Somewhere between the Instagram saturation of the world’s big-ticket destinations and the quiet joy of getting properly lost, a new way of travelling has taken hold. It’s called lore tripping, and it’s about choosing under-the-radar places for the backstory rather than the postcard view.
Airbnb research shows 90 per cent of Gen Z respondents in a US survey find small towns and under-the-radar destinations appealing for autumn travel in 2026, driven by a taste for strange stories, folk legends and unusual local identities. American Express has spotted the same shift, calling it “lore chasing” and naming it one of four trends in its 2026 Global Travel Trends Report. That report polled more than 8,000 travellers across seven countries, Australia among them. Among Millennials and Gen Z, 83 per cent say they prioritise unique, authentic experiences over popular tourist attractions, and 91 per cent are interested in an unconventional place to stay, with converted historical spaces among the most popular picks.
It’s the perfect lens for planning a 2027 escape, and one Japanese region fits it beautifully. Setouchi, which spans seven prefectures around the Seto Inland Sea, is known for its coastlines and mountains. But the real draw is the towns, where tales of enterprise and resilience have grown into living culture. Here are the stories worth bookmarking.
The port that opened Japan to the world
When the Port of Kobe opened in 1868, it quickly became one of Japan’s largest international trading hubs and a symbol of global culture. Western-style dishes arrived alongside Kobe beef, jazz and rock followed, and in 1971 the city gave the world its first karaoke machine. The Kobe Maritime Museum charts the city’s journey from trading port to cultural cornerstone, with hands-on exhibits that include Ninja motorcycles and riding simulations.
The sake town you can sleep inside
Takehara’s streets are lined with townhouses preserved from the mid-Edo period through to the Meiji era. Many of the former banks, inns and sake breweries have been repurposed as places to stay, so you can literally sleep in the history, a very on-trend way to bed down. Follow the sake heritage trail to Fujii Shuzo Sake Brewery for a tasting.
The blue that was once a secret
In Udatsu, Awa-ai, or “Japan Blue”, was an indigo so precious that its recipe was closely guarded and its distribution controlled. The town’s name refers to the fireproof walls that once symbolised great wealth. Today you can uncover the secrets of the dye at an indigo workshop and take home something you’ve made yourself.
The canal city, told by the people who inherited it
In the 1600s, Kurashiki was directly administered by the shogunate and became a hub for goods and powerful merchants. Its white-walled Bikan Historical Quarter still lines the river, with former rice and produce warehouses now blending into modern architecture. On the Discover Kurashiki Bikan Historical Quarter Walking Tour, guides share stories passed down through their own families. One of them, Hiroyuki Hara, descends from a merchant family with a 400-year history in the town.
The legend of the White Heron
Himeji Castle (below) is one of only 12 Japanese castles to have kept its original keep, five of which are in Setouchi. UNESCO-listed since 1993, it stands alongside Mount Fuji as a traditional symbol of Japan. And its iconic white plaster is said to have helped protect it from fire. Visit at sunrise or sunset, when golden light hits those white walls, or during cherry blossom season. Then eat your way around town, where soy sauce, mirin, Himeji oden and conger eel are local pride.
The castle town brought back to life
Ozu’s story is one of community. Local residents have restored more than 30 historic buildings, now home to places like Kominka Cafe Hiiragi, Hitoshima Hirata Residence & Art Space, the Claire Shokai bookstore and the vintage store After Ward. Time a visit for Ozu aArts and Crafts in October or Machibito on the last weekend of November, an immersive market themed this year around a trip back to the glamorous Ozu of 100 years ago.
The one where a revolution began
Hagi (main feature image) is one for history buffs, linked to the Battle of Sekigahara and the Meiji Restoration. Take a rickshaw past white-walled streets and the homes of activists Shinsaku Takasugi and Takayoshi Kido, who helped topple the Tokugawa shogunate. In spring, around 600 Somei-Yoshino cherry trees bloom at the castle grounds. End with a tea ceremony at the Kikuya Family Residence, dressed in a kimono.
Plan your lore trip
(Australian dollar amounts are approximate, based on early October 2026 exchange rates.)
- Fujii Shuzo Sake Brewery (Takehara): free entry, though certain tastings charge a fee and need a reservation. About a 15-minute walk from Takehara Station.
- Yamauchi Indigo Dyeing Workshop (Udatsu): dyed items from ¥1,320 (about AUD$12). About 10 minutes by taxi from Anabuki Station.
- Discover Kurashiki Bikan Historical Quarter Walking Tour: from ¥13,200 per person (about AUD$120). About 13 minutes on foot from Kurashiki Station.
- OZU STORIES Walking Tour: ¥16,000 (about AUD$145), with the per-person price decreasing for larger groups.
- Kobe Maritime Museum: ¥900 for adults (about AUD$8).
- Himeji Castle and Koko-en Garden: ¥2,600 combined ticket (about AUD$24). About 30 minutes from Shin-Osaka by Sanyo Shinkansen, then a bus to Otemon-mae and a five-minute walk.
- Hagi Castle Ruins: ¥220 for adults (about $AUD$20)
