Hakusan Shrine is the spiritual heart of Niigata City, enshrining the deity of marriage and good fortune. Set in leafy Hakusan Park near the Shinano River, its vermilion hall and lively seasonal festivals make it a beloved local landmark. Your guide explains its history and the customs travelers can take part in.

The Northern Culture Museum preserves the grand estate of the Ito family, once Niigata's wealthiest landowners. Wander the sprawling wooden mansion, its famous 100-tatami room and a beautiful Japanese garden for a vivid glimpse of feudal-era prosperity, with your guide sharing the family's story.

Pia Bandai is Niigata's lively waterfront market, packed with stalls of fresh Sea of Japan seafood, local sake, fruit and Echigo rice. Browse the bustling aisles, watch fishmongers at work and sample sushi or grilled seafood made from the morning's catch as your guide points out regional specialties.

Furumachi is Niigata's historic entertainment and shopping quarter, once famed for its elegant geisha. Stroll the covered arcades and atmospheric back streets lined with traditional restaurants, sake bars and old shops, while your guide shares stories of the district's Edo- and Meiji-era heyday.

Imayo Tsukasa is a historic Niigata sake brewery founded in 1767. Tour its handsome wooden cellars to see how Niigata's pure water and premium rice create the region's famously clean, dry sake. Your guide helps with a tasting of seasonal brews and explains the craft behind each bottle.

On the 31st floor of the Toki Messe tower, the Befco Bakauke Observatory offers free 360-degree views over Niigata City, the Shinano River delta and the Sea of Japan. On clear days you can even spot distant Sado Island as your guide points out the city's landmarks below.

The Former Niigata Customs Office is a striking Meiji-era landmark on the banks of the Shinano River, built in 1869 when Niigata opened as one of Japan's first international ports. Admire its unique blend of Japanese and Western architecture as your guide recounts the city's history as a thriving port town.

The Honcho market area is a lively old shopping district where Niigata locals buy fresh vegetables, seafood, pickles and homemade snacks. Wander the covered arcade and open-air stalls, sample regional treats and soak up the friendly, down-to-earth atmosphere of everyday city life with your guide.