NARA - Kyoto Prefecture recorded more than 30 million overnight visitors last year, reinforcing its status as one of Japan’s most popular travel destinations.
In March, a new luxury hotel opened in the historic Gion district, highlighting the city’s continued tourism boom. Just next door, however, the ancient capital of Nara faces a very different reality. Despite its rich history and famous landmarks, Nara ranks last in the Kansai region for overnight stays and sits at 44th nationwide.
One of the newest additions to Kyoto’s luxury hospitality scene is the Imperial Hotel Kyoto, which opened on March 5th—the first new domestic Imperial Hotel property in 30 years, following Osaka. The hotel was created by preserving and repurposing a nationally registered cultural property, the former Yasaka Kaikan building. Around 16,000 original tiles were reused in the renovation, transforming a historic theater into a symbol of Kyoto’s modern hospitality industry.
The hotel offers 55 guest rooms, with prices starting from 164,500 yen per night. The top-tier Imperial Suite costs as much as 3 million yen per night and spans 128 square meters, featuring amenities such as a mist sauna and a terrace overlooking expansive views of the city. Some reservations have already been secured, and hotel officials say the experience of staying within the Gion district itself is a major attraction for visitors.
Kyoto has seen a wave of hotel openings in recent years, and the city continues to enjoy strong tourism demand. Although accommodation prices temporarily softened due to a decline in Chinese tourists, booking platforms expect rates between late March and mid-April—during the cherry blossom season—to exceed last year’s levels by more than 10 percent. With attractions scattered across the city, Kyoto is widely regarded as a destination that requires multiple days to fully explore, helping sustain its strong overnight visitor numbers.
Nara, by contrast, remains primarily a day-trip destination. Despite welcoming many international visitors—its inbound visitation rate ranks seventh nationwide—the number of tourists who stay overnight remains low. Many travelers visit famous sites such as Todai-ji Temple during the day before leaving in the evening.
At around 6 p.m., the approach to Todai-ji quickly empties as visiting hours end. Shops along the street close early, leaving the area unusually quiet for a major tourist site. Visitors themselves often acknowledge the difference between the neighboring cities.
“I enjoyed Kyoto,” one tourist said. “But Nara is fine as a day trip. Kyoto has more places to see.”
Another visitor noted the early closing hours. “I arrived before 2 p.m., and the shops were already closing. If they stayed open just one more hour, it would help.”
Even locals say they hesitate to invite friends to stay in Nara overnight, often suggesting that visitors head to Osaka or Kyoto in the evening instead.
For decades, Nara has been criticized for relying too heavily on its famous Great Buddha statue and other historical assets without developing broader tourism appeal—a phenomenon sometimes described as “Daibutsu business.” Early closing times and limited nightlife have also discouraged longer stays.
As a result, overnight visitor numbers remain low. In 2024, Nara recorded about 3.29 million overnight guests, ranking 44th among Japan’s prefectures. Local officials say the city’s tourism challenges can be summed up by three issues: “cheap, shallow, and narrow.”
Visitors often stop briefly at Nara Park, buy deer crackers, and leave shortly afterward, spending only a small amount of money in the local economy. According to officials, some tourists spend as little as 200 yen during their visit.
To address this, the prefecture has begun promoting longer stays through new tourism initiatives focused on evening experiences. In February, Nara launched tourism packages designed to extend visitors’ time in the city.
Last October, the prefecture also opened new businesses near Nara Park where visitors can enjoy food and drinks until around 8 p.m., though attendance remains limited.
Officials say the challenge lies in creating a broader atmosphere of activity. “One shop alone has its limits,” a local operator said. “If the whole area isn’t lively, it’s difficult to attract people.”
One approach now being promoted involves cultural experiences unique to Nara. Some hotels have begun offering packages that combine accommodation with hands-on activities.
At one workshop, visitors can learn to make traditional Nara brushes, known as Nara fude. The craft originated in Yamatokoriyama City, and participants can observe the roughly 100-step production process directly from skilled artisans before creating their own brush to take home as a souvenir.
Other programs encourage visitors to explore historical sites in new ways. One unique experience offers a picnic atop a kofun burial mound, while a recently opened accommodation allows guests to stay inside a renovated property built into the grounds of the Nishiyamazuka Kofun, believed to date from the early sixth century.
The lodging incorporates soil from the surrounding mound into the building’s walls, giving guests the sensation of sleeping beside an ancient tomb.
Local hotels are also developing tours tied to traditional nighttime events. One example is a guided evening tour of Todai-ji’s famous Omizutori ceremony. Before attending the event, visitors receive explanations from tourism concierges about the history and etiquette associated with the ritual.
Guests then enjoy dinner made from local ingredients before heading to the temple with a guide to witness the dramatic torchlight ceremony, during which monks run across the temple balcony carrying large flaming torches.
After the torches pass, participants can observe monks continuing their nighttime training rituals inside Nigatsu-do Hall. Visitors say the experience adds depth to the trip and makes staying overnight far more appealing.
“These initiatives are starting to produce results,” officials say. The number of overnight visitors is expected to reach a record high, and new hotel construction projects are already underway.
Nara Prefecture has set a goal of attracting 5 million overnight guests by 2030.
Officials emphasize that tourism development must balance economic growth with the preservation of cultural heritage. “The idea is to earn revenue, protect what we have, and pass it on to the next generation,” one official said, referring to Nara’s historic temples, rituals, and cultural traditions.
Whether Nara can transform its image from a daytime stop into a destination where visitors stay the night remains uncertain. But local leaders believe that expanding nighttime tourism and creating deeper cultural experiences could help turn the city’s current challenges into an opportunity for long-term revitalization.
Source: YOMIURI
