Spread Out Those 40 Million Foreign Visitors with Better Support for Local Tourism

The number of foreign visitors to Japan in 2025 exceeded 40 million for the first time in a single year. Visitors' spending also reached a record high of approximately ￥9.5 trillion JPY ($61 billion USD).

For statistical purposes, the money spent by foreign tourists in Japan is counted as "exports." Even though Japan currently lacks other conspicuous growth industries, the tourism sector continues to expand steadily. In fact, it has become the second largest export industry after motor vehicles.

Nonetheless, as the number of visitors to Japan has ballooned, problems resulting from overtourism (tourist pollution) have become quite severe. Problems such as excessive crowding and poor tourist etiquette have sometimes even interfered with the daily lives of local residents.

Developing the Means to Accommodate All

The Japanese government has set a goal of attracting 60 million overseas visitors to Japan by 2030. Based on government projections, their spending could amount to ￥15 trillion ($96 billion). But that does not mean that Japan should blindly strive to reach these targets. Becoming a tourism superpower while sacrificing the lives of its residents is unacceptable.

*The approach to Dazaifu Tenmangu Shrine, visited by many foreign tourists, in Dazaifu City, Fukuoka Prefecture (©Sankei by Ichii Mayuko)*

Overtourism also reduces the level of satisfaction visitors feel toward Japan. Currently, 47 localities are taking measures to deal with the issues raised by tourism. Meanwhile, the government aims to double that number to 100 areas by 2030. However, what is most needed now is to take effective measures to deal with overtourism. At the same time, the government should proceed with developing a better system to accommodate more visitors.

To that end, the current situation in which the Chinese government is urging its citizens to refrain from traveling to Japan could be an advantage. Japan should use this opportunity to take effective measures to cope with overtourism.

A Popular Tourist Destination

The number of visitors from China to Japan was the highest for any country of origin in terms of the cumulative total from January to November 2025. But it dropped sharply in December, leaving China in second place for the year after South Korea.

Given the Chinese government's current stance toward Japan, it would also be difficult for the numbers to recover in 2026. Although it might be painful, the tourism industry and other businesses must recognize the dangers of relying too heavily on countries like China.

One promising approach to deal with overtourism is by encouraging more tourists to go to less-visited localities. But that takes the establishment of a system adequate for receiving them.

In Fuji City’s Obuchi Sasaba area, tea fields have been made more accessible with paved walkways, viewing platforms, and the removal of frost covers—drawing about five times more tourists in recent years.

For example, hotels and other lodging able to accommodate foreign visitors' needs must be explored and expanded. It is also important to utilize information technology and robots to make up for labor shortages.

Tourist Tax to Help the Industry

The Japanese government has indicated that it will raise the international tourist tax (departure tax) from the current ￥1,000 to ￥3,000 ($6.40 to $19.50) per person from July 2026. It plans to use the resulting revenue to address these issues and hopefully will make effective use of these funds.

Furthermore, the Japan National Tourism Organization, in particular, needs to put more thought into its promotional activities. It should effectively communicate the appeal of broader reaches of Japan.

South Korea and Taiwan rank highly among countries sending the most visitors to Japan. Furthermore, there have also been hefty increases in visitors from various Southeast Asian and Western countries.

Moreover, the number of "repeaters" who elect to come back to Japan multiple times is also rising. Steadily expanding the number of "Japan fans" in diverse countries and regions will surely help pave the way for sustainable growth for the nation's tourism industry.

(Read the editorial in Japanese.)

Author: Editorial Board, The Sankei Shimbun