Hoshino Resorts introduces exclusive itineraries across three distinct properties—Aomoriya, Oirase Keiryu Hotel, and KAI Tsugaru—inviting international travelers to experience the authentic, deep-rooted culture of Aomori Prefecture. Located a brief 80-minute flight from Tokyo’s Haneda Airport to Misawa Airport, this initiative provides a serene, culturally rich alternative to Japan’s congested urban centers. The new campaigns allow guests to leave the noise of the city behind and craft personalized journeys immersed in Aomori’s unique seasonal beauty, culinary traditions, and dynamic festivals. 
Background
Japan's tourism plan aims for 60 million inbound travelers by 2030, with popular sites like Tokyo, Kyoto, and Osaka already crowded. Overtourism in these areas prompts interest in less crowded destinations offering authentic local experiences. Visitors seek Japan's natural beauty, culture, and cuisine beyond major cities. Aomori, with festivals, scenic autumn and snow landscapes, and traditional food, is a top alternative.
A Diverse Aomori Journey Tailored to Your Interests and Travel Style
In Aomori, you can tailor your trip around your interests—whether enjoying cultural experiences, scenic quiet spots, or local flavors and crafts. The joy of traveling there is not just visiting sights but also soaking in the local atmosphere, embracing daily life, and savoring your time. Unlike city trips, Aomori allows you to mix nature, culture, food, hot springs, and crafts into a personalized, crowd-free journey.
Discover Aomori’s Distinctive Charms Through the Seasons: Summer, Autumn, Winter, and Spring
Summer | Aomori Nebuta Festival
Aomori Nebuta Festival symbolizes summer, filling the city with energy. Heroic, large Nebuta floats parade through night streets, accompanied by hayashi music and haneto chants, creating an unforgettable Aomori summer experience. More than its scale and beauty, it reflects local passion and traditions.
Autumn | Fall Foliage
Autumn is when Aomori’s natural beauty is at its most striking. Around Oirase Gorge and Lake Towada, more than 100 species of trees turn brilliant shades of color, and with every step, you encounter a new expression of the autumn foliage.
Winter | Snowy Landscapes, Ice Falls, and Onsen
Winter transforms the landscape with snow-covered scenery, creating a stark yet beautiful panorama unique to the region. Soaking in a hot spring amidst the white snow is a special winter experience. At Aomoriya’s open-air bath, Neburi Nagashi Toro, lit by lanterns, guests can relax while gazing at the snowy scene and Nebuta floats on the pond. This offers a distinct Aomori winter escape shaped by snow and ice.
Spring | Cherry Blossoms
Spring arrives in Aomori with melting snow and blooming flowers, bringing color to the region. Hirosaki Park, a renowned cherry blossom spot with about 2,600 trees, offers cherry blossom tunnels and nighttime illuminations. Visitors can also enjoy hanaikada, or “flower rafts,” when fallen petals blanket the outer moat in a stunning display.
Food | Seafood and Apples
Aomori offers all-year-round culinary delights reflecting its land and sea. Surrounded by ocean, it's known for fresh seafood and being Japan’s top apple producer, with apples enjoyed fresh, as juice, sweets, and cider. Its food culture is rooted in regional recipes like “senbei-jiru” (crackers simmered in a hot pot), “kaiyaki-miso” (miso and egg cooked in a scallop shell), and “iga-menchi” (deep-fried squid tentacles and vegetables), showcasing local traditions.
*Please note that menu items and ingredients may change depending on availability.
Accommodation Bases for the Aomori Journey
Hoshino Resorts offers stays tailored to a variety of travel purposes and styles through three properties in Aomori Prefecture: Aomoriya, Oirase Keiryu Hotel, and KAI Tsugaru.
Aomoriya (Misawa City, Aomori Prefecture)
A hot spring inn themed "Noresore (*Aomori dialect for 'to the fullest') Aomori ~Human Stories~," allowing guests to immerse in local culture, festivals, and dialects. The 730,000 m2 grounds offer seasonal activities amidst nature.
Oirase Keiryu Hotel (Towada City, Aomori Prefecture)
The only resort hotel along Oirase Gorge offers a nature-surrounded retreat with an open-air bath overlooking a mountain stream. Its lobby, featuring a Taro Okamoto fireplace, creates a warm, relaxing atmosphere. Guided by "Mountain Stream Slow Life," it provides a restorative stay.
KAI Tsugaru (Owani Town, Aomori Prefecture)
An onsen ryokan in the Tsugaru region embodies local culture. Guests can relax in Owani Onsen's historic waters at the Kamakura Open-Air Bath and then cool off in the Tsugaru Four Seasons Water Garden, reflecting seasonal beauty. Enjoy Oma tuna with local sake, and each evening, hear Tsugaru shamisen live performance.
Experiencing the Deepen Aomori’s Charm
Across Aomori, visitors can explore authentic experiences connecting them to local life and culture beyond scenic beauty, festivals, and cuisine. They can select seasonal ingredients at markets, discover traditional crafts, or learn about sake at breweries, revealing Aomori’s deeper charm. Art lovers can enjoy contemporary works at the Towada Art Center, which features outdoor installations around town, especially when combined with visits to Oirase Gorge and Lake Towada. Food enthusiasts can try Nokkedon at the Aomori City Fish Vegetable Center, where they pick seafood and ingredients for personalized rice bowls, or visit Hachinohe Shuzo to explore sake brewing and taste regional brews. Handcrafted glass art at Tsugaru Vidro captures seasonal imagery, making memorable souvenirs, while traditional textile weaving of Nanbu Sakiori offers a tactile connection to local history and craftsmanship, with hands-on experiences at Takumi Kobo in Towada City. 
Escape the crowds and discover the authentic heart of Japan. Plan your bespoke itinerary and book your unforgettable journey today by visiting the Hoshino Resorts Noresore Aomori Campaign website.
About Hoshino Resorts
Hoshino Resorts was first established as a Japanese inn/ryokan in 1914 in Karuizawa in Nagano Prefecture before it began the operation of other resorts in Japan. Today, it has evolved into a highly influential hotel management company and is run by 4th-generation family member Yoshiharu Hoshino. Providing a unique experience focused on the local charms of each destination and a high level of omotenashi, Japanese-style hospitality, the company has expanded rapidly out of Karuizawa since 2001 and now operates more than 70 accommodations both in and outside Japan with one of the following categories: luxury hotel brand "HOSHINOYA", hot spring ryokan brand "KAI", countryside resort hotel brand "RISONARE", city tourism hotel brand "OMO", free-spirited hotel brand "BEB",mountain hotel brand "LUCY" or other unique lodgings.
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