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In 2024, the number of inbound tourists to Japan reached a record high of 36.86 million, with over 8 trillion yen in spending. With growing expectations for inbound tourism, the Japanese government has implemented various policies to make Japan a tourism-oriented nation, and has set targets of 60 million inbound tourists and 15 trillion yen in spending by 2030.

However, in areas such as Kyoto and Mount Fuji, overtourism has become a major issue, with crowding, traffic jams, rising land prices, and deteriorating public order. In order to create sustainable tourism that can coexist with local communities and the natural environment, it is hoped that the tourists who are concentrated in the three major metropolitan areas (Tokyo, Osaka, and Nagoya) and famous tourism sites can be spread out to other regions throughout Japan as well.

The FPCJ invited Dr. Toshinori Tanaka, an associate professor at Kyushu University, to discuss measures Japan can take against overtourism to promote sustainable tourism, including comparisons with other cases around the world and the issues currently facing tourism in Japan.

The briefing was attended by journalists from Belgium, France, Ireland, Singapore and US.

■Date: 14:00-15:30, Friday, July 25, 2025
■Theme: Measures Against Overtourism—Making Japan a Sustainable Tourism Destination
■Briefer: Dr. Toshinori Tanaka, Associate Professor, Kyushu University
■Language: Japanese, with consecutive English interpretation

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