Kochi Prefecture Initiates ‘Japan’s Best Kept Secret’ Campaign


Key Takeaways

  • Kochi, Japan, launched the “Japan’s Best Kept Secret” tourism campaign to attract travelers from Osaka and Kyoto, aiming for international recognition.
  • The campaign, led by the Kochi Visitors & Convention Association and Osaka Convention & Tourism Bureau, includes a website offering travel insights and itineraries.
  • Kochi’s accessibility from Osaka and Kyoto via bullet and express trains showcases its scenic landscapes, historic sites, and enticing local cuisine.

Launching Kochi’s Tourism Campaign

Kochi, Japan–Kochi, a prefecture stretching along the southern coast of the island of Shikoku in the archipelago of Japan, announced the launching of a tourism promotional campaign in a press release published on February 16.

Using the tagline, “Japan’s Best Kept Secret,” the campaign aims to promote Kochi by attracting travelers from Osaka and Kyoto to take side trips and possibly establish it on the international tourist map. 

Per the release, the Kochi Visitors & Convention Association and the Osaka Convention & Tourism Bureau have launched a website to provide travel ideas and itineraries for those considering visiting.

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Travel Accessibility and Convenience

“Being located in Shikoku makes Kochi seem far, but getting here from cities like Osaka and Kyoto is actually quite easy,” says Norikazu Sawamura, Deputy Director of International Affairs at the Department of Culture and Community of Kochi, in the release, adding that there was a frequent bullet and express trains linking the cities which pass through some of the very scenic parts of Japan.

Diverse Attractions and Cultural Marvels

The natural landscape of Kochi consists of beaches (which attract surfers from all over the country), mountains, and rivers, with many ancient temples and “architectural marvels” scattered throughout. 

Notable attractions in the region include:

  • The Sunday market (the longest street market in japan with over 300 years of history).
  • A historical hike on the “Shikoku 88 temple pilgrimage.” 
  • Adventure activities like river sports, marine sports (including dolphin and whale watching), cycling, and camping.
  • The local cuisine is known to attract locals from around the country.
  • The city is also home to a 16th-century castle. The Kochi Castle is located on a hill at the center of the city and is one of 12 original castles left in Japan. 
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What We Think

Kochi’s tourism initiative smartly capitalizes on its accessibility and unique attractions, inviting travelers to uncover its scenic beauty, cultural richness, and historical significance.

The region’s blend of ancient temples, adventure activities, vibrant markets, and culinary delights presents an appealing proposition for domestic and international tourists.

Kochi’s focus on accessibility, diverse landscapes, and cultural heritage is poised to make it a coveted destination, offering travelers a distinct experience in Japan.


Aqil K
Aqil K
Aqil writes about travel, tourism, and covers the many aspects of the digital nomad lifestyle.


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