Sado island in Niigata prefecture is among the first GIAHS designated sites in Japan and among developed countries worldwide. Recent studies have pointed out the need to incorporate culture and farmer opinions to further strengthen GIAHS inclusivity in rural farming. In connection to this, the study explored whether farmer visibility, which is highlighted by GIAHS designation, actually translates to farmers’ actual perception of GIAHS involvement. A survey was conducted among Sado island farmers to determine their knowledge and perception of their GIAHS involvement, in connection to their perspectives on youth involvement, Sado island branding, and tourism management. Results showed that 56.3% of Sado island farmers feel uninvolved or unsure towards GIAHS, which is in stark contrast with the prevalent farming method in the area which is special farming (complies with GIAHS regulations). Further analyses revealed that farmers who feel that GIAHS does not promote youth involvement, Sado island branding, and tourism management have higher predisposition to perceive themselves as uninvolved towards GIAHS. This study highlights the need for careful reevaluation and integration of farmer insights and needs to the current GIAHS implementation in Sado island and in other GIAHS as well.