Largest City


Go your own way

The local people say that Iwate is a place where you forge your own path. Take their advice and enjoy this re-emerging - and rewarding - destination.

Emerald-clad mountains, fertile farmland and rural villages characterize much of Iwate prefecture located in the northeastern corner of remote Tohoku, but it’s the dynamic and dramatic coastline that remains its defining feature. From the sheer cliffs of Kitayamazaki to the heavenly waters of Jodogahama all the way down to the ‘miracle’ surviving pine tree at Takata-matsubara, to travel Iwate’s coast is to witness the force of nature and how it has powerfully shaped the region.

Jodogahama Beach in Iwate.

Along the coastal trail, you’ll see places like Jodogahama Beach in Iwate Prefecture.

Facing the Pacific Ocean, Iwate suffered badly in the March 2011 earthquake and ensuing tsunami; five years on and cities are still being rebuilt in the areas that were worst hit. But there are real signs of hope, with the reconstruction of the Sanriku Fukko National Park and the creation of a long distance nature trail, the Michinoku Coastal Trail, which will stretch 700km from Kabushima in Aomori to Soma in Fukushima along the Sanriku coastline.

You’ll need a car to get the most out of exploring Iwate. From Honshu travel up the coast, stopping further inland at Hiraizumi, Iwate’s most important historical attraction, worth a visit for the beautiful golden hall at Chuson-ji. Farther north, Tono valley is a picturesque rural town that is famous as the center of Japanese folklore. Stay overnight to experience one of the many farm or home stays on offer, listening to the tales of shape-shifting animals and impish water spirits. Tono’s most beloved character is the Kappa – a kind of mischievous frog with a plate on his head that you might recognize as the mascot of chain sushi-go-round restaurant, Kappa Zushi.

Morioka is the prefectural capital where you can try and beat the record by eating more than 500 servings of the local specialty, wanko-soba; tiny bowls of noodles in a simple broth that are served one after the other. Work it off with a rewarding hike up Mount Iwate, a majestic volcano that serves as Morioka’s postcard-perfect backdrop and provides an unbeatable panorama of the region.

Places to visit

Morioka Sansa Matsuri


Oodles of noodles in this colorful Iwate city.

Genbikei Gorge

Discover the tradition of flying dango!

Iwate Snow Fest

Iwate Snow Festival

Let it snow, let it snow, let it snow...

Morioka festival

Morioka Sansa Odori Festival

Dance with the locals in the world’s largest taiko drumming party.

Other Destinations in Tohoku

Lake Towada in Autumn, in Aomori and Akita, Japan


The best way to enjoy Akita is simply to go outside and be among it.

Cherry blossoms along the moat surrounding Hirosaki castle, Aomori.


The northern tip of Tohoku, Aomori prefecture is the boundary between the known and unknown Japan.

To-no-hetsuri in Fukushima, Japan


Ignore the bad press or miss out on this boundless, breathtaking natural landscape.

Matsushima, Japan coastal landscape from Mt. Otakamori. Miyagi Prefecture


With vibrant Sendai at its core, Miyagi makes the ideal base for exploring the remote corners of Tohoku.

Find poetic inspiration at Yamadera Mountain Temple in Yamagata


Winter is coming. But so is spring, summer and fall at this rewarding year-round destination.

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Nagoya, Japan city skyline, Aichi Prefecture


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People eating and drinking in Yurakucho Tokyo Japan.


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Tokyo, Japan - August 1, 2015: Crowds pass below colorful signs in Akihabara. The well known electronics district specializes in the sales of video games, anime, manga, and computer goods.


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Manhole cover in Ghibli museum, Tokyo-Japan.

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