Tourism Japan gears up for 60m tourists

Japan's tourism industry is set to have a record-breaking year, surpassing even pre-pandemic levels. According to the World Travel & Tourism Council, key indicators like economic contribution, visitor numbers, and spending are all on the rise. Japan's economic benefit is expected to reach a staggering ¥44.6 trillion, exceeding the 2019 peak. Employment in the tourism sector is also forecasted to surpass 6 million jobs.

International visitor spending is expected to reach ¥6.3 trillion this year, a significant 16% increase compared to 2019. With 30.19 million visitors visiting between January and October, arrivals are on track to exceed the 2019 record of 31.88 million. This indicates a strong recovery for Japan's tourism industry, exceeding pre-pandemic levels across various key metrics.


Given the government's ambitious goal of welcoming 60 million inbound visitors annually by 2030, only five years away, how can the country manage tourism development?

The Hiroshima Peace Memorial Museum introduced an online ticket system and extended its opening hours for visitors who book online to ease congestion.

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In Kyoto, where residents reported difficulty accessing bus services due to the number of tourists and their luggage, the Municipal Transportation Bureau increased the frequency of buses in service and added new buses around areas home to popular sightseeing spots such as Kinkakuji, the Golden Pavillion. The government and tourism association also launched a dedicated "hands-free bus" between Kyoto Station, hotels and other facilities in the city to encourage visitors to leave their luggage at their accommodation before beginning their sightseeing. The initiative is designed "to promote sustainable tourism in Kyoto that is in harmony with the lives of its residents," according to the city.

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Osaka installed solar panel-powered bins to combat increased trash in popular tourist areas such as Dotonbori, the site of the city's "Running Man" billboard, a renowned photo spot. Supported by a subsidy from the Ministry of Land, infrastructure, transport and Tourism, the technology senses when rubbish is building up, compressing it by around 20% and alerting workers to empty bins before they are complete.

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This summer also marked the inaugural use of gates at the fifth station of the Yoshida Trail on Mount Fuji, a measure that limits the number of climbers to 4,000 daily, and the implementation of a climbing fee of ¥2,000 per person. Citing the environmental damage caused by excessive crowds as well as the risks for "bullet climbers" who summit without breaks, Yamanashi Prefectural Gov. Kotaro Nagasaki said the moves would not only protect climbers and the iconic peak but also "raise the satisfaction of people on the mountain at any one time."

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In 2023, the Japanese government launched the Tourism Nation Promotion Plan, which aims to make tourism more sustainable, boost spending by both domestic and international travellers, and encourage travel to lesser-known destinations. The plan's conclusion is set for March 2026, so efforts are now halfway through.

In sustainability, the government has been "working hard" through measures such as "promoting lesser-known destinations across the country, fostering local collaboration and adopting innovative strategies to reduce congestion," according to the World Travel & Tourism Council. The goal is for 100 regions to be "sustainable," including 50 regions with international awards, by 2025. This year saw the needle move toward that level of international recognition. Green Destinations, a global non-profit organization, featured five Japanese regions in its Top 100 Stories, while U.N. Tourism named two Japanese destinations (Amagi, Kagoshima Prefecture, and Nishikawa, Yamagata Prefecture) as Best Tourism Villages, with another two selected to participate in the Best Tourism Villages Upgrade Programme.

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Japan expects to reach the 60-million tourists mark by 2030.

The reality is that there are too many tourists, and it seems that the tourist spots are over capacity.


The issue of "overtourism" is becoming serious... At the winter scenic spot "Ginzanspa," there are cries of distress from tourists, with visitors 85 times the local population, leading to "tourism pollution." It has also gained attention for resembling landscapes from popular anime.

popular anime has led to a surge in foreign visitors in recent years. Tourists expressed, "I really feel like I'm stepping into an anime."

However, the increasing number of tourists has led to serious overtourism, often referred to as "tourism pollution." During the interview, cars were seen passing through areas where many tourists were walking. According to the Commerce and Tourism Division of Obanazawa City, traffic congestion has been caused by roadside parking. As a result, ambulances have struggled to reach the hot spring town, with emergency responders having to get out of their vehicles to assist.

In response to this issue, a pilot project has been initiated to regulate private cars for day visitors during the winter season. Day visitors are required to park their cars at a facility about 2 kilometers before the hot spring town and then take a paid shuttle bus or taxi to reach the area. Additionally, from 4 PM to 8 PM, when congestion increases, prior reservation for the bus is necessary. On the 28th, the shuttle bus reservations for 4 PM were nearly full. Visitors are encouraged to check for information in advance before coming.

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