Gifu

Gifu Prefecture – Authentic Japan, Quietly Refined.

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Located at the heart of Japan, Gifu Prefecture offers a rare blend of pure rivers, mountain landscapes and living tradition. Known as the Land of Clear Rivers, the region invites discerning travellers beyond the familiar routes, into a Japan defined by authenticity and calm.

Historic towns such as Gujo Hachiman, with its flowing canals and summer dance traditions, reveal a way of life shaped by water. In the mountains, the UNESCO-listed village of Shirakawa-go preserves remarkable thatched farmhouses and deep rural heritage, while Gero Onsen, one of Japan’s most celebrated hot spring towns, offers refined wellbeing through timeless ryokan hospitality.

From master carpentry and traditional crafts to seasonal mountain cuisine and prized Hida beef, Gifu’s culture is not preserved as history, but lived — quietly, naturally, and with depth.

Gifu is a destination for travellers who seek to feel Japan, not simply see it.