Discover Authentic Japan, 15–22 September 2025
The Adventure Travel Trade Association (ATTA) is pleased to announce that media and buyer applications are now open for AdventureWEEK Tohoku, taking place 15–22 September 2025 in the awe-inspiring Tohoku region of Japan.
Following the momentum of ATTA’s previous events in Okinawa and Hokkaido, Tohoku now takes the spotlight as Japan’s next premier adventure travel destination. Only 90 minutes from Tokyo by train yet a world away in experience, Tohoku offers a profound sense of connection; to nature, to ancient culture, and to resilient communities that welcome travelers with warmth and authenticity.
A Journey Into the Heart of "Authentic Japan"
Stretching across six prefectures in northern Honshu, Tohoku is Japan’s hidden gem, hosting a land of towering mountains, sacred trails, dramatic coastlines, and enduring traditions. AdventureWEEK Tohoku delegates will walk in the footsteps of mountain monks, share stories with Matagi hunters, soak in centuries-old hot springs, and explore remote trails that whisper of Japan's ancient past and hopeful future.
Adventure and Culture in Harmony
AdventureWEEK Tohoku’s curated itinerary invites delegates to engage with a variety of immersive experiences:
- Trek the Michinoku Coastal Trail, a 1,000 km journey along the Pacific coast, where natural beauty meets traditional performing arts and community resilience.
- Climb the Dewa Sanzan Shugendo Trail, a sacred route walked by yamabushi monks for over 1,400 years, offering spiritual renewal amid towering cedar forests.
- Step into the world of Matagi, traditional hunters of Akita, and learn about the symbiotic relationship between humans and the snowy wilderness they call home.
- Explore Bandai-Asahi National Park on the Adatara-Azuma Volcano Trail, and uncover the volcanic forces that shaped a culture of hot springs and sake-making.
A Region Ready for Global Adventure Travelers
As Japan evolves its tourism offerings beyond major hubs, Tohoku emerges as a beacon for sustainable adventure travel. A growing collaboration between local DMOs, guide networks, and conservation initiatives is building momentum to attract conscientious travelers seeking authentic, immersive, and off-the-beaten-path experiences.
Join the Journey
ATTA invites qualified buyers and media to apply now for this exclusive opportunity to experience Tohoku. With only 15 total participants selected, this is a chance to forge deep connections with the region, its people, and fellow delegates.
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