The Rising Tide of Tourists: Tackling Overtourism in Japan

Introduction: What Is Overtourism?

In recent years, the term "overtourism" has come to define a concerning issue—when an influx of visitors overwhelms a destination, resulting in overcrowding, environmental damage, and a compromised experience for both tourists and locals. Around the globe, many destinations are facing the negative impacts of excessive tourism, and Japan, with its tourist spots and stunning landscapes, is no exception. As international travel picks up again, popular sites in Kyoto and Tokyo are seeing record-high visitor numbers. While tourism plays a crucial role in Japan's economy, the rising number of travelers has raised concerns about environmental harm, the erosion of local culture, and strained infrastructure. With more tourists than ever flocking to Japan, addressing overtourism is becoming an urgent priority.

The Rapid Growth of Tourism in Japan

In the past decade, Japan has experienced an incredible increase in international tourist arrivals, growing from fewer than 10 million visitors in 2013 to over 30 million by 2019. This remarkable rise can be attributed to several factors, including the Japanese government's active measures to promote tourism. Initiatives such as relaxed visa requirements, targeted marketing campaigns, and improved accessibility through expanded international flight options have made Japan a more attractive destination for global travelers. Hosting major events like the 2019 Rugby World Cup and the 2020 Tokyo Olympics further solidified Japan's reputation as a premier travel destination, drawing visitors with its blend of modernity and renowned hospitality.

Despite the challenges brought on by the pandemic, Japan's tourism industry has rebounded with impressive speed. Following COVID-19, the surge in foreign tourists has been driven by pent-up demand and the eagerly awaited reopening of the country. The weak yen has also played a significant role, making Japan an even more appealing destination for international travelers seeking great value. As reported by the World Economic Forum, Japan now ranks as the third most attractive travel destination in the world, thanks to its well-preserved heritage, state-of-the-art infrastructure, and strong reputation for safety and cleanliness. With tourist numbers once again on the rise, both urban and rural destinations are experiencing the benefits—along with the growing challenges of managing overtourism in this era of unparalleled global travel.

Popular Hotspots: Where Overtourism Hits Hard

Japan's most popular destinations like Tokyo, Kyoto, and Osaka, bear the brunt of skyrocketing international tourist arrivals, resulting in overcrowding, strained infrastructure, and growing concerns among residents. In Tokyo, areas such as Shibuya and Shinjuku attract throngs of visitors eager to experience the city's neon-lit streets, but the overwhelming number of people is putting significant pressure on public transportation and local businesses. Similarly, Osaka's Dotonbori, renowned for its bustling nightlife and street food, becomes so packed with too many tourists during peak hours that moving through its streets can feel nearly impossible.

Kyoto, once a peaceful sanctuary of traditional culture, is now grappling with overwhelming congestion, particularly in areas like Arashiyama and Fushimi Inari. In the Gion district, the surge in tourism has disrupted daily life, as visitors swarm in hopes of catching a glimpse of geishas. To address this, authorities have imposed bans on photography in certain locations to prevent tourists from harassing geishas and disrespecting the historic neighborhood. Beyond the inconvenience for locals, the influx of tourists has raised concerns about noise pollution and the preservation of Japan's historic and cultural landmarks, as centuries-old temples and shrines endure increased wear and tear.

Overtourism News and Trends in 2025

In 2025, Japan continues to face the challenges of overtourism. A survey conducted by the Development Bank of Japan and the Japan Travel Bureau Foundation found that over 30% of foreign visitors reported experiencing problems related to congestion during their trips in 2024. The influx of too many visitors has resulted in overcrowding at tourist destinations and on transportation networks, with complaints increasing about tourists blocking roads, entering private property, and causing disruptions for local residents.

A notable case illustrating the pressures of overtourism involves a Lawson convenience store in Fujikawagushiko Town, Yamanashi Prefecture. This store gained viral attention for its unique alignment with Mount Fuji, drawing large numbers of tourists hoping to capture the perfect shot. The resulting overcrowding and disturbances prompted local authorities to install a large black screen to block the view, aiming to discourage crowds and restore normalcy. Similarly, in Otaru, a scenic city in Hokkaido, authorities have deployed security guards to manage tourists flocking to Funami-za Street for the ideal photo. This measure came after the tragic death of a Chinese tourist who was struck by a train while taking photos, underscoring the dangers posed by excessive crowds.

The Impact on Local Communities and Culture

Overtourism in Japan is placing considerable pressure on local residents and businesses, especially in high-traffic tourism destinations. The surge in visitors presents the challenge of maintaining infrastructure, as overcrowding leads to congestion on public transportation, longer commute times, and rising housing costs. Residents are increasingly dealing with daily disruptions caused by the large number of tourists, including inconsiderate behaviors like blocking sidewalks for photos, creating excessive noise, eating while walking, and improperly disposing of trash.

In areas like Kyoto’s Gion district, the preservation of heritage sites and cultural assets becomes increasingly difficult as tourists flood in, trampling on centuries-old traditions. Local businesses, while benefiting from tourism, are often overwhelmed by the constant influx of people, struggling to balance their services with the growing demand while maintaining the integrity of their offerings. As these pressures mount, communities worry about the loss of traditional neighborhoods and cultural assets, as the very charm that attracts visitors risks being eroded by over tourism.

Environmental Consequences of Japan’s Tourism Boom

As Japan’s tourist attractions face record crowds, the strain on its natural and historical sites has become critical. In cities like Kyoto and Nara, excessive foot traffic is causing damage to ancient temples and UNESCO heritage sites. Similarly, at natural destinations such as Mount Fuji, issues like trash, trail erosion, and reckless hiking are threatening the ecosystem. Authorities are enforcing stricter waste policies and considering entry restrictions. To protect Japan's cultural and natural treasures, sustainable tourism practices—like visitor limits, eco-friendly initiatives, and responsible tourism education—are essential. Without action, Japan's iconic sites risk being lost to overtourism.

Government Policies and Industry Solutions

To manage tourism more effectively, local authorities in Japan are implementing measures to mitigate the impacts of overtourism while ensuring a more balanced experience. Notable initiatives include timed entry systems at popular sites, requiring visitors to reserve slots to avoid overcrowding. Some cities are promoting lesser-known destinations to spread visitors more evenly across the country. To further control visitor flow, fines are imposed for entering restricted areas, and entrance fees help limit access during peak times. Additionally, improvements to public transportation, such as expanded train lines and tourist-specific buses, aim to reduce congestion and ease travel for both locals and tourists.

Japan and Tourism Moving Forward

For Japan’s tourism development to be sustainable, a collaborative approach is crucial—one that balances economic growth with the preservation of cultural heritage and the environment. Local communities, government agencies, and the private sector must work together to develop policies that promote responsible travel while ensuring tourism remains a key economic driver. Community-driven initiatives, such as eco-tourism programs and cultural immersion experiences, can help spread visitors more evenly across the country while safeguarding local traditions.

Government agencies can enforce stricter visitor management strategies, such as limiting daily entries to sensitive sites and investing in sustainable infrastructure and eco-friendly transportation. At the same time, businesses in the travel sector can promote responsible tourism by educating travelers, highlighting lesser-known destinations, and adopting environmentally-friendly practices like reducing waste and carbon emissions through eco-conscious materials. By prioritizing long-term sustainability over short-term profits, Japan’s tourism industry can thrive while safeguarding the cultural and natural treasures that make it a world-renowned destination.

Conclusion: Finding Harmony Between Growth and Preservation

Japan’s appeal as a top travel destination is undeniable, attracting millions with its rich history, stunning landscapes, and fascinating culture. However, overtourism is placing significant strain on the country. This challenge presents an opportunity for positive change. By adopting responsible travel practices—such as exploring lesser-known destinations, respecting local customs, and supporting sustainable tourism—travelers can help ease the impact of overtourism. Preserving Japan’s culture and beauty requires a collective effort, ensuring future generations can enjoy its remarkable heritage. Thoughtful travel helps protect what makes Japan captivating for years to come.

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