Overtourism is making waves in Japan, but what does this buzzword really mean? Picture this: visitors packing a shrine so tightly they can barely move, customers waiting hours to get into a café, and people crowded into a park and clamoring for the perfect cherry-blossom photo. While overtourism like this does bring up some issues, it also provides an opportunity to embrace local customs and learn about sustainable tourism for a more enjoyable experience. By being mindful of this etiquette, visitors can help ensure that these iconic locations remain welcoming for everyone and continue to thrive for future generations.
Residents in the more popular parts of Japan are not strangers to domestic and international tourists flocking to their local shrines, sightseeing spots, and shopping streets. However, with increased attention on these attractions, some residents are seeing an impact on their daily lives, ranging from problems with overcrowded trains to struggling to get a space at traditional New Year’s shrine visits. While these trends highlight the growing interest in Japan’s culture, being mindful of local practices can help ensure that everyone can continue to enjoy these special experiences.
The Japan Tourism Agency (JTA) has created a guidebook on responsible tourism and a series of pictograms posted at popular tourist spots. These are helpful in reminding visitors of travel etiquette, which they can often forget when in the midst of huge bustling crowds. How can we use this information to enhance our own travels so that we can genuinely enjoy all that Japan has to offer?
JTA’s dedicated website, Promoting Sustainable Tourism, and the above-mentioned guidebook offer the following takeaways.
Avoid the crowds
Japan is brimming with hidden gems—quirky, secluded cafés; untraveled streets; and tucked-away treasures. Despite this, most tourists stick to a handful of spots popularized by social media. Many trending locations are flooded with visitors from sunrise to sunset, with crowds vying for a flawless Instagram snap. But that “perfect shot” can sometimes come with a cost.
Streams of people can impede cars on the street, or visitors can endanger themselves by stepping onto the road in pursuit of the perfect photo angle. Accumulated trash and damage by vandals can spoil once picture-perfect scenes. [To learn more about these problems and find out how you can help, visit the Promoting Sustainable Tourism website (link below).]
Japan has so much more to offer if you're willing to stray off the beaten path. Wander down a quiet side street or explore the area around an unfrequented train station, and you’ll discover hidden neighborhood shrines, cozy independent cafés, and local shops with special wares. Why not step off the tourist trail and behold a side of Japan that hasn’t been filtered through social media?
Buy local
As you explore lesser-known places, be sure to dive into the local shops and peruse the regional crafts. Unlike hot spots overwhelmed by tourists, many remote towns are grateful for any business that comes their way. They are often struggling with an aging and shrinking population, as younger generations move away to the cities. The elderly residents in such places tend to be rich in local knowledge and frequently greet visitors with open arms, eager to share the stories of their town. With fewer tourists around, visitors have more opportunities to engage in authentic, meaningful interactions with local people.
Many traditional shops are run by skilled artisans who have been perfecting their crafts for generations. Despite their recognized expertise, their shops fly under the radar of social media and guidebooks. While these locations may not be trending, they can offer off-the-beaten-path encounters that are endearing and refreshingly authentic.
Take your time
Deviating from the popular tourist circuit can indeed be daunting. People want to make the most of their limited vacation time and often cram their itineraries with recommendations from social media checklists and well-loved guidebooks. This is understandable, but the true essence of Japan is often found in the quiet, everyday scenes that unfold when travelers take the time to wander.
These scenes may not feature golden temples, towering Buddha statues, or grand pagodas, but they abound with soul and character. If you take the time to walk around, you may stumble upon a small neighborhood temple tucked away in a quiet residential area or find a quaint, winding street where locals are selling homegrown vegetables outside their homes. If you wander far enough, you could discover charming neighborhood parks or chance upon a tiny local café offering delicious cakes and cheerful conversation.
This is good advice we can all take to heart—slow down and take the time to simply be. In a world where we are constantly prodded to stay connected and on the go, traveling through the less explored parts of Japan allows us to unplug and appreciate the quiet moments. It’s in these tranquil spaces, away from the crush in tourist hot spots, that we can connect with our destination—and find ourselves. Surely that is what makes travel eminently meaningful.
The time for change
Overtourism in Japan involves not just foreign tourists but domestic travelers too. Social media algorithms are multilingual, and popular spots attract crowds for a reason. That is why JTA’s guidebook Travel Etiquette and its pictograms are available in several languages—to remind visitors from every country to travel responsibly while in Japan.
Please visit the website below and review the guidebook to learn more, so that you can maximize the enjoyment of your vacation—benefiting yourself, the destinations you visit, and the local communities you engage with. Escape the stress of overtourism and delve into the less traveled parts of Japan for a more profound and stimulating journey.
Promoting Sustainable Tourism
