I just got back from Japan, and even though it wasn’t peak season, the effects of overtourism were immediately apparent.
The main driver seems to be social media, obviously not unique to Japan but is really blatant. Tourists were chasing selfies and videos at iconic locations they’d seen online, rarely venturing beyond those well-known spots. This creates heavy congestion and puts strain on specific neighborhoods and landmarks. In the West, TikTok appears to be the biggest influence; among Chinese tourists, the app Xiaohongshu (Rednote) by plays a similar role. The result is a tourism culture shaped less by genuine interest or curiosity and more by curated photo ops.
Japan faces unique challenges in managing the surge in tourism. Despite the modern and cosmopolitan feel of its cities, the culture remains markedly different: socially conservative and culturally illiberal. Xenophobia and racial bias are not uncommon, and nationalist political voices have increasingly framed tourists as scapegoats for a range of domestic issues. At the same time, the country lacks sufficient infrastructure to support the growing number of visitors. In Kyoto, for example, the city’s bus system is frequently overwhelmed…you could almost argue that separate systems for locals and tourists are needed.
Many tourists also appear unprepared, I admittedly was completely unprepared for the weather. Japan is not an easy place to navigate culturally, and some visitors behave with surprising ignorance or entitlement, especially at temples and shrines. There’s a tendency to treat the country like a kind of Disneyland, an exoticized backdrop for social media content, rather than a living culture with its own rules, rhythms, and expectations. This contributes to growing resentment, particularly in a society where individuals are often viewed in terms of the groups they represent. One tourist’s behavior can easily become a reflection on all.
There’s no easy solution. But it’s clear that both travelers and destinations need to rethink their relationship. Tourism should be approached with more awareness, humility, and a willingness to engage with complexity, not just consume it.