We Joined a Countryside Tour in Iizuka, Japan

I've always felt like the countryside is the "real Japan".

Maybe because I'm a fan of martial arts and the Edo period, but I'm just not as drawn to the bright lights of Tokyo and Osaka, as I am to the rice fields, mountains, and the artisans of rural Japan.

And in 2025, as Japan's major cities are overwhelmed with tourists, many lesser-known regions are struggling to attract visitors. Yet these places also have so much to see and experience!

What is Human Tourism?

Last weekend, I was lucky to be invited on a small group tour organized by the local government of Iizuka, a small city about an hour's drive from Fukuoka in Kyushu (southern Japan).

The program is called Iizuka Human Tourism.

"Human tourism" is a phrase I have only heard in Japan. Surprisingly, this isn't a translation; they actually write it in English using Japanese letters - "ヒューマンツーリズム" which reads as "Hyumantsurizum".

The idea is that instead of visiting landmarks and statues, the focus is on connecting with the locals and experiencing their daily life.

Rather than just visiting famous spots, we create opportunities for you to engage with local residents, the heart and soul of Iizuka.
- Iizuka human tourism

The tour

Altogether, we only had around 12 people - mostly Japanese friends of friends, and a local family with two young daughters. My girlfriend and I were the only foreigners. We all travelled together in a cozy minibus, chatting between stops.

Here's what our tour included:

🪲 1. Insect Tour at Picnic Republic

Our first stop was Piknica, a family-friendly mini-zoo where we met Professor Kishimito, better known as "Batta-san" (Mr Grasshopper), an eccentric and passionate entomologist.

He showed us many of the local insects, picking them up - even the Joro spider - with his bare hands. He also let us try some local edible plants.

Piknica also had goats, monkeys, turtles, horses, capybaras and many more animals. They are a mobile zoo that can travel

📍Piknica official site
📸 Batta-san's Instagram

🍣 2. Lunch at Sushi Dining Kai Iizuka

Next came a five-course lunch at Sushi Dining Kai Iizuka.

The meal included sashimi, salad, Hokkaido cream soup, pork and vegetables in sauce, sushi, and a dessert of crème brûlée with japanese Shine Muscat grapes.

For us, this meal was free, but we learned that the full price for all of this was ¥3000 - a bargain compared to the prices in Fukuoka city or especially Tokyo.

🍜 3. Miso Ball Workshop at Yebisu Miso Brewery

After lunch, we visited Yebisu Miso Brewery, where we learned to make miso balls.

Yebisu Miso was established 109 years ago and has been run by the same family the entire time - 3 generations of miso makers. Their miso is used in Japan and also exported all over the world.

We mixed our own preferred blend of miso, dashi, and seaweed, rolled them into colourful balls, and packed them neatly into boxes to take home.

It was a simple but enjoyable hands-on experience — and the smell of miso was amazing.

🍇 4. Fig Picking at Hyakushyo Farm

Our final stop was Hyakushyo Farm, where we picked fresh figs straight from the trees. They were so juicy and delicious, I've never had such fresh figs before.

Hyakushyo farm also grows broccoli and the famous Japanese Shine Muscat grapes. You can harvest something different depending on the season. Their name, "Hyakushyo", actually means "100 laughs", and we really got a good vibe from the people there.

We were able to harvest as many as we wanted, and then the owners packed them for us to take home. We had so many figs, we decided to have a fig-based dinner with friends the following day.

Japan's free "monitor tours"

Amazingly, all of this was completely free thanks to the Iizuka city government - transport, activities, meals, everything!

As I learned, this is common in Japan. When a local government or business have an idea for a tour, they need a group of people to test it out. So they sponsor the tour in exchange for feedback (filling out an online survey). This is called a monitor tour. I haven't seen this concept in any other country.

We were invited to this trip by our friends Erina and Anthony, who are involved in CoLive Fukuoka (a gathering of digital nomads) and other community events in Fukuoka. Without them, we wouldn't have known about such an opportunity, and we wouldn't understand anything anyway — so we’re really grateful!

Collaborative government

I was also struck by how proactive and open the Iizuka city government was. Their collaboration with local businesses feels modern and approachable — something you don’t often see from governments around the world.

I think it's something very unique to Fukuoka. In recent years, the city is choosing to specialise in service industries rather than manufacturing. Fukuoka is positioning itself as an attractive business hub in Asia.

As an example, I’m currently attending CoLive Fukuoka — a program supported by the mayor’s office. The deputy mayor even spoke at one of our events, welcoming us to the city.

I've also recently started visiting @cicfukuoka - a shared office and co-working space housing many of the top companies in Fukuoka, including tech, media and government branches.

It’s refreshing to see the government acting like a nurturing partner instead of a restrictive authority figure, which is how it is in many other countries.

Reflections

After this trip, I'm even more motivated to learn Japanese. I want to dig deeper and learn practical skills from the local artisans and farmers. Perhaps something I can use in my life or start a business.

As a creator, I'm also interested in getting more involved with the Japanese tourism industry, as well as fostering connections between Japan and Australia.