Inbound Tourism

Rome's iconic Trevi Fountain began charging a €2 ($2.35) entry fee on February 2, 2026, to manage over 9 million annual visitors. Explore how this overtourism measure compares to similar efforts in Venice, Kyoto, and other global destinations struggling to balance tourism and preservation.

Echizen City in Fukui Prefecture is emerging as a craft tourism destination where visitors can enter real workshops of 1,500-year-old washi paper, nail-free tansu furniture, and hand-forged knives. Artisans share how welcoming tourists is helping preserve traditions, attract new audiences, and revitalize their community—all made more accessible by the Hokuriku Shinkansen extension.

Japan welcomed a record 42.68 million visitors in 2025, with tourism spending reaching ¥9.5 trillion. While cities like Tokyo and Kyoto still dominate, rural prefectures like Tottori (+151%) and Niigata (+69%) are experiencing remarkable growth. Explore how Japan's lesser-known regions are preparing for—and benefiting from—the inbound tourism wave, while tackling overtourism and infrastructure challenges.

Backcountry skiing accidents involving foreign tourists have surged at Japanese ski resorts. In just 3 weeks, 29 people were rescued—90% foreign nationals. From Niseko to Furano, powder-chasing tourists venturing off-piste face unique risks. Exploring Japan's safety measures, local rules, and cultural differences in mountain safety.

Kyoto City announces a switch from rear-entry/pay-later to front-entry/prepay bus boarding by FY2028. This overtourism countermeasure aims to reduce congestion and balance residents' daily life with tourism. The tourist express bus impact is also being evaluated.

JR East unveils major rail pass reforms starting March 2026. The new JR EAST PASS covers all JR East lines at ¥35,000 for 5 days or ¥50,000 for 10 days. With price increases and expanded coverage for other passes, Japan prepares its transportation infrastructure for the 40-million-visitor era. A comprehensive look at what's changing and why.

Discover why Japan's Unko Museum has attracted 2.5 million visitors worldwide. This unique "kawaii poop" entertainment facility transforms taboo into adorable, becoming a must-visit Tokyo attraction for international tourists.

Japan welcomed a record 42.68 million foreign visitors in 2025, with spending reaching 9.5 trillion yen. Explore the current state of inbound tourism, overtourism challenges in Kyoto and Mt. Fuji, and Japan's innovative solutions for sustainable tourism.

Japan's major airlines JAL and ANA are significantly expanding European routes to meet record inbound tourism demand. ANA launched new services to Milan, Stockholm, and Istanbul, while JAL introduces the latest A350-1000 aircraft. Discover how Japanese carriers are reshaping international travel strategies.