The Japan National Tourism Organization (JNTO) has urged foreign tourists to consider less popular destinations within the country rather than focusing on Tokyo and Kyoto.
The call was made specifically for Australian tourists whose numbers in 2024 surpassed last seen in 2019.
JNTO Executive Director Naoki Kitazawa in Sydney announced: “We strongly recommend Australians consider lesser-known destinations. Responsible travel is more important now than ever, especially in popular destinations where the impact of tourism can stress local communities.”
For her part, Judy Laxton, head of Japan Holidays Agency, expressed her agreement with the directive.
Laxton says: “When there are too many people, there is no peace. Many of our tours now offer wonderful experiences, but we try to avoid the most popular tourist spots.”
Where to go instead
While major cities remain the most popular destinations for foreign tourists, JNTO encourages them to consider lesser-known places, including the rural areas of Tohoku and Kanazawa.
As of 2023, the Japanese government has improved A plan to curb overtourism in the country.
Key strategies involve distributing tourists to less popular areas, and some areas are adopting hard-line approaches such as barring tourists from certain historic districts.
Despite best efforts, thousands of tourists still make their way to Kyoto, Osaka and Tokyo.