Japan grapples with the challenge of a tourism boom.

With approximately 17.78 million foreign visitors to Japan in the first half of 2024, the highest number ever recorded for a six-month period, Japan is expected to welcome a record number of tourists. This is a positive sign as Japanese tourism recovers rapidly after the Covid-19 pandemic, but it also presents many new challenges. The Japanese government is striving to address tourism overcrowding and develop the tourism industry sustainably.

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At a cabinet meeting on July 19th, Japanese Prime Minister Kishida Fumio announced that the number of foreign tourists visiting Japan in 2024 is expected to reach 35 million, surpassing the record of 31.88 million recorded in 2019. This is expected to lead to an all-time high in international tourist spending, approximately 8 trillion yen (50 billion USD), due to the weak yen. To increase revenue from this key economic sector, the Japanese government aims to attract 60 million foreign tourists annually from 2030 onwards through boosting domestic tourism and developing sustainable tourism areas. According to monthly data released by the Japan National Tourism Organization, Japan welcomed approximately 3.14 million international tourists in June, a 51.2% increase compared to the same period in 2023 and marking a new monthly record. This also marks the fourth consecutive month that Japan has surpassed the 3 million mark in foreign visitors. South Korea led in the number of tourists to Japan in June with over 700,000 people, a 29% increase compared to the same period in 2023, followed by China with approximately 660,000 people. In addition, the weak yen also boosted tourism spending to a new high of approximately 2.1 trillion yen (US$13 billion) in the quarter from April to June.

Although Japan's tourism industry is booming, the surge in visitors has also created challenges such as traffic congestion, environmental pollution, disruption to residents' lives, and other related issues arising from tourists' non-compliance with local regulations. In this context, Prime Minister Kishida pledged to implement measures to address tourism overcrowding, including attracting tourists to lesser-known areas and mitigating the negative consequences of overtourism, such as traffic congestion and violations of traditional Japanese customs. To attract foreign tourists to rural areas, the Japanese government will consider establishing a financial support program to expand flights to local airports. Twenty regions across Japan have been selected as pilot areas to raise awareness of appropriate tourist behavior. Meanwhile, the Japanese government announced it will add six more designated areas and plans to compile guidelines to address tourism overcrowding by the end of this year.

In an effort to meet the growing demand for entry, the Japanese government is planning to introduce a new system to shorten immigration processing times for foreign visitors starting in early 2025. The new system, called "pre-clearance," allows international visitors to utilize their waiting time at the departure airport to complete most immigration procedures. Upon arrival, visitors can enter Japan smoothly and quickly with just a simple check. In addition, the Japanese government has decided to develop guidelines by the end of this year to address tourism congestion. These guidelines are expected to address issues such as toll fees at tourist destinations and the application of special fees for foreign visitors.

Tourism overcrowding, also known as "tourism pollution," is impacting the lives of local residents and becoming a serious problem. Local governments in Japan are urgently securing funding to cover the costs of countermeasures, such as considering the implementation of a lodging tax to generate additional funds for improving service quality. The Japan Business Operators Association has proposed a draft law to legalize a lodging tax, to be implemented from 2026, as a stable source of revenue to revive the tourism industry.

Japan has witnessed incredible growth in the tourism sector over the years and has become one of the most attractive destinations in Asia. The Japanese government's implementation of various measures to improve service quality not only contributes to exploiting tourism potential but also promotes sustainable tourism development, ensuring that the Land of the Rising Sun remains an attractive destination.

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