Countermeasures to Overtourism in Japan: Focusing on Rural Japan

As Japan continues to recover from the COVID-19 pandemic, the country is facing a new challenge: overtourism. This phenomenon, characterized by an excessive number of visitors leading to overcrowding and strain on local resources, is threatening the sustainability of some of Japan's most popular tourist locations. Although we’ve discussed overtourism in Japan in a previous article, in this article, we're exploring the countermeasures being implemented, and the potential benefits of going off the beaten track to discover Japan's hidden gems.

Understanding Overtourism in Japan

Japan's rise as a popular tourist destination has been meteoric. In 2019, a record-breaking 32 million people visited the country. However, this influx of visitors has not been evenly distributed across the country. Instead, most tourists flock to the so-called 'Golden Route', which stretches from Tokyo through the Osaka-Kyoto-Kobe urban area. This is often encouraged by the attention that these places receive on social media. This concentration of visitors puts huge pressure on historical districts, museums, shrines, and temples in these areas. It could even be argued that large concentration of foreign tourists has triggered negative perceptions from local Japanese residents.

The Government's Response to Overtourism

In response to these challenges, the Japanese government has announced a series of overtourism countermeasures. These measures include strengthening infrastructure, especially bus and taxi fleets, in major cities and encouraging visitors to explore lesser-known rural areas. Additionally, local governments are considering restrictions on the number of visitors to certain Japanese tourist spots during peak times. For example, the overcrowding of tourists on Mt Fuji has become a serious issue for the Japanese government in recent years. Therefore, the Yamanashi Prefectural government has contemplated limiting the number of hikers on Mt Fuji’s Yoshida trail if it becomes too congested. Meantime the Yamanashi Prefectural government have introduced a hiking fee (starting July 2024) for its most popular hiking trail, Yoshida Trail. This is aimed to provide a source of money to pay for maintenance of the trail. Also, from April 2024, the Kyoto have decided to ban tourists from most of the Gion area in order to protect geisha from badly behaved tourists.

The Role of Tour Operators in Alleviating Overtourism

Tour operators have a crucial role to play in addressing the problem of overtourism. Companies like Walk Japan and Oku Japan are spearheading initiatives that focus on less-explored regions and incorporate community interactions into their itineraries. By offering tours that explore the country's history, nature, and geography on foot, these operators are helping to spread tourists more evenly across Japan.

Sustainable Tourism and Community Vitality in Rural Japan

Projects like Walk Japan's initiative on the Kunisaki Peninsula are crucial in revitalizing rural areas. This project isn't just about tourism; it's about knitting the community closer through activities like aiding local farmers and educating children. These actions bring a spark of life and economic vitality to these villages, making them more alluring to visitors. It's a wonderful synergy of Japanese tourism and community support.

In recent years, as a reaction to the overtourism phenomenon, a new type of tourism has begun to gain some traction, ‘agritourism’. This is tourism that focuses on farming and the countryside experience. It is an opportunity for tourists to learn about rural Japanese lifestyle through hands-on experience. Check out what tours or activities are available in the rural parts of Japan.

Kyoto:

Midori Farm offers tourists an organic farming experience outside of the city in the Kyoto mountain villages that include Ohara, Keihoku, and Kutsuki, which is located over the boarder of Shiga Prefecture. It’s a unique rural cultural experience and an opportunity to get your hands dirty and learn about Japanese farming techniques and the special culture that surrounds those communities. Check out their Facebook page.

Nagono:

The city of Iida is home to over a hundred farmers who, depending on the time of year, invite visitors to participate in activities like rice planting and harvesting, apple picking, tea picking, and the production of dried persimmons. Farm stay tourism and the adaptive reuse of abandoned buildings are helping to revive the city's economy.

Akita:

In Kamado, Akita Prefecture, there is agricultural programming, where the inns let guests participate in vegetable picking and planting in the spring and fall, as well as fishing on Lake Tazawa in the summer and autumn and snowmobiling in the winter.

When done thoughtfully, tourism can be a lifeline for rural Japanese communities. It's not just about the economic boost; it's about cultural exchange and keeping traditions alive.

Many rural communities in Japan are beginning to vanish as the population becomes a hyper-aging society. By visiting rural areas, tourists can both experience and support the unique and culture and environment that small Japanese villages have to offer. Take, for example, the village of Nagoro on Shikoku Island, which has fallen to a population of only 24 people. It has been populated with life-size hand stitched dolls, crafted by lifetime resident, Tsukimi Ayano. A destination like Nagoro would make a unique and special tourist experience.

The enthusiasm and warmth of locals welcoming tourists into their lives can be heartwarming. Even if some villages face uncertain futures, the memories made and shared with visitors leave a lasting legacy.

Tourism in Japan brings responsibilities. Visitors should immerse themselves respectfully, being mindful of local customs and the environment. This means simple acts like not littering and being considerate of local customs. It's about leaving a place better than you found it, and understanding that your footprints, both physical and cultural, matter.

Encouraging tourists to explore less-known areas can help relieve the pressure on popular spots. This approach opens up a world of undiscovered beauty and authentic experiences, allowing tourists to unearth the real essence of Japan. It's a win-win: lesser-known regions get the spotlight they deserve, and tourists find unique, crowd-free experiences.

One example of tourist spots off-the-beaten-track is a the Nakasendo trail. This scenic route, originally connecting Edo (Tokyo) and Kyoto during the Edo/Tokugawa period (1603 - 1867), and is perfect for exploring Japan's history away from the busy city centers. The most famous stretch of the Nakasendo is located in the Kiso Valley, which is in Nagano Prefecture. The trek between Tsumago and Magome, through beautiful forests and past historical sites, is a must-do. It's a great way to immerse yourself in Japan's cultural heritage in a friendly, relaxed setting.

The Role of Technology in Combating Overtourism

Technology can also play a role in combating overtourism. For example, data analysis can help authorities understand visitor behaviour and develop strategies to manage tourist flows effectively. Additionally, digital platforms can be used to promote lesser-known destinations and provide tourists with real-time information on congestion levels at popular sites.

The Future of Japanese Tourism

As Japan grapples with the challenges of overtourism, the future of its tourism industry will likely involve a greater emphasis on promoting lesser-visited areas and encouraging responsible tourism. It will also require ongoing efforts from both the government and tour operators to manage tourist numbers and ensure that the benefits of tourism in Japan are spread more evenly across the country.

Conclusion

Overtourism is a complex issue that requires a multifaceted approach. By promoting responsible tourism, implementing effective countermeasures, and encouraging tourists to explore off the beaten track, Japan can ensure that its tourism industry remains sustainable for years to come. As visitors, we all have a role to play in this endeavour by being mindful of our impact and taking the time to explore Japan's many hidden gems.