Most travelers, whether foreign or Japanese, never make it to the point of seeking out things to do in Niigata. That’s because this prefecture, for better or for worse, is probably the worst-regarded in all of Japan.
I’m in the “for worse” column. Niigata, while not as attraction filled as Tokyo or Kyoto, or as blessed with natural beauty as Shizuoka or Okinawa, is an interesting and surprisingly eclectic place to visit. This is especially the case if you make your way over to Sado Island—more on that place in a second
Even if you don’t see yourself getting on a plane or bullet train to Niigata, I encourage you to continue reading. Who knows? You might find yourself inspired enough to pull the trigger the next time you’re in Japan.
Where to Stay in Niigata
With some exceptions, staying in high-end hotels isn’t usually possible during your Niigata itinerary, at least not in the city proper. Here, you’re better off choosing simple business hotels, be that from brands like Hotel Nikko, or lesser-known independent options such as Art Hotel Niigata Station. This not to say ryokan and other authentic accommodation don’t exist—they certainly do.
However, I would probably recommend staying in those only if you’re in Shibata, or especially on Sado Island. Here (on Sadogashima, this is) properties are better suited to the rural ambiance of the island, much more so than they would be in Niigata’s city center—which, as charming and underrated as I find it, is not entirely dissimilar from many other small Japanese cities.
The Best Thing to Do in Niigata
Allow Niigata City to exceed your expectations
Most travelers to Niigata base themselves in Niigata City, and then get out of town as fast as possible. However, the interesting 18th-century Saitou Villa just over the river from Niigata Station is also very much worth a visiting. On your way there or back, you can sample the city’s unique take on tonkatsu pork cutlets, known as tarekatsu. They’re pounded flat (unlike the traditional thick ones) and served with a delectable sauce.
Make the trek to the Northern Culture Museum
Another of my favorite things to do in Niigata is the Northern Culture Museum, located near Niitsu Station, just outside of town. If you’re on the fence about making the trek here, one thing that might change your mind is knowing that this “museum” is not really you typical Japanese bijutsukan. Rather, it’s an experiental monument to the culture of Niigata-ken—its traditional garden alone is worth the journey!
Sip sake and see an underrated castle in Shibata
The city of Shibata is where you find one of the largest concentrations of sake breweries anywhere in Japan, which makes sense when you see all the rice fields located along the train tracks leading there! My personal choice is Ichishima Sake Brewery, which is only a short walk from Shibata Station, although there are more than half a dozen other choices. While you’re here, I also highly suggest that you visit Shibata Castle. While not one of Japan’s 12 original castles, it is nonetheless free, and interesting to visit.
Hit Sado Island’s open road
A day trip (or, more ideally, an overnight trip) to Sado Island is another of my favorite things to do in Niigata, from riding in one of the tarai bune “tub boats” at Ogi Port, to watching a firelit Noh performance at one of the temples around the island. Whether you come for the day or stay a couple of nights, the best way to explore Sado-ga-shima is to ride the jetfoil ferry from Niigata to Ryotsu Port, and rent a car once you arrive.
Push your boundaries
Niigata is so much more than you’re expecting—and to undercut myself for a minute, even transcends the relatively comprehensive guide I’ve created here. Like skiing? Niigata’s Myoko and Yuzawa onsen towns host some of the most uncrowded (and yet spectacular) ski slopes in Japan. Likewise, if you’re in Niigata-ken in the summer, I highly recommend watching fireworks in Nagaoka City, or catching rays on the Jade Coast of Itoigawa.
Is Niigata Worth Visiting?
Niigata greatly exceeded my expectations, and I say that as someone who expected the city and prefecture to be better than its online reputation (at least in English) might suggest. I’ve always had a thing for the secondary and tertiary destinations of Japan; I knew that Niigata was going to deliver in ways that only places without much of a reputation are able to do. Even better? You can get there easily, by riding the Joetsu Shinkansen from Tokyo or Ueno Stations.
Indeed, even if you were to just ride the train up from Tokyo for the day, and see Saitou Villa or sip sake in Shibata, Niigata would be a worthwhile off-the-beaten-path excursion from the capital. Staying here overnight, meanwhile, means you’re able to dig deeper, in particular to Sado Island, which I believe that, if it had more convenient connections to the rest of Japan’s, could one day become a bonafide tourism hot spot.
Other FAQ About Niigata Travel
What do you do in Niigata in the summer?
Summer is one of the best times to visit Niigata. If you can’t come in August during the Nagaoka City Fireworks Festival, this is still the best time to explore the sake town of Shibata, and to take road trips around Sado Island, which sits just offshore from Niigata City, and offers fire-lit (takagi) performances of traditional Noh plays.
What food is Niigata known for?
Rather than being known for prepared food, Niigata’s primarily claim to fame is its rice, which is regarded among Japanese as being the country’s purest and most delicious. As a result of this, Niigata is also one of the most prolific and celebrated sake-producing regions in Japan.
What do you do in Niigata in the winter?
The main reason people visit Niigata in the winter is to ski and snowboard. Rather than spending much or any time in Niigata city, however, they ride the Joetsu Shinkansen to ski resorts like Myoko Onsen and Yuzawa Onsen, which in spite of being less popular than those you find in Hokkaido, Nagano and Akita are every bit as worth a trip.
The Bottom Line
I’ll admit it: I was surprised and delighted by the diversity of things to do in Niigata—and I continue to feel this way, even after multiple trips. From Japan’s most delicious rice (and therefore sake), to the heritage on display in and around Shibata, to the timeless natural beauty of Sado Island, Niigata punches above the weight of its admittedly lukewarm reputation. This is to say nothing of all the opportunities for winter adventure on offer in ski season, or the appeal of visiting during its sakura-filled spring or colorful autumn. If you loved my Niigata travel guide and think you might end up visiting Niigata on your next trip to Japan, I hope you’ll consider hiring me to plan it.
