Produced by SilverKris for Japan National Tourism Organization
Found west of Kyoto and Osaka, Setouchi is a serene coastal region with unparalleled treasures beckoning luxury travellers. The enchanting Seto Inland Sea runs along Setouchi’s seven prefectures – Yamaguchi, Hiroshima, Okayama, Hyōgo, Ehime, Kagawa and Tokushima – each offering a slice of paradise. Whether you are yearning for much-needed rejuvenation within pristine natural surroundings, looking to immerse in time-honoured practices passed on through generations, searching for your next favourite contemporary artwork, or looking for a blend of unusual pursuits, Setouchi presents priceless encounters for everyone.
Roam around the multifaceted region in style as you sail off to secluded spots or cruise over grand bridges connecting a myriad of islands. Discover stunning landscapes as you hike to the top of Mount Kurotaki or cycle along the 70-kilometre-long Shimanami Kaido. Delve into Japan’s unique lifestyle through artisan workshops in Kurashiki or intimate art installations in Megi Island (Megijima). At every stop, seasonal gastronomic delights paired with refined accommodations round out the whole experience.
Luxury meets natural beauty
With its pleasant year-round climate, Setouchi is the ideal backdrop for a luxurious getaway. The vast turquoise expanse of the Seto Inland Sea is an arresting sight with over 3,000 charming islands to explore. But more than just possessing a calming seaside vista, the mountain ranges that nestle its glittering waters – Chūgoku Mountains to the north and Shikoku Mountains to the south—also cast their spell on sightseers.
Many islands effortlessly evoke awe because of their natural attractions. The largest island in the Seto Inland Sea, Awaji Island is known for its massive whirlpools and five-coloured pebble beach. Popular for its olive groves, Shodoshima has a cream-coloured sandbar that only appears twice a day and a majestic gorge that comes alive in the autumn season.
Some isles offer peace from crowds. Kujira-jima, a deserted island off Okayama, can be exclusively rented by a solitary group. From sea kayaking to cast fishing, the private retreat suggests varied outdoor and marine activities that highlight the island’s tranquillity. Nourish the body with fresh delicacies such as smoked rainbow salmon, mushrooms and clams. Choose between glamping under the twinkling stars or slowly waking up to the sunrise in a sea-facing modern cottage adorned with locally made denim fixtures.
Luxury meets tradition
Setouchi is steeped in history and tradition. The past is revered and protected throughout its different prefectures, granting travellers a rare glimpse into Japan’s bygone eras and practices.
In Ehime Prefecture, Ozu City is recognised as the Little Kyoto of Setouchi. Its streets are lined with carefully restored traditional wooden townhouses or machiyas once home to wealthy merchant families and are now open for luxury stays. At every corner of this historic district, you can come across breweries, dessert shops and restaurants that skilfully combine local produce with preparation techniques harkening back to the Edo period.
Live like a daimyo (feudal lord) at Ozu Castle. Receive a warrior’s welcome from samurai troops waving flags, playing horagai (conch shell trumpets) and performing a kagura dance. Fully immerse in the lifestyle of ancient nobility by feasting on a set of historically accurate dishes served to the first lord of the domain, then getting undisturbed sleep inside the castle’s tower or turret. Aside from Ozu Castle, Marugame Castle in Kagawa Prefecture and Fukuyama Castle in Hiroshima Prefecture also offer exclusive castle stay experiences.
If being ensconced within the mountains sounds like a dream, head to Iya Valley located deep within Shikoku’s emerald peaks. Characterised by rocky gorges and steep slopes, this isolated area in Western Tokushima Prefecture became the refuge for 12th century Heike clan after they lost the Gempei War. Follow their lead and find serenity in Chiiori, a 300-year-old traditional farmhouse that overlooks the valley. The little-known wonder retains its original structure – paper sliding doors, burnished hardwood floors, centre-room firepit and a thatched roof – while embracing ultra-modern comforts.
Luxury meets art
Revitalising the region through creative and sustainable ways, Setouchi’s staunch supporters come together every three years to host its most prolific art festival: the Setouchi Triennale. In 2025, Teshima, Inujima and Naoshima will once again be transformed to showcase immersive masterpieces throughout the eight-month-long festival.
Beyond the Setouchi Triennale festival, these “art islands” are home to world-class museums, installations and architecture. Teshima Art Museum’s concrete, pillarless structure resembles a water droplet that touches the ground. On the neighbouring island, Inujima Seirensho Art Museum seamlessly weaves an art gallery into the ruins of a copper refinery. Not to be outdone, Naoshima impresses with its iconic Yayoi Kusama polka-dotted yellow pumpkin sculpture and various museums installed by Benesse Art Site Naoshima.
Enjoy a private guided tour of Naoshima’s renowned museums, including the Chichu Art Museum (which displays Claude Monet’s “Water Lilies” pieces in natural light), Benesse House Museum, Lee Ufan Museum and Teshima Art Museum. During the tour, gain exclusive access to a yacht or boat, allowing you to explore the islands around Naoshima at your own pace. Indulge in unique gastronomic experiences set in extraordinary locations, with options to upgrade your transportation to and from the island—whether by helicopter, luxury car or private jet.
While enjoying a seamless mix of the island’s natural beauty and art installations, Naoshima Ryokan ROKA invites guests to experience ultimate comfort at an authentic, one-storey Japanese inn. With nature right at your doorstep, open-air baths and modern decors crafted from local materials, the minimalist guest suites delicately balance comfort and opulence. Interact with art as you try their multi-course kaiseki meal featuring seasonal ingredients and the best catch from the sea.
Nature, tradition and art all rolled into one
Setouchi offers a complete travel encounter in harmony with Japan’s nature, tradition and art. No matter how you define luxury travel, this destination is a must-visit. Just remember, luxury is not just defined by its beautiful sights, rich heritage and contemporary artworks. Meticulously curated and highly personalised experiences offered within the Setouchi region will create lasting memories for years to come.
Take the first step to planning your luxury sojourn to Setouchi. For extensive guides and traveller stories, visit the Japan National Tourism Organization’s luxury travel website. For Singapore Airlines flights to Japan (Fukuoka, Nagoya, Tokyo or Osaka), visit the Singapore Airlines official website. For more travel tips on planning your itinerary or booking of domestic flights, learn more from this comprehensive guide.
Hero photo by The Inland Sea, SETOUCHI Tourism Authority
