Furano, a city near the center of Japan’s northern island Hokkaido, is emerging as a notable summer destination known for its natural beauty and local produce. While Hokkaido is internationally recognized for winter sports and powder snow, Furano offers visitors a range of outdoor activities and culinary experiences during the warmer months.

Luxe Nomad Japan, part of Asia-Pacific’s largest luxury holiday rental company, reports a 20 percent increase in summer bookings over the past year. According to Patrick Ohtani, the company’s chief operating officer, travelers are increasingly drawn to Furano for its quieter atmosphere and opportunities to engage with local food and nature. “Whether cycling through expansive lavender fields, hiking, or enjoying watersports, visitors can experience summer in a cooler climate compared with Tokyo,” Ohtani said.

The region’s agricultural reputation is a significant draw. Many visitors opt to stay in serviced apartments with kitchen facilities, enabling them to prepare meals with fresh, locally sourced ingredients. Furano’s culinary appeal is complemented by numerous nearby restaurants specialising in farm-to-table dining.

Tomita Farm is a key attraction during the summer months. From late June to July, the farm’s extensive flower fields showcase vibrant lavender alongside bright orange and red poppies. It remains a favored spot for family strolls and photography. The farm’s shop offers lavender-themed souvenirs as well as soft-serve ice cream infused with lavender flavor. Adjacent to Tomita Farm, Melon House sells Hokkaido cantaloupes, known for their sweet, juicy taste, available by the slice or as part of parfaits and fruit cups.

Other notable sites include the Furano Cheese Factory, where visitors can observe cheese production and participate in butter-making workshops. The factory’s café features dishes such as pizza and fondue, alongside rich soft-serve ice cream. The grassy picnic area nearby provides views of surrounding hills, making the location suitable for family outings.

The Furano Winery, situated on a hillside overlooking the city, offers wine tastings of local reds, whites, and lavender wines. Children can freely explore the winery’s spacious lawns while adults enjoy sampling the crisp, light-flavored wines produced in Hokkaido’s cool climate. Visitors may also join a cellar tour to learn about the production process.

A popular but brief stop for travelers is Shirogane Blue Pond in Biei, just outside Furano. Though visually striking with its intensely blue waters—a result of volcanic sediment—the pond is a protected area where swimming and boating are prohibited. The site offers blue-colored ice cream but is generally viewed as a short-term photo opportunity rather than a major attraction.

For panoramic views of the Tokachi Mountain Range, seasonal tethered hot air balloon rides are available through Leisure Guide Asobiya. Flights last about five minutes and begin early in the morning, although they may be canceled due to wind conditions.

Overall, Furano presents a diverse summer itinerary combining outdoor recreation, regional cuisine, and scenic landscapes, positioning it as an underappreciated but increasingly popular destination within Hokkaido.