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Welcome to the weekly AST Briefing.

In the past few months, our social media feeds have been flooded with content from almost everyone we know sharing their Japan trips.

For many travelers, Japan is a magical destination. Its allure lies in its rich cultural heritage, breathtaking landscapes, and renowned hospitality.

However, overcrowding and unruly behaviors are prompting Japan’s policymakers to implement measures to protect the well-being of local residents.

Read this week’s Feature Story to find out more.

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A Deeper Look: A Travel Boom or Overtourism in Japan?

Japan's recent surge in tourism has captured global attention, with travelers ranging from celebrities like Oprah and Beyoncé to our Millennial and Gen-Z Asian colleagues, flocking to its shores. 

Yet, alongside the economic benefits, this influx has brought about challenges that demand policymakers to respond with deliberation.

A report from NHK shows that skyrocketing land prices in major cities such as Tokyo, Kyoto, and Osaka reflect the growing demand for luxury accommodations. 

Moreover, incidents of disruptive behavior by tourists have strained relations with local communities, exemplified by the construction of a barrier to block the iconic view of Mount Fuji and a law restricting tourists from the Gion district of Geisha.

But what fuels the surge in inbound travelers to Japan?

Legacy of Abenomics and Tokyo Olympics 2020

Late Prime Minister Shinzo Abe strategically made tourism a pivotal driver of economic growth, with ambitious targets set to attract 40 million visitors by 2020, accentuated by the Tokyo Olympics 2020. Though derailed by the COVID-19 pandemic, the commitment to tourism as a post-pandemic recovery strategy persists under Prime Minister Fumio Kishida. 

Although Japan reopened its borders later than most Asian countries except China, the country received nearly 80% of pre-pandemic international arrival levels in 2023.

Japan’s Growing Accessibility

The continuously weakened Japanese yen has transformed Japan from a once-costly destination to a more affordable option for travelers, particularly those from Southeast Asia. 

So A Travel Boom or Overtourism?

Recent reports from Nikkei Asia highlight a concerning trend: popular tourist hubs like Kyoto, Kamakura, and Mount Fuji are grappling with “a surge in overtourism.” 

To delve deeper into this issue, we spoke with two leading Japanese tourism and hospitality experts to share their analyses.

Masaru Takayama, Chairperson at Asian Ecotourism Network amd a Kyoto resident underscores the concentrated influx of visitors along Japan's renowned Golden Route and major attractions.

Atsunori Ito, Operating Team Manager at Hotel Management Japan, notes that while Kyoto's hotel sector can typically accommodate high volumes of tourists, recent peak seasons have strained resources.

Does concentrated overtourism displace Japanese locals? 

Takayama raises concerns about the displacement of Kyoto’s local residents, citing instances of fully-booked restaurants adjusting menus and prices to cater to tourists, inadvertently pricing out locals. 

Additionally, soaring land prices in tourist-favored cities may incentivize residents to convert properties into guesthouses for supplementary income.

On the infrastructure front, Ito highlights pressing issues concerning traffic congestion and overcrowding on public transportation in Kyoto. Takayama recounts instances where tourist-packed buses compromise seating reserved for local seniors and disabled passengers.

In early May 2024, Nikkei Asia reported that Kyoto and Mount Fuji aim to alleviate overcrowding through tourism-designated buses, increased entrance levies, and adjusted operating hours for popular attractions.

Interested in what measures can be taken to address overtourism? Head to our website to read the complete story.

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