Facing the Sea of Japan, Niigata Prefecture is renowned as one of Japan’s leading regions for rice and sake production. It features an extensive coastline, the vast Echigo Plain, and mountain ranges blessed with abundant snowfall in winter. The prefectural capital, Niigata City, is the largest city on the Sea of Japan coast and a designated ordinance city with advanced urban functions. The Joetsu Shinkansen provides excellent access to the Tokyo metropolitan area. Niigata’s hotel and ryokan market benefits from both business and tourism demand. Niigata City and Nagaoka attract primarily business travelers, while resorts such as Echigo-Yuzawa and Myoko Kogen, hot spring areas like Tsukioka and Senami, and Sado Island draw tourists throughout the year.
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