The Japan Tourism Agency plans to expand its strategy for addressing overtourism from 47 to 100 regions while maintaining goals for visitor numbers and spending.
On November 11, the Japan Tourism Agency presented a revised proposal for the 'Basic Plan for Promoting Japan as a Tourism Nation' to an expert meeting, detailing the government's direction for tourism policy. This plan aims to tackle the issues of overtourism, such as congestion and noise, by increasing the number of regions addressing these problems from 47 to 100. The new plan will cover a five-year period from 2026 to 2030 and received preliminary approval from the expert panel, with final government decisions expected in March.
The revised targets maintain previous goals of exceeding 40 million inbound visitors and reaching a consumption level of 9.5 trillion yen by 2025. Moreover, the plan aims to increase these figures to 60 million visitors and 15 trillion yen in consumption by 2030. This stability in target numbers indicates a commitment to growing tourism while proactively managing its negative impacts, which have been a growing concern in popular destinations across Japan.
The initiative reflects the Japanese government’s awareness of the challenges posed by overtourism as it seeks to strike a balance between economic benefits and maintaining the quality of life for residents in heavily visited areas. As this plan unfolds, its effectiveness will depend on local governments' participation in implementing these strategies and their ability to foresee potential issues arising from increased tourist flows.
