Overtourism refers to a situation in which the number of visitors exceeds a
destination's capacity, placing pressure on local environments, societies, and cultures,
and ultimately undermining sustainability.
This issue has been widely discussed by organizations such as the UNWTO, particularly
in cities like Barcelona and Venice. In recent years, however, overtourism has expanded
beyond Europe and become increasingly visible across Asia - including in Japan.
This article examines overtourism in Japan through two key perspectives:
physical limits and psychological limits, and explores possible approaches to
addressing these challenges.
The first dimension of overtourism is the point at which a destination’s physical systems can no longer keep up with the number of visitors.
This includes visible and measurable impacts such as:
In Japan, these physical limits are clearly observable. For example, in Kyoto, heavy congestion during peak seasons affects buses and major roads, disrupting daily life for residents. On Mount Fuji, the rapid increase in climbers has led to overcrowded trails, waste issues, and safety risks. In areas such as Senso-ji and Fushimi Inari Taisha, visitor concentration creates significant pedestrian congestion and limits mobility. These are not simply issues of “too many people,” but rather situations in which infrastructure, transportation systems, and spatial capacity are no longer able to absorb demand.
The second, and often less visible, dimension of overtourism is psychological. Even when infrastructure
can still function, overtourism may reach a point where residents begin to feel emotional and social strain.
This includes:
This dimension is particularly important in Japan. Many destinations—especially historical cities like Kyoto—have a close proximity between tourist areas and residential neighborhoods. As a result, tourist behavior directly affects everyday life. For instance, entering private alleys, taking photos in residential spaces, blocking pathways, or being unaware of local norms can create significant discomfort. These impacts are difficult to quantify, yet they are often more critical than physical congestion.
In Japan, many social norms - such as being quiet in public spaces or showing consideration to others - are implicit rather than explicitly stated. This cultural characteristic works smoothly domestically, but in international tourism contexts, it can lead to misunderstandings and friction.
There are generally two approaches to addressing overtourism.
One approach focuses on limiting visitor numbers through measures such as:
These methods can be effective in addressing physical limits. However, tourism is also a key economic driver for many regions, including in Japan. Simply reducing visitor numbers is not always feasible, as it requires balancing economic sustainability with community well-being. Therefore, while quantitative measures are necessary, they are not sufficient on their own.
The second approach focuses on improving how visitors behave. This includes:
An important insight is that the same number of visitors can create very different impacts depending on their behavior. If visitors act with awareness—moving respectfully, avoiding private spaces, managing waste properly, and considering others—the psychological burden on residents can be significantly reduced. Conversely, even a smaller number of visitors can generate strong negative reactions if their behavior is perceived as inconsiderate. In the case of Japan, overtourism is not only a matter of numbers, but also a question of how people travel.
And That Is Touristship
This leads to the concept of Touristship. Touristship refers to the idea of traveling with respect for destinations and the people who live there. It goes beyond simply following rules; it emphasizes a mindset of care, awareness, and responsibility.
Overtourism cannot be solved by regulation alone. While policies and infrastructure play important roles, the behavior of each individual traveler is equally critical.
Touristship encourages travelers to reflect:
By shifting the focus from restriction to responsibility, Touristship offers a complementary approach to addressing overtourism.
Importantly, this concept is not limited to visitors to Japan.
The same principle applies when Japanese travelers visit other countries, and more broadly, to all forms of international travel. Touristship is not about how to behave in one specific destination, but about adopting a universal mindset of respect wherever one travels.
If overtourism continues unchecked, tourism itself risks being perceived as harmful rather than beneficial.
To sustain travel as a positive cultural exchange, it is necessary not only to manage visitor numbers, but also to reconsider how people travel. Japan provides a valuable case study in this regard. Due to the close relationship between living spaces and tourist areas, and the presence of implicit cultural norms, overtourism in Japan highlights both physical and psychological limits.This suggests that overtourism should be understood not only as a question of capacity, but also as a matter of behavior and mutual respect. Touristship represents one step toward ensuring that travel remains welcome, sustainable, and meaningful—for both visitors and the communities they encounter.
One of the key challenges identified in Japan is the lack of accessible, context-specific information for international visitors—particularly regarding local customs and expectations.
In response to this gap, an initiative called Touristship Japan Web (TJWeb) has been developed as a centralized, mobile-friendly resource for inbound travelers.
TJWeb provides clear and practical guidance on how to navigate cultural norms, public spaces, and everyday situations across Japan. Unlike many localized or fragmented efforts, it aims to present information in a structured and accessible way for a global audience.
Rather than relying solely on rules or restrictions, this approach focuses on enabling better behavior through better information.
While still evolving, such initiatives illustrate how overtourism can be addressed not only through policy and control, but also by improving how travelers understand and engage with destinations.
