Japan’s tourism sector has witnessed a significant rebound, with visitor numbers reaching an impressive 96.1% of pre-pandemic levels, according to a Japan National Tourism Organization (JNTO) report released on october 18th, much due the lifting of most Covid-19 restrictions earlier this year.
The recent decline in Japan’s currency, with the yen at a nearly 33-year low, has rendered the once costly destination remarkably more affordable, attracting a wave of tourists seeking budget-friendly holiday options.
In September alone, the country welcomed 2.18 million international tourists. The most visitors came from South Korea, with 570,400 arrivals, closely followed by 385,300 tourists from Taiwan. Chinese travelers ranked third, constituting 325,600 visitors, though this number marked a decline of approximately 10% compared to the previous month, indicating a slower recovery for tourism from China.
However, the revival of tourism has been inconsistent across different regions, with 25 out of 47 prefectures reporting a recovery of less than 60% of their pre-Covid levels.
Although the third quarter displayed a promising increase in per capita spending, totaling 210.810 yen (€1331.77), a 29.4% surge compared to 2019, variations in tourist spending persisted across different regions. Notably, the cumulative number of tourists lodging in Tochigi and Ishikawa prefectures approached 80-90% of pre-pandemic levels, showcasing a substantial recovery. In contrast, Tottori and Kagoshima prefectures struggled, with lodging rates hovering around a mere 30%.
According to Tomotaka Hirabayashi, a partner at EY specializing in the tourism sector, a comprehensive recovery hinges on the ability of less-traveled regions to enhance both the quantity and quality of their tourism infrastructure. Hirabayashi emphasized the need for regional diversification, urging attention to be given to outlying areas that are slow to recover.
The renewed enthusiasm for travel to Japan has begun to exert pressure on some of the country’s prime tourist destinations. Mount Fuji, in particular, has witnessed a sharp rise in visitor numbers, leading to concerns regarding safety, pollution and discussions on implementing access limitations.
“Overtourism also entails numerous risks, including the safety of hikers. If large numbers of people end up in a human traffic jam below the summit, there could be jostling and falls or falling rocks, which could lead to serious accidents. This is a very worrying possibility for us”, Masatake Izumi, an official from Yamanashi prefecture, emphasized.
While the rebound in tourism signifies a promising economic recovery for Japan, managing the balance between attracting visitors and preserving the integrity of its natural and cultural heritage remains a pressing concern for the country.
