may not be aware of Saitama yet, its potential is evident. With an emphasis on natural beauty, cultural experiences, and reasonably priced accommodation, the prefecture is establishing itself as a strong contender for tourists seeking a more sedate, genuine Japanese experience while in Tokyo. Saitama is set to become a popular destination for both luxury and day-trippers as more visitors uncover its hidden treasures. Saitama is poised to establish itself in Japan’s tourism industry by capitalising on the rising desire for distinctive and less crowded travel destinations.
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