Japan draws up new measures to tackle overtourism, promote rural destinations

The Japanese government on Wednesday announced a package of draft measures aimed at tackling overtourism and its adverse effects, including overcrowding and bad manners at marquee tourist spots. 

The draft measures, which were discussed during a ministerial meeting on tourism, will take a two-pillared approach to curbing overtourism - one focused on overcrowding and bad manners, the other on improving and promoting rural areas of Japan as tourist destinations.

The impact of overcrowding and bad manners at some of Japan’s most popular tourist spots, including Kyoto’s Gion district and Mt. Fuji, is being felt by local residents as well as the tourists themselves, leading to a decline in tourist satisfaction, according to the government.  

Among the measures included in the draft package to address the crowds and the conduct of travelers is an effort to spread awareness of appropriate conduct through guidelines and support for the installation of signage in problem areas.  

Deterrence measures include support for the installation of security cameras on private property and at cultural assets. The government will also create and collate case studies related to the development of penalties for misbehavior, based on current ordinances, to be shared with relevant communities by the end of the year.  

In August during the summer climbing season, Kotaro Nagasaki, the governor of Yamanashi Prefecture, described the situation at one of the climbing stations on Mt. Fuji as similar to Shibuya’s “scramble” crossing. The World Heritage-listed mountain has seen a surge in visitors since the lifting of coronavirus-related travel restrictions which has placed a strain on its infrastructure.

As part of the draft measures the government will begin discussions in the fall on how to better manage visitors and climbers on the mountain, covering issues such as so-called “bullet climbing” and littering. 

Deregulation of fares for public transportation in order to enable operators to set congestion fares is included among the measures aimed at curbing overcrowding. The measures also include the introduction of entrance fees at national parks and the setting of entry regulations, including the obligation to be accompanied by a guide, in natural areas such as on the islands of Okinawa and Iriomote-jima, based on the Ecotourism Promotion Act and the Natural Parks Act. 

With around 70 percent of inbound visitors to Japan concentrating their stay in three major metropolitan areas, another focus of the draft measures is on promoting the appeal of the country’s rural destinations. 

Related measures include support for high value-added activities and experiences in model regions. Among these are adventure tours in Hokkaido, cruise tourism and art appreciation in the Seto Inland Sea region, and martial art experiences on the islands of Okinawa and Amami Oshima.  

“I have heard from people who are active on the front lines of tourism and I have strongly felt the need to address the issue of overtourism and the need to tackle head-on the promotion of attracting visitors to rural areas,” Prime Minister Fumio Kishida said at the ministerial meeting on Wednesday.

“I ask that the ministers concerned reflect these measures in their economic policies and work vigorously as one government to create a sustainable tourist destination that is a good place to live, to visit, and is welcoming."

The number of visitors to Japan has largely recovered to pre-pandemic levels, exceeding 17 million from January through September, according to the Ministry of Land, Infrastructure, Transport and Tourism. Visitor spending for the same period was 3.6 trillion yen and is on track to reach the government’s annual target of 5 trillion yen (around $36 billion).