A well-planned itinerary can make the hotel feel inseparable from the destination around it. This edition looks at two very different ways to achieve that: a Mediterranean collection spanning Greece and Spain, and a farm resort in Iwate shaped by forests, local heritage and a slower relationship with the land. The setting, food, landscape and daily experiences become part of the reason to travel, giving clients a stronger sense of where they are and why the stay belongs in the itinerary.
Azuma Farm
In Iwate Prefecture, northern Japan feels expansive, wooded and deeply connected to the seasons. Azuma Farm Koiwai opened on April, 2026 as the first destination from Azuma Farm, a farm resort brand centered on preserving landscapes shaped by Japan’s mountains and forests. Set in Koiwai, the property sits within a landscape regenerated over more than 130 years, where nature and human activity have developed side by side. Its concept of Farm Life brings attention to soil, trees, wind and fire, while the architecture uses trees selected from Koiwai Farm’s own forests.
For advisors building a Japan itinerary beyond the major cities, Azuma Farm offers a reason to include Iwate and introduce clients to a quieter side of the country rooted in landscape, local culture and time outdoors.
