Each year, the Brand Research Institute (ブランド総合研究所) releases a “Prefectural Attractiveness Ranking,” asking thousands of Japanese residents to rate all 47 prefectures on tourism, image, culture, food, and more. While places like Hokkaido and Kyoto often steal the spotlight, the bottom of the list includes regions that are quietly charming and full of unique local appeal.
Here are Japan’s 5 most underrated prefectures in 2024—and why they’re worth your attention.
2024 Prefectural Attractiveness Ranking – Bottom 5
| Rank | Prefecture | Score |
|---|---|---|
| 47 | Saga | 9.2 |
| 46 | Saitama | 10.0 |
| 45 | Ibaraki | 10.2 |
| 44 | Tokushima | 10.6 |
| 43 | Yamaguchi | 11.1 |
47th: Saga Prefecture (佐賀県)
Often overlooked even by Japanese people, Saga is tucked between Fukuoka and Nagasaki in Kyushu.
Why visit Saga?
- Home to Arita and Imari, two towns famous worldwide for porcelain. Visit ceramic workshops and museums.
- The Yutoku Inari Shrine, one of the top three Inari shrines in Japan, is a beautiful hilltop complex with bright red gates.
- Don’t miss Saga Beef, a premium wagyu rivaling Kobe.
46th: Saitama Prefecture (埼玉県)
Located just north of Tokyo, Saitama is sometimes dismissed as “just a commuter town,” but it has a lot to offer.
Why visit Saitama?
- Explore Kawagoe, a preserved Edo-period town often called “Little Edo.”
- Nature lovers can enjoy the Nagatoro Valley and go river rafting or take a scenic boat ride.
- It’s a quieter, less crowded day trip option from Tokyo!
45th: Ibaraki Prefecture (茨城県)
Despite being close to Tokyo, Ibaraki frequently ranks low in popularity. But the scenery is truly special.
Why visit Ibaraki?
- Hitachi Seaside Park explodes with color in spring and autumn—especially the famous blue nemophila flowers.
- Mount Tsukuba, one of Japan’s “100 Famous Mountains,” offers great hikes and panoramic views.
- The Kairakuen Garden in Mito is one of Japan’s three most celebrated traditional gardens.
44th: Tokushima Prefecture (徳島県)
Located on Shikoku Island, Tokushima is often skipped over—but it’s a cultural treasure.
Why visit Tokushima?
- The Awa Odori dance festival in August is one of Japan’s most vibrant and famous traditional events.
- Iya Valley offers some of the country’s most breathtaking, remote scenery—think vine bridges, misty mountains, and hidden hot springs.
- A great destination for travelers seeking off-the-beaten-path experiences.
43rd: Yamaguchi Prefecture (山口県)
At the western tip of Honshu, Yamaguchi is rich in history and often called “the Kyoto of the West.”
Why visit Yamaguchi?
- The Kintai Bridge in Iwakuni is an iconic five-arched wooden bridge with a samurai-era vibe.
- Visit Hagi, a well-preserved castle town with traditional streets and samurai residences.
- The Akiyoshidai Plateau and Akiyoshido Cave feature dramatic limestone landscapes.
Don’t Just Follow the Rankings
While popularity rankings can guide you to big-name destinations, they often miss the quiet charm and local experiences that make travel truly memorable. These five prefectures may not score high in national surveys, but they offer authentic Japanese culture, natural beauty, and warm hospitality—without the crowds.
So next time you’re planning a trip to Japan, consider adding one of these underrated gems to your itinerary!
Please also check out Japan’s Most Attractive Prefectures!
