🌸 In 2025, Japan's tourism industry reached a historic turning point. The number of foreign visitors surpassed 42.68 million, with spending hitting 9.5 trillion yen. But behind these figures lies a growing challenge: "overtourism" in places like Kyoto and Mt. Fuji. What's behind the rapid growth of inbound tourism, and how is Japan working toward sustainable tourism?
2025 Foreign Visitors: Breaking the 40 Million Barrier
According to the Japan National Tourism Organization (JNTO), the total number of foreign visitors to Japan in 2025 reached 42,683,600, breaking through the 40 million mark for the first time in history. This represents a 15.8% increase over 2024's 36.87 million visitors and exceeds the pre-pandemic peak of 31.88 million in 2019 by over 10 million.
By country and region, South Korea topped the list with 9.459 million visitors, followed by China at 9.096 million, Taiwan at 6.763 million, the United States at 3.306 million, and Hong Kong at 2.517 million. Notably, Australia crossed the 1 million threshold for the first time with 1.058 million visitors, becoming the seventh "million-visitor market."
Inbound Spending: 9.5 Trillion Yen Breakdown
According to the Japan Tourism Agency's Inbound Consumption Survey, foreign visitor spending in 2025 is estimated at 9.4559 trillion yen, surpassing 2024's 8.1257 trillion yen by approximately 1.33 trillion yen to set a new record.
Looking at the spending breakdown, accommodation accounts for the largest share at approximately 36-38% of total expenditure. Shopping follows at about 25-26%, with food and beverage at roughly 21-23%. A notable recent trend is the shift from the traditional "bakugai" (explosive buying) to experience-based consumption, with travelers from Europe and the Americas spending over 80% on services.
Per-person travel spending averaged approximately 229,000 yen, roughly flat compared to the previous year. Since the increase in total spending was primarily driven by the recovery in visitor numbers, improving the quality of individual spending remains a challenge in achieving the government's goals of 60 million visitors and 15 trillion yen in consumption.
Overtourism Reality: A Kyoto Case Study
Behind the rapid growth of inbound tourism, overtourism has become an increasingly serious problem across Japan.
Kyoto City is particularly affected, with approximately 56.06 million tourists and 16.3 million overnight guests in 2024. The number of foreign overnight guests reached approximately 8.21 million, setting a new record that far exceeds pre-pandemic levels.
A Kyoto University survey found that over 80% of local residents report disruptions to their daily lives due to public transportation crowding. Specific issues include chronic congestion at popular tourist spots like Kiyomizu-dera Temple and Arashiyama, packed city buses affecting commuters and students, littering and noise problems, unauthorized photography and harassment of maiko and geiko, and rising accommodation prices affecting domestic travelers.
Overtourism Countermeasures Across Japan
In response to these challenges, various measures are being implemented throughout Japan.
Kyoto City introduced "Tourist Express Buses" in June 2024. These routes connect Kyoto Station directly to Kiyomizu-dera Temple and Ginkaku-ji Temple, with stops only at tourist destinations. While fares are approximately double regular bus rates, travel times are significantly reduced, helping separate tourist traffic from regular commuter routes.
The city also ended sales of the "Bus One-Day Pass" in September 2023, consolidating it with the "Subway-Bus One-Day Pass" to promote subway usage and diversify transportation options. Additionally, "Kyoto Tourism Moral" guidelines have been established to educate visitors on appropriate behavior.
Mt. Fuji implemented a substantial increase in trail access and climbing fees to approximately 4,000 yen for all routes starting summer 2025. Beyond the fee increase, new requirements include time and capacity restrictions, mandatory accommodation for night climbs, and completion of pre-visit e-learning courses—establishing a new framework of "meeting conditions to experience" rather than simply paying for access.
In Biei, Hokkaido, serious problems with tourists trespassing on private farmland and illegal parking led to the painful decision in 2025 to cut down 40 birch trees that had become a popular photo spot, in order to protect local farmers.
Expanding Accommodation Tax Implementation
To secure funding for overtourism countermeasures and manage demand, accommodation taxes are expanding nationwide.
Since Tokyo first introduced the tax in 2002, it has spread to Osaka Prefecture (2017), Kyoto City (2018), and Fukuoka City (2020). More recently, implementation has expanded to regional cities including Hokkaido and Sendai.
Osaka Prefecture has expanded its tax base by lowering exemption thresholds and restructuring tax rates. Kyoto City is also reviewing its system, with revenues being used as stable funding sources for maintaining and improving tourist destinations.
Government Policy Package
In October 2023, the government adopted the "Policy Package for Preventing and Mitigating Overtourism," advancing measures along three pillars.
First, "Addressing excessive crowding and manner violations from tourist concentration" includes promoting dispersion from crowded bus routes to subways, piloting hands-free tourism initiatives, implementing access management, and flexible pricing.
Second, "Promoting tourism to regional areas" aims to correct the concentration in urban areas. Eleven model regions have been designated for developing high-value-added inbound tourism destinations to distribute visitors more widely.
Third, "Tourism promotion in collaboration with local residents" supports communities in envisioning their ideal future and implementing measures suited to local conditions.
Discussions on Increased Taxation of Foreign Visitors
Revisions to the consumption tax exemption system are also underway. From November 2026, a "refund system" will be introduced where purchases are made at prices including consumption tax, with refunds provided when goods are confirmed to be taken out of the country upon departure.
Proposals have also emerged within the government and ruling party to increase tax burdens on foreign visitors. Ideas under discussion include limiting tax refunds to 5% (half the normal rate) and using the remainder for overtourism countermeasures, as well as raising the international tourist tax (departure tax).
Future Outlook: The Road to 100 Million Visitors
Among inbound tourism experts, there is discussion of Japan potentially reaching 100 million foreign visitors annually in the future. Tourism powerhouse France already surpassed 100 million in 2023, with Spain and Italy following close behind.
Japan's strengths include attractive tourist destinations in all 47 prefectures, over 200 castle towns, and world-class snow resorts. Winter tourism demand has surged particularly, with 3.78 million visitors in January 2025 setting a new monthly record.
However, workers who left the tourism-related industries during the pandemic have not returned, creating serious labor shortages. The ongoing inability to increase the number of taxis and buses makes improving reception capacity an urgent priority.
Transitioning to Sustainable Tourism
Japan's tourism industry is now being pushed to transition from "quantity" to "quality." Rather than simply pursuing increased visitor numbers, there is growing demand for sustainable tourism that increases per-visitor spending, brings benefits to local communities, and maintains harmony with residents' daily lives.
According to JTB research, Japanese attitudes toward increasing foreign tourists vary by generation. Younger generations tend to view it positively for economic revitalization and local vibrancy, while those over 50 more often express concerns about visitor manners and impacts on resident life.
Japan is walking the path toward becoming a world-class tourism nation while working to maximize tourism's benefits for local communities and minimize its negative impacts—a difficult balance to strike.
Various discussions are taking place in Japan about the benefits and challenges of tourism. What's the situation with the tourism industry and overtourism in your country? Do you face similar challenges at local tourist destinations? We'd love to hear about your country's experiences!
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Reactions in Japan
I live in Kyoto, and lately I often can't get on buses because there are too many tourists. Tourism is welcome, but it's a problem when it interferes with daily life.
Over 9 trillion yen in inbound spending is amazing! It's a big plus for the Japanese economy. I hope it leads to regional revitalization too.
I thought the 4,000 yen Mt. Fuji climbing fee was expensive, but it might be necessary for crowd control and safety measures. It's a matter of life and death.
Introducing tourist express buses is a good initiative. I think separating local residents and tourists is a rational solution.
There are definitely manner issues with foreign tourists, but there are Japanese tourists with bad manners too. Education is needed regardless of nationality.
Almost no foreigners come to my local area (a regional city). Overtourism is only an urban problem. I wish more would come to the countryside.
I run a ryokan, and the inbound recovery really saved us. We were on the verge of closing during COVID, so I'm nothing but grateful to the tourists.
I support revising the tax-free system. It can prevent bulk purchases for resale, and increase tax revenue. I hope it becomes a funding source for overtourism measures.
I felt sad seeing maiko being chased near Kiyomizu-dera. I wish visitors would have more respect for Japanese culture.
It's complicated that Japan has become a cheap travel destination due to the weak yen. It's also proof of declining economic power.
I work in tourism, and the labor shortage is serious. People won't come unless wages increase. We can't keep up with inbound demand.
I think accommodation tax is unavoidable. Maintaining tourism infrastructure costs money, and beneficiary burden is natural.
The news about cutting down the birch trees in Biei was heartbreaking. It's wrong that locals have to suffer because of tourists' poor manners.
It's fun talking with foreign tourists. It's good English practice, and I rediscover good things about Japan.
Please do something about Kyoto accommodation being so expensive that Japanese people can't afford to stay. It's strange to pay international prices to see our own cultural heritage.
100 million tourists per year... Can infrastructure keep up? It's already overloaded.
I visited Kyoto last year, and it was indeed crowded. But the tourist express bus was convenient. Travelers need to be careful not to inconvenience locals.
I've visited Japan many times from Taiwan. I understand the new Mt. Fuji climbing regulations. These measures are necessary to protect tourist destinations.
We have the same issues in the UK. Popular destinations like the Cotswolds and Bath are struggling with tourist impacts. Japan's measures are worth learning from.
I go to Japan about three times a year from Korea. The weak yen makes it really affordable. But I'm careful about manners because I don't want to be disliked due to overtourism.
I'm from Barcelona, Spain, and residents are really suffering from overtourism. I think it's wise that Japan is taking early measures.
We're planning a family trip to Japan from Australia. I understand accommodation taxes and climbing fees, but I'd like more information in advance. It's confusing to be charged unexpectedly.
As a German, I support efforts toward sustainable tourism. Balancing environmental protection with tourism is a global challenge.
Japan is far from Brazil, but it's a country I want to visit at least once in my life. If overtourism measures maintain tourism quality, I can accept some cost increases.
As an American, I was honestly surprised by the crowds in Japan. But that shows how attractive the country is. I hope Japan continues welcoming foreigners while implementing countermeasures.
France has over 100 million tourists and various problems are arising. Japan should take measures now. If you wait too long, it will be too late.
I'm happy that tourists from Vietnam to Japan are increasing. As a tourist from another country, I want to follow manners and respect Japanese culture.
From a Polish perspective, Japan's tourism measures are very organized and impressive. I think it's an approach we should reference in our country too.
As a tourist from India, I was impressed by Japan's cleanliness and order. I'm happy to follow regulations that maintain this.
I'm Canadian and want to climb Mt. Fuji. I don't think 4,000 yen is too expensive if it's for safety and environmental protection. Capacity limits also make sense.
I've been to Japan many times from Singapore. As a repeat visitor, I want to explore more regional attractions. There are many wonderful places beyond Kyoto and Tokyo.