Tourists to Japan hit record 37 million, crowding locales
The previous record was 31.9 million visitors in 2019, just before Covid-19 shut down international travel
A RECORD number of visitors came to Japan in 2024, thanks to surging post-pandemic global tourism and a decline in the yen that’s making the island nation an attractive and affordable destination.
The number of foreign travellers rose 47 per cent to a record 36.9 million last year, led by visitors from South Korea, Taiwan and China, figures released by the Japan National Tourism Organization showed on Wednesday (Jan 15). The previous record was 31.9 million visitors in 2019, just before Covid-19 shut down international travel.
The latest figures put the country ahead of schedule for its goal of reaching 60 million foreign tourists by 2030. That’s due in part to Japan now seeming more like a much more affordable travel haven despite being one of the world’s most advanced economies. As the currency hit a 37-year low last year, the weaker yen made everything from dining, transport to luxury shopping much more affordable for inbound visitors.
In order to reach that goal, Japan will need to build more in order to handle a larger influx, according to Harumi Taguchi, principal economist at S&P Global Market Intelligence. “The hurdles are still high,” Taguchi said. “There aren’t enough hotels and other accommodation facilities to allow for that much capacity, which need to be improved.”
The number of foreign visitors to Japan additionally reached a record high for a single month in December, due in part to increased regional routes between South Korea, China, Taiwan and Hong Kong, the JNTO said. The weak yen has also dented outbound travel, with the number of Japanese traveling abroad stuck at 13 million in 2024, 35 per cent less than seen in 2019.
As more travellers flood into to Japan, public anger has also risen as they overcrowd public transports as well as restaurants and attractions that are also popular among locals.
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Local authorities in Fujikawaguchiko, a holiday town located in the outskirts of Mt Fuji, erected a barrier at a popular social media spot that captures the landmark appear to float above a convenience store in May to block the rush of tourists.
In the ancient capital of Kyoto, where over-tourism is more acute, a local district council has banned visitors from the narrow private streets of the Gion district, where tourists harassed and chased after geisha for photos, now termed “geisha paparazzi.” That was seen as one factor that helped propel Kyoto’s new mayor, whose campaign pledge to fight against excesses of tourism, to victory in elections in February.
These incidents have prompted some to seek ways of controlling the flow by charging higher prices for foreigners. For example, a city of Himeji is considering increasing the price of entry to its castle for foreign tourists.
Japan is trying to find ways to divert the travel demand to rural areas where the recovery has been slow, away from the major metropolitan areas where the growth has been concentrated.
“The problem of over-tourism is becoming a serious issue in places such as Kyoto,” Taguchi said. “The key will be how other regions can get information out and attract people to come to their areas. Businesses also need to have tourists not only buy things, but also pay for experiences.”
The total number of foreign visitors to Japan increased 14 per cent in three major metropolitan areas in 2023, compared to 2019, while the recovery in rural areas has been slow, with a drop of 26 per cent, according to the government’s white paper published in June last year. BLOOMBERG
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