Japan is Crowded: Who Exactly is Visiting?
Japan, aiming to become a tourism hub, has seen a surge in visitors in recent years—perhaps too many.
In November 2024, travel publication Fodor’s released its annual “No List,” warning travelers to reconsider visiting destinations suffering from overtourism. Among the 15 global locations listed were Tokyo and Kyoto—two of Japan’s most iconic cities. The list calls attention to the mounting pressure on infrastructure and local communities, particularly in smaller cities like Kyoto, where overwhelmed transportation systems and strained public services have become increasingly common.
Despite these concerns, the Japanese government remains committed to an ambitious tourism strategy. In March 2025, Prime Minister Ishiba instructed his ministers to develop a new plan to achieve the country’s goal of welcoming 60 million foreign visitors annually by 2030.The target was originally announced in 2016 by then PM Abe. Japan saw 36 million foreign visitors in 2024, continuing a rapid rebound from the COVID-19 pandemic.
Once seen as an overly optimistic dream, the idea of making tourism a cornerstone of Japan’s national economy is now closer to reality. Amid a rapidly aging society and shrinking workforce, Japan is viewing tourism not just as a hope, but as a necessity.
In recent years, Japan has seen a remarkable surge in foreign tourists, with 36 million arriving in 2024, a sharp increase from just under 8.6 million in 2010, according to Japan National Tourism Organization (JNTO). This growth has been especially pronounced following the COVID-19 pandemic. In 2021, the number of visitors plummeted to 245,000, but by 2023, Japan had made a significant recovery, witnessing a swift rebound in international tourism.
Much of this growth has come from Asia. In 2023, 1.8 million Chinese tourists visited Japan, which is 40 times more than in 2022. Southeast Asia has also shown significant increases. Vietnamese arrivals have surged from 8,000 in 2007 to around 173,000 today. Tourist numbers from North and South America have grown by 270% and 280%, respectively, over the past 16 years. In contrast, growth from Europe has been more modest, roughly tripling in the same period. The UK still leads among European nations with 270,000 annual visitors, but that figure is only double what it was in 2007. Italy and Spain, however, are increasing rapidly.
Interestingly, the regional share of visitors has remained relatively stable over time. Yet when viewed per capita, Hong Kong stands out—with an astonishing 28 visits to Japan per 100 residents annually. Outside Asia, Australia leads with 2 visits per 100 people.
Demographic trends also reveal intriguing patterns. Including business travellers, men outnumber women in most regions. But Asia is an exception, where women travel to Japan more than men, especially in the 50–70 age groups. In Europe, however, the gender gap skews sharply in the other direction: men in their 40s outnumber women by nearly 2 to 1, the widest gender disparity among age groups.
Travel preferences also vary by nationality. British, French, and German tourists tend to favour Japan’s “Golden Route”—Tokyo, Kyoto, and Osaka, in that order. Tokyo, as the capital, offers a modern urban experience, while Kyoto, known for its historical heritage, is home to temples, shrines, and traditional culture. Meanwhile, Asian visitors are more drawn to Osaka, with its vibrant street culture and shopping destinations, making it the top destination for South Korean travellers. Hokkaido, known for its natural beauty and seafood, is also especially popular with visitors from Asia.
The Japanese government is trying to reduce the heavy concentration of tourists in major cities by encouraging travel to other regions. In fact, many Japanese people already enjoy visiting places like Okinawa, with its beautiful beaches; Nagano, known for its mountain scenery; Fukuoka, with its lively nightlife; and Matsuyama, famous for its traditional hot springs.
As young people continue to move to big cities and rural areas lose population, this strategy offers a small but important hope for the country. If tourism becomes more common in medium-sized cities, it may encourage young people to stay in their hometowns instead of moving away.
In a country where economic growth has stalled and the population continues to age, the government is placing its future in the hands of the tourism and cultural industries, taking advantage of a weak currency. This could be seen as a dream scenario of limitless growth—or as a risky gamble on an economy built on intangibles, lacking a solid, physical foundation.
