Overview

Japan aims to welcome 60 million tourists by 2030 despite the pressure of overtourism, which has raised concerns among locals regarding congestion and overcrowding in famous tourist spots. Recently, the country topped the list of destinations international travelers wish to revisit.

Tourist Statistics

In the previous year, approximately 37 million international tourists visited Japan, a significant increase from 25 million in 2023 and 32 million in 2019 prior to the COVID-19 pandemic. As of 2024, foreign tourists spent around 8 trillion Yen in Japan, up from about 5 trillion Yen during previous years and the pandemic period.

Local Sentiment on Overtourism

Images of overcrowded attractions have sparked discussions about overtourism. Interestingly, a survey conducted by Asahi Shimbun revealed that most Japanese citizens express concern about tourism-related congestion, while still maintaining the friendly hospitality that the nation is known for. More than 75% of respondents indicated that they view overtourism as a significant issue. Conversely, only 4% felt it was non-existent.

Looking Ahead

Despite the worries, 68% of those surveyed still regard the rising tourist numbers positively, particularly among younger demographics and residents of Greater Tokyo. With expectations for tourism numbers to reach 40 million in 2025, the Japanese government’s long-term goal remains in sight, aiming to make Japan a primary global tourist destination.