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As we have fun InsideJapan’s twenty fifth anniversary in 2025, it’s outstanding to mirror on how a lot has modified since our inception. What started as a ardour undertaking by Alastair and Simon has grown alongside Japan’s tourism trade, which noticed inbound guests enhance from fewer than 5 million in 2000 to almost 37 million in 2024 – a brand new file.
Whereas this surge has introduced financial advantages – contributing ¥44 trillion yen (roughly £231 billion) to Japan’s economic system in 2024 and supporting round 6 million jobs – the distribution of those advantages has been uneven. Satellite tv for pc knowledge signifies that 80% of vacationers go to simply 10% of the world’s vacationer locations, a sample mirrored in Japan. With the nation’s tourism technique aiming for 60 million guests by 2030, the focus of vacationers in particular areas poses vital challenges.
The influence of overtourism in Japan
Overtourism impacts totally different teams of individuals in vital methods. For residents, overloaded infrastructure, crowded public transport, the displacement of native companies, and the lack of neighborhood character are rising issues. Notably, incidents like vacationers chasing geisha in Kyoto’s Gion district have highlighted cultural misunderstandings and tensions. For travellers, the influence is turning into more and more obvious, with studies of longer queues, overcrowded points of interest, and diminished experiences. A current survey by Jalan Analysis Centre discovered that 30% of vacationers to Japan encountered overtourism-related points. In the meantime, companies face long-term dangers, as overwhelmed locations could lose their enchantment, finally threatening the sustainability of tourism as a complete.
Countermeasures and our role as tour operators
Varied measures have been carried out to handle overtourism, together with vacationer taxes, capability restrictions, and reservation necessities. Nonetheless, as a journey enterprise, we recognise our accountability to contribute to options. In sustainability surveys performed in February 2025, addressing overtourism was ranked as the twond most vital precedence for our suppliers and our workers. It was ranked 4th by prospects.
Safely championing undervisited destinations
A key a part of the answer lies in dispersal – encouraging travellers to discover past the hotspots. At InsideJapan, we’re well-placed to make an actual distinction. We already ship travellers on in a single day stays in 219 totally different locations throughout all 47 prefectures.
This technique isn’t about directing folks to far-flung, quaint places; it’s about fostering connections to locations that don’t obtain their fair proportion of tourists, that actively need and are prepared for extra tourism, and that mainstream travellers can realistically discover.
Our method to dispersing tourism considers two key elements.
First is carrying capability – whether or not a vacation spot has the infrastructure and services to accommodate extra guests with out pressure. Second is the “social license to function”, which gauges whether or not native communities are keen to welcome extra tourism.
Past this, we:
- concentrate on locations exterior Japan’s prime 5 prefectures (Tokyo, Osaka, Kyoto, Hokkaido and Fukuoka), as these already account for 75% of in a single day stays by worldwide guests.
- prioritise places the place worldwide customer charges are under 10% that realistically match into travellers’ itineraries.
- discover locations with nice lodging – since in a single day stays contribute 11 instances extra to regional economies than day journeys.
Highlight on Toyama
One of many key locations we’re championing in 2025 is Toyama. Throughout a current go to, I noticed firsthand how a lot the area values tourism. I met with Sari, from Toyama’s vacationer board, and she or he defined how tourism isn’t the purpose – it’s a way to revitalise the area. “We will’t regenerate Toyama with native residents alone,” she informed me.
She additionally informed me concerning the significance of diverting vacationers away from the large cities to locations like Toyama, to supply a extra genuine, crowd-free expertise, whereas additionally serving to maintain rural communities.
In Inami, a small woodcarving city in Toyama, the woodcarving heritage is eroding: from 250 woodcarvers in 2000 to round 150 right now, a 40% decline in 25 years. By 2035, that quantity may fall to simply 50. Right here, it’s clear that tackling undertourism isn’t just about spreading financial profit; it’s important for preserving cultural traditions.
A name to motion
We all know dispersal isn’t easy. Locations are widespread for a motive. However by way of a focused method that promotes a choose variety of various locations, we goal to shift the dial on demand, at the least just a little. We’re dedicated to sharing our experiences and methods with trade friends to deal with overtourism collectively.
As former UNWTO Secretary-Basic Taleb Rifai aptly stated:
“Tourism progress shouldn’t be the enemy of overtourism—unhealthy administration is.”
Inside Journey Group: a proud B Corp
As an authorized B Company since Might 2023, Inside Journey Group is dedicated to balancing revenue with function. Our undertourism technique aligns with B Corp ethos by selling sustainable tourism practices that profit native communities, protect cultural heritage, and supply enriching experiences for journeylers.
Our imaginative and prescient? To construct a world cultural journey tour operator which, by way of making use of the ideas of B Corp, leads the journey trade in direction of a extra sustainable future and protects journey for future generations.
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