JapanS Tourism boom: A Call for Responsible Exploration
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Japan is experiencing a tourism surge, with visitor numbers considerably exceeding pre-pandemic levels. While this economic boost is welcome, it’s also led to concerns about overtourism in popular areas like Tokyo, Kyoto, and osaka. To address this, Japanese officials are urging travelers to venture beyond the well-trodden paths and discover the country’s hidden gems.
A Nation of Rising Tourist Numbers
The Japan National Tourism Organization (JNTO) reports a dramatic increase in international tourism. For example, Australian tourist arrivals in the first eleven months of 2024 reached 807,800—a more than 33% jump compared to pre-COVID figures. Furthermore, Flight Center data shows a 20% increase in Australian bookings for the first quarter of 2025, indicating continued growth. This surge is partly attributed to favorable currency exchange rates for international visitors.
However, this success story comes with challenges. Overcrowding at iconic sites like Mount Fuji has prompted the implementation of fees and temporary barriers to manage crowds and curb disruptive behavior.reports of disrespectful behavior towards geishas in Kyoto further highlight the need for responsible tourism practices. In fact, over 30% of tourists reported experiencing negative impacts from overtourism in 2024.
Beyond the usual Suspects: A Plea for Exploration
The JNTO is particularly targeting Australian tourists, known for their longer stays in Japan. Naoki Kitazawa, executive director of JNTO’s Sydney office, stated, “We strongly encourage Australians to consider lesser-known destinations,” emphasizing that “Travelling responsibly is more important than ever, especially in popular destinations where the impact of tourism can put pressure on local communities.”
This sentiment is echoed by Judy Luxton, general manager at Australia’s Japan Holidays agency. She describes the crowds at some attractions as “hideous” and “not serene,” adding, “a lot of our tours now are giving them all the experiences but trying to avoid the peak tourist spots.”
Kitazawa also suggests exploring Japan during the shoulder seasons, such as autumn, or the summer “green season,” when rural and regional areas are at their most vibrant. He notes, “look at shoulder travel seasons, such as autumn, and also Japan’s summer – known locally as the ‘green season’ where the country’s rural and regional areas really come into their own.”
As Japan continues to welcome visitors, the call for responsible and sustainable tourism is paramount. by exploring beyond the most popular destinations and traveling during less crowded times, visitors can contribute to a more positive and enriching experience for both themselves and the local communities.
Japan’s Tourism Boom: A Call for responsible Exploration
Japan is experiencing a surge in tourism, with visitor numbers significantly surpassing pre-pandemic levels. While this economic boost is welcome, concerns are rising about overtourism in popular areas like Kyoto and Tokyo. Japanese officials are encouraging travelers to venture beyond well-trodden paths and discover hidden gems.
A Resurgence in Japanese Travel: Numbers Tell the Story
Sarah Jenkins, Senior Editor, world-today-news.com: Welcome, Dr.Hayashi. Japan’s tourism resurgence is truly remarkable. Can you shed some light on the numbers we’re seeing?
Dr. Akira Hayashi, Tourism Economist, Kyoto University: Certainly. We’re witnessing an incredibly strong rebound. In the first eleven months of 2024, Australian tourists alone reached 807,800, a 33% increase compared to pre-COVID figures.This trend is mirrored across various markets. Flight Center data even shows a 20% increase in australian bookings for the first quarter of 2025, suggesting continued growth.Favorable currency exchange rates for international visitors are also playing a role in this surge.
Challenges of Success: Managing Overtourism
Sarah Jenkins: These numbers are impressive, but what are some of the challenges that come with such rapid growth?
Dr. Hayashi: Overcrowding in iconic sites like Mount Fuji has become a pressing issue.We’re seeing the implementation of fees and temporary barriers to manage crowds and regrettably, there have been instances of disruptive behavior. We’ve also received reports of disrespectful conduct towards geishas in Kyoto, highlighting the urgent need for responsible tourism practices. Actually, over 30% of tourists reported experiencing negative impacts from overtourism in 2024.
Beyond the Tourist Trail: Encouraging Lasting Travel
Sarah Jenkins: What solutions are being explored to address these challenges?
Dr. Hayashi: The Japan National Tourism Organization (JNTO), especially targets Australian tourists known for their longer stays. They’re emphasizing exploration of lesser-known destinations and responsible travel. We want visitors to experience the true beauty and cultural richness of Japan without gleicheysburdening popular areas.Travel during shoulder seasons, such as autumn, or the “green season” in summer, is highly encouraged. This is when rural and regional areas come alive,offering unique experiences.
Many travel agencies like Japan Holidays are also adapting their tours to avoid peak tourist spots and offer a more authentic, serene experience.
A Call for Collective Obligation
sarah Jenkins: Dr. Hayashi, what message do you have for travelers planning a trip to Japan?
Dr. Hayashi: Japan warmly welcomes all visitors, but it’s essential to travel responsibly. Be mindful of local customs and traditions, respect the habitat, and explore beyond the usual tourist hotspots. By doing so, you’ll not only have a more enriching experience but also contribute to the sustainable development of Japanese tourism for generations to come.
