The most famous cities in Japan are currently experiencing a significant increase in tourists. To support weaker regions, visitors are encouraged to travel more to rural areas. At the same time, this aims to relieve the cities.
What problem is there in Japan? Japan is one of the world’s most popular travel destinations, but this is now becoming an issue. According to Naoki Kitazawa, director of the Japan National Tourism Organization (JNTO) office in Sydney, the crowds of tourists in cities like Tokyo, Kyoto, and Osaka have become so large that the government has taken an unusual measure: It is urging visitors to explore rural regions to ease the burden on the cities.
Why is Japan experiencing a surge in tourists? Several factors have led to Japan currently experiencing a record influx. One of the main reasons is the economic situation: The weak yen makes traveling to the country particularly attractive.
Along with this are the comparatively low living costs. Food, transport, and accommodations are more affordable for many foreign visitors than in their home countries, which additionally makes Japan an attractive travel destination. Especially Australians are flocking to Japan, according to the published numbers. Between January and November 2024, 807,800 tourists from Australia visited the country, nearly four times as many as in 2019.
Moreover, Japan’s popularity has increased after the pandemic. While the country was closed to international visitors for a long time, it is now attracting even more travelers who want to make up for the missed opportunity.
In Japan, exciting events around gaming are also taking place. One of them can be seen in the following trailer:
Japan is struggling with massive tourist numbers
What problems arise from the massive influx of tourists?
- Crowding: Streets, temples, and attractions are often so overcrowded that visitors get stuck in crowds.
- Safety risks: Reports of tourists fainting in narrow alleys are increasing.
- Burden on locals: Some restaurants and hotels have introduced price tiers for tourists to regulate demand. In extreme cases, locals even pay to be left alone.
The solution to the problem: Naoki Kitazawa’s message is primarily directed at Australian tourists. To relieve the cities while simultaneously strengthening economically weaker regions, the Japanese tourism organization is implementing a new strategy: visitors are encouraged to explore rural areas. Because the rural parts of the country also have a lot to offer:
- Tohoku: Less known, but impressive nature, hot springs (Onsen), and historic temples.
- Kanazawa: Traditional samurai districts, beautiful gardens, and art museums.
- Naoshima: An island full of modern art, relaxed atmosphere, and beaches.
- Hokkaido: Perfect for nature lovers, with ski resorts, mountains, and unique cuisine.
Will Japan’s tourism change permanently? The redistribution of tourism could become a sustainable model for Japan in the long term. While cities like Tokyo and Kyoto will continue to be main destinations, regions away from the masses could benefit. If the strategy is successful, Japan’s travel industry could fundamentally change towards a more balanced and sustainable tourism model.
While Japan is exploring new ways to direct tourism to rural regions, there are unique excursions and attractions in Tokyo that have fascinated many visitors. Just like the world’s only One Piece fitness studio. Our MeinMMO editor Sophia Weiß has tried out what this unusual concept has to offer on-site for you.
