Japan’s Tourism Boom & Overtourism: What Long-Term Movers Need to Know
Temple Gateways
With 36 – 37 million international arrivals in 2024, and a government target of 60 million by 2030, Japan’s tourism growth is both a powerful economic catalyst and a growing challenge for local communities.
The Surge & Its Dual Impacts
Inbound tourists contributed approximately ¥8–8.1 trillion in spending in 2024—making tourism Japan’s second-largest export. However, overcrowding in Tokyo, Kyoto, Osaka, and Mount Fuji has sparked infrastructure strain, overcrowded transport, and rising living costs for residents.
Government & Private Sector Responses
A new government “control tower” has been established to tackle overtourism and improve regulation of foreign visitors. Local authorities, like Yamanashi Prefecture, now cap daily climbers at Mount Fuji (4,000) and charge entry fees (¥2,000). Barriers were installed at viral photo spots to curb disruption. Some regions are exploring dual pricing, where tourists pay more than locals at historical or cultural sites starting in 2026.
Redispersing Tourism Beyond Major Cities
Japan’s government is funding regional initiatives—like plans in Kumamoto (JP¥80 million)—to encourage travel to lesser-known prefectures like Aomori, Toyama, Nagoya, Nagasaki, and Yamaguchi. Operators like Inside Japan Tours are supporting “under‑tourism” by promoting off‑peak and under‑visited regions to balance demand.
The World Economic Forum reports tech deployments—such as real‑time crowd monitoring and AI signage—to help tourists avoid congested areas.
What This Means for Global Mobility & Relocation Planning
For Relocators & Long‑Term Movers
Expect increased visitor density in major cities, especially during cherry blossom or autumn leaves season, and plan essential visits accordingly. Rising discretionary and logistical costs—from site entrance fees to crowd-related delays—may affect relocation budgets and timelines.
For Corporates & Mobility Managers
Business travelers may face delays at hotspots; staggered corporate onboarding itineraries and flexible accommodation plans are advisable. ITINERARIES including tourist visas may need strategic timing to avoid peak congestion zones.
Beyond Borders Advisory Strategies
Advisory Focus Action
Regional Relocation Options Evaluate lesser-known regions for relocation that align with “Regional Revitalization 2.0” goals.
Travel Scheduling Advise staggered travel dates or nights outside peak clusters (Kyoto, Tokyo).
Cultural Awareness Training Encourage clients to adopt etiquette guidelines—important amid growing sensitivity after incidents.
Cost Planning Budget for possible dual pricing or tourist tax sites, and include buffer time around infrastructure delays.
Long‑Term Asset Decisions For extended stays, explore property options in regions being promoted by the government, benefiting from incentives and infrastructure investment.
Key Takeaways:
Japan’s tourism rebound is reshaping both economic and cultural landscapes, with 37 million visitors in 2024 and a 2030 goal of 60 million.
Overtourism in major cities is prompting new measures—visitor caps, dual pricing, and cultural regulation.
National and local strategies are now strongly pushing regional dispersal, tech-enabled visitor management, and sustainable tourism practices.
For global mobility clients, planning around crowding, costs, and regional relocation opportunities will become increasingly critical—especially for longer stays or corporate assignments.
At Beyond Borders, we integrate emerging overtourism trends and infrastructure changes into relocation timelines and global mobility frameworks—helping you stay compliant, cost‑efficient, and culturally aligned throughout your move.
Need a tailored plan for settling in Japan—or advising staff arriving during high season? We’d be glad to build one.
