InsideJapan Tours has unveiled a new initiative to address Japan's growing overtourism challenges by promoting travel to five lesser-visited prefectures across the country. The cultural adventure specialist's strategy aims to redirect tourists away from overcrowded hotspots along the Golden Route (Tokyo, Kyoto/Osaka and Hakone/Fuji).
The company's "under-tourism" initiative focuses on five prefectures for 2025: Aomori, Toyama, Nagoya, Nagasaki and Yamaguchi. These destinations were selected based on specific criteria, including being located outside Japan's most visited regions, attracting fewer than 10% of visitors, operating below carrying capacity and offering strong transportation infrastructure.
“These locations are spread across the north, central and south of mainland Honshu as well as the southern island of Kyushu," said Rob Moran, global sustainability manager of Inside Travel Group. "Our strategy considers both carrying capacity, which relates to the physical limits of destinations, and social license to operate, which takes into account community perceptions, cultural and social impacts and harmony between visitors and residents."
According to Simon King, co-founder of Inside Travel Group, this initiative comes at a critical time for the Japanese tourism industry, which is experiencing unprecedented growth.
"Japan, once a niche destination with just 4 million visitors when InsideJapan Tours started back in 2000, has seen a 600% increase in tourism, welcoming 36 million visitors in 2024," King said. “By 2030, that number is projected to rise to 60 million.”
The tourism imbalance in Japan has become increasingly problematic. According to King, the country has seen 80% of travelers visiting only 10% of destinations. This concentration has led to significant issues in popular areas like Kyoto, where authorities have banned tourists from parts of the Gion geisha district, and Kawaguchiko, where Mt. Fuji photo-seekers have disrupted local communities.
"We've helped thousands of people discover Japan over the years, championing a type of travel that goes beneath the surface and immerses visitors in local life and culture," King said. "With ever-growing visitor numbers, we believe part of the solution to overtourism lies in dispersing travel to lesser-known parts of the country."
The company plans to enhance its offerings in each of the five regions throughout 2025, working with local tourism boards and destination management organizations. A dedicated microsite featuring these alternative destinations and experiences is planned for launch soon.
Editor’s Note: This article was generated by AI, based on a press release distributed by InsideJapan Tours. It has been fact-checked and reviewed by a TravelAge West editor.
