Kisetsukan: Unlocking Seasonal Tourism in Japan

The art of kisetsukan, or a sense of the seasons, is a way of life in Japan. From time-limited, flowery wagashi and the ever-changing produce aisle at the supermarket, to special festivals and kimonos, a sense of seasonality permeates Japanese living. This rich cultural facet should extend to tourism. With a record number of foreign visitors in Japan in 2024 and 2025 to date¹, and overtourism an increasing concern, there is a growing need for tourists to embrace the shoulder seasons. Harmonizing tourism with seasonality has become more important than ever.

There is no better place to experience the richness of Japan’s seasons than in nature, away from the bustling metropolises. Foreigners might be forgiven for thinking they have four opportunities to experience Japan’s distinct seasons: spring, typically associated with cherry blossoms and an island in bloom; summer, an excellent time to enjoy the outdoors, especially in the cooler mountain climate; fall, when the golden leaves complement the bountiful harvests of amber persimmons, yuzu, chestnuts and sweet potatoes; and winter, the peak of Japan’s unmatched snowsports season. However, using the traditional kō subdivision of the intersection of passing time and the natural world, Japan actually recognises seventy-two microseasons. From September 8th to 12th for example, is the time when dew glistens white on the grass, kusa no tsuyu shiroshi, whilst June 11th to 15th is characterised by the decaying grass becoming fireflies, kusaretaru kusa hotaru to naru. The opportunities to experience Japan’s seasons are thus unbounded.

With so much to offer, promoting the seasonal vitality of Japan to inbounds should be an important strategy for the government and other stakeholders moving forward. Steps are already being taken in the right direction to curb overtourism; initiatives like JAL’s free domestic flights for inbounds and the Japan National Tourism Organisation’s unveiling of eleven “model” routes away from the big cities work to disperse tourists across the country.² Integrating seasonal initiatives into these broader dispersion tactics would further reduce the burden on overly congested areas. With the cooperation of communities who intimately understand the natural rhythms of the seasons in their regions, seasonal crafts, ingredients, and activities can be harnessed to encourage off-peak and lesser-known destination tourism.

The Myoko community is one such locale capable of showcasing its vibrant seasonal distinctions year-round. For example, tourists can experience a traditional food preparation method during the Kanzuri Festival in January, when red chillies are scattered on snow to mellow their taste before being aged for three years to make a unique hot spice, famous in Japan as a ramen, soup or yakinikku addition. Or, taking advantage of the cooler mountain climate during Japan’s hot summer months, visitors can be transported back in time at the Sekiyama Fire Festival. The festival dates back hundreds of years, showcasing traditional activities like samurai training, sumo wrestling and, of course, sake drinking. Visitors also have the opportunity to participate hands-on, with activities like the lighting of ceremonial fires at the shrine. For unforgettable hiking and vistas in the snowmelt season, visitors should head to Imori Pond. Children and adults alike will enjoy the beautiful and humorously named skunk cabbage which only blossoms from late April to early May, near the National Park museum.

In drawing tourists towards such hidden gems of local communities, from mountain villages to seaside towns, tourists are dispersed away from overcrowded hotspots and so-called “peak” times of year. Tourism, thus, becomes more sustainable, without unduly burdening specific communities, and revitalising others. From the seasonal wares that promote local, time-limited purchases over mass-produced goods, to a harmonious relationship with the natural environment, seasonal tourism is innately environmentally-friendly and in line with the SDGs, which are already a central aim of the JNTO.³ In spotlighting seasonality, Japan invites a geographical and temporal balance – true to the very meaning of kisetsukan.

By Hazel M Genies