Japan, Noto Peninsula and Noto Satoyama Airport are entering a new phase of regional tourism as the Ishikawa airport operates as the Noto Satoyama Pokémon With You Airport from 7 July 2026 through 30 September 2029. The collaboration brings Pokémon-themed attractions into an area rebuilding tourism following the 2024 earthquake and gives international and domestic travellers another reason to explore the Noto Peninsula.
The airport experience forms part of a wider tourism strategy focused on encouraging visitors to spend more time outside Japan’s largest destinations. Themed transport, local attractions and regional experiences can turn a visit to the airport into the starting point for a broader Noto itinerary.
Pokémon Gives Noto a New Tourism Gateway
Noto Satoyama Airport is located in Wajima, Ishikawa Prefecture, on the northern part of the Noto Peninsula.
Under the Pokémon partnership, the airport has been given a temporary themed identity, creating an attraction aimed at fans and families.
The airport features Flying-type Pokémon installations and themed experiences. By May 2026, 111 Flying-type Pokémon had been identified for the project.
For visitors, the airport can therefore become more than an arrival and departure point. It provides a pop-culture attraction that connects travellers directly with the region.
Themed Travel Extends Beyond the Airport
The tourism concept does not stop at the terminal. Travellers can use the airport as an entry point for exploring Noto’s coastline, traditional communities, food culture and natural landscapes.
The peninsula is known for its rural scenery, fishing communities, historic settlements and coastal roads.
Visitors can travel onwards to destinations such as Wajima and Nanao while discovering local businesses and attractions.
This creates an itinerary in which Pokémon provides the initial travel motivation while Noto’s wider tourism offer becomes part of the journey.
Wajima Connects Culture With Noto Tourism
Wajima is one of the best-known destinations on the peninsula and is historically associated with Wajima lacquerware, one of Japan’s recognised traditional craft traditions.
The city also provides access to the Wajima Morning Market, coastal scenery and cultural attractions, although individual businesses and sites may operate under changing conditions during the region’s recovery.
Travellers can combine cultural experiences with scenic drives and visits to nearby coastal areas.
Noto’s Coastal Landscape Adds a Natural Experience
The Noto Peninsula extends into the Sea of Japan and provides a distinctive coastal environment.
Travellers can explore rugged shorelines, fishing villages, beaches and scenic viewpoints.
The Chirihama Nagisa Driveway near Hakui, on the southern side of the Noto region, is another notable coastal experience where vehicles can travel directly along the beach when conditions permit.
For visitors arriving through Noto Satoyama Airport, these attractions can be incorporated into longer road-trip itineraries.
Noto Recovery Creates a Tourism Focus
The 2024 earthquake caused significant damage across the Noto Peninsula and affected infrastructure, communities and tourism facilities.
Tourism recovery remains connected to the restoration of accommodation, transport, attractions and local businesses.
The Pokémon airport collaboration provides an additional promotional platform while directing attention towards a region that is rebuilding its visitor economy.
Travellers should check the operating status of individual attractions, accommodation providers and transport services before travelling.
Japan Targets More Regional Travel
Japan recorded 42.68 million international visitors in 2025, according to the figures provided for the tourism strategy context, alongside ¥9.5 trillion in visitor spending.
Japan’s tourism strategy includes a target of 60 million international visitors by 2030.
Encouraging longer stays and greater travel to regional destinations is an important part of expanding tourism beyond the country’s most heavily visited locations.
The Noto initiative fits this wider direction by connecting a globally recognised entertainment brand with a less-visited regional destination.
Pop Culture Creates New Reasons to Travel
Japan has long used anime, manga, games and other forms of popular culture as tourism assets.
Pokémon provides a particularly strong international audience, with characters recognised across generations and markets.
A themed airport can therefore attract visitors who may not otherwise have considered travelling to the Noto Peninsula.
For families, collectors and Pokémon fans, the airport can become a specific travel attraction rather than simply a transport facility.
Kanazawa Can Extend the Itinerary
Travellers can combine Noto with Kanazawa, one of Ishikawa Prefecture’s principal tourism destinations.
Kanazawa is known for Kenrokuen Garden, traditional districts, markets, museums and craft traditions.
The city can serve as a gateway for visitors arriving from Tokyo or Osaka before continuing towards the Noto Peninsula.
A combined Kanazawa-Noto itinerary allows visitors to experience an urban cultural centre alongside rural coastal landscapes.
Transport Planning Matters
Noto Satoyama Airport provides domestic air access to the peninsula, while roads remain important for reaching dispersed attractions.
Travellers should consider renting a car or arranging organised transportation if they want to explore multiple parts of Noto.
Public transport options vary between communities, and journey times can be longer because of the peninsula’s geography and ongoing recovery work.
Visitors should also check current road conditions and transport schedules before departure.
Family Travel Gains a New Attraction
The Pokémon theme gives families another reason to include Noto in a Japan itinerary.
Children can engage with character installations and themed experiences while adults explore the region’s food, scenery, crafts and heritage.
The combination can encourage longer stays rather than a quick airport visit.
Local restaurants, accommodation providers, shops and attractions can all become part of the broader travel experience.
Planning a Noto Peninsula Visit
Travellers should check the Pokémon With You Airport programme dates, flight schedules and local attraction opening information before planning a trip.
Because the themed airport operation runs through 30 September 2029, visitors have an extended period in which to experience the collaboration.
Those visiting during the region’s recovery should also respect local guidance and support businesses that are operating.
Key Stats
- Country: Japan
- Region: Ishikawa Prefecture
- Airport: Noto Satoyama Airport
- Themed name: Noto Satoyama Pokémon With You Airport
- Theme period: 7 July 2026 to 30 September 2029
- Flying-type Pokémon featured: 111 identified by May 2026
- Japan international visitors in 2025: 42.68 million
- 2025 visitor spending: ¥9.5 trillion
- Japan’s 2030 visitor target: 60 million
Conclusion
Japan, Noto Peninsula and Noto Satoyama Airport are using Pokémon to create a new pathway into regional tourism while the peninsula continues its recovery following the 2024 earthquake. The themed airport, operating through September 2029, gives Pokémon fans and families a new reason to travel to northern Ishikawa. Beyond the airport, visitors can explore Wajima, coastal landscapes, traditional crafts, local food and other communities across Noto. Combined with Kanazawa and improved regional travel planning, the initiative supports Japan’s wider objective of encouraging longer stays and directing international visitors towards destinations beyond the country’s largest tourism centres.
