Japan through the eyes of an adventure travel expert: an interview with Shannon Stowell

In an exclusive Euronews interview with the CEO of the Adventure Travel Trade Association, Shannon Stowell defines adventure travel by three key elements: nature, culture, and activity. 

Japan effortlessly embodies this definition, offering a kaleidoscope of cultural experiences and stunning natural landscapes that set the scene for a variety of thrilling outdoor pursuits.  

“The culture is incredibly rich, the nature is amazing, and there’s every imaginable activity from skiing to diving,” Stowell says. 

Beyond the big cities

While many tourists flock to Tokyo, Osaka, and Kyoto, Stowell highlights the magic of exploring lesser-known regions. “The real experience, for me anyway, is getting out of the big city and having these small-town, rural, outdoor adventures.”  

Regions such as Hokkaido, with its striking peaks and Ainu indigenous culture, and Kyushu, known for its deep food culture and unspoiled coastline, offer a sense of authenticity that’s hard to find elsewhere.  

The small islands near Kyushu, such as Yakushima Island, offer all kinds of water activities including snorkelling, diving and kayaking, while Yakushima enchants inland sightseers and hikers upon its forested mountain trails. 

Nagano prefecture, too, is a highlight for Stowell. As well as being home to the 15th-century Matsumoto Castle, Nagano features ancient heritage trails once frequented by samurai who travelled between Kyoto and Tokyo centuries ago. 

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A lasting impression

Reminiscing about past adventures, Stowell shares memorable moments such as lake kayaking and fly fishing in Hokkaido, walking the ancient Nakasendo trail in Nagano and snorkelling in Okinawa. He describes Okinawa as “a special place, where the kindness of the people and the beauty of the surroundings create unforgettable experiences.” 

For those undecided about visiting Japan, Stowell encourages taking the leap. “Jump in and do it. It will be one of the most amazing cultural experiences of your life. You will never forget the food, the people, or the beauty of nature all around you.” 

Watch the full interview with ATTA’s Shannon Stowell above. For more insight on travelling in Japan visit the Japan.travel adventure portal.