The Extreme Onsen tour involves hiking roughly 40–60 minutes through natural scenery to Numajiri Motoyu, a spring of natural, mineral-rich hot water. The hot spring was discovered during the Edo period (1603–1868), and the quality of its water is said to be among the highest in Japan. Tour participants can enjoy a soak among the dozens of natural hot spring pools, called yatenburo in Japanese, halfway up Mt Adatara.

“The mountain path isn’t heavily maintained, so you can still see the untouched natural landscape,” Sophie said of the tour. “As we hiked, the guide explained the local history and the background of the hot spring. Nomajiri Onsen flows down like a waterfall from the mountain, forming small natural pools where visitors can bathe in swimwear. This type of experience is extremely rare even within Japan. However, because some areas have relatively high sulfur levels, it’s safer to go with a local guide. After completing the entire route, Paul and I also shared some feedback and suggestions with the guide and the organizers regarding the overall experience.”

The Extreme Onsen tour is also promoted by the government’s Greater Tokyo and Edo Shogun Roads tourism initiatives, which aim to entice visitors into the prefectures surrounding the metropolis. 

Based in Inawashiro Town, Fukushima Prefecture, the outdoor activity organization Café & Activity Nowhere runs a campground and other activities, such as mountain biking, in addition to the Extreme Onsen tour.

Consulting for tourism activities is one of Jarman International’s core services, and we are honored to be able to contribute to amazing experiences in special locations such as this.

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Fukushima Seaside promotes the revitalization of Fukushima Prefecture’s coastal area — which was devastated by the 2011 earthquake, tsunami, and nuclear disaster — through sharing the region’s culture, food, nature, and community. It organizes study tours and events, as well as shares information online. The initiative is operated by the organization Futaba Area Tourism Research Association (F-ATRAs). 

As a manager at F-ATRAs, Swastika helps curate custom-made tours for clients especially interested in education, as well as handles communication including translation and interpretation. She is also a poet and is pursuing a PhD in Linguistics at Tohoku University.

The Japan Travel Awards, begun in 2021, is an annual competition that celebrates destinations and experiences in Japan that promote inclusion, diversity, and sustainability. The Awards recognized Fukushima Seaside for its use of “tourism as a tool for education, dialogue, and long-term recovery,” as well as its “carefully designed programs that explore Fukushima before, during, and after the 3.11 disaster” and partnership with the local community.

“The value of this experience — something that can only be gained here — is exceptionally high. By learning on-site, visitors can also contribute to the area’s recovery and gain important lessons for the future. It is truly outstanding,” comments Awards judge Naoya Shimizu, founder and CEO of TABIPPO Inc., on the Awards’ website. 

“I think the award has reaffirmed my faith in founder Yamane-san’s vision: reinvigorating coastal Fukushima through tourism,” Swastika says. “I’ve spent most years of my life being a student, and only started working full-time two years ago. Even as I was excited about the possibilities this region presented, I didn’t know what it meant to fully explore them or to have the know-how to link ideation to execution. I’ve learned these skills working with Yamane-san and [F-ATRAs Manager and Market Researcher] Trishit over the years, and have also understood that tourism doesn’t need to be extractive as it has become in many areas. It can be community-centered and serve as a tool for amplifying local voices when done right.” 

Congratulations to Swastika and the rest of the F-ATRAs team!

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For the second time, Jarman International CEO,

The Hamadori Coastal Area represents several locations along the coast of Tohoku (northeastern Japan). This area is particularly famous for its Soma Nomaoi Festival, which was covered by Jarman International’s Youtuber partner John Daub.

Although recovery following the Great East Japan Earthquake in 2011 has taken time, the Hamadori Coastal Area is developing back into the vibrant location it has always been. Ruth was honored to present various ways for local companies and businesses to effectively deliver their content to international visitors as well as tips on welcoming them into a deep and meaningful Hamadori Coastal Area experience.

With educational tours for high schoolers from the UK, company trips by executives from Tokyo to explore business opportunities in the area, picturesque cycling routes along the coast, excellent beaches (for surfers and beach volleyball enthusiasts), and more, this area has much to offer. 

Ruth shares her reflection on the presentation as follows.  

“I really enjoy when we can share knowledge about how to engage with the international audience directly with businesses and organizations that are working on site. I noticed many nods from the audience and people taking notes, so I hope our information was helpful to the group. It was clear that everyone is giving their full effort to welcome visitors from around the world.”

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Although the northeastern Tohoku region is full of incredible cuisine, culture and community, it is still relatively undiscovered by international visitors. Check out John’s livestreams for an exclusive look into a side of Japan that you may not have even imagined.

Subscribe to John’s ONLY in JAPAN * GO livestream channel and ONLY in JAPAN * John Daub main channel for more!

• Japanese Train Ice Bridge Crossing | JR Tadami Line
• Japan’s Hawaiian Resort Experience
• Japanese Wagyu Beef BBQ | Aomori Yakiniku Grill
• Japanese Winter Cuisine Ginger Miso Oden

Travel across Tohoku affordably with the JR EAST PASS!

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For a flat fee of 20,000 yen (10,000 yen for children), you can be anywhere from gazing up at the 350-year-old pagoda of Saisho-in Temple in Aomori and taking a stroll in the old castle town of Kakunodate where authentic samurai-era architecture still remains, to attempting the wanko soba (buckwheat noodle) challenge in Iwate and dipping into a hot spring among the fantastical mountains of Yamagata.

The writers of Jarman International recently collaborated with Japan Today to publish an article highlighting everything you need to know about this rail pass, which you can read HERE.

In late October, two of our JI Core 50 members, Daniel Moore and Adam Fulford visited Tohoku to explore its wonders. You can read about their experiences below, and find out what makes this region of Japan so special.

Daniel’s experience in Fukushima Prefecture HERE. Adam’s travel to Yamagata Prefecture HERE.

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From trying on traditional samurai gear at Tsuruga Castle and visiting the only double spiral staircase in the world at the over 200-year-old Sazaedo Temple, to dipping into the wild Numajiri hot spring surrounded by dynamic volcanic valleys – Fukushima Prefecture (and the Tohoku region at large), is a true hidden gem in Japan.

However, according to Daniel, what makes Fukushima special goes beyond the vast mountains, delicious cuisine, and old Japanese architecture that still remains…the region’s true appeal lies in the people.

I don’t know if it’s partly because everyone had to come together during and after the Great East Japan Earthquake, but people are so welcoming and warm everywhere I go. From the waiter at the traditional ryokan inn kindly recommending the order to drink our sake, our guide sharing the over 350-year history of Numajiri hot spring, to getting free ramen and sake tastings at various humble shops, everyone is so passionate about sharing their culture with visitors. Locals are incredibly proud of their region’s unique story, which is also evident from the fact that they don’t try to hide their charming dialect. They embrace and retain their Fukushima-ness wherever they go, whomever they are with. If you don’t speak Japanese, you will just have to take my word for it. The people always make me want to travel back and I guarantee you’ll feel the same way too. Cheers to that! #FukushimaFriendly

Read more about Daniel’s Fukushima adventure in his newsletter HERE.

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It would be great fun if you would visit Aizu area in Fukushima prefecture for winter activities!
Mt. Bandai is one of Japan’s top 100 mountains and  Inawashiro lake in the south of the mountain is the fourth largest beautiful lake in Japan.

The whole place is the heaven for mountain climbing, skiing, snowboarding, fishing, hot springs and more!

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Urabandai Lake Resort hosted us on amazing activities in collaboration with activity coordinator Mr. Ikeda for canoe rides on a pristine lake, walks in the lush forest planted by the community and refreshing dips in the pure hot spring waters that make this area a favorite among Japanese travelers.

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