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Japan: Tourism Boom in 2024 but Kyoto Fights Overtourism

Japan has seen an unprecedented tourism boom in 2024, welcoming millions of visitors and cementing its position as a tourism superpower. The excessive influx of tourists, however, is causing problems in cities like Kyoto, which has introduced a 60 euro tourist tax to combat overtourism

Japan: Tourism Boom in 2024 but Kyoto Fights Overtourism

2024 was theyear of JapanThe Land of the Rising Sun has experienced an authentic tourist boom, consolidating itself as one of the most sought-after destinations in the world, transforming itself into a a true tourist superpower. The great ally of this rise? The Yen, which is at an all-time low, making the Japan more accessible than it has been for decades, when the exchange rate was much higher. According to data from the Japan National Tourism Organization (JNTO), In 2024 the country welcomed 36,87 million tourists, with an incredible increase of 47,1% compared to the previous year. A surge that follows the recovery of the sector in 2023, when Japan had already seen 25,07 million visitors.

In fact, 2023 had already been a year of great recovery, with an extraordinary surge in the number of tourists from China (+187,9%), who have started visiting the country again after the end of the Covid restrictions. But not only that: also Taiwan (+43,8%) and the South Korea (+26,7%) contributed to the growth.

E for 2025, the forecasts are equally enthusiastica possible increase up to 40,2 million visitors, also driven by global events, such as theOsaka Expo. Japan really seems ready to climb further to the top of global tourism.

Japan: More and more Italians choose it as a destination

Japan is increasingly a a popular destination for Italian travellers too. In 2024, arrivals from Italy reached record of 229.700 peoplea increase of 41,1% compared to 2019, positioning itself at first place for growth among European markets. This positive trend is part of a context in which the country is also reaping successes in the main international rankings. Tokyo, for example, has risen among the top three tourist destinations in the world since Top 100 City Destinations Index 2024 by Euromonitor, surpassing iconic cities such as New York and London. The Japanese capital was also awarded as the best big city in the world from the readers of Conde Nast Traveler 2024, thanks to its perfect synthesis of tradition and modernity.

Japan: Tourist Spending Rises

Foreign tourists in Japan do not just visit the country, but contribute to the local economy. In 2024, the total tourist spending exceeded 8.140 trillion yen (about 50 billion euros), an increase of 53,4% ​​compared to the previous year. main voices of expenditure include accommodation, shopping, meals and drinks.

I Chinese tourists represent 21,3% of total expenditure, followed by Taiwanese with 13,4%.

Lo weak yen has undoubtedly attracted millions of tourists, but it has also discouraged Japanese from traveling abroad. But with the stabilization of exchange rates, a resumption of outbound tourism. JTB, a Japanese travel agency, estimates that around 2025 14,1 million Japanese will go abroad, with an increase of 8,5% compared to the previous year. The destinations? From the closest ones, such as East Asia, to the most distant ones, such as Europe and Oceania.

The Dark Side of Success: Kyoto's Overtourism

Japan's success as a tourist destination brings with it a series of problems, in particular overtourism, or the overcrowding of tourist resorts, which risks compromising the quality of life of residents and the experience of travellers. One of the cities that is experiencing the consequences of this exponential growth is Kyoto, the country's historic imperial capital, famous for its temples, zen gardens and cultural tradition. In 2023, Kyoto recorded a unprecedented overcapacity of tourist presences.

Kyoto: 60 Euro Per Night Tourist Tax Coming Soon

To face theexcessive tourist influx, Kyoto Municipality has decided to take drastic measures, including a significant increase in tourist tax. Starting in 2026, the tax will rise to 10.000 yen (about 60 euro) per person per night, ten times higher than the current limit of 1.000 yen.

“The city of a thousand temples”, the name by which the ancient capital of Japan is known, had already introduced a tiered housing tax systemRates ranged from 200 yen (about $1,20) for stays costing less than 20.000 yen per person per night, up to 1.000 yen (about $6,10) for accommodations costing more than 50.000 yen per night.

The Mayor Koji Matsui he explained that the aim of this new measure is to balancing the impact of tourism, using the proceeds for finance investments in safety and sustainability, benefiting both tourists and local residents. The new tariff system is expected to lead to an increase in municipal revenue, which could reach the 12,6 billion yen, compared to 5,2 billion yen recorded in 2023.

This tax represents just one of many actions taken to counteract overtourism and promote more sustainable tourism. Japanese cities are facing increasing pressure on their local resources and the risk of damaging cultural and environmental heritage. As a result, local governments are trying to find a balance between the economic benefits of tourism and the need to protect communities and historical traditions.

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