Japan Tops 2 Million Visitors Again As Tourism Rebound Raises Overcrowding Concerns
For the fourth month in a row, Japan has attracted over 2 million international arrivals in September, hitting pre-pandemic travel volumes. But with tourism fully resurgent, Japan now faces challenges balancing economic gains with overcrowding woes at popular sites.
Provisional figures from the Japan National Tourism Organization (JNTO) show 2,049,800 foreign visitors entered the country last month. The ongoing rebound follows Japan reopening borders in October 2021 after remaining closed through much of the pandemic.
While the return of international travelers spurs economic activity, heavily trafficked destinations are feeling strains of overtourism once more. Sites like Kyoto’s Fushimi Inari Shrine have seen congestion matching peak pre-2020 levels amid surging visitor numbers.
Now Japan is taking action to redirect travelers and alleviate pressure on hotspots through new campaigns and apps launched by the JNTO.
A driving force is the “Hospitable Japan” initiative promoting cultural exchanges with locals and trips beyond main cities. JNTO’s wide-reaching portal matches visitors with customized destinations and small businesses seeking tourism.
Seeking to entice travelers to overlooked areas, the agency is highlighting rural regions rich in nature, cuisine, tradition, and outdoor activities ideal for adventurous wanderers.
New tools also let tourists monitor congestion levels at top sites. A trial app flags overcrowded shrines and museums in real-time, recommending alternatives nearby to spread traffic more evenly.
Japan is even incentivizing off-season travel when pressure on infrastructure is lighter. The new “Japan Popular Towns” campaign spotlights cities ideal to visit in fall and winter seasons.
Balancing tourism prosperity with quality of life concerns remains an ongoing dance for Japan. But diverting travelers to parts unknown could make famous hotspots more livable for residents while boosting local economies nationwide.
As Katsuhiko Takamine, the JNTO’s Executive Director, says: “We welcome visitors from around the world to embrace Japan’s renowned Omotenashi spirit of hospitality. And we must also care for our cities and heritage sites under tourism strain.”
With visitor figures projected to keep rising, Japan’s latest initiatives take important steps to share prosperity beyond the well-trodden route. By inspiring travelers to mix urban icons with rural gems or unhurried autumn journeys, the country hopes to keep tourism sustainable as more visitors discover Japan’s diverse beauty.
