Overtourism in Japan: Could the Japanese government achieve tourism goals by 2030?

April 6, 2025

Written By Lucy HO

Due to the weakness of the Japanese Yen and the promotion of Japanese tourism via social media platforms, record numbers of tourists are visiting Japan. Especially after the country’s closure to tourists during the COVID-19 pandemic, people are eager to visit the country again or for the first time. Seeing the growth in tourism post-pandemic, the Japanese government is aiming to attract 60 million visits in 2030, expecting consistent growth in the industry. However, the expansion of tourism demand does not equate to capabilities to meet those demands.

The Rise of Tourism in Japan

In 2019, Japan received around 31.9 million tourists. The country then faced a dip in the number of tourists due to COVID-19 regulations. According to the Japan National Tourism Office, The number has increased to 36.8 million visitors in 2024. In the first quarter of 2024, arrivals were up by 56% compared to the previous year. Kyoto, one of the three most visited cities in Japan, saw 43 million in 2022—30 times the city’s population. In the first eight months of 2023, Tokyo, Osaka, and Kyoto account for 64% of all overnight stays by foreign tourists. In smaller cities, such as Otaru, the number of overnight stays in a year now equals its population.

Issues Caused by Overtourism

While tourism substantially raises the economies of smaller regions, it also brings significant challenges. The issues that have emerged as a result of the country's tourism boom include overcrowding, environmental degradation, and pressure on infrastructure.

Cities like Tokyo and Osaka have long seen high numbers of tourists and therefore, have infrastructure capacity to support tourism. However, many smaller cities have only reached their record-high numbers of tourist visits after the pandemic. Kyoto, the ancient capital of Japan with temples and traditional villages, has been overwhelmed by the increased volume of tourists. The significant rise in tourist visits over a short period has placed immense pressure on public transportation, making it difficult for locals to access the essential services they require. The situation has become so dire that the government has now introduced a bus service specifically for tourists to alleviate the strain on public transport.

The small town of Otaru also sees disruptions to citizens’ daily life due to overcrowding. Due to its picturesque architecture, many people flock to popular photo spots, including train tracks. As reported last year, a woman has lost her life in an attempt to take a photo on the train, unaware of an incoming train. In addition, overcrowding on the town’s narrow streets has led to blockages, preventing people and cars from moving. The town had to deploy security guards and police officers during peak hours to popular spots to ensure the safety and proper functioning of traffic.

Overcrowding has caused significant interruptions to the daily lives of citizens within these cities. Ginzan Onsen, a hot-spring town said to be the inspiration for famous films such as Howl’s Moving Castle, has been facing incredible pressure to maintain traffic flows and crowd control in the town. It is frustrating for locals and the police force as large crowds gather at famous photo spots daily, disrupting traffic. Day visitors who come by car often get stuck in snow-covered roads and causing traffic jams. The officials of Ginzan Onsen have implemented crowd control measures like limiting entry for day-trippers during peak seasons to reserve space for overnight stays, requiring visitors to buy tickets after 5 pm, and enforcing a ban on tourists without local hotel bookings after 8 pm.

Aside from mobility issues, hot-spring towns face challenges maintaining onsen water supply. The rapid decrease in water supply makes it difficult for the industry to continue operating as onsen water regulations require that the heated water maintain certain temperatures and minerals within it. In hot spring towns such as Niseka and Ureshino, the water supply level has dropped drastically from previous years. Not only does overcrowding increase the demand for hot springs, but international tourists specifically have raised the use of onsen water exponentially. This is due to communal hot springs requiring guests to enter naked, which can be unfamiliar to foreigners. Therefore, demand for private bathing experiences in hotel rooms has increased, forcing more water to be pumped for smaller groups.

Mount Fuji, one of the most sought-after landmarks to visit, has also faced issues due to the increased number of climbers. Problems such as littering, illegal parking, and routes being overcrowded by inexperienced climbers have caused pollution and raised safety concerns. The authorities have announced new regulations for the summer months, its peak season. These regulations include trail restrictions and entry fees. The restrictions aim to ensure that “bullet climbers”—a term to specify climbers that climb directly to the summit without appropriate rest, will decrease. The restriction and tickets will require climbers to choose whether they will day hike or have an overnight stay at one of the huts along the path. Day climbers will not be able to climb during midnight hours or past a certain point, ensuring safety for inexperienced climbers.

Proposed Solutions to Overtourism

The Japanese government has proposed measures and regulations to address the challenges posed by overtourism. These include:

Access Restrictions Through Ticketing: Popular landmarks and destinations, such as Ginzan Onsen and Mount Fuji, are adopting ticketing systems and entry restrictions to control visitor flow and protect the local environment.

Infrastructure Improvements: In regions with limited infrastructure capability, the government is working to boost the availability of buses and taxis. In populated cities, the government proposes to raise public transport fares during peak hours to limit overcrowding. 

Raising Entry Fees: At some of Japan's most visited landmarks, including Mount Fuji and Himeji Castle, entry fees are being considered as a way to manage the number of visitors and fund conservation efforts.

Other potential solutions proposed by analysts and reporters include:

1. Arrival Visa: The government could consider adopting a tourist tax for incoming visitors. This method has been applied in other cities facing overtourism such as Venice and Barcelona. Through receiving these funds, the government can invest in infrastructure development and expansion of services to adequately support incoming foreigners as well as locals. 

2. Cultural Immersion: The government could encourage tourists to engage in more culturally immersive experiences, such as mountain asceticism, Zen meditation, or pottery making, rather than focusing solely on sightseeing and food and product consumption. This can be achieved through tax-exempt visa schemes, potentially aiming at young adults interested in Japanese crafts and arts. These activities can help alleviate pressure on popular tourist spots while promoting and preserving Japanese culture that is not widely known.

3. Promotion through Social Media: To reduce the strain on overcrowded cities, Japan could invite social media influencers to promote lesser-known regions and experiences, encouraging tourists to explore beyond the cities of Tokyo, Osaka, and Kyoto.

While the increase in tourism brings economic benefits, especially to smaller regions within Japan, it also poses challenges to the country's infrastructure, environment, and people. By implementing proposed policies, encouraging tourists toward better behaviours and responsible travel, and promoting cultural immersion, Japan could continue to promote its tourism and ensure that the local population and environment are not harmed in the process. Sustainable tourism should be a model for Japan to develop, benefitting both its citizens and visitors, and allowing for the tourism industry to operate long-lasting.