In the first half of 2024, Japan experienced an unprecedented increase in foreign visitors, welcoming a record-breaking 17.78 million tourists. This figure surpasses the previous high of 16.63 million set in 2019 and represents a significant recovery and growth from the pandemic-era restrictions that heavily impacted global travel. The Japan National Tourism Organization (JNTO) announced these figures on Friday, attributing the surge to the weakened yen, which has made Japan an attractive destination for international travelers.
Weakened Yen and Diverse Attractions
The weakened yen has been a major factor in attracting tourists, enhancing their spending power and allowing them to indulge in a wide range of Japanese experiences. Visitors are eager to explore traditional elements such as kimonos and high-quality knives, as well as savor Japan’s renowned cuisine. The influx of tourists has provided a much-needed economic boost to Japan, which has struggled with stagnant growth for decades.
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Leading Source Markets
South Korea has emerged as the largest source of visitors, with 4.4 million arrivals in the first half of the year. China follows closely with approximately three million visitors, marking a fivefold increase compared to the previous year. Taiwan and the United States rank third and fourth, respectively, contributing significantly to the overall visitor numbers.
Overcrowding Concerns
Despite the economic benefits, the surge in tourism has raised concerns about overtourism in popular destinations such as Kyoto and Mount Fuji. Local residents have expressed frustration over unruly behavior and breaches of etiquette by tourist crowds. In May, authorities in a town near Mount Fuji erected a large barrier at a popular viewing spot to deter photo-taking, a move that highlights the growing tension between residents and visitors.
In Kyoto, the local council has banned tourists from entering certain alleyways in the traditional district of Gion following reports of harassment of geishas. These measures reflect the challenges faced by local authorities in managing the influx of tourists while preserving the cultural and historical integrity of their communities.
Policy Responses and Future Goals
In response to the rising concerns, new crowd control measures have been implemented on the most popular hiking trail on Mount Fuji. An entry fee of 2,000 yen (approximately $13) has been introduced for the Yoshida Trail, with a daily cap of 4,000 visitors. Additionally, the mayor of Himeji, a city famous for its UNESCO-listed Himeji Castle, has suggested making entry fees for overseas tourists four times higher than those for locals, sparking a debate on equitable tourism practices.
Ambitious Tourism Targets
Japan has set an ambitious goal of attracting 60 million tourists annually by 2030, nearly double the record of 31.88 million set in 2019. Ichiro Takahashi, head of the JNTO, expressed confidence in achieving this target through strategic efforts and by promoting lesser-known destinations. “There are still many little-known places in Japan that are left unexplored by tourists from overseas — I believe Japan has infinite tourism resources,” Takahashi said.
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While the surge in tourism is a positive indicator of Japan’s recovery and growth, it also highlights the need for sustainable tourism practices. Balancing the economic benefits with the preservation of cultural heritage and local lifestyles remains a critical challenge. As Japan moves towards its 2030 target, effective management and strategic planning will be essential in ensuring that tourism development benefits both visitors and local communities.