The post-COVID travel boom is hitting Japan with a vengeance, and Japan is having trouble coping. Travelers are flocking to destinations in Japan to capture iconic photos for social media, causing problems. Last week, Fujikawacho officials announced they will build an 8-foot-barrier to prevent snap-happy tourists from taking pictures of Mt. Fuji.
A mesh net 8 feet high and 65 feet long will be built at a popular Mount Fuji photo spot. Popularized on social media, the location offers views of Mount Fuji from behind a Lawson convenience store. The juxtaposition of the convenience store and Mount Fuji has made it a favorite tourist spot to snap photos.
However, the influx of tourists is causing problems for businesses and residents in the area. Signage and security guards brought in to manage the issue have been largely ignored. There are even reports of tourists climbing onto the rooves of neighboring buildings to get that highly coveted photo. People would block streets, leave behind litter, and irritate local residents. While city and prefectural authorities regret the need to block the view, they do not know how else to deal with the problem.
While tourism can bring substantial economic benefits, there is also a dark side to the industry. Overcrowding, pollution, and destruction of natural habitats are some of the negative impacts of mass tourism.
Understanding the Scale of the Struggle
Japan opened its borders to unrestricted international travel again in October of 2022. After close to 3 years of limited access, tourists have been flocking to Japan, pushing many residents to the limit.
International tourism to Japan has recovered to pre-Covid levels at a surprising rate. In 2019, 31.8 million visitors came to Japan. In 2023, that number was 25 million. This year, in just 3 short months, 8.6 million visitors have visited Japan, representing an 11% increase from the 2019 peak.
Fuji is not the only area feeling the pressure. In March 2024, Kyoto announced new restrictions on access to Gion, home to Japan’s Geisha district. Tourists often crowd the narrow, quaint streets on guided tours where they spend long hours. According to APNews local official Isokazu Ota, they “are going to put up signs in April that tell tourists to stay out of our private streets.”
During the COVID-19 travel restrictions, many residents and business owners got used to a new, more quiet normal. Post-COVID, Japanese businesses seem not ready for the increased influx of travelers.
This winter, areas like Nisko and Hakuba have experienced record numbers of bookings. Many hotels were fully booked out, and restaurants struggled to manage the number of customers. Resorts appeared woefully underprepared. Businesses underestimated the resurgence of travel, which was apparent in staff shortages and troubles providing services.
The Cure for Overtourism
While no silver bullet exists for overtourism, Japan’s response seems draconic. International tourism accounts for 7.5% (11.3 Trillion USD) of Japan’s GDP. In 2016 the Japanese government set a target of increasing tourist visits to 40 million by 2020 and 60 million by 2030. While the global pandemic put a damper on their plans, the current tourism numbers are well below their 60 million plans. This begs the question, is this over tourism or rather under-preparedness?
The surge in travelers has challenged Japanese cultural norms. Traditionally a reserved society, Japan is unaccustomed to dealing with tourists who are willing to push boundaries. Which begs the question: are barriers and angry signs the right way to deal with an influx of customers? Any business will tell you that having too many customers is a dream problem.
Speaking with National Geographic, Harold Goodwin, emeritus professor at Manchester Metropolitan University, says, “Overtourism is a function of visitor volumes, but also of conflicting behaviors, crowding in inappropriate places and privacy.”
The key is for destinations to take a balanced, sustainable approach that benefits tourists and residents rather than prioritizing visitor numbers over local quality of life. Collaboration between stakeholders is crucial to implementing effective overtourism solutions.
- Promote responsible tourism practices that benefit local communities and minimize negative impacts.
- Disperse tourists to lesser-known destinations and promote visitation during off-peak seasons to reduce overcrowding in popular hotspots.
- Implement policies and regulations to limit tourist numbers, such as reducing accommodation capacity.
- Improve tourism infrastructure and services to manage visitor flows.
- Engage local communities in tourism planning and decision-making.
- Educate and encourage tourists to be more respectful and mindful of local culture, environment, and daily life.
Fuji Introduces Hiking Fees
To stem the flow of hikers, Mt Fuji will implement new fees, limit hours, and limit the maximum number of hikers per day. Gaijinpot reports that as of July 1, 2024, all climbers on the Yoshida trail must pay ¥2,000 ($13.25 US). The newly added gate will be closed between 4 p.m. and 3 a.m. The decision has been met with mixed reactions from tourists and locals, while others believe it is necessary to preserve the iconic mountain. Fees collected will support local communities and conservation efforts in the surrounding area.
The move by Mt. Fuji officials highlights the ongoing efforts to balance tourism and conservation in popular destinations. Tourists and local communities must work together towards sustainable tourism practices as more people travel worldwide.
Overtourism is a complex issue that will not soon go away. Winter ski travel to Japan is on the rise, and the number of tourists visiting other popular destinations such as Tokyo, Osaka, and Kyoto is increasing.
Tourism is a fundamental pillar of the Japanese economy, and understanding how to manage it is crucial for the sustainability of the industry and the country. By implementing responsible tourism practices such as those mentioned above, Japan can work towards finding a balance between economic growth and sustainable tourism.
While hiking fees and barriers may seem like knee-jerk reactions to the issue, they are necessary to preserve and protect Japan’s natural and cultural treasures for future generations.
It is up to both tourists and locals alike to work together towards creating a sustainable tourism industry that benefits everyone involved. So, next time you plan a trip to Japan, remember to be mindful of your impact and make responsible choices that contribute positively to the country.
