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Japan’s tourism sector is experiencing recovery with the number of international visitors in July 2024 surging by 41.9% compared to the same period last year. The Japan National Tourism Organization (JNTO) reported that an estimated 3.29 million tourists visited the country in July, marking the second consecutive monthly record for inbound tourism.
This resurgence is attributed to the weakened yen, which has made Japan a more affordable destination for foreign travellers. The appeal of Japan’s unique cultural offerings, from traditional kimonos and culinary delights to high-quality craftsmanship, continues to draw visitors worldwide.
South Korea remains the top source of tourists, with nearly 703,300 visitors in June alone, followed closely by China with 660,900 and Taiwan with 574,500 tourists. The United States also contributed significantly, with 296,400 visitors during the same period.
Japan’s tourism boom has brought much-needed economic relief, particularly after the devastating impact of the COVID-19 pandemic. However, the influx of visitors has raised concerns about overcrowding in popular tourist destinations such as Kyoto and Mount Fuji. Local authorities are grappling with the challenges of managing large tourist crowds while preserving these sites’ cultural and historical integrity.
In response, Japan has implemented crowd control measures, including entry fees for popular hiking trails on Mount Fuji and restrictions in areas like Kyoto’s Gion district. These actions aim to mitigate the negative impacts of overtourism, which have caused frustration among residents.
Looking ahead, Japan has set an ambitious goal of attracting 60 million tourists annually by 2030, nearly doubling 31.88 million visitors in 2019. Ichiro Takahashi, head of the JNTO, is confident that with strategic planning and promotion of lesser-known destinations, Japan can achieve this target while maintaining sustainable tourism practices.