Welcome to Niigata Prefecture, the land of rice! This article introduces tourist spots for first-time visitors, covering Niigata City in the Shimochi (Lower Echigo) area, Nagaoka City – the second largest city in the prefecture – as well as places in the Joetsu region such as Joetsu City, Itoigawa, Myōkō, and even Sado Island.
In this article we have focused on must-see attractions that you cannot miss when touring the prefecture for the first time. In addition, the gourmet delights of Niigata – from premium rice such as Koshihikari used for making sake rice to the freshest seafood – are among the highlights of a trip here! We explain in detail a model sightseeing course for Niigata that even first-timers can easily understand and enjoy.
Note: The information in this article is current as of October 2023.
Manga Sacred Places and Observation Rooms! Must-Visit Beginner Attractions in Niigata City and the Shimochi Area
Niigata City is home to attractions such as Toki Messe, Bandai Bridge, and the Northern Peoples Museum. The city has produced many famous manga artists like Mayofeo and Rumiko Takahashi, and is also known as a “manga sacred place” with attractions like the Niigata City Manga & Anime Information Museum and the Niigata Manga House.
One of the first must-visit spots is the Befco Bakau Observation Room at Toki Messe. Toki Messe is the tallest building in Niigata City; it houses Hotel Nikko Niigata, a concert hall, and also consulates from Korea and Russia. From the observation room on the top floor – at 140 meters – on clear days you can see throughout the prefecture and even Sado Island.
Also, take a walk through Furumachi, the downtown area. Furumachi is about a 10-minute bus ride from Niigata Station, and on a nice day even a walk from the station isn’t too long. It’s a great opportunity to stop at Bandai Bridge along the way to take a commemorative photo.
The Honmachi/Furumachi district is also home to many bank branches that form the economic center. With good bus connections, you can easily explore the area on foot without needing a car. And you might even encounter a geisha or two.
♦Other tourist attractions in Niigata City and the Shimochi region include
There are many other sightseeing spots in Niigata City and the Shimochi area; if you have time, be sure to also visit attractions like Pier Bandai, the Northern Peoples Museum, and the charming “Marine Pia Nihonkai” aquarium (famous for its cute penguins). For gourmet recommendations, check out “Niigata Nippo Media Ship” – for example, try the curry at the bus center or the dish called “Italian” (a plate of yakisoba topped with meat sauce) that was featured on a popular TV show by Minomon-ta.
For the rest of the Shimochi region, you can also consider visiting places like Tsukioka Onsen in Shinshibata City, Minami’s famous Sasagawa Nagare and Senami Onsen in Uonishi City, or Tsugawa – famous for its “Bride of the Fox.”
Sightseeing Spots and Routes in the Chuetsu Region (Nagaoka City, Tokamachi City, etc.)
In Nagaoka City, famous for its fireworks in summer, many visitors come to admire the dazzling displays that light up the night sky.
For those visiting the Chuetsu region, a must-see is Yahiko Village’s Yahiko Shrine. Here you can make wishes of gratitude or try your luck with omikuji; couples might even have their “fates” read.
If you wish to enjoy delicious gourmet, then head to the Teradomari area in Nagaoka City. Known as “Umeno Ameyoko,” Teradomari Fish Market Street is popular with both local and out-of-prefecture tourists for its fresh seafood caught around Teradomari and a bit west at Izumozaki.
An efficient way to tour these spots is by renting a car from Tsubame-Sanjo Station or Nagaoka Station and visiting Yahiko Shrine, Yahiko Mountain, and Izumozaki.
For inland attractions, don’t miss the “Hoshitoge Terraced Rice Fields” in Tokamachi or the waterfall clouds at Shiori-touge, and during winter, skiing in Echigo-Yuzawa is highly recommended.
Highlights in the Joetsu Region (Itoigawa, Myōkō, Joetsu City, etc.)
Access to the Joetsu region is more convenient via the Hokuriku Shinkansen rather than the Joetsu Shinkansen, and it’s best to use the area around Joetsu Myōkō Station in Joetsu City as your base. Joetsu City is a city formed by the merger of two cities—Naoetsu and Takada—as well as the surrounding towns and villages. When you walk through the downtown area, you can see long eaves known as “gangi” that create an arcade-like scenery, evoking the atmosphere of a snowy region.
Joetsu City is one of Niigata Prefecture’s premier heavy snowfall areas, famously known by the phrase “there is Takada below.” On some days or in some years, snowfall can exceed one meter in a single day. However, the people of Joetsu have turned snow into an ally, not letting it overwhelm them but instead using it for enjoyment and daily life.
In Takada, Joetsu City, there is Kanayama Ski Resort, known as the birthplace of skiing in Japan where Major Lerlhi of Austria taught skiing. Additionally, Joetsu is the birthplace of Japanese sake and red grape wine, and you can even pick up Iwanohara Wine—famous for its snow room aging method—as a memorable souvenir.
Myōkō City, located to the south of Joetsu City, is renowned for its mountainous landscapes including Mount Myōkō. It is a popular destination for summer retreats, autumn foliage viewing, and skiing. For those who love gourmet food, “Tonjiru Ramen” (pork stew ramen) featured on a TV program by Minomon-ta is highly recommended.
◆ Is There a Border in Japan at "Oyashirazu"?! Itoigawa City, Famous for the Fossa Magna
Itoigawa City, the westernmost city in Niigata Prefecture, is famous as a geopark represented by the Fossa Magna. The Fossa Magna Museum is a must-visit attraction even for those not particularly interested in earth sciences—it even makes a great resource for elementary school students looking for research ideas. Moreover, the scenery of Oyashirazu is simply breathtaking. In summer, it can be extremely hot, and in some years, the temperature at night never falls below 30°C, providing truly tropical nights.
For foodies, depending on the day, the crabs from the Nō district are highly recommended. In addition, within Itoigawa City you can enjoy local gourmet specialties such as “Black Yakisoba” recommended by the Itoigawa Umaimon-kai.
For first-time visitors to this region, a straightforward sightseeing route starts at Joetsu Myōkō Station, then goes via Naoetsu and heads toward Itoigawa and the border with Toyama Prefecture. On the Echigo Tokimeki Railway, which was formed when the Hokuriku Main Line was separated, a sightseeing train called “Setsugekka” is also operated. Along the coast, you can sometimes pick up jade, so be sure to give it a try. The Fossa Magna Museum, as mentioned earlier, even offers appraisals to determine whether the stones you pick up are indeed jade.
For First-Timers to Sado: Japan’s Largest Inhabited Island Famous for the Toki and Gold Mine, with Sand-Gold Panning Experiences!
For traveling to Sado—which is famous for the Toki and its gold mine—Sado Kisen’s ferry or jetfoil services are very convenient. These services operate from Niigata Port and Naoetsu Port (the Naoetsu departure is seasonal). Ferries departing from Niigata Port arrive at Ryōtsu Port, while those departing from Naoetsu Port arrive at Ogi Port in the southwest of Sado City. Both the ferry and jetfoil (from Naoetsu, only ferry service is available, and that too is limited to the summer season) have their own advantages, so please choose based on your budget and schedule.
Also, although Sado has an airport, there are no regular flights. In the near future, “Toki Air,” which is scheduled to begin service at Niigata, is expected to launch an air route connecting Sado with the Tokyo metropolitan area.
In the central areas of Sado City—such as Ryōtsu, Kanai, and Sawada—you’ll find a wide variety of items necessary for daily life and tourism, including convenience stores, 100-yen shops, fast-food outlets, and rental video stores from national chains, making you almost forget you’re on an island. However, once you leave the city center, you can enjoy the spectacular coastal views typical of an island.
For first-time visitors, a must-see spot is Toki no Mori Park. Here, you can see live Toki (Japanese crested ibis), which are often referred to as “Nipponia Nippon.” In addition to viewing the surviving Toki that have managed to persist in China, you can also see other members of the Toki family. Moreover, the Sado Gold Mine Ruins, exemplified by the “Dōyū no Warikado,” are also a must-visit.
If you plan to tour Sado, note that the local bus services are not very convenient, so for first-time visitors, renting a car or taking a taxi with a driver-guide is recommended. Sado is designated as a geopark and boasts many breathtaking scenic spots.
♦Niigata Sado's Uyuni Salt Lake?! Focus on Manjōjiki!
Sado is shaped like the katakana character "E," and located at its lower left (on the map, the southwest) is "Manjōjiki." Known as Sado’s very own Uyuni Salt Lake, during the calm of the evening the sunset reflects off the water like a mirror, creating a breathtaking view. Many people come with smartphones and cameras to capture this stunning sunset.
Often, even if you return to Ryōtsu Port after watching the sunset at Manjōjiki, you might miss the final ferry bound for Niigata Port. Therefore, if you want to enjoy the sunset, it’s best to relax and spend the evening at a hotel or inn on Sado.
Convenient Access to Niigata Prefecture
Access to Niigata Prefecture is very convenient. For the Niigata City and Shimochi region, the Joetsu Shinkansen and highway buses from Tokyo are recommended.
For travelers from Osaka, routes using Itami or Kansai Airports to Niigata Airport are suggested; LCC Peach offers a convenient option from Kansai. From Nagoya, there are flights departing from Komaki.
For the Joetsu region, which is far from Niigata City, using Toyama Airport is more convenient than Niigata Airport. Alternatively, from the Tokyo metropolitan area, the Hokuriku Shinkansen is a good option. Searching from Osaka to the Joetsu region often yields routes via Tokyo, but although these may take longer, routes via Kanazawa are frequently cheaper. Also, there are highway buses via Naoetsu from Osaka, which are also acceptable.
skyticket handles highway bus reservations, airline tickets, Shinkansen tickets, and hotel packages to Niigata. For more details, please visit the skyticket pages.
◎ Summary
We have compiled a list of must-visit sightseeing spots for first-time visitors to Niigata – from the terraced rice fields of Hoshitoge to attractions spanning from the southwest edge of the prefecture to the northeastern areas like Fuyu, and even to the outlying island of Sado and Awashima. There are few tourist spots that residents of other prefectures can confidently say, “Yes, that’s a must-see!” so we encourage you to explore Niigata’s diverse attractions from every direction. Enjoy discovering the hidden gems of Niigata Prefecture on your first visit!