Address Overtourism by Bringing the Tourists to Japan's Regions

It is becoming increasingly clear that inbound tourism is supporting the Japanese economy. According to the Japan Tourism Agency, spending by tourists to Japan in 2024 increased by more than 50% from 2023, exceeding ¥8 trillion JPY ($51.5 billion USD) for the first time since statistics began to be compiled. The Japan National Tourism Organization estimates the number of visitors to Japan in 2024 at 36.87 million. That is the highest annual figure ever.

For statistical purposes, spending by tourists visiting Japan is counted as "exports." It has already surpassed electronic parts and steel, expanding to become the nation's second-largest "export industry" after motor vehicles.

Welcoming Visitors, Avoiding 'Tourist Pollution'

The government has set a goal of attracting 60 million visitors to Japan in 2030. It furthermore projects they will spend ¥15 trillion ($96.5 billion ). Absent other notable growth industries, Japan should aim for further expansion of tourism to revitalize the nation's economy.

However, to do so, we must deal with one major issue. Overtourism ー also referred to as "tourist pollution" ー is a problem. It is caused by excessive crowding from tourists concentrated at certain sites and the violation of basic etiquette. Such acute congestion regularly takes place in Tokyo, Kyoto, Mount Fuji, and other popular destinations. Even foreign media frequently report on the problem.

Also, if the level of satisfaction among visitors to Japan plummets, we will likely not be able to reach our tourism targets. Granted that there is no definitive solution to the problem of overtourism. However, it is still necessary to implement whatever measures are possible at each popular tourist destination.

*Many inbound tourists from China and elsewhere crowd Osaka's Dotonbori commercial area as the Chinese New Year begins. January 28, 2025 (©Sankei by Miyako Nagumo)*

Making All of Japan Accessible

Over 70% of accommodations catering to foreign visitors to Japan are concentrated in three major metropolitan areas. Changing this to attract visitors to regional areas should alleviate the effects of overtourism. Foreign visitors' spending would thereby increase, leading to economic growth.

Many regional cities in Japan have their own unique tourist attractions, including such features as food culture, and historical heritage. Adventure tourism, which involves experiencing nature and culture, is also increasingly popular and is expected to result in longer-term stays. We encourage the government to make further efforts to promote regional attractions more effectively.

*Tourists pose for pictures of Mount Fuji in the parking area of a convenience store. December 20, 2024 at Fujikawaguchiko Town, Yamanashi Prefecture.*

Nor can we neglect the infrastructure needed for local areas to receive foreign tourists in large numbers. In addition to promoting flights from overseas to regional airports, there is a need to expand accommodation facilities.

Making Tourism Sustainable

As the labor shortage becomes more acute, it will be necessary to utilize IT technology and robots to install the systems needed for handling tourists from abroad. The central government as well as local governments should also consider expanding support measures for the introduction of such systems.

In some areas, overtourism is disrupting the daily lives of local residents. However, it is unthinkable for Japan to become a nation built on tourism at the expense of its residents' livelihoods. Hopefully, those involved will keep this in mind and make wise decisions to ensure the sustainable development of the tourism industry.

(Read the editorial in Japanese.)

Author: Editor i al Board, The Sankei Shimbun