Beyond the Guidebook: Etsuko Nishimura

When Etsuko Nishimura first began studying English as an elementary-schooler in Wakayama, she never imagined that her love for the language would one day guide people from all over the world through the wonders of Japan. Yet today, Nishimura has become one of Tokyo’s most thoughtful cultural tour guides, creating unforgettable experiences that connect visitors from all over the world to once-in-a-lifetime experiences.

Nishimura is a true Japanese native, born and raised in Wakayama, a city in the Kansai region. Despite growing up solely in Japan, Nishimura started speaking English at a very young age—something that has gone on to shape her life even today. As early as the fifth grade, she began taking English lessons from a neighbor and immediately fell in love with the language. Since then, Nishimura seized every opportunity to improve her English, even studying abroad in North Carolina during high school. Nishimura’s passion for English would later go on to play an incredibly important role in her career as a tour guide for international tourists in Japan.

Before Nishimura entered the world of tourism, she embarked on many extraordinary endeavors that helped shape who she is today. Following her study-abroad experience in North Carolina, she came back to Japan to graduate high school. Shortly thereafter, she enrolled in a university in Kobe and began working as an English teacher at a private conversational school. She greatly enjoyed her job as a language teacher, continuing to work at her school for several more years. Unbeknownst to her, Nishimura’s English skills would soon become even more valuable when an unexpected opportunity brought her to the United States in her early adulthood. After getting married, her husband received a job offer in Seattle, Washington, and the couple relocated there, opening the door to an entirely new chapter. Nishimura’s time in Seattle was a transformational experience, teaching her extensively about American culture and the English language—something that would prove useful in her future career. There, she also welcomed her eldest daughter and son. After seven wonderful years abroad, she and her husband returned to Japan, first settling in Kobe and then in Tokyo, where she had her youngest daughter.

The love for English that Nishimura had developed in the United States inspired her to spread this same passion with her community in Japan. “I was seeking a job where I can use my English,” she says. And she found just that. Upon moving to Tokyo, she began teaching English out of her home as a private language tutor. What began with just a few local schoolchildren has since grown into a class of over 25! While teaching has always been one of Nishimura’s favorite things to do, she couldn’t help but wonder if she could expand her English language skills to an even broader community. “I thought, I would love a job where I could meet more different people—even other than children,” she describes. “I’ve always wanted to have a job which I can help people from abroad.” Nishimura explains that her desire to help tourists stems from her own experience as an exchange student.  She wanted to extend the same knowledge, kindness, and support that she had once received to others in need of guidance.  “When I was an exchange student, a lot of people helped me in my host family, my friends, and people from work,” she says. “I was always thinking, I want to help people from abroad and people who come to Japan.” So, becoming a tour guide was a natural choice for Nishimura.

Since 2017, Nishimura has been creating customized cultural tours for both expats and tourists alike. While tour companies in Japan tend to focus their activities on short-term visitors from abroad, Nishimura crafts the most thoughtful, unique experiences tailored to each and every one of her clients’ likings—whether they have been in Japan for three days or three years. “I do two different kinds of tours,” she describes. “One of them is for people who visit Tokyo from abroad and the other one is for expat people living here.”

Despite serving a wide range of clients, not all of Nishimura’s tours look the same. In fact, her experiences shift dramatically depending on her clients’ different exposures to Japan. “Tourists abroad are mostly people who come here for the first time,” she explains. “So I usually do the highlights.” Tokyo is a vast, bustling metropolis filled with both historical and contemporary landmarks, so choosing just one place to visit can feel impossible. Nishimura makes this task just a little bit easier for international visitors, guiding them to what she calls the “highlights.” “They usually don’t know where they want to go,” she laughs. “So I usually suggest Asakusa, the Meiji Jingu Shrine in Harajuku, or the Ginza area.” However, Nishimura’s tours are rarely ever restricted to just looking. In reality, some of her favorite tours to give to tourists are experience-based—that’s what makes her so unique. In addition to those famous Tokyo locations, Nishimura also often suggests opportunities like a traditional Japanese tea ceremony. “It can be a ‘touristy’ thing, but I really love it because I think it best describes Japanese hospitality and Japanese art, too,” she notes. “It’s not only about being served tea, but also learning the spirit of what Japan is like and what hospitality is like.” Nishimura mentions one tea-time phrase that particularly resonates with her: “Ichigo Ichie” or “Once in a lifetime encounter.” These words are exchanged at the tea ceremony to emphasize a focus on the present without worrying about the future or the past. So during the tea ceremony, there is not much talking, but rather a hyper-awareness of the five senses. “Even though you may have a tea ceremony on another occasion, the people who you have tea with will be different, the tea caddy will be different, and even the tea room,” Nishimura says. “The same thing isn’t going to happen again, so cherish that moment.”

Organizing once-in-a-lifetime cultural opportunities for her guests is one of Nishimura’s greatest passions. With her expat clients, she is able to expand these experiences to an even greater scale. Because expatriates typically have a greater grasp of Japanese culture and because time isn’t as fleeting, Nishimura has the chance to create an ultra-customized, unique tour for them. “I get to create tours that are off-the-track,” she explains. “These tours are very unique to experience, even for Japanese people.” Nishimura’s passion for touring is tangible. She enjoys creating these tours as much as her visitors enjoy experiencing them, constantly thinking of new experiences and ideas to share. “I was counting how many different experience-based tours that I’ve done, and I think it’s close to 20,” she notes. “I’ve done tea ceremony, calligraphy, sword-making, painting, miso-making, rice-planting.” Whether it’s the thrill of crafting a handmade sword or the peace of tea ceremony, each experience is a unique opportunity that her guests would never have had otherwise.

Nishimura is something of a Japan-expert, having made it her mission to explore as much of the country and the culture as possible. Throughout her eight years of experience, she has discovered a couple of special locations that are truly unlike anywhere else. “The Yanaka/Nezu area and the Fukagawa/Kiyosumi area are some of my favorites,” she shares. “They have more tourists now, but those are the two locations I showed when I was touring for the first time in 2017.” For nearly a decade, these cozy neighborhoods nestled in the far sides of Tokyo have stuck out in Nishimura’s memory. “I took so many people there because it’s a little bit off-track,” she explains. “There are so many beautiful gardens, shrines, local shops, and small alleyways to visit.”

Speaking of off-the-beaten path spots, Nishimura’s favorite location of all time is so off-grid that she actually discovered it entirely by chance. “There’s one more place that I really love, which is more to the west side of Tokyo, about two and a half hours from the center, she explains. “It’s so beautiful, surrounded by nature, with greenery and a river.” At the heart of this hidden gem is a 100-year-old ryokan, built in traditional Japanese style. While the owner stopped operating it as a ryokan about eight years ago, he has since transformed the space into a museum. “You go into each room, and he has a collection of Japanese art and flower arrangements,” Nishimura shares. “He sets up the rooms really beautifully. It’s really worth visiting.” This beautiful historical location called Ome has become her most treasured location for showing visitors an experience unlike any other in the world.

Hidden gems like Ome are not so easily discovered simply through Google Maps. For true secret treasurers, Nishimura says, “you just find those places and keep on finding.” In the case of her favorite hidden ryokan, she stumbled upon it purely by accident. “I had a request from an expat friend to take her family to the Mitake area, which is close to the ryokan,” she recalls. “There is a Mount Mitake with a shrine, and I was going to take them there first—it’s a beautiful and famous place. But on the way, I just found this other spot.” Nishimura explains that she hadn’t researched the location beforehand. “It was snowing that day, so we decided not to go up Mount Mitake,” she explains. “I suggested we check out this little place, and it turned out to be amazing.” Since that chance discovery, Nishimura has returned countless times, bringing many groups of visitors to experience the magic of this hidden treasure. “You really never know,” she says. “You just have to keep moving and be curious.”

In addition to discovering magical little ryokans or flower-covered shrines, Nishimura’s job gives her the opportunity to meet fascinating people from all over the world—an experience that can be even more rewarding than the destinations themselves. “When I do tours, I get to meet people from all different countries and learn about their country and culture,” she describes. “It’s something I really enjoy.” And oftentimes for Nishimura, tours can blossom into lifelong friendships. “One time I gathered people for a tour through Facebook, and I met two people who are now my good friends,” she shares. “You never know. Through my tours, you get to meet so many wonderful people who become friends for a lifetime.”

Nishimura approaches the tourism industry with a very community-oriented perspective. She may meet people from all over the world, but a significant portion of her job also means working closely with the local people. “Before you come to Japan, I hope people can be more connected with locals if they have the chance,” she says. More than anything, Nishimura wants her guests to gain a richer, more authentic understanding of Japan beyond the typical tourist experience—and that means rooting each of her tours in a connection with the local community. “By being connected, you get to learn about the culture, the people, the country, and you just understand everything deeper,” she explains. “And then if you don’t know anybody, you should hire a private tour guide,” she laughs.

At the end of the day, whether she is traversing a snow-covered Mount Mitake or helping her clients make swords, everything Nishimura does is built on passion. “If you have something you feel a passion for, you should give your 100% to it,” she says. “By doing so, you might even find a future dream that turns what you love into a job.” In Nishimura’s case, that love was English and helping others. Now, she lives doing what she loves every single day. “I’m so grateful that by continuing and trying my best, I’m doing my dream job.” Nishimura’s words are a reminder that when passion meets perseverance, the journey itself becomes as meaningful as the destination.

#TheTokyoTalk #BeyondTheGuidebook #TokyoTour #Telescope_Tokyo