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There’s an amusing meme circulating that depicts how a typical millennial midlife crisis might look:
- Take up running.
- Become obsessed with houseplants.
- Purchase an air fryer.
- Start planning a vacation to Japan.
While the humor may sting a bit, there’s a significant grain of truth to it.
The allure of Japan has attracted travelers of all ages for many years, but interest has surged especially since the end of the COVID-19 pandemic. The country’s unique blend of deep-rooted cultural traditions and cutting-edge modernity, along with an apparent focus on wellness and beautiful landscapes, makes Japan increasingly desirable for global travelers.
In fact, Japan was recognized as the best country to visit worldwide in the Conde Nast Readers’ Choice Awards last year.
The current state of the yen has made travel there even more appealing. With the currency weakened, Japan is experiencing an unprecedented travel boom, reaching over 10 million visitors at an accelerated pace this year. This resurgence is particularly welcomed after tourism virtually fell off a cliff for over two years due to some of the world’s strictest border controls during the pandemic.
Visitors enjoy the vibrant atmosphere of the Azalea Festival at Nezu Shrine in Tokyo on April 17. (Richard A. Brooks/AFP/Getty Images)
However, as tourism numbers soar, Japan is now faced with the challenge of overtourism, which impacts everything from its cherished cultural practices to soaring housing and hotel rates.
“I’m glad to see so many tourists in Japan, but it has become increasingly difficult for me,” stated Yoshiki Kojima, an IT business owner, in an interview with the Japan Times in January about his difficulties securing affordable accommodation for traveling staff in Tokyo.
Similarly, Natsuki Sato, a local mother living near a popular ski resort, conveyed her distress: “I just can’t afford to buy a house here anymore due to the rising property prices driven by tourism,” she explained to the Australian Broadcasting Corporation on April 12.
In response to these pressures, many tourist hotspots in Japan are beginning to implement a two-tier pricing system, affecting everything from restaurants to theme parks.
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Increased Interest from Canadian Tourists
The arrival numbers of foreign travelers, including for both business and leisure, reached 3.5 million last month, bringing the total to 10.54 million for the first quarter as reported by the Japan National Tourism Organization (JNTO).
Last year, Japan hit the 10 million visitor mark by April.
Tourist arrivals in 2025 are expected to exceed last year’s record of 36.87 million. The iconic cherry blossom season in March significantly heightened interest, leading to unprecedented numbers of travelers arriving from the United States and Canada, according to JNTO.
Furthermore, Canada ranks among the top 20 countries contributing to recent visitor numbers, with February alone seeing 44,500 Canadian arrivals—a 31% increase from the previous year. In total, over 550,000 Canadian tourists visited Japan last year, up 37% compared to 2022.
Currently, the exchange rate stands at approximately 103 yen to $1 CAD, illustrating that a bowl of ramen could be about $5 and the average hotel room costs around $200 per night.
Aaron Petrowitsch, a 32-year-old from Calgary, remarked on the favorable conditions during his February honeymoon in Tokyo and Kyoto. “With travelers less inclined to head to the United States at the moment, Japan offers good value for money,” he noted in a conversation with CBC News.
Petrowitsch and his wife had initially planned their trip for 2020 but postponed due to COVID-19 restrictions. When they rebooked, he was surprised by the reduced costs compared to five years ago. “It’s certainly gaining in popularity,” he noted, pointing to colleagues who are also embarking on trips to Japan shortly after his return.
Confronting Overtourism
As more visitors flock to Japan, likely influenced by social media trends, the issue of overtourism has come into sharp focus.
“It’s not about the number of tourists per se, but rather the concentration of visitors at specific locations,” explained James Mundy from Inside Japan on the Responsible Travel website.
“The desires of tourists and local communities sometimes do not align,” noted Kenji Hamamoto from the Japan Tourism Agency during an interview with Travel Voice in January.
In response, certain areas have been proactive. For instance, Kyoto’s historic geisha district, Gion, has prohibited visitors from accessing specific alleyways to curb instances of tourists inappropriately engaging with geisha or maiko.
Kamakura has increased security at popular sites due to excessive crowds disrupting access to its iconic railway crossing, prompting authorities to employ guards for crowd control.
In the town of Fujikawaguchiko, the surge in tourists seeking coveted Instagram photographs has necessitated public measures. The view of a convenience store located near Mount Fuji was blocked with a barrier to manage the influx of visitors, an action that was later reversed amidst complaints about the obstruction.
Additionally, a centuries-old temple in Kyoto grapples with litter and unauthorized photo shoots, while Mount Fuji’s heavy visitor traffic has led to concerns about environmental impacts, with some dubbing it as trash mountain.
Exploring Two-Tier Pricing
In an effort to tackle overtourism, several tourist sites have begun adjusting their pricing structures. Starting in July, climbers of Mount Fuji will be required to obtain a permit costing 4,000 yen, roughly $39 CAD, effectively doubling the previous year’s tourist tax rate.
Next year, Himeji Castle will increase entry fees to more than double what local visitors pay. Likewise, a new nature-themed park in Okinawa is setting a price of 8,000 yen for tourists, contrasted with the 6,300 yen fee for residents.
Reports indicate that some restaurants are also implementing a ‘tourist tax’, where patrons may pay higher rates than locals, such as one all-you-can-eat seafood restaurant in Tokyo that has adopted this pricing model.
Additionally, in 2023, Miyajima implemented a 100-yen tourist tax for visitors arriving by boat to the area renowned for the UNESCO World Heritage-listed Itsukushima Shrine.
Petrowitsch, during his recent visit, did not perceive a significant two-tier system, commenting that the pricing differences for locals were minimal. He noted that unless such disparities become extreme, they wouldn’t deter him from returning. “We had an incredible experience,” he added.
The streets of Tsukiji fish market, a popular bustling area, were crowded with both foreign and domestic tourists as Japan celebrated the ‘Golden Week’ holidays in April 2024. (Richard A. Brooks/AFP/Getty Images)
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