Japan experienced a surge in tourism in 2024, with a record-breaking 36.8 million visitors, surpassing the previous peak of nearly 32 million in 2019, according to data released Wednesday by the Japan National Tourism Organization

. The influx signals a strong recovery from the COVID-19 pandemic, reviving a tourism boom that began over a decade ago.

A key driver of this surge is the depreciating yen, which has made Japan a more affordable destination for international travelers. Government initiatives promoting attractions—from the iconic Mount Fuji to historic shrines and renowned sushi spots—have also played a role in attracting visitors.

Naomi Mano, president of hospitality and events company Luxurique, highlighted Japan’s enduring appeal as a “bucket list” destination. “Right now, it’s like Japan is having a 30 percent off sale,” she told AFP.

Balancing Tourism Growth with Local Concerns

The Japanese government has set an ambitious goal of increasing annual tourist arrivals to 60 million by 2030. However, the rapid growth has led to concerns about overcrowding, particularly in popular locations like Kyoto, where locals have raised issues about disrespectful tourist behavior, traffic congestion, and littering.

In response, Kyoto has announced plans to raise lodging taxes to promote "sustainable tourism" that benefits both visitors and residents. Other measures, such as entry fees and daily visitor caps at Mount Fuji, have also been implemented to manage tourism's impact.

Economic Impact and Challenges

Tourism has become Japan’s second-largest revenue source after vehicle exports, significantly boosting the economy. However, rising demand has driven up accommodation prices in major cities like Tokyo, prompting businesses to seek alternatives such as Airbnb rentals and capsule hotels.

Despite the influx, Japan still lags behind leading tourist destinations like France, which welcomed 100 million visitors in 2023. Experts suggest that redistributing tourists beyond major cities could alleviate congestion while further stimulating economic benefits.

By improving accessibility and promoting lesser-known regions, Japan aims to maintain its appeal while managing the challenges of overtourism effectively.