Japan’s allure has captivated travellers worldwide, leading to a significant surge in tourism. Australians have been a key part of this trend, with recent statistics from the Japan National Tourism Organization (JNTO) showing a sharp rise in visitor numbers from Australia.
While this influx has been beneficial for the economy, it has also resulted in overtourism in hotspots like Tokyo, Kyoto, and Osaka, causing overcrowding, strained infrastructure, and diminished visitor experiences.
Exploring regional Japan
To address these challenges, JNTO is encouraging travellers to explore beyond Japan’s well-trodden tourist paths. Naoki Kitazawa, Executive Director of JNTO’s Sydney Office, spoke to Travel Monitor and highlights the wealth of experiences available across the country.
“Japan offers an array of adventures across the country at any time of the year, including some of the world’s greatest cuisine and traditions and culture that date back over 2,000 years. We strongly encourage Australians to consider lesser-known destinations, as well as look at shoulder travel seasons, such as autumn, as well as Japan’s summer – known locally as the ‘green season’ where the country’s rural and regional areas really come into their own.”
Kitazawa urges visitors to look beyond social media trends, as the true beauty of Japan lies in its hidden gems.
“There’s so much more to discover beyond the obvious and what’s trending on social media. Just like in Australia, the real magic often lies in exploring the hidden gems of cities and popular destinations, where you’ll find the true essence and diversity of the culture. Don’t just stick to the postcard sights – venture out and uncover the stories that aren’t always on the tourist trail.”
The impact of overtourism and sustainable travel solutions
As more visitors flock to Japan’s most famous cities, overtourism has placed significant pressure on local communities. Kitazawa stresses the importance of responsible travel:
“Travelling responsibly is more important than ever, especially in popular destinations where the impact of tourism can put pressure on local communities.”
To create a more balanced and sustainable tourism industry, JNTO has been working with local authorities on initiatives that encourage visitors to explore rural and lesser-known destinations.
“JNTO has been working with local authorities to achieve a more balanced and sustainable tourism industry that sits more in harmony with the daily lives of residents. We are working hard on projects for sustainable tourism, adventure travel, and luxury travel. For second or third-time visitors, we want to encourage visitors to dig a little deeper into Japan beyond well-known areas and explore rural and lesser-known destinations – whether it’s hiking one of the many national parks or experiencing a traditional temple stay.”
JNTO is also focused on educating the travel industry and travellers through its marketing efforts, highlighting destinations beyond the typical tourist circuit.
“JNTO is also investing in educating the travel industry – and travellers – through its marketing initiatives to promote some of these lesser-known destinations and we hope to see Australians explore Japan responsibly and sustainably, partly to help us avoid over-tourism, but also to discover lesser-known corners.”
Learning more about Japan’s hidden treasures
For travel agents and industry professionals looking to expand their knowledge, JNTO provides extensive training resources.
“Agents can learn all there is to know about Japan with our on-demand webinar series. We have also collated training resources from our partners, such as local governments in Japan. Our monthly e-newsletter for travel trade brings the latest news on Japan straight to your inbox, from upcoming events and promotions to inspirational content. Our website includes a list of tour operators based in Australia and New Zealand on the Travel Agents page. Companies listed can also add their associated travel products to the Deals page.”
Discover Japan’s hidden treasures
Venture beyond Japan’s major cities to uncover its rich cultural heritage, breathtaking landscapes, and unique traditions while travelling responsibly. Learn more at JNTO.
