What is Sushi Tourism?｜寿司ツーリズムとは
Sushi tourism refers to visiting Japan with the goal of experiencing sushi in its authentic form. It includes dining at famous sushi counters, joining sushi-making workshops, and exploring fish markets. According to the Japan National Tourism Organization (JNTO), sushi ranks among the top food experiences for inbound travelers (JNTO).
Top Sushi Tourism Destinations｜寿司ツーリズムの人気都市
Tokyo: Edomae Sushi & Toyosu Market｜東京・豊洲市場
Tokyo is the birthplace of Edomae sushi. Tourists can visit Toyosu Market for tuna auctions and dine at Michelin-starred counters. This makes it the top destination for sushi tourism.
Osaka & Kyoto: Pressed and Preserved Sushi｜大阪・京都
Osaka is famous for oshizushi (pressed sushi), while Kyoto is known for saba-zushi (vinegared mackerel sushi). These highlight historical preservation methods still enjoyed today (MATCHA).
Toyama: Masu-zushi & Toyama Bay Sushi｜富山湾寿司
Toyama promotes “Toyama Bay Sushi,” featuring over 500 fish species thanks to its unique geography. Masu-zushi, wrapped in bamboo leaves, is one of Japan’s most famous ekiben (Toyama Tourism).
Hokkaido: Otaru & Hakodate｜北海道・小樽・函館
Hokkaido is known for sea urchin, crab, and scallops. Cities like Otaru and Hakodate are sushi tourism hubs with fresh seafood directly from northern seas.
Kyushu & Kitakyushu: Local Sushi Tourism Initiatives｜九州・北九州
✅ 九州各県の寿司・魚の特徴
福岡
玄界灘の魚介が豊富（イカ・サバ・タイ）。ゴマサバ（サバの刺身に甘い醤油＋ゴマ）が有名で、鮮度重視の活魚文化が発達しています。
佐賀
有明海の海苔・ムツゴロウ・ワラスボなど独特の魚介。呼子のイカ（透明な活き造り）が名物で、寿司もイカが主役になることが多いです。
長崎
五島列島・対馬の豊かな漁場で魚種が日本トップクラス。アジ・サバ・ブリなど青魚が豊富で、鯖の押し寿司も伝統的です。
熊本
天草の魚介（タイ・アジ・クルマエビなど）が有名。馬刺し文化の影響で鮮度へのこだわりが強く、伊勢海老やウニを使った寿司も人気です。
大分
関アジ・関サバという全国ブランドの本場。寿司は素材の味を活かすシンプルなスタイルで、佐伯市は「寿司のまち」として有名です。
宮崎
日向灘のカツオ・マグロが豊富。タタキや漬けなど南国らしい寿司スタイルが特徴で、シラスやトビウオの寿司も見られます。
鹿児島
黒潮の恵みでカツオ・ブリ・キビナゴが名物。キビナゴ寿司は美しい見た目で有名で、鰹節文化に根ざした魚料理も多いです。
✅ Sushi & Fish Characteristics in Kyushu Prefectures
Fukuoka
Rich in seafood from the Genkai Sea (squid, mackerel, sea bream). Famous for "Goma Saba" (mackerel sashimi with sweet soy sauce and sesame). A strong culture of serving extremely fresh live fish.
Saga
Unique seafood from the Ariake Sea such as seaweed, mudskippers, and warasubo. Famous for Yobuko squid (transparent squid sashimi). Sushi often highlights squid as the main feature.
Nagasaki
The Goto Islands and Tsushima provide some of Japan’s richest fishing grounds. Abundant in horse mackerel, mackerel, yellowtail, etc. Pressed sushi, especially mackerel sushi, is traditional here.
Kumamoto
Amakusa is famous for sea bream, horse mackerel, and kuruma prawn. The horse sashimi culture emphasizes freshness. Lobster and sea urchin sushi are also popular.
Oita
Home of Sekiaji (horse mackerel) and Sekisaba (mackerel), both top national brands. Sushi style is simple, highlighting the natural flavor. Saiki City is famous as "the city of sushi".
Miyazaki
Known for bonito and tuna from the Hyuga Sea. Southern-style sushi often uses tataki (seared) or marinated fish. Whitebait and flying fish sushi are also distinctive.
Kagoshima
The Kuroshio Current brings bonito, yellowtail, and kibinago (silver-stripe round herring). Kibinago sushi is visually striking with neatly arranged small silver fish. Local cuisine reflects a deep bonito culture, maximizing umami flavors.
Sushi Tourism Experiences｜体験できる寿司アクティビティ
Sushi-Making Classes｜寿司握り体験
Hands-on sushi workshops are popular, allowing visitors to learn techniques from chefs (Arigato Travel).
Fish Market Tours｜市場ツアー
Guided tours of Toyosu, Hakodate, or Abashiri markets show how seafood is traded and selected for sushi (Abashiri Tourism).
Sushi & Sake Pairing｜寿司と日本酒
Many tours combine sushi with local sake tasting, emphasizing seasonal harmony of food and drink.
High-End Sushi Etiquette｜高級寿司店の作法
Dining at high-end sushi restaurants is part of sushi tourism. Knowing etiquette—like when to use chopsticks vs. hands—is essential (Japan Itinerary).
Sushi as Cultural Heritage｜文化資産としての寿司
Sushi is more than food—it represents Japanese craftsmanship and hospitality. It appears in festivals, tourism campaigns, and even city branding. The “Nippon Sushi Tourism” project highlights sushi as a symbol of Japan’s UMAMI culture (Mizkan Sushi Lab).
Why Sushi Tourism Matters｜寿司ツーリズムが注目される理由
Sushi tourism strengthens local economies, supports fishermen and chefs, and promotes sustainable use of seasonal fish. It connects international travelers with regional Japanese communities, creating experiences that go beyond food.
