A new agency established to tackle overtourism and etiquette issues in Japan, visited by 36 million tourists

"A Turning Point for Japan as a Tourism-Oriented Nation: The Future of Japan and Tokyo in the Era of '36 Million Inbound Tourists'"

1. Government Establishes a 'Control Tower' Ahead of General Election

On July 15, Prime Minister Shigeru Ishiba launched the "Office for Addressing Issues Related to Foreigners" within the Prime Minister's Office. This organization, consisting of 80 members, will handle issues such as crime and overtourism, and was established just five days before the general election. Ishiba stated, "The inappropriate use of administrative systems and illegal activities by some foreigners are causing public anxiety," discussing security and tourism simultaneously.The IndependentReuters

2. Record-Breaking Inbound Tourists

According to preliminary reports from the Japan National Tourism Organization, the number of inbound tourists in the first half of 2025 reached 21.5 million, a 21% increase from the previous year, setting a new record. In 2024, a total of 36.8 million people visited Japan, significantly surpassing the 31.88 million in 2019.Japan Wire by KYODO NEWSThe Independent

3. "Fence on Mount Fuji," Local Outcry

In 2024, Fujikawaguchiko Town installed a wire fence at the "Lawson Mount Fuji Viewpoint" to deter roadside parking and littering by those seeking photos. On social media, "#MountFujiFence" became a trending topic.The IndependentWikipedia

4. Booming Economy, Exhausted Lives

With the weak yen as a tailwind, inbound consumption has expanded to over 20 trillion yen, boosting department stores and airline stocks. Meanwhile, in Kyoto and Kamakura, bus delays have become routine, with residents expressing a desire to "regain their daily lives."Wikipedia

5. LDP Lawmakers' "License and Real Estate" Proposal

LDP members advocating for an "orderly coexisting society" have proposed making the Japanese conversion test for foreign licenses more difficult and strengthening regulations on land purchases by foreigners. The approach of discussing tourism and immigration together has divided opinions among ruling and opposition parties.The Independent

6. "Balance Theory" Spreads on Social Media

On Reddit's "r/japan," a post stating "the tourism industry profits while local residents bear external costs" gained support, sparking a debate on whether a tourism tax should be implemented.Reddit

7. Voices from the Comment Section

Japan Today's reader section was flooded with 77 comments, such as "the treatment of foreign workers should be improved" and "it's just a popularity stunt for the election." The danger of linking nationality with manners was also highlighted.Japan Today

8. The Reality and Limitations of the "Control Tower"

The new organization plans to share information with the Immigration Bureau and the Japan Tourism Agency and present specific measures within 90 days. However, it lacks legal binding power and is said to be ineffective without the cooperation of prefectures.Reuters

9. What is Overtourism?

The UNWTO defines it as "a situation where the quality of life and the environment of local residents are impaired by tourism demand." In Kyoto, a fine of 10,000 yen (US$92) was imposed for photographing geisha, and in Tokyo's Shibuya, street drinking was banned all day starting in 2024.Wikipedia

10. "Tsushima Shrine" Says No to Tourists

In March, Watatsumi Shrine in Nagasaki Prefecture declared "No Entry Except for Believers." This stance, which excludes not only foreigners but also domestic visitors seeking viral fame, caused a stir.SoraNews24 -Japan News-

11. Strengthened Regulations at the "World's Busiest Intersection"

Following the Halloween chaos, events blocking the roadway at Shibuya Scramble Crossing have been canceled since 2019. Security costs have tripled compared to their peak.Wikipedia

12. Impact on Public Transportation

In Kyoto, 40% of passengers on city buses are tourists, causing average delays of 12 minutes during commuting hours. The city trialed a "diversion outside the flat fare zone" policy in 2023, but its effects have been limited.Wikipedia

13. Foreign Currency Brought by Inbound Tourism

According to estimates by the Japan Tourism Agency, foreign tourist spending in 2024 amounted to 8.14 trillion yen. While this is a record high in yen terms, there are concerns about "tourism inflation" due to rising prices.The Independent

14. The Pros and Cons of "Dual Pricing" and Tourism Tax

According to Wikipedia, in 2024, several municipalities proposed a "fourfold admission fee for foreigners," and Bloomberg suggested a capital tax of 9,000 yen. The institutionalization of these measures continues to be a tug-of-war between "discrimination" and "financial resources."Wikipedia

15. Learning from Europe's Water Gun Protests

On June 15, in Barcelona, Spain, anti-tourism protesters fired water guns at a tourist bus. Concerns have been raised in Japan about the potential for "excessive protests" to be replicated.New York Post

16. The Temperature Difference on X (formerly Twitter)

While travel influencers share ways to enjoy Japan despite the crowds, Tokyo residents express frustration, saying, "I can't stand it if it affects my commute." The divide is becoming increasingly visible.X (formerly Twitter)

17. "Decentralization" as a Sustainable Solution

Experts estimate that if 20% of inbound tourists are directed to rural areas, congestion would be halved. JR East and ANA are strengthening transfer discounts to regional airports, and the government has established the "Regional Attraction Promotion Grant."Japan Wire by KYODO NEWS

18. Shikoku and Ehime's "Ghost Towns"

A Reddit user living in Osaka reported that "Matsuyama Castle and Dogo Onsen are empty on weekdays." The concentration of tourist routes in one area is leading to lost opportunities.Reddit

19. Digital Ticketing as a Solution

From the summer of 2025, an online reservation system (4,000 people per day) will be fully implemented for climbing Mount Fuji. Experiments have also begun to share congestion status in real-time using IoT counters to display the number of climbers.Wikipedia

20. Government Target: "60 Million by 2030"

At the Tourism Nation Promotion Conference on March 18, Prime Minister Ishiba advocated for a "shift from quantity to quality," while maintaining the inbound target. The dilemma continues to deepen.

21. Prescriptions for "Micro and Macro"

Individual tourists are required to adhere to rules and learn local manners, while the government needs a precise combination of tax revenue redistribution, regulation, and infrastructure investment.

22. Conclusion: Towards a Design of Coexistence

The expansion of inbound tourism is a lifeline for the Japanese economy and a double-edged sword that affects the quality of life. Can tourists, residents, and the government achieve a "win-win-win" situation? In the summer of 2025, Japan is being put to the test.