When you think of Japan, a few iconic images might come to mind: cherry blossoms in full bloom, ancient temples nestled among modern skyscrapers, and of course—the timeless beauty of a person dressed in a kimono.

Summer in Tōhoku—a lush region in northern Japan—is the time of its Three Great Festivals, each offering a dazzling display of culture, tradition, and joyous celebration. Here's a traveler's guide to experiencing the Nebuta Matsuri, Kanto Matsuri, and Sendai Tanabata Matsuri all in one unforgettable summer journey.