“Ugh, with this many people, where’s the charm?” “Japanese tourist spots are overrun with foreigners now; they’re not welcoming to Japanese people anymore.”
Hearing comments like these always pains me.
As the editor-in-chief of a tourism specialized magazine and a member of the government’s expert panel, I genuinely care about the future of Japanese tourism, and I cannot ignore the current situation.
Driven by a historically weak yen, Japan is currently experiencing an unprecedented influx of international tourists.
Projections indicate that over 70 million tourists will visit Japan in 2025. While this brings substantial economic benefits, it also presents a serious challenge: overtourism.
Traffic congestion, environmental degradation, surging accommodation prices, and, most importantly, the deterioration of local residents’ living environments, leading to growing “tourist aversion”
These issues threaten to undermine “omotenashi,” the spirit of hospitality that Japan proudly offers to the world.
I’ve actively participated in government advisory discussions on this issue, but frankly, the government and bureaucracy’s response has been far from proactive.
Overtourism is undeniably a complex, multifaceted problem with no quick fixes.
However, doing nothing is simply not an option; it would be a tremendous loss for Japan’s future.
Recently, some of our confidential discussions were leaked and reported on TV as if they were independent views.
While I was frustrated, I also realized the high level of public interest in this issue.
This is a good opportunity, and I hope to tackle this difficult challenge together with all of you.
The Tangible Challenges of Overtourism
