When people plan a trip to Japan, Tokyo, Kyoto, and Osaka often come to mind first. These cities are exciting, iconic, and full of things to discover. But beyond Japan’s major urban destinations, there is another side of the country: quiet mountain villages, wide rivers, rice fields, orchards, local temples, and scenic roads that invite visitors to slow down and explore.

For Gabriel, that side of Japan is found in northern Nagano.

Through his work in Iiyama City, Gabriel is helping introduce visitors to rural Japan through cycling tourism. Surrounded by the Chikuma River, mountain views, apple orchards, and peaceful countryside roads, Iiyama quickly became a place he fell in love with — and a place he now hopes more people will experience for themselves.

From Canada to Japan

Gabriel’s journey in tourism began in Canada, where he worked with Whistler Tourism and developed a strong interest in cycling and outdoor travel. Although his current work in Iiyama began in 2026, his connection with Japan goes back much further.

Eighteen years ago, Gabriel first came to Japan through the JET Programme, teaching English to junior high school students in Okayama. He later worked at a marketing agency in Tokyo, an experience that left a strong impression on him. After building his career in tourism in Canada, his appreciation for Japan and Japanese culture eventually brought him back.

This time, his path led him to northern Nagano.

Returning to Japan through Regional Revitalization

After relocating to Iiyama, Gabriel joined a regional revitalization initiative and began working closely with the local tourism bureau. His role focuses on helping promote Iiyama and the surrounding area as a destination for sustainable tourism, especially for travelers who want to explore Japan beyond the usual sightseeing route.

For Gabriel, cycling is one of the best ways to experience the region. It allows visitors to move through the landscape at a human pace, stop in local communities, and enjoy scenery that might be missed from a train or car.

Rather than simply passing through, travelers can connect with the area more directly — its roads, rivers, farms, temples, and people.

Early Challenges in Japan

Returning to Japan was exciting, but it was not without challenges.

One of Gabriel’s first hurdles after moving back was opening a bank account. Even though he had the required documents, he was missing an inkan, the personal seal commonly used in Japan for official procedures. He eventually solved the problem by getting one from a vending machine — something even some of his local friends had never heard of before.

Experiences like this taught him that, as a foreign resident in Japan, even simple procedures can sometimes take longer than expected.

“Instead of expecting Japanese people to adapt to your style, you should adapt to theirs.”

Language was another challenge. Gabriel spoke about keigo, Japan’s honorific language, and how difficult it can be to know when and how to use it correctly. Still, he emphasized that Japanese people are often patient and forgiving when they see someone making a sincere effort.

More Than Just a Bike Tour

What makes Gabriel’s work special is not only the scenery of Nagano, but also the way he helps visitors experience the region through a local lens.

Cycling in Iiyama is not just about riding from one place to another. It can include temple visits, quiet rural roads, family-run farms, craft experiences, wineries, and conversations with local people. For visitors who want to experience a more authentic side of Japan, these details can make the journey feel personal and memorable.

Gabriel also sees Iiyama’s accessibility as one of its strengths. From Tokyo, visitors can travel by shinkansen and arrive in a completely different environment in less than two hours.

“You’re in Tokyo Station, and there are more people than trees… Then you take a little nap and you’re in a completely unique area.”

Helping Northern Nagano Become a Year-Round Destination

Nagano is widely known for winter sports, snow, and mountains. But Gabriel believes the region has much more to offer throughout the year.

His goal is to help northern Nagano become a year-round tourism destination, especially for travelers who are interested in exploring Japanese culture outside of the “Golden Triangle” of Tokyo, Kyoto, and Osaka.

For first-time visitors, Iiyama can offer an easy escape from Japan’s larger cities. For returning travelers, it can be a chance to discover somewhere quieter, more local, and deeply connected to the natural landscape.

His work not only encourages people to visit northern Nagano during the warmer months, but also supports rural communities that have so much to share.

Why Iiyama?

During the interview, Gabriel’s enthusiasm for Iiyama was clear.

The area is home to Japan’s longest river, mountain ranges, open countryside, and cycling routes suitable for different experience levels. Visitors can ride through peaceful rural landscapes while discovering temples, farms, local crafts, wineries, and other parts of everyday life in the region.

For travelers starting from Tokyo or Ueno, Iiyama can be reached directly by shinkansen in around one hour and forty-five minutes, making it a surprisingly accessible destination for those who want to see a different side of Japan.

Discovering Rural Japan by Bike

Gabriel’s work in Iiyama shows how international experience can bring new energy to regional Japan. By combining his background in tourism with his love of cycling and Japanese culture, he is helping visitors discover a side of Japan that is active, local, and deeply connected to the landscape.

For those who have already explored Japan’s major cities, Iiyama offers something different: space to breathe, roads to ride, and a chance to experience rural Japan at a slower pace.

Through cycling tourism, Gabriel hopes more people will venture beyond the familiar routes and discover the hidden gems of northern Nagano.

Learn more about cycling and activities in Iiyama:
Shinetsu Activity – Cycling in Iiyama

Follow Gabriel:
@gabu_gojapan

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