Over-tourism in Japan: Building a Sustainable Future
I’ve been incredibly fortunate to visit Japan my entire life. Each year, I’ve had the privilege of reconnecting with family and friends, and now, I’m lucky enough to call Japan my home. Growing up, my visits to my grandparents in Aizuwakamatsu, Fukushima were the happiest moments of my life. I’d walk through their neighborhood, visit the local businesses of their friends, and talk to incredible people who unknowingly shaped the person I am today.
Dying Communities
But as I’ve grown older, almost all of those shops have closed. My grandparents’ street, once filled with life, community, and warmth, now feels kind of sad. What was once a lively road has become a ghost of what it used to be. It breaks my heart each time I visit Fukushima and see how the community has shrunk. There are simply fewer people and fewer familiar faces.
Even some of the places I used to hang out with my friends in Tokyo have closed down. It’s not just my neighborhood or my experiences. Smaller, less-touristy areas all across Tokyo and Japan are facing the same problem. And the numbers tell the story too. In 2024, Japan recorded a record 768 restaurant bankruptcies—the highest in recent history.
An imbalance in the distribution of tourism resources, lack of attention to these smaller areas, and reduced visibility on popular platforms have all played a part. Meanwhile, districts like Kyoto, Shibuya, Shinjuku, and Asakusa are overflowing—often with more people than they can handle. This growing issue points to one of Japan’s most pressing issues in tourism today: Over-tourism.
Over-Tourism in Japan
Over-tourism isn’t just about the crowded streets, Instagram posts, or long lines at attractions. It has real, tangible consequences. In some areas, the cost of living has skyrocketed, making it nearly impossible for locals to afford to live there as businesses cater more to tourists. Iconic sites struggle to accommodate the influx of visitors, leading to environmental degradation and safety risks. We’ve all seen the headlines—tourists risking their lives for the perfect Instagram shot, ignoring local laws, and causing accidents. Finding the balance between welcoming tourists and preserving local culture has never been more difficult. But the need for responsible, sustainable tourism has never been more urgent. And one way to help alleviate the pressures of overtourism is to disperse these crowds to places that often don’t get attention.
With 36.9 million foreign visitors to Japan in 2024 and an expected 40 million in 2025, the challenges will only continue to grow, especially in popular destinations. Yet, many of the lesser-known neighborhoods across Tokyo and Japan, places full of rich cultural experiences, historical significance, and unique local businesses, are slowly fading into the background.
How TOMOGO! Aims to Make a Difference
Without the right support, these areas will remain overshadowed by the famous tourist hotspots, slowly dying off. It’s so important for tourists to travel responsibly. There’s nothing wrong with visiting famous landmarks and hotspots, but it’s essential to do so with an understanding of the places you’re visiting. Traveling with awareness, working with locals, and learning from them is a meaningful way to support communities while gaining a deeper appreciation for the culture.
This is why I love working with TOMOGO!. They’re doing something that really matters in the face of this growing issue in Japan. TOMOGO! is a tour company committed to supporting local communities and businesses by bringing tourist spending to these often overlooked, yet culturally rich areas. Educating travelers, working with locals, and aiming to make the Japanese tourism industry sustainable. They want to listen to the communities and help them grow.
I’m deeply passionate about supporting these communities because every time I see an Obaasan or Ojiichan running a small business, I’m reminded of my grandparents. I want to see places like Aizu thrive once again. I want tourists to experience Japan the way I have. To understand the culture, appreciate what makes it so special, and realize how important it is to support these local people.
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