The Growing Challenge of Overtourism

In recent years, while the tourism industry has played a vital role in the global economy, it has also led to a significant problem: the concentration of tourists in specific areas, known as overtourism.
The World Tourism Organization defines overtourism as “the excessive number of visitor arrivals and their negative impact on residents’ quality of life and visitors’ experience”, and Japan is no exception.
The number of international tourists visiting Japan saw a remarkable increase from under 10 million in 2013 to over 30 million in 2019, and this momentum is accelerating again with the resumption of tourism after the COVID-19 pandemic.

This rapid increase in tourists has brought various negative aspects for both travelers and local communities.
For travelers, this includes crowded popular tourist spots, overwhelmed public transportation, and a decline in the quality of the quiet and authentic experiences they originally sought.
On the other hand, local communities face concerns such as increased environmental burden, dilution of local culture, excessive strain on infrastructure, and various disruptions to daily life.

This article will analyze the current state of overtourism in Japan and propose concrete ways for responsible travelers to enjoy the country while addressing these challenges.
By explaining strategies for avoiding crowds, introducing attractive alternative tourist destinations, emphasizing respect for local customs and manners, and highlighting the importance of sustainable travel practices, we aim to explore a better way for both travelers and local communities to experience tourism.

The Current State of Overtourism in Japan

Japan’s tourist numbers have increased significantly in recent years, with a notable concentration in major cities such as Tokyo, Kyoto, and Osaka. Within Tokyo, areas like Shibuya and Shinjuku are bustling with tourists, placing a significant burden on public transportation and local businesses.
Kyoto, once a sanctuary of quiet traditional culture, also experiences excessive crowding in popular spots like Arashiyama and Fushimi Inari.
In the Gion district, the influx of tourists hoping to catch a glimpse of geisha has disrupted the daily lives of residents.
Mount Fuji and Nara Park are also locations where the large number of visitors raises concerns about congestion and environmental impact.

Overtourism has also had a tangible impact on the traveler’s experience.
Popular tourist destinations experience crowds so large that movement and sightseeing become difficult, leading to congested public transportation and increased travel times.
Many tourists visit Japan seeking a quiet and authentic atmosphere unique to the country, but excessive crowding can detract from this experience. As a countermeasure to overcrowding, restrictions such as prohibiting photography (e.g., in Kyoto Gion), implementing timed entry systems, and setting admission fees are sometimes implemented, which can limit the freedom of travel.
A 2024 survey reported that over 30% of foreign tourists encountered problems related to congestion during their trip, including road closures and nuisance behavior from other tourists.
In Otaru, Hokkaido, a tragic accident occurred where a tourist engrossed in taking pictures was hit by a train, raising concerns about safety.

The impact on the daily lives of local residents is also serious.
The increase in tourists has led to problems such as crowded public transportation, longer commute times, and rising housing prices.
Furthermore, nuisance behaviors by tourists, such as occupying sidewalks, making noise, eating while walking, and illegal dumping of trash, threaten the daily lives of residents.
In historical areas like Kyoto’s Gion district, the increase in tourists makes it difficult to maintain the traditional townscape and culture.
While the increase in tourists brings economic benefits, local businesses struggle to cope with the increased demand, making it difficult to maintain service quality and uniqueness.
There is also concern that the very attractiveness of tourist destinations is being damaged by overtourism.
Specific problems have arisen, such as tourists harassing geisha in Kyoto’s Gion district and deer in Nara Park accidentally ingesting plastic waste left by tourists. In this way, overtourism has a wide range of impacts not only on travelers but also on local communities.

Traveling Smart in Japan: Strategies to Avoid Crowds

To make your trip to Japan more comfortable and responsible, it’s important to develop strategies to avoid crowds.

Choose Your Travel Dates Wisely

One of the most effective ways to avoid crowds is to be strategic about your travel dates.
Generally, the off-season, when there are relatively fewer tourists, is from January to early March and from mid-June to mid-July during the rainy season (tsuyu).
While the rainy season has more rainy days, you can often explore tourist spots more calmly due to the smaller crowds.
January and February require warm clothing, but you can enjoy a quieter travel experience.

The cherry blossom season (late March to early May) and the autumn foliage season (mid-September to late November) are the most beautiful times to visit Japan and are also peak seasons with many tourists.
If you must travel during these times, consider the strategies for timing your visits and choosing alternative locations discussed later.
Japanese national holidays, such as Golden Week (late April to early May), also see an increase in domestic travelers, so expect crowds.

Strategically Select Your Visiting Times

When visiting popular tourist spots, strategically choosing your visiting time is key to avoiding crowds.
At many attractions, the earliest hours right after opening (sunrise is ideal) are the least crowded, allowing you to explore at your own pace.
It’s particularly recommended to aim for times before tour buses and large groups arrive.
For places like Fushimi Inari Shrine, which is open 24 hours, visiting in the late afternoon or evening can also be an effective way to avoid crowds.
Similarly, at restaurants, you can avoid the lunchtime rush by eating before noon or after 1:00 PM.

Choose Your Days of the Week

Weekends and public holidays tend to be more crowded than weekdays as locals also go out for sightseeing.
If possible, it’s recommended to plan your sightseeing to avoid weekends and holidays.
Mondays are often less crowded, but be aware that some facilities like museums may be closed on Mondays.

Gather and Utilize Information

It’s also important to gather information about the congestion status of your destination before traveling.
Official websites like the Kyoto City Tourism Association provide crowd forecast calendars, and map applications like Google Maps allow you to check real-time congestion.
Asking staff at your accommodation or local guides for less crowded times and routes is also a good approach.

Discovering Japan’s Hidden Charms: Exploring Alternative Destinations

Japan has many attractive places besides its famous tourist spots.
Visiting alternative destinations with less overtourism can lead to a richer travel experience and contribute to local communities.

Alternative Destinations to Kyoto

Instead of Kyoto, consider Kanazawa, a relatively less crowded city where you can enjoy traditional Japanese beauty.
It’s easily accessible from Tokyo by Shinkansen (bullet train) in about 2.5 hours and flourished as a center of art and culture under the patronage of the Maeda clan during the Edo period.
Kenrokuen Garden is one of Japan’s three most famous gardens, and the Nagamachi samurai district and Higashi Chaya District are charming areas comparable to Kyoto’s Gion. Kanazawa doesn’t have the strict “no photography” rules like Gion.
It also has Omicho Market, a smaller but excellent alternative to Kyoto’s Nishiki Market.
Kanazawa is also known for traditional crafts like gold leaf work and Kaga Yuzen silk dyeing.

Takayama is another charming city with well-preserved old townscapes, often called “Little Kyoto of Hida”.
Nearby Hida-Furukawa is even quieter and offers a more relaxed atmosphere than Takayama.
Onomichi, facing the Seto Inland Sea, is a scenic port town with old temples, shrines, and art galleries scattered throughout.

Alternative Destinations to Tokyo

Instead of Tokyo, consider Hokkaido, a vast region with magnificent nature and a unique culture.
It offers attractive cities and scenic spots such as Asahikawa, Otaru, Furano, Biei, and Hakodate.
The Tohoku region (Aomori, Iwate, Yamagata, Miyagi, and Fukushima prefectures) is known for its untouched nature, unique culture, and opportunities for spiritual experiences.
The Kyushu region (Fukuoka, Nagasaki, Kumamoto, Oita, etc.) is attractive for its diverse landscapes, history, and rich food culture.
The Shikoku region is a tranquil island with the Shikoku Pilgrimage route.
It has attractions like Iya Valley and Takamatsu.
Kanazawa, with its convenient Shinkansen access, can also be considered as an alternative to Tokyo.

Quiet Temples and Shrines in Kyoto

Kyoto has numerous temples and shrines, but tourists tend to concentrate in only a few locations.
There are many beautiful temples and shrines where you can enjoy a relatively quiet visit, such as Anrakuju-in near Kiyomizu-dera, Honen-in near Ginkaku-ji, Kyoto Gyoen National Garden near Nijo Castle, Sennyu-ji near Fushimi Inari Shrine, Toji-in near Kinkaku-ji, Okochi Sanso Villa in Arashiyama, Ninna-ji near Ryoan-ji, Sanjo Shopping Street near Nishiki Market, Manshu-in, Shisen-do, and Enko-ji in the Higashiyama area, Gio-ji and Adashino Nenbutsu-ji in Arashiyama, and Jikko-in and Sanzen-in in Ohara.

Hidden Natural Spots and Hiking Trails

Japan has an abundance of beautiful natural landscapes and hiking trails besides Mount Fuji.
The Kumano Kodo is an ancient pilgrimage route where you can experience nature and history in tranquility.
The Nakasendo is a historical road connecting post towns from the Edo period, offering beautiful mountain scenery.
Mount Daimonji, overlooking the city of Kyoto, is also a recommended easy hiking trail.
Kyushu has hiking trails where you can enjoy varied landscapes, such as Mount Aso and the Kuju Mountains.
The Shikoku Pilgrimage route also allows you to walk through nature-rich scenery.
Oirase Gorge in Aomori Prefecture offers pleasant walks along a beautiful stream.
Yakusugi Land on Yakushima Island is a place with untouched nature and various trekking courses.
The Japanese Alps have beautiful mountain ranges, including Kamikochi.
Even within Tokyo, there are easily accessible hiking trails like Mount Takao.

Unique Local Cultural Experiences

There are many unique cultural experiences in regional areas that are not yet widely known, such as staying at a ryokan (traditional Japanese inn) in Miyajima, enjoying street food at yatai stalls in Fukuoka, visiting Himeji Castle, cycling the Shimanami Kaido in Onomichi, experiencing the “hell valleys” and sand baths in Beppu, Kyushu, visiting tea plantations in Shizuoka, interacting with ama (female divers) in Ise-Shima, Mie Prefecture, staying at a farmhouse inn in Akita Prefecture, attending local town festivals, and participating in traditional craft workshops.

Respect and Responsibility: Understanding Local Customs and Contributing to the Community

When visiting Japan, understanding and respecting local customs and manners is the first step towards responsible travel.

Japanese Etiquette

Punctuality is very important in Japanese society.
Public transportation runs on time, and being late for appointments is considered rude.
In public places, it’s expected to be quiet. Keep conversations in trains and buses to a minimum and avoid talking on your cell phone.
At onsen (hot springs) and sento (public baths), it’s essential to wash your body before entering the bath and to enter the tub in a clean state.
People with tattoos may be refused entry to some bathing facilities, so it’s necessary to check beforehand.
In tatami rooms, remove your shoes and use the provided slippers.
Chopstick etiquette is also important. Sticking your chopsticks upright in a bowl of rice is associated with funerals and should be avoided.
Also, passing food from one pair of chopsticks to another is considered bad manners.
Conversely, slurping noodles like ramen is acceptable and even considered a sign of enjoying the meal in Japan, although it might be considered impolite overseas.
Tipping is generally not customary in Japan.
When taking photos, avoid photographing people without their permission, especially geisha, for whom permission is required.
Refrain from loud conversations in public places and eating or drinking while walking, as it can inconvenience others. It’s customary in Japan to take your trash home and dispose of it properly according to the local rules.

Contributing to the Community

Travelers can actively contribute to local communities.
Eating at local restaurants and shopping at local markets and craft stores helps to revitalize the local economy.
Respectfully participating in local festivals and events is also a good opportunity for cultural exchange.
Learning a few basic Japanese phrases and actively trying to communicate is important for building good relationships with local residents.
Properly sorting your trash and not littering contributes to environmental protection.
There are various ways to contribute to the local community, such as choosing environmentally friendly souvenirs 70, participating in local nature conservation activities (if the opportunity arises), taking local cooking classes or craft workshops, using local guides, and staying at minshuku (family-run guesthouses) or guesthouses to interact with locals.

Japan’s Efforts to Address Overtourism: Management Measures

Japan is implementing various measures to address the problem of overtourism.

National and Local Government Initiatives

The government and local authorities are implementing or considering a wide range of measures, including infrastructure development (strengthening transportation systems), dispersing tourists to regional areas, limiting entry and the number of visitors to major tourist spots (e.g., Mount Fuji), regulating tourist behavior (e.g., prohibiting photography in Gion), reviewing the tax system (considering departure tax, accommodation tax, and tourism tax), utilizing digital technology for tourism management and information provision, promoting the dispersal of tourists by creating “model regions,” implementing timed entry systems and setting admission fees, recommending off-season travel, expanding luggage storage and delivery services, considering easing regulations on ride-sharing, and promoting responsible behavior using “nudge” theory.

Specific Examples of Measures

• Kyoto City’s Accommodation Tax (Purpose and Effects)
  Kyoto City has introduced an accommodation tax to enhance its attractiveness as a tourist city, promote tourism, and allocate funds for infrastructure development and overtourism countermeasures.
  From March 2026, the tax rate will be significantly increased, especially for high-end accommodations, with a tax of ¥10,000 per night for accommodations costing ¥100,000 or more per night.
  This will increase the burden on tourists, particularly those using expensive accommodations, but is expected to increase the city’s revenue and help fund infrastructure development and the preservation of traditional buildings.
  Kyoto City’s accommodation tax will be one of the highest in Japan.
• Mount Fuji’s Entry Fee and Regulations (Purpose and Effects)
  On Mount Fuji, an entry fee and regulations have been introduced to address overcrowding of climbers, environmental problems (littering, trail erosion), and ensure climber safety (preventing inexperienced climbers and bullet climbing).
  From the summer of 2024, a uniform entry fee of ¥4,000 will be collected on all four main routes.
  The Yoshida Trail has also implemented a limit of 4,000 climbers per day. Additionally, an online reservation system has been introduced for the Yoshida Trail.
  On the three trails on the Shizuoka Prefecture side, taking a safety lecture and test is mandatory.
  Furthermore, climbers who do not stay in mountain huts will have the trails closed from 2:00 PM to 3:00 AM the following morning.
  The revenue generated from these measures will be used for trail maintenance, strengthening safety measures, and covering staff costs.
• Efforts to Promote the Dispersion of Tourists to Regional Areas
  One of the important pillars of overtourism countermeasures is the dispersion of tourists to regional areas.
  The government actively promotes quiet and beautiful tourist destinations in rural areas to tourists.
  It is emphasized that many attractive tourist resources exist in regions outside the main tourist routes, such as Kanazawa, the Tohoku region, Hokkaido, the Kyushu region, and the Shikoku region.
  Additionally, efforts are being made to designate specific regions as “model regions” to attract tourists.
  Attractive experience programs that utilize the unique characteristics of each region, such as hot spring resorts in Tottori Prefecture and coastal villages in the Shikoku region, are being developed.
  Furthermore, attempts are being made to introduce relatively empty and attractive places using digital tools such as travel apps and tourist information boards.

Practicing Sustainable Travel: Making a Positive Impact

To protect Japan’s beauty, culture, and nature and pass them on to future generations, practicing sustainable travel is essential.
Sustainable tourism is tourism that meets the needs of travelers, the tourism industry, the environment, and local communities, and it’s important to balance economic growth with the preservation of local culture and natural resources.

Specific actions that travelers can take include choosing environmentally friendly accommodations (certified facilities, facilities using renewable energy, facilities actively using local ingredients, traditional ryokan, etc.), choosing sustainable transportation (utilizing Japan’s extensive public transportation system, cycling, considering electric vehicles), reducing waste (carrying a reusable water bottle, using reusable shopping bags, refusing single-use plastic products, sorting waste), respecting nature (staying on marked trails, not feeding wild animals, disposing of waste properly), supporting local artisans and shops, conserving energy and water at accommodations, participating in environmentally friendly activities and tours, respecting local culture and communities, learning about and sharing knowledge about sustainable travel, and considering carbon offsetting for trips involving air travel.

Travel Intentionally and Share the Joy

To mitigate the negative impacts of overtourism, it’s important for each traveler to act consciously.
Exploring not only the crowded popular tourist spots but also the lesser-known charms of Japan can lead to a richer and more responsible travel experience.
Responsible travel not only benefits local communities and the environment but also provides travelers with a more authentic and fulfilling journey.
Towards a sustainable future for tourism, it is required for each of us to raise awareness and take action.

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