Our story

Rural Escapes began with a simple realization: while millions visit Japan each year, most never venture beyond the well-trodden tourist paths. The Japan we love—with its mountain villages, family farms, and centuries-old festivals—remained largely undiscovered. We asked: what if we could create experiences that allow travelers to step into authentic rural Japanese life while supporting local communities? This question became our mission, and the picturesque regions of Joetsu, Myoko, and Niigata became our canvas.

What drives us is witnessing the moment when a traveler’s understanding of Japan transforms—when they share a meal with a local family or participate in a village festival few outsiders have ever seen. These genuine connections enrich both visitors and the communities that welcome them. If you’re seeking the Japan that exists beyond glossy travel brochures—a Japan of natural beauty, living traditions, and authentic human connections—we invite you to journey with us into the heart of rural Japan.

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A Warm Welcome from Niigata

Welcome to Rural Escapes. Please let me introduce myself and the company so you can get to know a bit about us.

Born and raised in Joetsu City, Niigata Prefecture, I am a proud local of this magnificent region. Niigata is blessed with an incredible diversity of natural wonders—from vast rice paddies that shimmer like gold in sunset, to the rhythmic embrace of the Sea of Japan, majestic mountains that touch the sky, and soothing hot springs that rejuvenate the soul.

Our landscape boasts breathtaking sights such as the enchanting Myoko Highlands and the mystical Sado Island. Thanks to excellent connections to Nagano and Kanazawa, Niigata serves as the perfect haven to relax and recharge during your journey between cities.

We are a small team of passionate locals who pride ourselves on offering more than just tours—we create opportunities for meaningful connections with community members and authentic glimpses into everyday Japanese life. Each experience we craft is designed to leave a warm, lasting impression, creating special memories that will remain in your heart long after you’ve returned home.

From the bottom of our hearts, we eagerly await the day we can welcome you to our cherished homeland.

Tsunenori Imagawa

Founder

Our mission

At Rural Escapes, our mission is to reveal the heart and soul of Japan that lies beyond the guidebooks. We are committed to creating genuine connections between travelers and the rural communities of Joetsu, Myoko, and Niigata that preserve Japan’s cultural heritage while nurturing its future.

We believe that thoughtful tourism can be a powerful force for good. By guiding curious travelers away from overcrowded destinations to the serene villages and breathtaking landscapes of rural Japan, we create meaningful experiences that benefit everyone involved.

For our guests, we promise journeys that transcend ordinary tourism—experiences that foster a deeper understanding of Japanese culture, traditions, and daily life that stays with them long after they’ve returned home.

For the communities we visit, we pledge to be responsible partners—bringing sustainable economic opportunities while honoring local customs and protecting the natural environment that makes these regions so special.

Every experience we design reflects this commitment to authenticity, sustainability, and cultural appreciation. Through shared meals, seasonal festivals, traditional crafts, and quiet moments of natural beauty, we build bridges between worlds that enrich lives on both sides.

This is tourism with purpose—travel that matters.

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