The Hokuriku Shinkansen Line, which celebrates a decade since the launch of its Nagano-Kanazawa extension, has seen a vibrant increase in tourism along its route as more travelers from both within Japan and abroad flock to its various attractions. This year is particularly significant, as the extension connecting Kanazawa and Tsuruga stations also commemorates its first anniversary, enhancing regional connectivity.

While tourist hotspots thrive, some areas have experienced setbacks. The discontinuation of the Thunderbird limited express service, which connected the Nanao Wakura Onsen resort to Osaka, has diminished accessibility to the resort. Travelers now need to make two transfers, making it less convenient for visitors compared to previous years.

A notable development since the Shinkansen's inception is the dramatic rise in international visitors, with the number of overnight stays by foreign tourists in Ishikawa Prefecture hitting a record high in 2024. This surge in tourism has altered travel patterns, with foreign tourists now arriving directly in Kanazawa rather than via longer routes through Tokyo and Nagoya, often incorporating Kanazawa into their trips between popular destinations like Kyoto and Osaka.

Local businesses have adapted to this influx, bringing innovative offerings such as gold leaf-coated ice cream from Hakuichi Co., which has become a local favorite since the Shinkansen's opening. The bullet train service has also attracted professionals from Tokyo, who collaborate on new projects in the region, reversing initial fears that resources would drain from less populated areas.

However, not all regions within Ishikawa are benefitting equally. The impact of the Hokuriku Shinkansen's routing has led to a struggle for the Wakura Onsen area, where only a fraction of ryokan facilities have resumed operations following earthquake damage, highlighting the disparities in tourism recovery.

Simultaneously, Fukui Prefecture is also marketing itself as a tourist destination following its railway extension. Although the number of visitors to the prefecture is increasing, with notable attractions like the Fukui Prefectural Dinosaur Museum breaking visitor records, it still trails significantly in total foreign overnight stays compared to Ishikawa. The prefecture has engaged influencers to promote its local experiences, aiming to draw attention to its unique offerings amid a competitive tourism landscape.