As Japan’s tourism industry booms, local communities are struggling to cope with the consequences of overtourism. From litter and overcrowding to disrespect for local customs, the impact is being felt across popular destinations like Tokyo, Kyoto, and Osaka.
Japan’s tourism industry has been booming since the post-pandemic era, with a record-breaking 36.9 million international visitors in 2024. However, this surge in tourism has also led to growing concerns among locals and city officials about the impact of overtourism on their communities.
Overtourism occurs when a destination receives an excessive number of tourists, leading to strain on local resources and infrastructure.
This phenomenon has been observed in popular destinations worldwide, including Venice, Barcelona, and Dubrovnik.
The consequences of overtourism include overcrowding, increased prices, and degradation of the environment.
According to the World Tourism Organization (UNWTO) , international tourist arrivals reached 1.4 billion in 2019, with a projected increase to 1.8 billion by 2030.
Effective management strategies are necessary to mitigate the negative impacts of overtourism.
Residents of popular tourist destinations like Tokyo, Kyoto, and Osaka are increasingly frustrated with the disruptions caused by large numbers of visitors. They complain about litter, overcrowding on public transportation, and disrespect for local customs and traditions. Incidents such as graffiti vandalism at historic shrines, kicking deer in Nara, and other forms of misbehavior have also sparked outrage.
In ‘We need to find a way to share the benefits of tourism with rural areas,’ travel marketing analyst Ashley Harvey emphasizes that many cities around the world are struggling with overtourism, but Japan needs to learn from other experiences. He suggests that instead of relying on geographical and seasonal ‘brand assets,’ the tourism sector should encourage visitors to explore rural areas, where tourist businesses are crying out for a slice of the travel pie.
In Kyoto, the city has introduced the Kyoto Tourism Code of Conduct to promote greater understanding and respect between residents and tourists. The code aims to foster a harmonious balance between the lives of citizens and visitors. Other initiatives include express buses to reduce congestion on public transportation and information sharing in multiple languages through new websites and apps.
Harvey argues that solving overtourism requires joined-up thinking involving all stakeholders to ensure Japan gets the most out of tourism. He believes that introducing measures such as a tourism tax, ring-fenced to provide better infrastructure and training for guides, could be a step in the right direction.
As Japan targets 60 million arrivals by the end of the decade, concerns about overtourism are likely to continue. However, with a focus on sustainable tourism practices and collaboration among stakeholders, it may be possible to mitigate the negative impacts of overtourism and create a more balanced experience for both residents and visitors.
