Amid complaints about tourists, Japan still wants to draw in more

Amid complaints about tourists, Japan still wants to draw in more

Japan is drowning in tourists, but it still wants more of them. In 2024, Japan welcomed a record number of 37 million visitors, and it plans to bring in even more. Why? Because Japan’s population is shrinking. With the birth rate decreasing, the country relies on tourism to stimulate the local economy. The problem is that there are also fewer workers to support this growing number of tourists. Increased tourism has also caused tensions between locals and visitors. Some restaurants even refuse tourists, and several attractions don’t allow any photography. Two tour guides told me that part of their job is now teaching people how to travel and use Japan’s public transportation without being a nuisance. But even with the overcrowding and economic struggles, the government still hopes to double tourist numbers by 2030.

In 2024, Japan welcomed a record number of 37 million visitors — a quarter of its population — and it plans to bring in even more.

With the birth rate decreasing and 30% of the population aged 65 or older, Japan’s population is shrinking. The country relies on tourism to stimulate the local economy.

But there are also fewer workers to support this growing number of tourists. Robots work as receptionists and workers in many establishments.

Increased tourism has also caused tension between locals and visitors. Some restaurants even refuse tourists and several sacred temples and shrines don’t allow any photography. Many tour guides must now teach people how to travel and use Japan’s public transportation without being a nuisance, since Japanese trains tend to be very quiet and speaking loudly can cause disruptions.

But even with the overcrowding and economic struggles, the government still hopes to double tourist numbers, with a goal of 60 million tourists by 2030.

Photos and videos by Jeremy Siegel for The World.

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