Japan’s remote tourist areas see deluge of foreign visitors amid overtourism

Japan’s remote tourist areas are experiencing a surge in foreign visitors, making overtourism a serious issue. As part of efforts toward an inclusive society, this trend is drawing attention.

Japan’s remote tourist areas are facing a deluge of foreign visitors, leading to serious overtourism problems. This issue is highlighted in a series on building an inclusive society. According to a report in The Japan News on January 11, 2026, these areas are overwhelmed by the tourism boom, resulting in excessive crowding. The need for sustainable tourism practices is underscored, though specific measures remain a future challenge.

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Tokyo shopkeepers cheerfully serve Japanese customers in a bustling store, shrugging off fewer Chinese tourists amid diplomatic tensions.
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Japanese businesses brush off worries over fewer Chinese tourists

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A diplomatic spat over Japanese Prime Minister Sanae Takaichi's remarks on Taiwan prompted China to warn its citizens against traveling to Japan, leading to fewer Chinese tourists, but Tokyo business owners largely dismiss concerns about sales impacts. Managers report that increased Japanese shoppers have offset the drop. In China, group tour cancellations are surging.

The Japan Tourism Agency plans to increase regions addressing overtourism from 47 to 100. This effort is included in the draft of the basic tourism promotion plan presented to an expert panel, outlining tourism policy through fiscal 2030. While keeping the inbound visitor target unchanged, it raises the repeat visitor goal from 36 million to 40 million.

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Holiday travelers are flocking to once-secret spots, turning them into crowded hotspots due to social media shares. Local favorites like quiet cafés now buzz with noise and queues. This trend echoes historical patterns but amplifies modern challenges in popular destinations.

Roots tourism is gaining popularity in Japan as overseas descendants of Japanese seek to explore their family history and traditions. Lea-Anne Domae, a third-generation Japanese Canadian, grew up with little connection to Japan but is now tracing her heritage.

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Japan's government has adopted a comprehensive regional revitalization strategy at a cabinet meeting to build a strong economy. Covering five years from fiscal 2025, the plan targets raising rural labor productivity to match or exceed Tokyo's metropolitan area by 2029. It focuses on attracting domestic and foreign demand while enhancing rural appeal and infrastructure.

A lodging facility in a popular snow resort in central Japan has been reprimanded for rejecting a reservation from an Israeli travel firm, deemed discriminatory based on nationality. The Nagano prefectural government issued a verbal warning in October. The Israeli Embassy requested an investigation into the incident.

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An increasing number of schools in Japan are providing special Japanese language tutoring for foreign students living in the country. This reflects efforts to build a more inclusive society.

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