Keino Matsubara Beach

Keino Matsubara Beach in Hyogo Prefecture is one of Japan’s most beautiful and scenic stretches of coastline. This 2.5-kilometer beach features over 50,000 black pines, white sand and shimmering sunsets over the Seto Inland Sea. It is a Setonaikai National Park and a designated national scenic spot. Keino Matsubara has been listed among the 100 Best Beaches in Japan and 100 Best Sunsets.

Beach Highlights

Photo by: PIXTA/ JIRI

Keino Matsubara is popular for its white sand and pine trees and sweeping views of the Harima Sea. Many couples come to Keino Matsubara to walk along the romantic Proposal Road, a pine-lined promenade featuring engraved love vow tiles, traditional Hyogo masks, and zodiac motifs.

Each evening, visitors gather to watch the sun set over the water. From April to September, you might also spot sea fireflies. These tiny bioluminescent crustaceans sparkle blue in the dark and come out at night on calm, sandy shores. Their presence is a rare and magical experience and a testament to the area’s top water quality. 

In late July, the beach comes alive during the Keino Matsubara Fireworks Festival, when more than 3,000 fireworks are launched just 200 meters offshore. Visitors gather on the beach to enjoy the dazzling reflections lighting up the sea.

Things to Do

Photo by: PIXTA/ kidae han

A summer day at Keino Matsubara means more than just sun and sea. Swim in the calm, clear waters from early July to late August and dry off on the soft white sand or cool down under the pine trees. During the cooler months, a visit to one of the local seaside onsen (hot spring) is only minutes away.

Awaji Island is home to natural hot springs, many of which offer open-air baths with sea views. One standout near Keino Matsubara is Minato Kinosaki Onsen (Minato-yu), a cozy public bathhouse known for its otenburo (outdoor bath) facing the ocean.

If you’re looking for something more upscale, there are also several hot spring resorts and ryokan (traditional Japanese Inn) along the coastline. Many offer day-use plans, so you don’t need to stay overnight to enjoy a soak. From stone-lined outdoor pools to cypress-scented indoor tubs, these onsens combine scenic beauty with traditional Japanese hospitality. 

If camping is more your style, the Keino Matsubara Campground opens each summer. With basic facilities, affordable fees and direct beach access, it’s a laid-back way to enjoy a summer evening under the stars. For the cyclists, the flat paths around Keino Matsubara and scenic ocean views make it a great area for relaxed riding, especially in spring and autumn.