Japan wants to encourage tourists to explore beyond Tokyo, in its efforts to tackle overtourism. The island country is seeing a return of visitors from East and Southeast Asia, including Hong Kong, South Korea, Taiwan, and Thailand but many of these tourists focus their attention on Tokyo and other well-known cities.
Overtourism
Sharing the experience of many countries around the world that are introducing tourist taxes and fees, Japan has found the influx of tourists in some places is having a negative impact locally and has taken action. Kyoto recently banned tourists from certain parts of its historic centre due to the constant harassment of its local geisha population.
Mount Fuji has been described as “screaming with overtourism” with trails over-run, damage and littering, and authorities there have introduced a visitor charge for its most popular trail to go towards the cost of maintenance and safety measures. And a glimpse of the iconic floating gate of the Itsukushima island shrine, in the city of Hatsukaichi, now comes at a fee, brought in to raise funds to benefit the island’s infrastructure, and maintain and protect the shrine itself. “We feel the need to create a hospitable environment for tourists, while securing the livelihood of islanders,” said Shunji Mukai, an official of the Hatsukaichi’s planning department.
Lesser known gems
Now, joining these various efforts to spread footfall, reduce local impact and share the tourist bounty, the Japan National Tourism Organization (JNTO) is launching a campaign promoting the relatively unknown attractions to be found beyond its city destinations. The strategy includes a tailored approach, directing certain visitors’ gaze towards places specially selected to appeal to their preferences.
Inbound visitors from Thailand are being invited to discover the Tohoku region, known for its scenic beauty, culture and history. Singaporean tourists meanwhile are encouraged to consider the distinctive subtropical Okinawa Prefecture, and Hong Kong’s contingent are being sold the historical castles and temples of the Setouchi and Shikoku area.
Strong wish to visit Japan
The JNTO says its research shows 60% of respondents in Thai, Taiwanese and Hong Kong markets expressed a strong wish to visit Japan, making now a good time to tap into this interest and broaden visitor understanding of what different parts of Japan can offer.
The campaign will partner with online travel agencies and feature endorsements from media entities and influencer input. The JNTO also wants to take advantage of the power of travellers themselves, offering incentives for visitors to publicize their experiences on social media platforms and review sites.
