Japan welcomed 25 million visitors in 2023, marking an 80% recovery to pre-pandemic levels. Authorities now focus on sustainability and overtourism solutions.
In 2023, Japan‘s tourism sector demonstrated a robust recovery, welcoming approximately 25 million international visitors. This figure represents about 80% of the record 32 million arrivals in 2019, indicating a strong rebound from the downturn caused by the COVID-19 pandemic.
The Japanese government has set ambitious targets for the tourism industry, aiming to attract 60 million foreign visitors annually by 2030 and increase tourism consumption to 15 trillion yen.
To achieve these objectives, the Japan National Tourism Organization (JNTO) has implemented a three-year inbound marketing strategy. This plan focuses on boosting inbound travel, increasing per capita spending to 200,000 yen, promoting rural tourism, and expediting the recovery of international arrivals.
However, the resurgence in tourism has led to challenges associated with overtourism. Destinations like Kyoto have experienced significant overcrowding, straining local infrastructure and affecting residents’ quality of life. Issues such as congestion in public transport, accumulation of waste, and disruptions in daily life have been reported.
In response, Japanese authorities are exploring measures to manage tourist flows and promote sustainable tourism. Strategies under consideration include implementing dual pricing systems, where foreign tourists may pay more than locals at certain attractions, and introducing visitor caps at popular sites like Mount Fuji. Additionally, efforts are underway to distribute tourist traffic more evenly across the country by promoting lesser-known destinations, thereby alleviating pressure on overburdened areas.
The labor shortage in the service sector presents another challenge, complicating efforts to manage the increased tourist influx effectively. This shortage impacts the ability to provide quality services and maintain infrastructure, essential components for a sustainable tourism industry.
Despite these challenges, the economic benefits of the tourism boom are significant. In the first three quarters of 2024, foreign visitors spent approximately 5.8 trillion yen ($39 billion) in Japan, surpassing the total spending in 2023.
This influx contributes substantially to the national economy, supporting employment and regional development.
Looking ahead, Japan’s tourism strategy emphasizes balancing growth with sustainability. By addressing overtourism, enhancing infrastructure, and promoting diverse destinations, Japan aims to achieve its 2030 targets while preserving the cultural and environmental integrity of its attractions. Collaboration among government agencies, local communities, and industry stakeholders will be crucial in navigating the complexities of managing increasing visitor numbers and ensuring the long-term viability of Japan’s tourism sector.