With Japan experiencing a significant boom in tourism following the COVID-19 pandemic, Japan National Tourism Office (JNTO) has downplayed concerns around overtourism, insisting it is “not an issue” in the vast majority of the country.
The tourism body reported record visitor numbers in 2024, which look set to be boosted yet further this year by Osaka’s hosting of the World Expo. The event, which runs from from 13 April to 13 October 2025, attracted 5 million visitors in its is expected to attract approximately 3.5 million international visitors.
“In 2024 we saw the largest number of international visitors to Japan, 36 million people,” JNTO Business Development & Senior Assistant Marketing Manager Harriett Bougher told media at International Luxury Travel Market (ILTM) Asia Pacific in Singapore last week. This trend has continued into 2025, with over 10 million visitors in just the first quarter. “I think it’s pretty safe to say that 2025 will be the biggest year yet for international visitors to Japan,” she added.
However, this surge has sparked increasing concern around overtourism – particularly in key cities. “There has been a topic of over tourism in Japan,” Bougher acknowledged, referring to various recent media reports. The issue appears to be concentrated in “very limited areas like Tokyo,” where the influx of travellers is putting pressure on local infrastructure and communities, she said.
Despite these challenges, Bougher insisted that the situation is not widespread. “For the vast majority of Japan, over tourism is not an issue,” she said.
The government is actively working to mitigate problems in affected areas by promoting sustainable tourism strategies. “COVID governments are really taking measures to ensure the sustainability and to make sure that international and locals are equal with one another,” she continued
Part of JNTO’s mission is also to redirect tourist flows to lesser-known destinations across the country. “We actually educate about places you may not have heard of before, but are ready to accept international visitors, including luxury travellers,” she added.
It’s a strategy that Japan Airlines (JAL) is also supporting, offering free domestic flights to international visitors booking round-trip flights with the airline in order to disperse tourists beyond the main gateways.
