Explore Nagano with Alpico

By Daniel de Bomford

While millions have thoroughly explored Japan’s golden route, regional destinations, like the alpine wonderland of Nagano, are the next frontier. Nagano’s breathtaking landscapes, punctuated by snowcapped peaks, crystal-clear rivers, and an incredible cultural and natural history, are enchanting a new wave of visitors seeking authentic experiences away from the bustle of Tokyo.

Alpico is working towards this vision of regional tourism in Nagano, through services it has developed in close collaboration with the region. The group acts as the beating heart of tourism in the area, with operations spanning hotels, transportation, retail, logistics and recreation within its portfolio. President Yuichi Sato says that the true essence of Japan can be found in its regional areas, which offer deeply authentic experiences.

Alpico’s 105 years of operation in Nagano have enabled strong relationships with local governments and organizations, built on trust. This foundation allows the company to implement comprehensive and multilayered tourism strategies. Drawing on the region’s diverse culture and attractions, Alpico introduces visitors to a wide range of authentic and meaningful experiences available in Nagano, such as rural farming activities, soba noodle workshops, snow sports and guided tours to see the raichō (rock ptarmigan), a nationally protected bird.

Repeat visitors to Japan, who have already experienced the glitz and glamour of the big cities, are increasingly seeking experiential, nature-based, and cultural activities. Regional tourism is becoming a major driver of returning visitors, opening new journeys and experiences and easing the burden of over-tourism on popular metropolitan destinations.

The group initially began operations in transportation with the Chikuma Railway and expanded to operate various transport routes. “Today we offer a fully integrated tourism infrastructure—from mobility to accommodations to visitor services—all within the group,” he says. The group’s accommodations range from modern, luxurious hotels to charming ryokan and even tranquil campsites.

Just a few short hours away from Tokyo, Alpico’s bus service facilitates easy transfer between Nagano’s diverse locals, from the skiing paradise of Hakuba, to the natural wonders of Takayama, Gifu Prefecture. By integrating bus and taxi transport with local experiences and accommodation, Alpico offers visitors a stress-free way to experience Nagano.

The company also offers premium transportation options, including taxis and chartered flights from Matsumoto Airport. “This dual approach—offering both large-scale transportation and bespoke, premium travel—enables us to meet a wide range of customer needs,” the president states.

President Sato describes Alpico’s goal as more than just preserving the way of life in Nagano but also enhancing the region’s global presence. In his words, “We want to create new value that attracts international travelers—not by merely offering rooms and buses, but by making Nagano a destination of global significance.”

To hear more from President Yuichi Sato of ALPICO HOLDINGS, check out this interview with him.