{"id":35135,"date":"2025-04-09T14:56:36","date_gmt":"2025-04-09T13:56:36","guid":{"rendered":"https:\/\/www.insidejapantours.com\/blog\/?p=35135"},"modified":"2025-04-23T11:32:42","modified_gmt":"2025-04-23T10:32:42","slug":"introducing-our-undertourism-strategy","status":"publish","type":"post","link":"https:\/\/www.insidejapantours.com\/blog\/2025\/04\/09\/introducing-our-undertourism-strategy\/","title":{"rendered":"Introducing Our Undertourism Strategy"},"content":{"rendered":"<h4>Like this post? Help us by sharing it!<\/h4><ul class=\"wpfai-list\"><li class=\"wpfai-list-item facebook\">\r\n      <a href=\"http:\/\/www.facebook.com\/sharer.php?u=http%3A%2F%2Fwww.insidejapantours.com%2Fblog%2Fwp-json%2Fwp%2Fv2%2Fposts%2F35135&amp;t=\" title=\"Facebook\" class=\"wpfai-facebook wpfai-link wpfainw\">\r\n        <span class=\"fa-stack fa-lg\">\r\n          <i class=\"fa fa-square fa-stack-2x\"><\/i>\r\n          <i class=\"fa fa-facebook fa-stack-1x fa-inverse\"><\/i>\r\n        <\/span>\r\n      <\/a>\r\n    <\/li><li class=\"wpfai-list-item twitter\">\r\n      <a href=\"http:\/\/twitter.com\/share?text=&url=http%3A%2F%2Fwww.insidejapantours.com%2Fblog%2Fwp-json%2Fwp%2Fv2%2Fposts%2F35135\" title=\"Twitter\" class=\"wpfai-twitter wpfai-link wpfainw\">\r\n        <span class=\"fa-stack fa-lg\">\r\n          <i class=\"fa fa-square fa-stack-2x\"><\/i>\r\n          <i class=\"fa fa-twitter fa-stack-1x fa-inverse\"><\/i>\r\n        <\/span>\r\n      <\/a>\r\n    <\/li><li class=\"wpfai-list-item pinterest\">\r\n      <a href=\"http:\/\/pinterest.com\/pin\/create\/button\/?url=http%3A%2F%2Fwww.insidejapantours.com%2Fblog%2Fwp-json%2Fwp%2Fv2%2Fposts%2F35135&amp;description=&amp;media=\" title=\"Pinterest\" class=\"wpfai-pinterest wpfai-link wpfainw\">\r\n        <span class=\"fa-stack fa-lg\">\r\n          <i class=\"fa fa-square fa-stack-2x\"><\/i>\r\n          <i class=\"fa fa-pinterest fa-stack-1x fa-inverse\"><\/i>\r\n        <\/span>\r\n      <\/a>\r\n    <\/li><li class=\"wpfai-list-item linkedin\">\r\n      <a href=\"http:\/\/linkedin.com\/shareArticle?mini=true&amp;url=http%3A%2F%2Fwww.insidejapantours.com%2Fblog%2Fwp-json%2Fwp%2Fv2%2Fposts%2F35135&amp;title=\" title=\"Linked In\" class=\"wpfai-linkedin wpfai-link wpfainw\">\r\n        <span class=\"fa-stack fa-lg\">\r\n          <i class=\"fa fa-square fa-stack-2x\"><\/i>\r\n          <i class=\"fa fa-linkedin fa-stack-1x fa-inverse\"><\/i>\r\n        <\/span>\r\n      <\/a>\r\n    <\/li><li class=\"wpfai-list-item envelope\">\r\n      <a href=\"mailto:?subject=&amp;body=http%3A%2F%2Fwww.insidejapantours.com%2Fblog%2Fwp-json%2Fwp%2Fv2%2Fposts%2F35135%20-%20\" title=\"E-Mail\" class=\"wpfai-envelope wpfai-link wpfainw\">\r\n        <span class=\"fa-stack fa-lg\">\r\n          <i class=\"fa fa-square fa-stack-2x\"><\/i>\r\n          <i class=\"fa fa-envelope fa-stack-1x fa-inverse\"><\/i>\r\n        <\/span>\r\n      <\/a>\r\n    <\/li><li class=\"wpfai-list-item stumbleupon\">\r\n      <a href=\"http:\/\/www.stumbleupon.com\/submit?url=http%3A%2F%2Fwww.insidejapantours.com%2Fblog%2Fwp-json%2Fwp%2Fv2%2Fposts%2F35135\" title=\"Stumble Upon\" class=\"wpfai-stumbleupon wpfai-link wpfainw\">\r\n        <span class=\"fa-stack fa-lg\">\r\n          <i class=\"fa fa-square fa-stack-2x\"><\/i>\r\n          <i class=\"fa fa-stumbleupon fa-stack-1x fa-inverse\"><\/i>\r\n        <\/span>\r\n      <\/a>\r\n    <\/li><li class=\"wpfai-list-item reddit\">\r\n      <a href=\"http:\/\/www.reddit.com\/submit?url=http%3A%2F%2Fwww.insidejapantours.com%2Fblog%2Fwp-json%2Fwp%2Fv2%2Fposts%2F35135\" title=\"Reddit\" class=\"wpfai-reddit wpfai-link wpfainw\">\r\n        <span class=\"fa-stack fa-lg\">\r\n          <i class=\"fa fa-square fa-stack-2x\"><\/i>\r\n          <i class=\"fa fa-reddit fa-stack-1x fa-inverse\"><\/i>\r\n        <\/span>\r\n      <\/a>\r\n    <\/li><\/ul><p><span data-contrast=\"none\">As we celebrate InsideJapan&#8217;s 25th anniversary in 2025, it&#8217;s remarkable to reflect on how much has changed since our inception. What began as a passion project by Alastair and Simon has grown alongside Japan&#8217;s tourism industry, which saw inbound visitors increase from fewer than 5 million in 2000 to nearly 37 million in 2024 \u2013 a new record.\u00a0<\/span><\/p>\n<p>While this surge has brought economic benefits \u2013 contributing 44 trillion yen (approximately \u00a3231 billion) to Japan&#8217;s economy in 2024 and supporting around 6 million jobs \u2013 the distribution of these benefits has been uneven. Satellite data indicates that 80% of travellers visit just 10% of the world&#8217;s tourist destinations, a pattern mirrored in Japan. With the country&#8217;s tourism strategy aiming for 60 million visitors by 2030, the concentration of tourists in specific areas poses significant challenges.<\/p>\n<figure id=\"attachment_35141\" aria-describedby=\"caption-attachment-35141\" style=\"width: 819px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-35141\" src=\"https:\/\/insidejapan.ams3.cdn.digitaloceanspaces.com\/blog\/wp-content\/uploads\/2025\/04\/FAM-6332-300x200.jpg\" alt=\"\" width=\"819\" height=\"546\" srcset=\"https:\/\/insidejapan.ams3.cdn.digitaloceanspaces.com\/blog\/wp-content\/uploads\/2025\/04\/FAM-6332-300x200.jpg 300w, https:\/\/insidejapan.ams3.cdn.digitaloceanspaces.com\/blog\/wp-content\/uploads\/2025\/04\/FAM-6332-1024x683.jpg 1024w, https:\/\/insidejapan.ams3.cdn.digitaloceanspaces.com\/blog\/wp-content\/uploads\/2025\/04\/FAM-6332-768x512.jpg 768w, https:\/\/insidejapan.ams3.cdn.digitaloceanspaces.com\/blog\/wp-content\/uploads\/2025\/04\/FAM-6332-1536x1024.jpg 1536w, https:\/\/insidejapan.ams3.cdn.digitaloceanspaces.com\/blog\/wp-content\/uploads\/2025\/04\/FAM-6332-2048x1365.jpg 2048w, https:\/\/insidejapan.ams3.cdn.digitaloceanspaces.com\/blog\/wp-content\/uploads\/2025\/04\/FAM-6332-1200x800.jpg 1200w, https:\/\/insidejapan.ams3.cdn.digitaloceanspaces.com\/blog\/wp-content\/uploads\/2025\/04\/FAM-6332-900x600.jpg 900w, https:\/\/insidejapan.ams3.cdn.digitaloceanspaces.com\/blog\/wp-content\/uploads\/2025\/04\/FAM-6332-720x480.jpg 720w, https:\/\/insidejapan.ams3.cdn.digitaloceanspaces.com\/blog\/wp-content\/uploads\/2025\/04\/FAM-6332-1440x960.jpg 1440w, https:\/\/insidejapan.ams3.cdn.digitaloceanspaces.com\/blog\/wp-content\/uploads\/2025\/04\/FAM-6332-390x260.jpg 390w, https:\/\/insidejapan.ams3.cdn.digitaloceanspaces.com\/blog\/wp-content\/uploads\/2025\/04\/FAM-6332-780x520.jpg 780w, https:\/\/insidejapan.ams3.cdn.digitaloceanspaces.com\/blog\/wp-content\/uploads\/2025\/04\/FAM-6332-510x340.jpg 510w\" sizes=\"auto, (max-width: 819px) 100vw, 819px\" \/><figcaption id=\"caption-attachment-35141\" class=\"wp-caption-text\">A busy street in Kyoto<\/figcaption><\/figure>\n<h2><span data-contrast=\"none\"><span class=\"NormalTextRun SCXW175359871 BCX8\">The impact of overtourism<\/span><span class=\"NormalTextRun SCXW175359871 BCX8\"> in Japan<\/span><br \/>\n<\/span><\/h2>\n<p><span class=\"TextRun SCXW244227663 BCX8\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW244227663 BCX8\">Overtourism affects <\/span><span class=\"NormalTextRun SCXW244227663 BCX8\">different<\/span><span class=\"NormalTextRun SCXW244227663 BCX8\"> groups<\/span><span class=\"NormalTextRun SCXW244227663 BCX8\"> of people<\/span><span class=\"NormalTextRun SCXW244227663 BCX8\"> in significant ways. For residents, overloaded infrastructure, crowded public transport, the displacement of local businesses, and the loss of neighbourhood character are growing concerns. <\/span><span class=\"NormalTextRun CommentStart SCXW244227663 BCX8\">Notably, incidents like tourists chasing <\/span><span class=\"NormalTextRun SCXW244227663 BCX8\">geisha<\/span><span class=\"NormalTextRun SCXW244227663 BCX8\"> in Kyoto\u2019s Gion district have highlighted cultural misunderstandings and tensions.<\/span><span class=\"NormalTextRun SCXW244227663 BCX8\"> For <\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW244227663 BCX8\">trave<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW244227663 BCX8\">l<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW244227663 BCX8\">lers<\/span><span class=\"NormalTextRun SCXW244227663 BCX8\">, the impact is becoming increasingly <\/span><span class=\"NormalTextRun SCXW244227663 BCX8\">apparent<\/span><span class=\"NormalTextRun SCXW244227663 BCX8\">, with reports of longer queues, overcrowded attractions, and diminished experiences. A recent survey by <\/span><span class=\"NormalTextRun CommentStart CommentHighlightPipeRestRefresh CommentHighlightRest SCXW244227663 BCX8\">Jalan Research Centre found that 30%<\/span><span class=\"NormalTextRun CommentHighlightPipeRestRefresh SCXW244227663 BCX8\"> of tourists to Japan encountered overtourism-related issues. Meanwhile, businesses face long-term risks, as overwhelmed destinations may lose their appeal, ultimately threatening the sustainability of <\/span><span class=\"NormalTextRun SCXW244227663 BCX8\">tourism as a whole<\/span><span class=\"NormalTextRun SCXW244227663 BCX8\">.<\/span><\/span><span class=\"LineBreakBlob BlobObject DragDrop SCXW244227663 BCX8\"><span class=\"SCXW244227663 BCX8\">\u00a0<\/span><br class=\"SCXW244227663 BCX8\" \/><\/span><span class=\"LineBreakBlob BlobObject DragDrop SCXW244227663 BCX8\"><span class=\"SCXW244227663 BCX8\">\u00a0<\/span><br class=\"SCXW244227663 BCX8\" \/><\/span><\/p>\n<figure id=\"attachment_35144\" aria-describedby=\"caption-attachment-35144\" style=\"width: 819px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-35144\" src=\"https:\/\/insidejapan.ams3.cdn.digitaloceanspaces.com\/blog\/wp-content\/uploads\/2025\/04\/FAM-6663-300x200.jpg\" alt=\"\" width=\"819\" height=\"546\" srcset=\"https:\/\/insidejapan.ams3.cdn.digitaloceanspaces.com\/blog\/wp-content\/uploads\/2025\/04\/FAM-6663-300x200.jpg 300w, https:\/\/insidejapan.ams3.cdn.digitaloceanspaces.com\/blog\/wp-content\/uploads\/2025\/04\/FAM-6663-1024x683.jpg 1024w, https:\/\/insidejapan.ams3.cdn.digitaloceanspaces.com\/blog\/wp-content\/uploads\/2025\/04\/FAM-6663-768x512.jpg 768w, https:\/\/insidejapan.ams3.cdn.digitaloceanspaces.com\/blog\/wp-content\/uploads\/2025\/04\/FAM-6663-1536x1024.jpg 1536w, https:\/\/insidejapan.ams3.cdn.digitaloceanspaces.com\/blog\/wp-content\/uploads\/2025\/04\/FAM-6663-2048x1365.jpg 2048w, https:\/\/insidejapan.ams3.cdn.digitaloceanspaces.com\/blog\/wp-content\/uploads\/2025\/04\/FAM-6663-1200x800.jpg 1200w, https:\/\/insidejapan.ams3.cdn.digitaloceanspaces.com\/blog\/wp-content\/uploads\/2025\/04\/FAM-6663-900x600.jpg 900w, https:\/\/insidejapan.ams3.cdn.digitaloceanspaces.com\/blog\/wp-content\/uploads\/2025\/04\/FAM-6663-720x480.jpg 720w, https:\/\/insidejapan.ams3.cdn.digitaloceanspaces.com\/blog\/wp-content\/uploads\/2025\/04\/FAM-6663-1440x960.jpg 1440w, https:\/\/insidejapan.ams3.cdn.digitaloceanspaces.com\/blog\/wp-content\/uploads\/2025\/04\/FAM-6663-390x260.jpg 390w, https:\/\/insidejapan.ams3.cdn.digitaloceanspaces.com\/blog\/wp-content\/uploads\/2025\/04\/FAM-6663-780x520.jpg 780w, https:\/\/insidejapan.ams3.cdn.digitaloceanspaces.com\/blog\/wp-content\/uploads\/2025\/04\/FAM-6663-510x340.jpg 510w\" sizes=\"auto, (max-width: 819px) 100vw, 819px\" \/><figcaption id=\"caption-attachment-35144\" class=\"wp-caption-text\">Woodcarving workshop on Yokamachi Street, Inami<\/figcaption><\/figure>\n<h2><span class=\"TextRun SCXW224954761 BCX8\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW224954761 BCX8\">Countermeasures and <\/span><span class=\"NormalTextRun SCXW224954761 BCX8\">o<\/span><span class=\"NormalTextRun SCXW224954761 BCX8\">ur <\/span><span class=\"NormalTextRun SCXW224954761 BCX8\">r<\/span><span class=\"NormalTextRun SCXW224954761 BCX8\">ole<\/span><span class=\"NormalTextRun SCXW224954761 BCX8\"> as tour operators<\/span><\/span><\/h2>\n<p><span class=\"TextRun SCXW188248664 BCX8\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW188248664 BCX8\">Various measures have been implemented to address overtourism, including tourist taxes, <\/span><span class=\"NormalTextRun SCXW188248664 BCX8\">capacity<\/span><span class=\"NormalTextRun SCXW188248664 BCX8\"> restrictions, and reservation requirements. However, as a travel business, we <\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW188248664 BCX8\">recogni<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW188248664 BCX8\">s<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW188248664 BCX8\">e<\/span><span class=\"NormalTextRun SCXW188248664 BCX8\"> our responsibility to contribute to solutions. <\/span><span class=\"NormalTextRun SCXW188248664 BCX8\">I<\/span><\/span><span class=\"TextRun SCXW188248664 BCX8\" lang=\"EN-GB\" xml:lang=\"EN-GB\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW188248664 BCX8\">n <\/span><span class=\"NormalTextRun SCXW188248664 BCX8\">sustainability <\/span><span class=\"NormalTextRun SCXW188248664 BCX8\">surveys conducted in February 2025, addressing overtourism was ranked as the 2<\/span><\/span><span class=\"TrackedChange SCXW188248664 BCX8\"><span class=\"TextRun SCXW188248664 BCX8\" lang=\"EN-GB\" xml:lang=\"EN-GB\" data-contrast=\"none\"><span class=\"NormalTextRun Superscript SCXW188248664 BCX8\" data-fontsize=\"11\">nd<\/span><\/span><\/span><span class=\"TextRun SCXW188248664 BCX8\" lang=\"EN-GB\" xml:lang=\"EN-GB\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW188248664 BCX8\"> most important<\/span><span class=\"NormalTextRun CommentStart CommentHighlightPipeRestRefresh CommentHighlightRest SCXW188248664 BCX8\"> priority<\/span><span class=\"NormalTextRun CommentHighlightPipeRestRefresh SCXW188248664 BCX8\"> for our suppliers and our staff. It was ranked 4th <\/span><\/span><span class=\"TextRun SCXW188248664 BCX8\" lang=\"EN-GB\" xml:lang=\"EN-GB\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW188248664 BCX8\">by customers.\u00a0<\/span><\/span><span class=\"EOP SCXW188248664 BCX8\" data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<figure id=\"attachment_35147\" aria-describedby=\"caption-attachment-35147\" style=\"width: 819px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-35147\" src=\"https:\/\/insidejapan.ams3.cdn.digitaloceanspaces.com\/blog\/wp-content\/uploads\/2025\/04\/FAM-6645-300x200.jpg\" alt=\"\" width=\"819\" height=\"546\" srcset=\"https:\/\/insidejapan.ams3.cdn.digitaloceanspaces.com\/blog\/wp-content\/uploads\/2025\/04\/FAM-6645-300x200.jpg 300w, https:\/\/insidejapan.ams3.cdn.digitaloceanspaces.com\/blog\/wp-content\/uploads\/2025\/04\/FAM-6645-1024x683.jpg 1024w, https:\/\/insidejapan.ams3.cdn.digitaloceanspaces.com\/blog\/wp-content\/uploads\/2025\/04\/FAM-6645-768x512.jpg 768w, https:\/\/insidejapan.ams3.cdn.digitaloceanspaces.com\/blog\/wp-content\/uploads\/2025\/04\/FAM-6645-1536x1024.jpg 1536w, https:\/\/insidejapan.ams3.cdn.digitaloceanspaces.com\/blog\/wp-content\/uploads\/2025\/04\/FAM-6645-2048x1365.jpg 2048w, https:\/\/insidejapan.ams3.cdn.digitaloceanspaces.com\/blog\/wp-content\/uploads\/2025\/04\/FAM-6645-1200x800.jpg 1200w, https:\/\/insidejapan.ams3.cdn.digitaloceanspaces.com\/blog\/wp-content\/uploads\/2025\/04\/FAM-6645-900x600.jpg 900w, https:\/\/insidejapan.ams3.cdn.digitaloceanspaces.com\/blog\/wp-content\/uploads\/2025\/04\/FAM-6645-720x480.jpg 720w, https:\/\/insidejapan.ams3.cdn.digitaloceanspaces.com\/blog\/wp-content\/uploads\/2025\/04\/FAM-6645-1440x960.jpg 1440w, https:\/\/insidejapan.ams3.cdn.digitaloceanspaces.com\/blog\/wp-content\/uploads\/2025\/04\/FAM-6645-390x260.jpg 390w, https:\/\/insidejapan.ams3.cdn.digitaloceanspaces.com\/blog\/wp-content\/uploads\/2025\/04\/FAM-6645-780x520.jpg 780w, https:\/\/insidejapan.ams3.cdn.digitaloceanspaces.com\/blog\/wp-content\/uploads\/2025\/04\/FAM-6645-510x340.jpg 510w\" sizes=\"auto, (max-width: 819px) 100vw, 819px\" \/><figcaption id=\"caption-attachment-35147\" class=\"wp-caption-text\">Family-run Taishi Manj\u016b store in Inami, run by Youko Yamamoto<\/figcaption><\/figure>\n<h2><span class=\"NormalTextRun SCXW126281322 BCX8\">Safely c<\/span><span class=\"NormalTextRun SCXW126281322 BCX8\">hampioning <\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW126281322 BCX8\">u<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW126281322 BCX8\">ndervisited<\/span> <span class=\"NormalTextRun SCXW126281322 BCX8\">d<\/span><span class=\"NormalTextRun SCXW126281322 BCX8\">estinations<\/span><\/h2>\n<p><span data-contrast=\"auto\">A key part of the solution lies in dispersal \u2013 encouraging travellers to explore beyond the hotspots. At InsideJapan, we are well-placed to make a real difference. We already send travellers on overnight stays in 219 different\u00a0destinations across all 47 prefectures.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:278}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">This strategy isn\u2019t about directing people to far-flung, quaint locations; it\u2019s about fostering connections to places that don\u2019t receive their fair share of visitors, that actively want and are ready for more tourism, and that mainstream travellers can realistically explore.\u202f<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:278}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Our approach to dispersing tourism considers two key factors.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:278}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">First is carrying capacity \u2013 whether a destination has the infrastructure and facilities to accommodate more visitors without strain. Second is the &#8220;social license to operate&#8221;, which gauges whether local communities are willing to welcome more tourism.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:278}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Beyond this, we:<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:278}\">\u00a0<\/span><\/p>\n<ul>\n<li><span data-contrast=\"auto\">focus on destinations outside Japan\u2019s top five prefectures (Tokyo, Osaka, Kyoto, Hokkaido and Fukuoka), as these already account for 75% of overnight stays by international visitors. <\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:278}\">\u00a0<\/span><\/li>\n<li><span data-contrast=\"auto\">prioritise locations where international visitor rates are below 10% that realistically fit into travellers&#8217; itineraries. \u202f<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:278}\">\u00a0<\/span><\/li>\n<li><span data-contrast=\"auto\">find places with great accommodation \u2013 since overnight stays contribute 11 times more to regional economies than day trips.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:278}\">\u00a0<\/span><\/li>\n<\/ul>\n<figure id=\"attachment_35087\" aria-describedby=\"caption-attachment-35087\" style=\"width: 819px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-35087\" src=\"https:\/\/insidejapan.ams3.cdn.digitaloceanspaces.com\/blog\/wp-content\/uploads\/2025\/04\/Sari-Hayashiguchi-Toyama-300x200.jpg\" alt=\"\" width=\"819\" height=\"546\" srcset=\"https:\/\/insidejapan.ams3.cdn.digitaloceanspaces.com\/blog\/wp-content\/uploads\/2025\/04\/Sari-Hayashiguchi-Toyama-300x200.jpg 300w, https:\/\/insidejapan.ams3.cdn.digitaloceanspaces.com\/blog\/wp-content\/uploads\/2025\/04\/Sari-Hayashiguchi-Toyama-768x512.jpg 768w, https:\/\/insidejapan.ams3.cdn.digitaloceanspaces.com\/blog\/wp-content\/uploads\/2025\/04\/Sari-Hayashiguchi-Toyama-720x480.jpg 720w, https:\/\/insidejapan.ams3.cdn.digitaloceanspaces.com\/blog\/wp-content\/uploads\/2025\/04\/Sari-Hayashiguchi-Toyama-390x260.jpg 390w, https:\/\/insidejapan.ams3.cdn.digitaloceanspaces.com\/blog\/wp-content\/uploads\/2025\/04\/Sari-Hayashiguchi-Toyama-780x520.jpg 780w, https:\/\/insidejapan.ams3.cdn.digitaloceanspaces.com\/blog\/wp-content\/uploads\/2025\/04\/Sari-Hayashiguchi-Toyama-510x340.jpg 510w, https:\/\/insidejapan.ams3.cdn.digitaloceanspaces.com\/blog\/wp-content\/uploads\/2025\/04\/Sari-Hayashiguchi-Toyama.jpg 819w\" sizes=\"auto, (max-width: 819px) 100vw, 819px\" \/><figcaption id=\"caption-attachment-35087\" class=\"wp-caption-text\">Sari Hayashiguchi, Regional revitalisation producer at Toyama West Tourism Promotion Association, stands outside a revitalised building in Toyama<\/figcaption><\/figure>\n<h2><b><span data-contrast=\"none\">Spotlight on Toyama<\/span><\/b><\/h2>\n<p><span data-contrast=\"none\">One of the key destinations we&#8217;re championing in 2025 is <a href=\"https:\/\/www.insidejapantours.com\/blog\/2025\/04\/08\/the-places-in-between-toyama\/\">Toyama<\/a>. During a recent visit, I saw firsthand how much the region values tourism. I met with Sari, from Toyama\u2019s tourist board, and she explained how tourism isn\u2019t the goal \u2013 it\u2019s a means to revitalise the region. \u201cWe can\u2019t regenerate Toyama with local residents alone,\u201d she told me.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">She also told me about the importance of diverting tourists away from the big cities to places like <a href=\"https:\/\/www.insidejapantours.com\/blog\/2025\/04\/08\/the-places-in-between-toyama\/\">Toyama<\/a>, to provide a more authentic, crowd-free experience, while also helping sustain rural communities.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">In Inami, a small woodcarving town in Toyama, the woodcarving heritage is eroding: from 250 woodcarvers in 2000 to around 150 today, a 40% decline in 25 years. By 2035, that number could fall to just 50. Here, it\u2019s clear that tackling undertourism is not just about spreading economic benefit; it&#8217;s essential for preserving cultural traditions.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<figure id=\"attachment_35153\" aria-describedby=\"caption-attachment-35153\" style=\"width: 819px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-35153\" src=\"https:\/\/insidejapan.ams3.cdn.digitaloceanspaces.com\/blog\/wp-content\/uploads\/2025\/04\/FAM-6929-200x300.jpg\" alt=\"\" width=\"819\" height=\"1229\" srcset=\"https:\/\/insidejapan.ams3.cdn.digitaloceanspaces.com\/blog\/wp-content\/uploads\/2025\/04\/FAM-6929-200x300.jpg 200w, https:\/\/insidejapan.ams3.cdn.digitaloceanspaces.com\/blog\/wp-content\/uploads\/2025\/04\/FAM-6929-683x1024.jpg 683w, https:\/\/insidejapan.ams3.cdn.digitaloceanspaces.com\/blog\/wp-content\/uploads\/2025\/04\/FAM-6929-768x1152.jpg 768w, https:\/\/insidejapan.ams3.cdn.digitaloceanspaces.com\/blog\/wp-content\/uploads\/2025\/04\/FAM-6929-1024x1536.jpg 1024w, https:\/\/insidejapan.ams3.cdn.digitaloceanspaces.com\/blog\/wp-content\/uploads\/2025\/04\/FAM-6929-1365x2048.jpg 1365w, https:\/\/insidejapan.ams3.cdn.digitaloceanspaces.com\/blog\/wp-content\/uploads\/2025\/04\/FAM-6929-1200x1800.jpg 1200w, https:\/\/insidejapan.ams3.cdn.digitaloceanspaces.com\/blog\/wp-content\/uploads\/2025\/04\/FAM-6929-900x1350.jpg 900w, https:\/\/insidejapan.ams3.cdn.digitaloceanspaces.com\/blog\/wp-content\/uploads\/2025\/04\/FAM-6929-720x1080.jpg 720w, https:\/\/insidejapan.ams3.cdn.digitaloceanspaces.com\/blog\/wp-content\/uploads\/2025\/04\/FAM-6929-1440x2160.jpg 1440w, https:\/\/insidejapan.ams3.cdn.digitaloceanspaces.com\/blog\/wp-content\/uploads\/2025\/04\/FAM-6929-390x585.jpg 390w, https:\/\/insidejapan.ams3.cdn.digitaloceanspaces.com\/blog\/wp-content\/uploads\/2025\/04\/FAM-6929-780x1170.jpg 780w, https:\/\/insidejapan.ams3.cdn.digitaloceanspaces.com\/blog\/wp-content\/uploads\/2025\/04\/FAM-6929-510x765.jpg 510w\" sizes=\"auto, (max-width: 819px) 100vw, 819px\" \/><figcaption id=\"caption-attachment-35153\" class=\"wp-caption-text\">Nobuo Taniguchi, Inami, Toyama<\/figcaption><\/figure>\n<h2 style=\"text-align: left;\"><b><span data-contrast=\"none\">A call to action<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/h2>\n<p style=\"text-align: left;\"><span data-contrast=\"none\">We know dispersal isn&#8217;t simple. Destinations are popular for a reason. But through a targeted approach that promotes a select number of alternative<\/span> <span data-contrast=\"none\">destinations, we aim to shift the dial on demand, at least a little. We are committed to sharing our experiences and strategies with industry peers to tackle overtourism collectively.\u00a0<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559685&quot;:0,&quot;335559737&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:279}\">\u00a0<\/span><\/p>\n<p style=\"text-align: left;\"><span data-contrast=\"none\">As former UNWTO Secretary-General Taleb Rifai aptly said:<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<h3 style=\"text-align: center;\"><span data-contrast=\"none\">&#8220;Tourism growth is not the enemy of overtourism\u2014bad management is.&#8221;<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/h3>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-35156 aligncenter\" src=\"https:\/\/insidejapan.ams3.cdn.digitaloceanspaces.com\/blog\/wp-content\/uploads\/2025\/04\/FAM-6790-300x200.jpg\" alt=\"\" width=\"819\" height=\"546\" srcset=\"https:\/\/insidejapan.ams3.cdn.digitaloceanspaces.com\/blog\/wp-content\/uploads\/2025\/04\/FAM-6790-300x200.jpg 300w, https:\/\/insidejapan.ams3.cdn.digitaloceanspaces.com\/blog\/wp-content\/uploads\/2025\/04\/FAM-6790-1024x683.jpg 1024w, https:\/\/insidejapan.ams3.cdn.digitaloceanspaces.com\/blog\/wp-content\/uploads\/2025\/04\/FAM-6790-768x512.jpg 768w, https:\/\/insidejapan.ams3.cdn.digitaloceanspaces.com\/blog\/wp-content\/uploads\/2025\/04\/FAM-6790-1536x1024.jpg 1536w, https:\/\/insidejapan.ams3.cdn.digitaloceanspaces.com\/blog\/wp-content\/uploads\/2025\/04\/FAM-6790-2048x1365.jpg 2048w, https:\/\/insidejapan.ams3.cdn.digitaloceanspaces.com\/blog\/wp-content\/uploads\/2025\/04\/FAM-6790-1200x800.jpg 1200w, https:\/\/insidejapan.ams3.cdn.digitaloceanspaces.com\/blog\/wp-content\/uploads\/2025\/04\/FAM-6790-900x600.jpg 900w, https:\/\/insidejapan.ams3.cdn.digitaloceanspaces.com\/blog\/wp-content\/uploads\/2025\/04\/FAM-6790-720x480.jpg 720w, https:\/\/insidejapan.ams3.cdn.digitaloceanspaces.com\/blog\/wp-content\/uploads\/2025\/04\/FAM-6790-1440x960.jpg 1440w, https:\/\/insidejapan.ams3.cdn.digitaloceanspaces.com\/blog\/wp-content\/uploads\/2025\/04\/FAM-6790-390x260.jpg 390w, https:\/\/insidejapan.ams3.cdn.digitaloceanspaces.com\/blog\/wp-content\/uploads\/2025\/04\/FAM-6790-780x520.jpg 780w, https:\/\/insidejapan.ams3.cdn.digitaloceanspaces.com\/blog\/wp-content\/uploads\/2025\/04\/FAM-6790-510x340.jpg 510w\" sizes=\"auto, (max-width: 819px) 100vw, 819px\" \/><\/p>\n<h3><span class=\"TextRun SCXW1041610 BCX8\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW1041610 BCX8\">Inside Travel Group: a proud B Corp <\/span><\/span><\/h3>\n<p><span class=\"TextRun SCXW1041610 BCX8\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW1041610 BCX8\">As a certified <\/span><span class=\"NormalTextRun CommentStart CommentHighlightPipeRestRefresh CommentHighlightRest SCXW1041610 BCX8\">B Corporation <\/span><span class=\"NormalTextRun CommentHighlightPipeRestRefresh SCXW1041610 BCX8\">since May 2023, <a href=\"https:\/\/www.insidejapantours.com\/responsible-travel-sustainability\/\">Inside Travel Group is committed to balancing profit with purpose<\/a>. <\/span><span class=\"NormalTextRun SCXW1041610 BCX8\">Our<\/span> <span class=\"NormalTextRun SpellingErrorV2Themed SCXW1041610 BCX8\">u<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW1041610 BCX8\">ndertourism<\/span> <span class=\"NormalTextRun SCXW1041610 BCX8\">strategy aligns with B Corp ethos by promoting sustainable tourism practices that <\/span><span class=\"NormalTextRun SCXW1041610 BCX8\">benefit<\/span><span class=\"NormalTextRun SCXW1041610 BCX8\"> local communities, preserve cultural heritage, and provide enriching experiences for <\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW1041610 BCX8\">travel<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW1041610 BCX8\">l<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW1041610 BCX8\">ers<\/span><span class=\"NormalTextRun SCXW1041610 BCX8\">.<\/span><\/span><span class=\"LineBreakBlob BlobObject DragDrop SCXW1041610 BCX8\"><span class=\"SCXW1041610 BCX8\">\u00a0<\/span><br class=\"SCXW1041610 BCX8\" \/><\/span><span class=\"LineBreakBlob BlobObject DragDrop SCXW1041610 BCX8\"><span class=\"SCXW1041610 BCX8\">\u00a0<\/span><br class=\"SCXW1041610 BCX8\" \/><\/span><span class=\"TextRun SCXW1041610 BCX8\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW1041610 BCX8\">Our vision? To build a global cultural adventure tour operator which, through applying the principles of B Corp, leads the travel industry towards a more sustainable future and protects travel for future generations.<\/span><\/span><span class=\"EOP SCXW1041610 BCX8\" data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<h4>Like this post? 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Help us by sharing it! As we celebrate InsideJapan&#8217;s 25th anniversary in 2025, it&#8217;s remarkable to reflect on how much has changed since our inception. 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