Overtourism

Japan’s tourism industry has experienced rapid growth in recent years, with a particularly notable surge in the recovery period following the COVID-19 pandemic. However, this success has brought with it new challenges. Popular tourist destinations across the country are seeing a dramatic increase in visitors, leading to the emergence of what is known as “Overtourism.”

Current State of Overtourism in Japan

The current state of overtourism in Japan has intensified following the rapid recovery of the tourism industry post-COVID-19 pandemic. In July 2024, Japan welcomed 3.29 million foreign tourists, with projections indicating that the country will host 35 million visitors by the end of 2024. This surge demonstrates steady progress towards the Japanese government’s long-term goal of attracting 60 million annual visitors by 2030.

However, this dramatic increase in tourists has led to various issues, particularly in popular destinations like Kyoto:

1. Increased strain on infrastructure
2. Rising costs of living
3. Overcrowding at tourist spots

These problems not only negatively impact the lives of local residents but also diminish the quality of experience for tourists.

Furthermore, Japan’s tourism industry faces challenges in adequately preparing for this rapid recovery. Key issues include:

• Labor shortages: There is a widespread lack of workers across various sectors, from hotel staff to tour guides.
• Insufficient accommodation and transportation: Supply is struggling to meet the growing demand.
• Decline in hospitality quality: Staff shortages raise concerns about maintaining Japan’s renowned “omotenashi” (hospitality) standards.

Government Response

The Japanese government has adopted a multifaceted approach to address the challenges of overtourism:

1. Tourism Dispersal Strategies:
   • Promoting tourist attraction to rural areas
   • Supporting the development of new tourist routes and experiences
   • Implementing campaigns to encourage off-season travel
2. Utilization of Digital Technology:
   • Supporting the development of apps providing real-time crowding information
   • Introducing QR code-based entry management systems
3. Promotion of Sustainable Tourism:
   • Offering subsidies for eco-friendly tourism facility development
   • Promoting ecotourism
4. Infrastructure Improvement:
   • Enhancing Wi-Fi environments in tourist areas
   • Installing multilingual information boards
5. Introduction and Utilization of Tourism Tax:
   • Implementing tourism taxes in certain regions and using the revenue for local infrastructure and environmental protection
6. Addressing Labor Shortages:
   • Expanding acceptance of foreign workers
   • Promoting work style reforms in the tourism industry
7. Improving Tourist Etiquette:
   • Providing multilingual information on Japanese culture and manners
   • Conducting etiquette awareness campaigns in collaboration with travel agencies and airlines

Local Government Initiatives

Japanese local governments are implementing unique measures to address overtourism, tailored to their specific regional characteristics. Here are the main initiatives:

1. Limiting Tourist Numbers:
   • Restricting entry to bamboo groves in Arashiyama, Kyoto during peak seasons
   • Implementing visitor limits at Tsurugaoka Hachimangu Shrine in Kamakura
2. Introduction of Tourism Taxes:
   • Several municipalities, including Kyoto and Kanazawa, have introduced accommodation taxes
   • Using tax revenue for tourism infrastructure improvements and environmental protection
3. Coexistence with Local Residents:
   • Organizing interaction events between locals and tourists
   • Conducting awareness campaigns to improve tourist etiquette
4. Dispersal of Tourist Spots:
   • Developing new tourist routes
   • Promoting hidden local attractions through social media
5. Traffic Management:
   • Restricting tourist bus boarding and alighting areas (Kyoto)
   • Introducing park-and-ride systems (Kamakura)
6. Utilizing Technology:
   • Developing apps providing real-time congestion information (Tokyo)
   • Analyzing and predicting tourist behavior using AI
7. Promoting Sustainable Tourism:
   • Encouraging ecotourism (Yakushima)
   • Developing experiential tourism based on local traditional culture
8. Improving Tourist Quality:
   • Attracting high-end accommodation facilities for affluent travelers
   • Enhancing cultural experience programs

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Links and Resources

Japan Tourism Agency	https://www.mlit.go.jp/kankocho/index.html
Japan National Tourism Organization	https://www.japan.travel/en/