2025 once again confirmed that Japan is one of the main tourist destinations of the planet. If during 2024 visitors did not stop arriving to the point that the hospitality industry ran out of key products or it came to establish two price levelsthe following year the numbers they surpassed themselves. In fact, the concentration of people has been such that many locals have come to pay so that no one bothers them.
And among the hordes, one nation has stood out exceedingly: the australians.
Record figures for 2024. Between the months of January and November of that year, Japan received no less than 807,800 Australian touristssurpassing the 2019 record by almost 200,000, according to the Japan National Tourism Organization (JNTO). This unprecedented increase reflected Australians’ growing interest in the cultural, culinary and scenic experiences that Japan has to offer.
However, the massive flow was concentrated in the most famous places in the nation, mainly in three iconic destinations: Tokyo, Osaka and Kyoto, which generated problems of overcrowding and tourist overload in these areas to the point that the sector has made a decision.
2025 keeps the numbers at their peak. In 2025, Japan reached a historical tourism record with 42.68 million international visitors, especially highlighting the case of Australia, which exceeded one million travelers for the first time. with 1,058,300 visits15% more than in 2024, according to the Japan National Tourism Organization.
Furthermore, this boom was not only concentrated in classic destinations such as Tokyo, Osaka and Kyoto, but also extended to lesser-known regions such as Fukuoka, Gifu, Niigata and Iwate, driven by a new profile of travelers interested in more authentic experiencesnature, local culture and activities such as hiking, stays in traditional accommodation or participation in festivals.
Visit the field. The “problem” of visitor saturation began after the return of large crowds once the pandemic is overa situation that has put great pressure on local communities and tourism resources.
As explained by Naoki Kitazawadirector of the JNTO office in Sydney and one of the first to send the message that comes from Japan, it is crucial that travelers reconsider their itineraries, asking them to opt for destinations further away from large cities, mainly the less visited countryside and rural areas. For example, there is talk of enclaves such as Tohoku, Kanazawa and Naoshima, which offer “authentic experiences”, with attractions comparable to those of large cities, but without the disadvantages of crowds.
Currency as a demand factor. As reported by the Japanese tourism sector, the tourism boom is due in part to a favorable exchange rate between the Australian dollar and the yen (or with the euro and the dollar), a rate that has kept prices accessible for travelers.
Additionally, compared to costs in Australia, eating out and enjoying activities in Japan is significantly cheaper for Australians, which has further increased the destination’s appeal. In fact, the trend has led travel agencies such as Japan Holidays to temporarily suspend receiving new requests due to high demand.
Explore new destinations. For all these reasons and due to saturation problems, agencies and the tourism sector in Japan have begun to redirect visitors to lesser-known areas. In this regard, Stuart McIntosha frequent traveler, noted that regions like Tohoku and Hokkaido offer temples, cherry blossoms, onsen and food at a fraction of the crowds.
For its part, Josh Khochaichean architecture student with a passion for carpentry and Japanese culture, has taken this approach, including destinations like Naoshima in his itinerary and planning future visits to rural areas.
Sake as an example. And here an option has emerged that has gained great strength in recent times. The pandemic forced many traditional Japanese companies, such as Sasaki Shuzo, to rethink their business model. His artisanal sakemade since 1893, faced a crisis due to the drop in sales to wholesalers during the restrictions, leading its owner, Akira Sasaki, to open the doors of your brewery to tourism.
Taking advantage of its location near Nijo Castle, Sasaki implemented guided tours to showcase the family tradition of sake and encourage tourist interest in the region, a strategy replicated by many breweries in Japan.
Impact and challenges of cultural heritage. Sake, whose production technique was recognized by UNESCO as intangible cultural heritage, it is now promoted with the inclusion of breweries on tourist itineraries to revitalize rural communities affected by aging populations and lack of visitors.
Every brewery, from urban ones like Sasaki Shuzo to rural ones like Tonoike Sake Brewery in Tochigi, adapt your visits to local conditionsoffering tours, sake tastings, and complementary activities such as visits to farmers and potters. These experiences seek to connect visitors with the history and culture of the regions they visit, promoting economic sustainability and the appreciation of regional heritage.
Responsible tourism. That is the underlying idea. JNTO’s message is clear: Beyond traditional destinations like Tokyo and Kyoto, Japan has a wide range of cultural experiences, landscapes and activities to discover.
Furthermore, this approach not only benefits local communities by better distributing the impact of tourism, but also enriches the traveler’s experience, allowing them to connect with the essence of authentic Japan. Careful planning and choosing less crowded routes seem to be the keys to fully enjoying the country while respecting its cultural and natural heritage.
Image | Franck Michel
In Xataka | Overcrowding in Japan is taking its inhabitants to an extreme measure: paying so that no one speaks to them
A version of this article was published in 2025. We have updated its content with everything that has happened since then.
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