Overtourism in Japan

The World Tourism Organization defines overtourism as the negative impact of excessive tourism that affects the perceived quality of life of citizens and/or quality of visitor experiences. And Japan is currently grappling with a significant overtourism issue.

In 2014, the country welcomed 13.4 million visitors, a number that skyrocketed to 36.9 million in 2024 (a staggering 175% increase from a decade ago). Even compared to pre-COVID numbers, it is a 16% increase. This surge has placed immense strain on local infrastructure, natural resources, and the well-being of communities. While tourism brings undeniable economic benefits, the rapid growth is causing mounting concerns, making it increasingly difficult to maintain the balance between the famed Japanese hospitality and sustainability.

Increasing unhappiness from tourism

In recent times, Japan’s tourism landscape has been rocked by several high‐profile incidents that bring the topic of overtourism and disrespect. At the Sapporo Snow Festival, a livestreamer planned physical violence against local event staff. It has sparked widespread concern among organisers and locals alike.

Tensions have also risen at culturally significant sites. Tsushima Shrine saw a pattern of ill‐mannered behavior from foreign tourists, including smoking in prohibited areas, littering, and the use of ethnic slurs. They have ultimately banned all visitors from visiting, including both domestic and international visitors. The revered Meiji Shrine’s torii gate was also defaced by an American tourist, who was arrested.

Conflicts among tourists themselves have also become increasingly common. For example, in Ginzan Onsen, there have been cases of fights breaking out between tourists over prime photo spots. These disputes disrupt the peaceful environment of the locale and tarnish the overall visitor experience.

Furthermore, in the Niigata ski resort area of Myoko, local frustrations are mounting as tourists repeatedly break rules that inconvenience residents. The behavior of some visitors has led to significant tension, prompting local authorities to consider more stringent measures.

We also cannot forget the effect of overtourism on the environment. High visitor numbers at Mount Fuji have led to significant environmental concerns, including trail erosion due to excessive foot traffic, waste accumulation, and pollution. There is even research suggesting that leisure and tourism contribute significantly to national greenhouse gas emissions.

To be sure, some of these problems are not unique to Japan, and happen to popular tourist spots around the world. Surprisingly, it’s also a complex issue that can be argued from many different angles. This is why it is important to discuss sustainable tourism not just from a consumption point of view, but also include the goal to achieve well-being for both mindful tourists, local communities and the environment.

Solutions Japan have been using to tackle overtourism

The problems that come with high visitor traffic are very real, but it doesn’t mean there are no solutions. As Japan grapples with the climb in visitor numbers, various regions are experimenting with various methods to address issues locally.

Certain popular attractions, such as Ginzan Onsen, have implemented a timed-entry system where visitors must purchase a ticket to access the site during a specific time frame. This approach helps spread out visitor numbers over the day and minimizes overcrowding during peak hours. For more fragile sites, limiting the number of daily visitors is the preferred method. Mount Fuji now has a cap of 4,000 visitors per day coupled with an access fee to help manage and protect its natural resources.

Educating tourists can also be part of the solution. Kyoto has established the Code of Conduct for Sustainable Tourism, also known as the Kyoto Guidelines for Sustainable Tourism. This set of guidelines encourages tourists to respect local customs, protect cultural heritage, and minimize their environmental impact. The code also fosters mutual respect among tourists, businesses, and residents.

There are creative ways to educate tourists too. For example, nonprofit organization Touristship sets up quiz stations at tourist sites, where visitors can participate in quizzes about local customs, history, and responsible tourism practices. It is engaging and entertaining, and promotes respectful behavior.

Local governments and tourism boards promote lesser‑known destinations and rural regions. There is a large push for tourism towards the rural areas to ensure economic benefits reach more areas, while lessening the burden on infrastructure in popular areas. Campaigns are also being launched to encourage travelers to visit during shoulder seasons or to explore alternative itineraries. Even when Zenbird conducts our sustainable tours, we offer areas to learn from, like Kameoka City and Takamatsu City.

We can approach tourism in a sustainable way

Tourism was at an all-time low during the COVID-19 pandemic. Many cities began to realise a mistake in over-relying on tourism. People started to learn from organisations like Oku Japan, who place welfare and the wishes of the local people first. For example, Kyoto City realised it was a good opportunity to shift the focus to developing tourism that protects the residents’ way of life. Their Code of Conduct reflects that priority.

These days, most development for tourism in different regions in Japan take the direction of consulting the locals and taking into account their needs. This is an essential element in approaching tourism, and addressing overtourism in Japan.

[Reference] Japan National Tourism Organization Tourism Statistics
[Reference] Zenbird articles surrounding sustainable tourism