Setouchi, Japan, is fast becoming one of the world’s most talked-about eco-tourism destinations, earning global recognition for its innovative efforts in sustainability, cultural preservation, and community regeneration. Stretching across seven prefectures, including Okayama, Kagawa, and Hiroshima, Setouchi is redefining responsible travel with projects that combine environmental stewardship and authentic Japanese heritage experiences.
One of the standout eco-tourism leaders in the region is Kamikatsu, Japan’s first officially designated “Zero Waste” town. Kamikatsu boasts an impressive recycling rate of over 80%, with its Zero Waste Centre “WHY” serving as both an educational hub and recycling facility. Visitors can learn about the town’s unique system that sorts waste into 43 categories to maximize reuse and explore the community’s innovative “leaf business,” which repurposes flowers and plants into decorative art.
Travelers can stay at HOTEL WHY, an eco-conscious property designed with upcycled materials and scrap wood, offering immersive experiences in sustainable living. Rates start at 35,200 Yen (£184) per night. Guests can also enjoy locally sourced dishes at PERTORNARE, an Italian-inspired restaurant that supports the region’s agricultural heritage.
Setouchi’s dedication to sustainability extends beyond waste reduction to the revitalization of historic properties and traditional industries. On Suo-Oshima Island, Wakusui, a beautifully restored 100-year-old tangerine farmhouse, offers luxury accommodation for up to 10 guests with a private bathhouse infused with local citrus.
In Hyogo Prefecture, IKUNO STAY breathes new life into former mining housing, providing charming accommodations that celebrate the area’s industrial history. Guests can explore local cuisine, seasonal harvesting, and e-bike tours.
For a deeper cultural experience, visitors can head to Tokushima’s Iya Valley, known as the “Tibet of Japan,” to stay at Chiiori and Togenkyo-Iya, centuries-old thatched-roof houses restored by preservationist Alex Kerr. These accommodations provide a serene escape surrounded by lush forests, rivers, and waterfalls.