The Japan most travellers never find—and why 2027 is the year to go 

From the bay-facing sushi counter of a seven-room inn on Noto Island to the private-villa hot springs of a Fukui ryokan most international travellers have never heard of, Japan's Sea of Japan coast is one of the world's great undiscovered journeys. The only catch: you need to know where to look.&nbsp; &nbsp; <a href="https://www.butterfield.com/meet-the-designers/orsolya-kako">Orsolya Kako</a> has been looking for 15 years. B&amp;R's Japan Experience Designer and a former English teacher in Osaka, she visits Japan several times a year, has slept in more of its hotels than she'll admit to (fine: 29 in 30 days, once, never again), and has spent two years waiting for the right moment to bring a small group back to the Noto Peninsula region after the 2024 earthquake. That moment is now. Here, she walks us through the new Limited Edition trip—<a href="https://www.butterfield.com/trip/small-group/the-art-of-japan-by-bike-onsen-omakase-open-roads">The Art of Japan by Bike: Onsen, Omakase &amp; Open Roads</a>—sharing what makes it unlike anything we've offered before.&nbsp;

Opener

<h3>Why bring a Central Japan trip back now, and why in this form?&nbsp;</h3>We've had a presence in this region for 20 years. When the earthquake hit on New Year's Day 2024, we had to stop—roads, infrastructure, hotels, restaurants, all of it affected. People we'd worked with for years: guides, drivers, chefs, innkeepers. Two years of watching from a distance.&nbsp;What brought me back was a hotel on Noto Island. Seven rooms, all overlooking the bay. On a clear evening, you can see dolphins from the sushi counter while the sun sets behind the chef. I stayed there and knew immediately: this is the right time, and this is the trip to build around it.&nbsp;<h3> You're capping this departure at 14 travellers. What does that make possible?&nbsp;</h3>The trip opens with a night at the Aman Tokyo—a calm sanctuary suspended above one of the world's busiest cities and the right way to arrive anywhere in Japan. From there, we catch a one-hour flight to Noto Airport (the world's first Pokémon-themed airport, for what it's worth) and the pace shifts completely.&nbsp;That first hotel—Hitotsu Notojima—has seven rooms, so we take over the whole property for two nights. No other guests. The group has the run of it: gather in the evenings, get to know each other, feel completely at home in a place that feels nothing like home.&nbsp;The first night is a sushi omakase dinner at the counter—two hours, bite by bite, completely seasonal. They pair each course with a local sake. You're watching the sunset, the chef is working right in front of you and the meal just keeps coming. It's the best possible way to begin a trip.&nbsp;&nbsp;<h3>Walk us through the route from Noto Island to Fukui.&nbsp;</h3>The second day we ride the gentle hills of Noto Island. There's a glass art museum mid-morning, a family-run soba restaurant for lunch and the afternoon ends at a temple where the head monk shows us around himself. It sets a tone that carries through the whole trip. From there we move south, the Tateyama Mountain Range rising to our right and Toyama Bay opening to our left, toward Kanazawa—one of Japan's most beautifully preserved cities, with a geisha district, a samurai district and Kenroku-en, ranked among Japan's three most celebrated gardens. A full day off the bikes to absorb it all.&nbsp;Then into the mountains. A hot spring town. A French kitchen inside a restored elementary school. An Italian restaurant in the middle of the countryside that nobody can quite explain and nobody wants to leave. The riding gets more dramatic, the meals keep pace with it.&nbsp;The trip ends at Kanshukuen in Fukui—eight private villas, each with its own hot spring bath—in a prefecture renowned for centuries-old craft traditions that most international travellers have simply never encountered. A fitting place to finish.&nbsp;

<h3>What does luxury mean on this trip? It seems like a different definition than the one most travellers arrive with.&nbsp;</h3>In Japan, luxury is access. It's going into regions where not many international visitors go, where you need local knowledge to get around, where the doors that open for you have only opened because someone spent years building those relationships. That's what we've done.&nbsp;It's also worth setting expectations about the hotels themselves. A Japanese inn at this level is nothing like a five-star property in Europe. You might walk into a room and find a single flower arrangement and a scroll. The architecture is spare and intentional. The experience is in the service, the meal, the bath, the quiet.&nbsp;&nbsp;&nbsp;<h3>Who is this trip designed for?&nbsp;</h3>Ambitious eaters, first and foremost. People who are genuinely curious about food and want to understand a culture through what it grows, catches and ferments. The cycling is rated Avid—Japan is a mountainous country and there is real elevation—but we now have brand-new e-bikes in Japan that make the terrain considerably more accessible. And a full rest day in Kanazawa gives everyone time to breathe.&nbsp;What this isn't: a trip for someone who wants to cover distance and eat light. This is slow travel in the best sense—beautiful, sometimes demanding riding through countryside most visitors never see, punctuated by lunches and dinners that stay with you long after the trip ends.&nbsp;&nbsp;<h3>You've been designing these trips for 15 years and still return often. What keeps bringing you back?&nbsp;</h3>Honestly? Japan keeps surprising me. Last year I discovered both the first and last hotels on this itinerary and left more excited than when I first discovered them. That doesn't happen everywhere.&nbsp;And the food. I've stopped being able to go out for dinner at home the same way. In Japan, you can eat extraordinarily well—fresher, more carefully prepared, served by someone who has dedicated their life to doing that one thing—for a fraction of what a comparable meal would cost anywhere else. I want our travellers to feel that too, and I suspect a few of them will come back.&nbsp;

From the bay-facing sushi counter of a seven-room inn on Noto Island to the private-villa hot springs of a Fukui ryokan most international travellers have never heard of, Japan's Sea of Japan coast is one of the world's great undiscovered journeys. Discover Butterfield & Robinson's Limited Edition Japan experience. 

Cycling Central Japan - from Noto to Fukui

Japan

Excavations of stone-age settlements date human arrival on the Japanese archipelago to be 100,000 years ago. The wonderful riddle of contemporary Japan is how whole-heartedly it has embraced all things modern—all the while retaining the customs of times past.&nbsp;This is truly a land of contrasts: from the bright lights and chaos of Tokyo to the elegance and history of UNESCO-protected Kyoto. It has the most serene and picturesque pockets-places with marvellous, meticulously tended gardens, centuries-old temples and remarkable mountain vistas.

From cherry blossoms to cutting-edge cities

Journey from Tokyo to Kyoto and explore Japan's ancient trails on a luxury tour. Ryokan stays, cherry blossoms and sacred temples with expert guides since 1970.

Luxury Biking & Private Tours in Japan | Butterfield & Robinson

In Japan, we’re treated like family. The result of over 12 years spent nurturing close relationships with the locals, learning how to provide you with a deeply authentic experience. We’ve sought out some of Ishikawa's most picturesque rides on offer—epic climbs and all—made effortless in the saddle of your faithful e-bike. You’ll hardly break a sweat as you take in sublime views of the Noto, but don’t worry: the owner of our ryokan will still have a glass of sake waiting for you when you get back.

A journey over a decade in the making

In Japan, we’re treated like family; the result of over twelve years spent fostering and nurturing close relationships with the locals, learning how to provide you with a deeply authentic experience. We’ve sought out some of the most picturesque rides on offer—epic climbs and all—made effortless in the saddle of your faithful e-bike. You’ll hardly break a sweat as you take in sublime views of the Noto, but don’t worry: the owner of our ryokan will still have a glass of sake waiting for you when you get back.

Central Japan E-Biking | Butterfield & Robinson

In Japan, we’re treated like family. The result of over 12 years spent nurturing close relationships with the locals and learning how to provide you with an authentic experience. You'll trail-blaze Ishikawa's most serene and picturesque pockets on two wheels, landing upon the Noto Peninsula to embark on tranquil yet epic rides through fishing villages along country roads. Elsewhere, you'll slow down the pace as you soak in mountain hot springs, visit centuries-old temples, partake in the time-honoured tea ceremony, and marvel at meticulously tended gardens.

Ishikawa on two wheels

In Japan, we’re treated like family, the result of over twelve years spent fostering and nurturing close relationships with the locals and learning how to provide you with an authentic experience. As cyclists, we trailblazed the most serene and picturesque pockets on two wheels, landing upon the Noto Peninsula to offer&nbsp;quiet yet epic rides through fishing villages along country roads. Elsewhere, we slow down the pace as we soak in mountain hot springs, visit centuries-old temples, partake in the time-honoured tea ceremony, and marvel at meticulously tended gardens.

The wonderful riddle of modern Japan is how whole-heartedly it has embraced all things modern while retaining customs of times past.

Take on Japan's Kumano region by foot to discover sacred sites and pilgrimage routes in the Kii Mountain Range

An exploration of the art forms, aesthetics and crafts of Japan, from the ancient to the modern

Find your home away from home at one of these private accommodations in Japan that settle you into the local way of life

In true Japanese style, each intricate detail of this trip was crafted with intention and weaves together for a&nbsp;meaningful&nbsp;experience.&nbsp;On Japan’s third-largest island, Kyushu,&nbsp;pedal&nbsp;into&nbsp;lush&nbsp;subtropical&nbsp;landscapes with&nbsp;green tea fields and&nbsp;smoking volcanoes on the horizon.&nbsp;Connect with the fascinating&nbsp;local&nbsp;culture&nbsp;from&nbsp;samurai practice,&nbsp;to&nbsp;mythological stories&nbsp;and ‘power&nbsp;spots’.&nbsp;Talented chefs, brewers,&nbsp;and artisans will bring you closer to&nbsp;deep&nbsp;cultural roots while each stay will show you&nbsp;a new way to relax and rejuvenate.

Experience the exciting frenzy of modern Kyoto and its world class restaurants, then slip into the startling contrast of traditional wooden streets and pagodas hugged by blossoming cherry trees. The tranquillity of rural Japan will soothe you and the natural beauty and charming small town feel of World Heritage Site, Nara will persuade you to pause. Hike Japan’s legendary pilgrimage trails – places of pure serenity, and walk in the footsteps of the Samurai. Find enlightenment at ethereal temples, soak in therapeutic mountain hot springs, and discover the rewards of the countryside, where picturesque landscapes, connecting with nature, traditional living and slowing down are the laws of the land.

Great Walks

Land of Striking Contrasts

Cultural Immersion

Stroll into rural Japan, where life slows deliciously, deer pose politely, and tea-drinking reaches spiritual heights. Wander serene rice terraces in Asuka, swap stories (and tea secrets) with local farmers, and let bamboo forests and moss gardens cure your big-city blues. Ride the whimsically named "Romantic Train," sip sake, slurp noodles, repeat as needed. Japan’s countryside: tranquillity, perfected.

A Land of Contrasts

The itinerary below is a sample and is subject to slight changes in routes, accommodations and activities. Please download the itinerary for your selected departure for precise details.

Preview the itinerary

Experience Designer

Start by experiencing the fine frenzy of modern Kyoto, then slip into the peace and tranquility of rural Japan and ancient Nara. Stroll some of Japan's most breathtaking walking trails and step back in time. Visit centuries-old temples, soak in mountain hot springs, and marvel at the soothing stillness of the awe-inspiring countryside.

Spend 6 nights hiking Japan's tea and temple country in a small group. Nara's deer park trails, Kyoto's hidden gardens and routes most Japan visitors never

Japan Walking Tour: Nara's Deer Parks, Kyoto's Hidden Gardens & Tea Trails

Discover the most serene and picturesque pockets of Japan with your favourite people.

In true Japanese style, each intricate detail of this trip was crafted with intention and weaved together for a meaningful experience. On Japan’s third-largest island, Kyushu, pedal into lush subtropical landscapes with green tea fields and smoking volcanoes on the horizon. Connect with the fascinating local culture from samurai practice to mythological stories and "power spots." Talented chefs, brewers and artisans will bring you closer to deep cultural roots, while each stay will show you a new way to relax and rejuvenate.

Experience Kyushu's volcanic landscapes

The wonderful riddle of contemporary Japan is how it has embraced modernity—all the while retaining customs of times past. This is truly a land of contrasts: from the bright lights and chaos of Tokyo to the elegance and history of UNESCO-protected Kyoto. Here, we’re treated like family, the result of over a decade spent fostering and nurturing close relationships with the locals in a country known for its tightly guarded traditions and customs. Discover Japan on a private adventure—tailored-made your way. Below are some highlights to stir your imagination and guide your trip planning.&nbsp;

Local Connections

Off the Beaten Path

Japan is where centuries-old temples and neon skylines coexist—gracefully, improbably and beautifully. Sip matcha in Kyoto gardens, dine with friends in hidden mountain ryokans and navigate Tokyo’s buzz like a local. With deep-rooted traditions and next-level hospitality, our Japanese journeys are often stitched together by contrasts—and made unforgettable by connections.

Experience Iconic Japan

Bespoke travel lets you take our inspirational cues and craft them into your personalized, private adventure. Collaborate one-on-one with an Experience Designer to create your tailor-made trip.

Bike Kyoto's temples, walk Fuji's trails and explore Tokyo on a custom Japan itinerary. Decades of insider access to a Japan most travellers never reach.

Japan Private Tours: Kyoto Temples, Fuji Trails & Decades of Insider Access

Float on the Seto Inland Sea aboard the Guntû—a small ship that fuses the luxury of a yacht with a ryokan, a traditional Japanese inn.

Venture to Kyushu—Japan’s southernmost main island, where dramatic mountain vistas, volcanic landscapes, historic cities and serene hot springs await your exploration. Begin your adventure in Kagoshima, pedalling through lush green tea fields to the Kagoshima Shrine, where a Shinto ceremony blesses your travels. Cycle along stunning coastlines and smooth trails, pausing to meet our local friend in a traditional kominkan. Follow a riverside road to the lush Aya Ecopark, crossing the “Aya Teruha Suspension Bridge” to reach the heart of Aya.&nbsp;Meet local artisans to discover the secrets of age-old crafts and immerse yourself in the mythical tales of Japan’s creation through the captivating Yokagura dance.&nbsp;Along the way, you'll savour fresh, local delicacies and unwind from a day of cycling in tranquil hotels that reflect the island’s enchanting beauty.&nbsp;

Incredible Rides

Vibrant Culture

Unforgettable Experiences

Southern Japan is a slow-burning stunner—think tea fields, volcano views, Shinto blessings, and coastlines that go on forever. Ride riverside trails to lush ecoparks, cross suspension bridges that test your nerve, and meet artisans who keep ancient crafts alive. With kominkan chats, mythical dances, and hot springs at day’s end, Kyushu charms from every angle.

Cycle Kyushu’s lush lands

Featured stays

Spend 7 nights cycling Japan's Kyushu island in a small group. Volcanic highland roads, hot spring villages and sake brewery visits off every standard

Southern Japan Bike Tour: Kyushu Volcanoes, Hot Springs & Sake Breweries

Exclusive Stays

Extraordinary Tables

Deep Roots

Discover a side of Japan most travellers never find — and one you won't want to leave. Along the Noto Peninsula and into the Hakusan highlands, contemporary design hotels, private onsen villas and Michelin-quality cuisine take centre stage. Pedal quiet coastal roads and mountain routes linking fishing villages, ancient craft traditions and storied hot spring towns, pausing for long winery lunches above Toyama Bay, unforgettable omakase dinners and deeply seasonal kaiseki that showcases the flavours of sea, mountain and shore. With exclusive stays for our group, this limited edition journey through central Japan offers something increasingly rare: the chance to feel completely at home in a place that feels nothing like home.

Cycle Japan's Noto Peninsula and Hakusan Highlands on this limited edition B&R journey. Discover coastal roads, sacred mountain temples and ancient onsen towns, with exclusive hotel takeovers, Michelin-quality omakase dinners and kaiseki suppers in historic ryokans. A side of Japan most travellers never find.

Luxury Japan Cycling Tour – Noto Peninsula & Hakusan Highlands

Modern Japan stands as a testament to its vibrant past; a nation whose dynamic culture is built on the fusion of ancient customs and innovation. From the serenity of centuries-old temples to the bustling energy of neon-lit cities, this land shines through its striking contrasts. On this adventure, soak in mountain hot springs and marvel at beautifully tended gardens while indulging in the island nation's world-famous cuisine.&nbsp;Pedal through Japan’s most picturesque pockets, where country roads, fishing villages and towering mountain ranges are the backdrop of each unforgettable ride.

Authentic Food

To bike Toyama is to see Japan’s past and future in perfect collision. Here, neon cities meet zen temples, and mountain hot springs cure modern-day stress. Cycle serene countryside roads, pause in sleepy fishing villages, and savour mind-blowing cuisine (ramen obsession incoming). Expect meticulously manicured gardens, jaw-dropping peaks, and scenery so perfect, you'll wonder if it was created by AI.

biking through anicent lands

Spend 5 nights cycling Japan's Noto Peninsula to Kanazawa in a small group. Samurai districts, gold-leaf studios and a coastline most Japan itineraries never

The Japan most travellers never find—and why 2027 is the year to go

By Butterfield & Robinson

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