Visit Oita

By sea, sky and beyond — Oita Prefecture offers adventure for everyone. (Photo by Chie Tsuda/AP Content Services) 

Oita, Japan: A private jet adventure, a hovercraft revival — and a land of timeless tradition

By Olivier Fabre

Step into Japan’s Oita Prefecture, a place where age-old traditions and cutting-edge innovations don't just coexist, they create an unforgettable journey. Known for its world-famous hot springs and stunning scenery, Oita is also a showcase for unique and exhilarating experiences that will get your heart racing, whether you’re soaring through the sky or skimming across the water. 

Your adventure begins at Oita Airport, a hub that perfectly captures the prefecture's dual identity. From this single coastal gateway, you can embark on two very different, but equally exciting, journeys: a luxurious sightseeing flight on a private jet or an electrifying ride on a newly revived hovercraft.

(Video produced by Chie Tsuda/AP Content Services)

Soaring to new heights on a HondaJet

Imagine taking in Oita's breathtaking landscapes from the comfort of a private jet. Thanks to the new HondaJet Sharing Service, this dream is now a reality. The first of its kind in Japan, Honda hopes to make private air travel more accessible and efficient while driving local tourism by offering a premium sightseeing experience that gives travelers a unique and exclusive “bird’s eye view” of the prefecture. 

Sightseeing packages start at 30 minutes and promise to showcase Oita's most famous natural landmarks, including the picturesque, double-peaked Mount Yufu and the dramatic coastlines of the Bungo Channel. 

Previously available only to corporate clientele, these private sightseeing flights are now available to everyone, offering a whole new way to see Oita.  

Sachiko Fujimoto, who works on business development for the service, explains the inspiration behind it. "Honda really values that sense of excitement and playfulness, and I think that’s a big part of the brand’s identity that we are looking to recreate with this service." 

The instantly recognizable HondaJet is a marvel of modern engineering known for its signature over-the-wing engine mount design. This isn't just for looks — it's a thoughtful innovation that keeps the cabin incredibly quiet by positioning the engines farther from passengers. The result? A remarkably smooth and comfortable ride that still matches the speed and altitude of larger commercial jets. 

Toshiro Hamada, a HondaJet pilot and flight operations group leader, notes that this design also creates a surprisingly spacious cabin. "Our clients tell us the cabin feels luxurious, and the acceleration is like (that of) a sports car," he says. 

Adding to the comfort, passengers will enjoy custom seating, which is the product of a unique collaboration between Honda’s aircraft division and its automotive design studio. And once the seatbelt sign is off, customers can take a peek from behind the partition to admire the cockpit's sleek design and array of colorful digital panels.

This "all-Honda" approach — from the jet's manufacturing to its operation and eventually its maintenance — allows the company to reduce costs and provide a seamless, reliable experience. Oita was chosen as the strategic base because of its favorable weather and 3,000-meter runway, making it the perfect spot for frequent year-round flights. 

Hovercraft: The ultimate high-speed ferry

For an entirely different kind of thrill, head from the airport to the center of Oita City by skimming across the waves on a hovercraft, a celebrated service that made its triumphant return on July 26, 2025, after a 16-year break. 

Oita City's hovercraft service made its triumphant return on July 26, 2025, after a 16-year break. (Photo courtesy of Oita Daiichi Hover Drive Co. Ltd)

This remarkable revival — spearheaded by Hajime Kurotsuchi, the founder of the hovercraft service's parent company, Daiichi Kotsu Sangyo Co. Ltd. — was driven by a deep desire to give back to the community. Iterating on the hovercraft’s previous technology proved to be a massive undertaking, but the project pushed forward, resulting in an exhilarating ride at 1.5 meters above water on a cushion of air. 

Piloting a hovercraft requires incredible skill, so the company sent young Japanese crew members, like captain Kazuki Oda, to the U.K. for training with the only other hovercraft service left operating in the world at the time. Oda describes piloting as intuitive, requiring constant real-time adjustments: "a bit like navigating an air hockey puck across a table." 

For passengers, the ride is an experience unlike any other, not only cutting travel time to the city center by 30 minutes but also completely bypassing the road traffic that can slow down traditional airport transfers. Even at maximum speeds of 83 kph (51.6 mph), passengers rave about the smooth and comfortable journey, thanks to the calm waters of the Inland Sea. Oita Daiichi Hover Drive Co. Ltd. is even exploring a special nighttime cruise where the engines would idle, allowing passengers to pause and gaze up at the stars. 

The company also plans to expand its service with a new port in Beppu, Oita’s twin city, giving international tourists more options for reaching its famous hot springs, geological wonders and bamboo craft scene.  

Innovation built upon timeless tradition 

Oita's unique identity is perfectly reflected in the works of its bamboo artisans.  

At Cotake, her shop in Beppu city, Mikiko Sato masterfully balances tradition and modernity. While she continues to create classic baskets and other traditional pieces, she's also found success with contemporary accessories, some of which incorporate precious stones and artistic elements. These new designs have broadened her appeal to a younger, more international audience, with clients reaching as far as Brazil. But she is not alone. 

Mikko Sato at work in her Beppu shop, Cotake, where Oita's bamboo craft tradition meets modern design. (Photo by Olivier Fabre/AP Content Services)

“Some of my peers have made their mark across the world now,” she says with a touch of pride.  

Here, a centuries-old craft is not just surviving but thriving by constantly reinventing itself for the modern world. 

A destination that has it all 

Oita Prefecture is a place that defies simple categorization. It's a top-rated destination for its timeless traditions, from the hot springs of Yufuin to the scenic tidal flats at Matama Coast. It's also a place where you can book a private, state-of-the-art aircraft to take in the prefecture’s breathtaking landscapes, or glide on a cushion of air to experience its coastal splendor and other incredible sights. 

Meanwhile, the quiet patience of Oita's bamboo artists underscores just how a timeless craft endures and innovates for a new generation.  

It’s a place where old and new not only meet but create a truly dynamic and unforgettable experience for every visitor. 

In Bungotakada City, Oita, the Matama Coast is famed for its sunsets — ranked among Japan's top 100. (Photo courtesy of Tourism Oita)

To learn more about Oita, Japan, please visit www.oita-tourism.com.