Tourism 'Mt. Fuji Dream Bridge' promotion backfires

thomas · 19 May 2025

The attempt of Fuji City, Shizuoka Prefecture, to promote a scenic bridge as an ideal spot for capturing a striking image of Mount Fuji has backfired. Nearby residents express frustration over the disturbances caused by crowds seeking the perfect photo.

The Instagram herd at Mt. Fuji Dream Bridge

The site, dubbed the "Mt. Fuji Dream Bridge", was initially intended to serve as a tourism magnet that would bring economic benefits to the area. However, instead of boosting local hospitality, it has triggered a surge of complaints about illegal parking and disruptive noise from the influx of visitors. On a clear day in April, more than 50 people could be seen queuing up at a staircase that has gone viral online for its striking visual effect, appearing to ascend directly toward Mount Fuji.

The city government's website encourages visitors to share photos taken at the place on social media, but also urges them to take pictures quietly. It also has posted signs around the area warning tourists in several languages and provides free parking. But these efforts have proved ineffective, as illegal parking and trespassing on private property in a nearby residential area continued, prompting residents to install signs warning visitors off. "It's troublesome because travellers speak loudly from early in the morning," one local woman complained, while another questioned if a single resident thinks the tourist attraction is worth the trouble. A similar problem plagued another popular Mt. Fuji photo spot in neighbouring Yamanashi Prefecture, where fences were temporarily erected before a convenience store to prevent jaywalking by tourists trying to capture images of the iconic mountain towering above it.

Local reaction to Mount Fuji photo hunters causing major regrets - The Mainichi

SHIZUOKA (Kyodo) -- A local government's decision to promote a bridge as the perfect spot for an Instagramable shot of Mt. Fuji has backfired, with re

mainichi.jp

thomas · 14 Jul 2025

It's still surprising to see how social media change the face of tourism. The article below describes travellers who came to Japan specifically to see the Mount Fuji Dream Bridge, and, of all places, Shibuya. After months of complaints and troubles with Instagram hordes, and with a bit of planning and local goodwill, Fuji City seems to have a solution that satisfies tourists, residents, and hotel owners.

Photo credit: Yoshimura Shigeo via Asahi

Some challenges remain.

Starting next spring, a 17-vehicle parking lot available for tourists will be closed for construction on the national route connected to the Mount Fuji Dream Bridge. New parking facilities will be needed for visitors. In addition, some foreign tourists linger on crosswalks. The installation of pictograms and colour-coded guidance signs has been proposed as a solution to the problem. However, Fuji city's revenue from tourism has soared since it made peace with the bridge visitors. In the first half of the last fiscal year, the number of overnight stays at all hotels in the city jumped 21-fold year on year. According to the Fujisan Tourism and Communication Bureau, a general incorporated association, the tourist information centre at Shin-Fuji Station served 12,385 foreign visitors last fiscal year, a 30-percent increase from the previous year. Most Mount Fuji climbers pass through Fuji city en route to Japan's highest peak. The municipal government had earlier encouraged visitors to stay in Fuji, but the tourists largely bypassed the city's accommodation facilities.

City finds mutual solution to deal with hordes of Mt. Fuji tourists | The Asahi Shimbun: Breaking News, Japan News and Analysis

Tourism 'Mt. Fuji Dream Bridge' promotion backfires

thomas

Unswerving cyclist

Local reaction to Mount Fuji photo hunters causing major regrets - The Mainichi

thomas

Unswerving cyclist

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