Overtourism in Japan: a growing concern despite moderate visitor numbers

In 2024, Japan welcomed a record 36.9 million international visitors, signaling a full post-pandemic recovery. Yet this is far below France’s 100 million and Spain’s 94 million. Despite the lower numbers, overtourism (オーバーツーリズム) appears to be a more pressing issue in Japan than in either country.

Crowds gather at Tokyo’s Senso-ji, one of Japan’s most visited tourist sites.

A concentration problem

Unlike in France or Spain, where visitors often spread across multiple cities and regions, international tourists in Japan tend to follow a narrow path. The vast majority concentrate along the so-called Golden Route, which includes Tokyo, Kyoto, and Osaka. Even within those cities, certain neighborhoods and attractions absorb most of the traffic. Kyoto’s Gion district, Tokyo’s Asakusa or Shibuya, and a few popular temples or shopping streets are often overwhelmed, while other culturally rich areas receive little attention.

This pattern puts intense pressure on local infrastructure and the daily lives of residents. Public transportation becomes crowded. Residential neighborhoods see a constant stream of visitors. In Kyoto, buses are often unusable for locals during peak seasons, and residential districts like Gion have been raising concerns about the impact of mass tourism on daily life.

Meanwhile, places like Otaru in Hokkaido, once a quiet canal town, have become overloaded with cruise ship passengers, many of whom spend just a few hours ashore, contributing little to the local economy but straining services and space. All of this despite Japan welcoming just over a third of the tourist volume seen in France or Spain.

A tale of two models

In Spain and France, overtourism is also a concern, but it's often tackled with more developed systems.

In France, the government has implemented strategies to manage overtourism by regulating visitor flows at popular sites. For instance, the island of Bréhat in Brittany has imposed daily visitor quotas during peak summer months to preserve the environment and enhance the experience for both residents and tourists.

In Spain, the surge in tourism has led to significant challenges, prompting authorities to take action. Barcelona, for example, has announced plans to eliminate all short-term rental licenses by 2028 to address housing shortages exacerbated by tourist accommodations. Additionally, the city has increased tourist taxes and implemented measures to manage the influx of visitors. ​

In contrast, Japan's tourism infrastructure and promotional efforts have historically concentrated on major cities and a limited number of well-known attractions. This focus has resulted in regional cities and rural areas being overlooked, despite their rich cultural and natural offerings.​

Uji, just outside Kyoto, is an example of a culturally rich and scenic destination that remains largely overlooked by international tourists.

Cultural and environmental consequences

The effects of overtourism in Japan are not just about crowded sidewalks. Local culture and nature are at risk. Residents in Kyoto and Kamakura have expressed concern that daily life is being disrupted. Natural landmarks like Mount Fuji are experiencing degradation due to uncontrolled foot traffic. Trash, noise, and disrespectful behavior from uninformed visitors have become common grievances in heavily visited areas.

Unlike in some European cities where locals may have grown somewhat accustomed to tourism, Japan's strong cultural norms and emphasis on social harmony make the impact more jarring, especially in residential or spiritual spaces.

Can Japan shift the balance?

The Japanese government is aware of the issue. The Japan Tourism Agency has started encouraging visitors to explore other regions. Campaigns highlighting areas like Tohoku, Shikoku, and Kyushu are gaining traction, and some cities, like Otaru, have urged visitors to avoid overcrowded periods to ease pressure on local infrastructure.

But progress is slow, and the ambition to reach 60 million visitors annually by 2030 makes it clear that Japan needs a more sustainable strategy.

Promoting tourism outside of the major hubs, improving multilingual access to lesser-known locations, and investing in infrastructure that supports more balanced travel patterns will be key. Tourists, too, can play a role by seeking experiences beyond the typical itinerary and respecting local customs and limitations.

Looking ahead

Overtourism in Japan is not inevitable, but it is real. The country has a wealth of experiences to offer far beyond the overvisited icons. Encouraging broader travel patterns and implementing policies that protect communities and environments can ensure that tourism remains a long-term asset instead of a growing strain.

Japan’s tourism challenges reflect a broader need for thoughtful communication and strategic planning. As a freelance marketing specialist with experience across industries like travel, retail, and tech in Japan, I support brands looking to navigate complex local dynamics.
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