Tourism Shirakawago urges responsible tourism amid growing crowds

Officials in Shirakawa village have introduced a new tourism pamphlet to address overtourism concerns in the area, which is recognised as a UNESCO World Cultural Heritage site. The guide, titled Reconnecting Shirakawago, emphasises that the village's distinctive landscape, characterised by traditional gasshō-style (合掌造り) homes with steep thatched roofs, should not be mistaken for a theme park but respected as a lived-in community.

The publication describes the difficulties currently faced by the village's approximately 1,500 residents and offers visitors travel tips and sightseeing suggestions. A representative from the tourism promotion office explained that the initiative stemmed from growing fatigue among locals, who struggle to keep up with the steady influx of sightseers. The official noted that the guidebook was created to encourage more thoughtful and respectful tourism. Travellers who arrive with the mindset of genuinely engaging with the village community would likely find their experience more fulfilling. The guidebook's publication comes as Shirakawago marks 30 years since it was recognised as a World Heritage site.

The number of tourists rose to 2.15 million in 2019 before the COVID-19 pandemic, up from 770,000 in 1995, three decades earlier. No fewer than 2.08 million sightseers showed up in 2024 amid recovering inbound demand. Heavy traffic jams occur as motorists try to reach a parking lot along a national road packed with tourists near the World Heritage site during the year-end holidays and other holiday seasons. These traffic tie-ups reportedly negatively impact villagers' daily lives. The guidebook aims to disperse crowds of visitors. It provides the detailed descriptions of the Former Toyama House, a gassho-style important cultural property 20 minutes away by car, alongside Miboro Dam and an onsen area.

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