Summer’s approach means researching and making plans for that warm-weather getaway. In the past, that might’ve meant a week on the coast sipping margaritas and watching the waves break. But today, with more travelers seeking adventure, summer vacations are becoming an exercise in activity, rather than rest. According to Hilton, 69% of travelers now want “go getaways” with experiences like hiking, biking, and cultural exploration.
For those with an appetite for adventure, Japan’s Nasu Highlands and Kii Peninsula offer a remote, natural landscape with opportunities to experience the region’s nature and culture via cycling, rafting, and more. Here’s more on the “go getaways” trend and how these Japanese retreats fit the mold.
Go Getaways: Today’s travelers want experiences, not rest days
According to the Hilton 2025 Trends Report, this is the “Year of the Travel Maximizer—whether their adventurous streak brings them to thrill-seeking journeys or restorative retreats, travelers are embracing a variety of experiences.” After all, who wants to sit around in a hotel when there’s so much to see and do? Mountains, rivers, and cityscapes await, and this latest trend lets travelers live out their travel dreams.
Key takeaways from Hilton’s research include:
- 7 in 10 global travelers enjoy being active when they travel (69%).
- 76% of respondents look for accommodations that offer a variety of experiences throughout their stay.
- Over a quarter of travelers often travel via tours or shared interest groups (27%).
- In 2025, 1 in 4 travelers plan to seek unique experiences (28%), and 20% will aim for outdoor adventures.
Hilton also conducted an internal survey of 4,600 hotel team members in July 2024, and almost 88% of respondents concurred that “in addition to a reliable and friendly hotel stay, guests are seeking out unique experiences and adventures.”
So, where to go? Japan not only provides a doorway into an ancient, fascinating culture but also offers natural wonders like Mt. Nasu, a cluster of volcanic mountains, and is home to hot springs and hiking trails. On the Kii Peninsula, explorers can float down the Kumano River, a UNESCO World Heritage Site. And there’s so much more.
The Nasu Highlands: Peace (and fun) in the mountains
The Nasu Highlands are situated in the northern corner of Tochigi, and only a 70-minute ride from Tokyo via the country’s legendary bullet trains. In the middle of the highlands lies Mt. Nasu, a group of active volcanic mountains. There, adventurous travelers can hike throughout, with access to waterfalls, suspension bridges, and hot springs. Additionally, the Highlands are one of three locations in Japan that are home to an Imperial Villa, a retreat for the Imperial family. The region is also known for its culinary offerings, including a special cheesecake recipe, strawberries, and Wagyu beef.
Notable experiences in the Nasu Highlands include:
Cycling: The Nasu Ride Experience offers guided themed tours to experience the region’s natural beauty. Participants can take in farming villages known as “satoyama”, rice fields, and rolling countryside. The Nasu Satoyama Farm Ride Course offers a truly immersive experience, including vegetable harvesting.
Nasu Highland Park: The largest amusement park in Eastern Japan, offers more than 40 attractions, including 10 roller coasters. Beyond that, there’s a mountain stream activity zone, a “Treetop Athletics” course, a food court, and a barbecue terrace.
Hiking Mt. Nasu: The hike begins with a picturesque gondola ride up the Nasu Ropeway, before a 50-minute climb to the summit of Mt. Chausu, which is an active volcano. Hikers can traverse the rim and view the surrounding mountains, like Mt. Asahi and Mt. Sanbonyari. A dip in a hot spring is the perfect way to end the day.
The Kii Peninsula: Deep culture, untouched landscape
This region combines mountains, ocean, and culture for a trip into Japan’s ancient history. The peninsula extends south into the Pacific, surrounded by mountains and valleys. Nearby, the Kii Range contains Mount Ōdaigahara (5,561 feet) and Mount Hakken (6,283 feet). Japan’s history takes center stage, with cultural and spiritual sites making the peninsula a UNESCO World Heritage site. The region has also held importance to the Shinto and Buddhist religions for more than 1,000 years, and is home to networks of millennia-old trails used by pilgrims.
The Kii Peninsula offers these active options:
Trekking on the Kumano Kodo: Hike through a network of long-lost trails, used by pilgrims for more than a millennium. The trails wind through forests and chiseled landscapes. The most popular route is the Nakahechi, which goes from Tanabe to the Kumano Sanzan shrines.
Rafting on the Kitamaya River: Stand on a traditional log raft while negotiating the river’s white water sections. All the while, take in the surrounding forests of Yoshino-Kumano National Park.
Ama Hut culture: Osatsucho is a small town in Toba Shima, Mie Prefecture, with the highest population of Ama (female divers) in Japan. There, travelers can explore the Ama culture while trying sustainably caught local seafood.
Maki Minakuchi, Senior Manager of Nara Visitors Bureau, expanded on what makes the region special:
“The Kii Mountains, which run through the Kii Peninsula, are a mountain range between 1,000 and 2,000 m above sea level and have been revered as a special region where the gods have been enthroned since time immemorial. The three sacred sites, Kumano Sanzan, Koyasan and Yoshino-Omine, are the birthplace of the pilgrimage route, and are still visited by many people for worship and ascetic practices. The area has had a major influence on the development of religion and culture and exchange in Japan, which is also listed as a World Heritage Site.”
The Kii Peninsula also has dynamic gorges and rias coastlines, and activities while enjoying Japan’s unique scenery are also recommended.
Minakuchi noted, “Activities such as playing in the river while enjoying the spectacular scenery of Dorokyo gorge and diving in the sea with ama divers who are active in Ise-Shima are activities that can be enjoyed even more during summertime.”
Summer in Japan is an immersive adventure
Few places offer Japan’s combination of nature, culture, and outdoor experiences. In particular, the Kii Peninsula and Nasu Highlands let travelers tap into their adventurous spirit. With abundant mountains and coast, fascinating history, and, of course, Japan’s amazing cuisine, Japan offers an enticing blend for summer travel.
