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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The Japanese government approved its basic tourism promotion plan on March 27, 2026, confirming a target to implement overtourism measures in 100 areas by 2030—building on a January draft. The plan balances resident quality of life with goals of 60 million inbound visitors and 15 trillion yen in spending.

Several major Chinese travel agencies have halted sales of trips to Japan following a government advisory urging citizens to avoid the country amid escalating tensions over Taiwan. The move was triggered by remarks from Japanese Prime Minister Sanae Takaichi suggesting potential military involvement in a Taiwan contingency. Cancellations have begun at Japanese hotels, and releases of Japanese films in China have been postponed.

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Chinese tourists visiting Japan declined in February, marking the third consecutive month. Previously the biggest source of tourists to Japan, Chinese travelers have now been overtaken by South Korean visitors.

Japan maintains historically low crime rates, yet public perceptions of safety are declining. Factors like demographic shifts, social media influence, and immigration growth contribute to this disconnect. Examples from Adachi Ward and Kawaguchi highlight the trend.

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As the new year begins, Tsurui Village in Hokkaido is drawing a surge of visitors to see the red-crowned crane, a national Special Natural Monument. On Saturday, about 100 cranes arrived at the Tsurui-Ito Tancho Sanctuary, raising their beaks and crying out. Residents and tourists were captivated, saying, “Cranes are auspicious” and “They’re impressive.”

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