Accor is spotlighting Japan’s lesser-known destinations through its Grand Mercure and Mercure hotels, offering travellers unique ways to explore the country’s regional beauty and cultural heritage.
The initiative comes as interest in Japan’s regional areas grows, with a 36.1% increase in international visitors to these destinations since 2019, according to the Japan Tourism Agency. Recent hotel openings in locations such as Oita’s Beppu, Wakayama, Nagano, and Miyagi provide convenient bases for exploration.
Accor’s #HanareTabi travel initiative features immersive cultural experiences led by Musubi-Bito guides, who connect guests with local traditions and stories.
At Grand Mercure Beppu Bay Resort & Spa, visitors can explore Kannawa Onsen with “spring hunter” Kiriko Toyoshima. This guided experience takes guests through the town’s steam-filled alleys, introduces traditional mushi-yu steam baths, and offers tastings of jigoku-mushi (steam-cooked dishes).
Grand Mercure Wakayama Minabe Resort & Spa provides guided walks along the historic Kumano Kodo pilgrimage route. Participants can don traditional attire and learn about the ancient paths and sacred sites that form part of this UNESCO World Heritage trail.
Mercure Nagano Matsushiro Resort & Spa highlights local delicacies such as oyaki dumplings and Shinshu soba noodles, alongside a visit to Matsushiro Onsen. This historic hot spring, praised for its healing properties, was once frequented by monks and samurai.
At Mercure Miyagi Zao Resort & Spa, travellers can enjoy regional dishes like Sendai gyutan (beef tongue) and zunda mochi, complemented by onsen facilities with mountain views.