Dawn in Japan. The electric drivetrain hums to life almost imperceptibly as gentle rain taps on the car roof. The birds are already at work, and so am I—on my way to the office in the early morning, just after six. At this hour, rural Japan reveals its most peaceful side: cherry trees are still in full bloom along my short commute, the surrounding mountain forests have returned to a lush spring green, and freshly plowed fields by the roadside hint at the start of the agricultural season with their rich, dark soil.
I spend only a few minutes in the car. The radio is on, and today’s news covers a growing concern: overtourism in Japan. By the time I reach the office building, I haven’t seen another soul.
Later, with a steaming cup of coffee on my desk, I reflect on the reports. I start researching—numbers, trends, maps. I’m looking for a clear visual that captures the rising pressure of tourism. But I find nothing that truly illustrates the issue—so I decide to create my own heatmap.
This map is based on official data from the Japan National Tourism Organization (JNTO). Departing visitors were surveyed about which of Japan’s 47 prefectures they had visited. In 2024, Japan welcomed a record-breaking 36.9 million tourist arrivals—surpassing even the previous peak year, 2019. The Japanese government has set ambitious goals: by 2030, it aims to attract 60 million visitors annually. But this is precisely where the problem of overtourism in Japan begins.
Japan rightfully wants to become an even more attractive travel destination. But how does this align with the growing reports of overtourism Japan, especially in regions already under pressure?
A glance at the heatmap reveals the imbalance clearly: overtourism in Japan is concentrated in a few well-known hotspots. The tourism density is highest within the popular urban triangle of Tokyo, Kyoto, and Osaka. Nearby destinations like Nikko, Himeji, Nara, and Kobe—easily accessible from these cities—also record high visitor numbers. Another tourism hub is emerging in western Japan, centered around Fukuoka, Nagasaki, and Hiroshima. Outside these clusters—aside from Hokkaido and the ski resorts around Sapporo—most regions of Japan remain largely unaffected by overtourism.
At the same time, reports of problematic behavior by individual travelers are becoming more frequent—often tied to a lack of cultural understanding. One major factor is social media-driven photo tourism, which has led to rising tensions: residents feel disturbed, cultural heritage sites are disrespected, and many visitors show little sensitivity toward local customs.
Anyone who has walked through Kyoto’s narrow historic alleys during peak season knows how overwhelming it can be—and can hardly imagine what it would feel like if tourist numbers were to nearly double.
While there will always be a few tourists who ignore the rules, a basic understanding of the host country’s cultural values should be a minimum requirement for travel. Language barriers make this more challenging—but not impossible.
Overtourism in Japan is not just a matter of numbers. It is also about mindset, awareness, and mutual respect between visitors and the communities they enter.
Discover Japan Beyond the Crowds: A Sustainable Approach to Overtourism in Japan
Of course, every traveler should have the chance to experience iconic destinations like Kyoto, Nara, or Shibuya – to feed the deer, visit ancient temples, or explore anime landmarks. But we believe that these experiences become even more meaningful when visitors have taken the time to understand Japanese culture and language beforehand.
Japan offers a wealth of authentic experiences far from the tourist crowds. Rural regions, small islands, and lesser-known cities are rich in hospitality, deep history, and untouched beauty – just waiting to be discovered.
Our goal is twofold: First, we want to inspire travelers to explore lesser-known regions of Japan beyond the crowded tourist trails. Second, we aim to provide meaningful preparation through language learning and cultural insights – so visitors don’t just see Japan, but truly connect with it.
Because only those who engage with the language and cultural basics begin to understand what makes Japan such a uniquely enriching destination. Encountering tradition, regional diversity, and social customs opens up a deeper perspective – one that goes far beyond sightseeing.
Our approach is for those who seek more than photos of famous landmarks. It’s for the curious and open-minded – for travelers ready to experience a different side of Japan, with respect, interest, and some basic language skills. After all, it’s often the off-the-beaten-path encounters that stay with us the longest.
Let’s support sustainable travel – and protect the essence of one of the world’s most beautiful destinations.
What do you think about this topic? Have you had any experiences with overtourism? And what’s your opinion on our approach? We’d love to hear from you!