Full Breakdown
Japan's Tourism Agency Enhances Measures Against Overtourism
2/1/2026, 12:23:36 PM
Strengthening Overtourism Measures
The Japan Tourism Agency has announced plans to expand its efforts against overtourism by increasing the number of regions implementing measures from 47 to 100. This initiative is part of the agency's basic tourism promotion plan, which outlines the direction of Japan's tourism policy through 2030. The draft of this plan was presented to a panel of experts on January 30, 2023, and aims to compile a final version for Cabinet approval by March 2023.
Tourism Goals and Economic Context
Despite the new focus on managing overtourism, the agency has maintained its target of attracting 60 million inbound visitors and achieving annual spending of 15 trillion yen (approximately S$123 billion) by 2030. The plan also raises the goal for repeat visitors from 36 million to 40 million. In 2025, Japan recorded a significant inbound tourist spending of 9.5 trillion yen, making tourism the country's second-largest export sector after automobiles.
Addressing Sustainability and Regional Development
The agency emphasizes the importance of sustainable tourism practices to ensure resilience against various risks, including geopolitical tensions. Notably, the number of visitors from China, which has historically been the largest source of inbound tourism, has sharply declined since November 2025 due to deteriorating Japan-China relations. This situation has prompted the agency to develop a tourism strategy that reduces dependency on specific countries or regions.
Criticism and Opposition
While the Japan Tourism Agency's plans aim to balance economic growth with sustainable practices, some critics argue that the measures may not adequately address the root causes of overtourism. Concerns have been raised about the potential impact on local communities and the environment, as increased visitor numbers could exacerbate existing issues rather than alleviate them.
Official Statements & Responses
The Japan Tourism Agency has stated that the new plan is essential for positioning inbound tourism as a strategic industry that will drive regional and national economic development. The agency's commitment to sustainability and resilience is seen as a necessary step in adapting to changing international circumstances.
What's Next
The final draft of the tourism promotion plan is expected to be presented for Cabinet approval in March 2023. The agency's ongoing efforts will likely focus on implementing the expanded measures against overtourism while striving to meet its ambitious visitor and spending targets.
Verbatim Quotes
- “In response, the agency decided to position inbound tourism as a strategic industry that will lead the development of regional economies and the national economy.” — Japan Tourism Agency Official
