Overtourism
In Nagano Prefecture's Hakuba village, a post-COVID tourism boom drew 2.9 million visitors in 2025, revitalizing the economy. Yet rising costs, crowds, and cultural clashes have sparked resident unease. Local officials are introducing measures to manage the influx without overwhelming the community.
Reported by AI
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.
January 12, 2026 00:20