Sushi makes travel even more exciting. Toyama might be your next destination.
- Shiho Nishida
- Jul 31
- 2 min read
Good morning from Sushi Academy Ginza!We’re a sushi experience studio located in the heart of Tokyo’s Ginza district.As we reach the final day of July, we look back on a month full of wonderful encounters — all made possible through sushi 🍣✨Conversations and smiles from guests around the world continue to energize us every single day.
Today, we’d like to share another fascinating finding from Maruha Nichiro Corporation’s “2025 Consumer Survey on Conveyor Belt Sushi.”
Toyama Ranks 3rd in the “Top Prefectures People Want to Visit for Conveyor Belt Sushi”!
In a recent survey asking people where they’d like to eat conveyor belt sushi outside of their home prefecture, the top answers were:
1st: Hokkaido (1,404 responses)
2nd: Ishikawa (362 responses)
3rd: Toyama (304 responses)
Hokkaido and Ishikawa are already well-known for their sushi culture, but Toyama making it into the top 3 is definitely something to take note of.
Is Toyama Still a “Hidden Gem” for International Travelers?
When we look at the number of overnight stays by international visitors in 2024, it’s clear that Toyama is still under the radar compared to other prefectures.
For example, among travelers from Australia:
Tokyo: approx. 2.48 million stays (2,480,500)
Kyoto: approx. 720,000 stays (719,610)
Toyama: only around 3,000 stays (3,090)
From the United States:
Tokyo: approx. 7.16 million stays (7,168,160)
Kyoto: approx. 2.04 million stays (2,036,890)
Toyama: around 9,000 stays (8,720)
Even from Taiwan:
Tokyo: approx. 3.91 million stays (3,906,210)
Kyoto: approx. 1.35 million stays (1,351,090)
Toyama: about 83,000 stays (82,940)
These numbers suggest that while Toyama is recognized by Japanese sushi lovers, it remains a hidden gem for international travelers — a place waiting to be discovered by sushi enthusiasts from around the world.
Why Is Sushi from Toyama So Delicious?
Toyama Prefecture has launched a branding project called “When it comes to sushi, it has to be Toyama”, promoting its rich sushi culture across the region.The prefecture's unique geography — stretching from the 3,000-meter peaks of the Tateyama mountain range down to the 1,000-meter depths of Toyama Bay — provides an abundance of pristine water and fresh ingredients.By harnessing this natural bounty, combined with strong local fisheries, efficient distribution, and the skills of expert sushi chefs, Toyama delivers sushi that is truly exceptional.
Let Sushi Inspire You to Explore More of Japan
At Sushi Academy Ginza, we welcome guests from all over the world every day to experience the art of sushi making — and get a true taste of Japan.One of the most common questions we hear is:“Where can I find the best sushi in Japan?”
And our answer often comes with a smile:“Why not let sushi guide your journey?”There’s so much more to discover beyond Tokyo.
Once you’ve enjoyed the sushi here in the capital, consider heading out to the countryside.There are still so many places that remain under the radar — full of flavors and experiences you won’t find anywhere else.
Source: Maruha Nichiro “Sushi Consumption Survey 2025” Data referenced from a 2025 consumer survey by Maruha Nichiro.
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