Australia’s Love for Japan Grows Stronger with 42% Increase in Visitors: Kyoto and Tokyo’s Popularity Soars Amid Calls for Sustainable Tourism Practices

Wednesday, January 1, 2025

Australia’s love affair with Japan has reached unprecedented heights, as the number of Australian visitors to the country continues to soar. According to the Japan National Tourism Organization (JNTO), from January to September 2024, Japan welcomed a record 637,300 Australian tourists—a nearly 42% increase from the same period in 2019. This remarkable surge reflects the growing enthusiasm among Australians to explore Japan, with the average length of stay also rising. However, while the boom in tourism is seen as a sign of recovery post-pandemic, it has also placed significant pressure on some of Japan’s most iconic destinations. In response, Japan is urging Australians to explore lesser-known regions and hidden gems to ease the strain on popular spots like Kyoto.

The Impact of the Tourism Surge on Japan’s Popular Destinations

Kyoto, one of Japan’s most beloved cities, has long been a major draw for tourists, particularly for its historical charm and famous sites like the Gion district, known for its geishas. However, the influx of tourists has strained Kyoto’s capacity to preserve the authenticity of its historic areas. Local residents, who have voiced concerns over the overwhelming presence of tourists, argue that certain areas, especially Gion, should not become overcrowded theme parks. In response, Kyoto has taken steps to manage the flow of visitors, including implementing measures to limit tourism in certain parts of the city, especially those with cultural significance.

Incidents of disrespectful behavior, such as a maiko’s kimono being torn or cigarette butts placed in inappropriate locations, have exacerbated the tensions. To address these concerns, the Kyoto City Tourism Association has introduced the “Kyoto Guidelines for Sustainable Tourism,” encouraging visitors and businesses to adhere to a respectful code of conduct. These measures are aimed at maintaining the delicate balance between welcoming tourists and preserving Kyoto’s cultural heritage.

The Push for Sustainable and Responsible Tourism

While Japan has seen an influx of international tourists, including many from Australia, the country is keen on encouraging visitors to venture beyond the typical tourist hotspots to explore its more rural and less-travelled areas. Naoki Kitazawa, an official from JNTO, emphasized that while the surge in tourism is a positive sign for the country’s economy, it is essential to avoid the pitfalls of overtourism by diversifying the flow of visitors.

Kitazawa suggests that second- and third-time visitors to Japan should consider exploring destinations outside of Tokyo and Kyoto. Regions like Japan’s national parks, rural towns, and traditional temples offer unique experiences that allow tourists to connect with Japan’s natural beauty and cultural traditions in a more serene and authentic way.

“Unique experiences include exhilarating canyon adventures through the Minakami UNESCO Eco Park, guided tours through ancient cedar forests, and meeting snow monkeys in the Jigokudani Monkey Park,” Kitazawa added. Other recommendations include staying at heritage accommodations or even spending a night in a treehouse at the Treeful Treehouse Sustainable Resort in Okinawa’s Yambaru National Park. These off-the-beaten-path destinations offer a more intimate and sustainable approach to tourism, which Kitazawa believes is crucial for preserving Japan’s cultural and natural sites.

Kanazawa: A Rising Hidden Gem

One such hidden gem that is gaining attention is Kanazawa, a city located just 2.5 hours by train from Tokyo and Osaka. Known for its well-preserved Edo-period districts and vibrant arts scene, Kanazawa offers a rich cultural experience that is still relatively undiscovered compared to more famous destinations. Kitazawa and other travel experts are recommending Kanazawa for its blend of tradition and modernity, making it an ideal destination for those looking to explore Japan’s lesser-known treasures.

Culinary Delights and Affordable Japanese Experiences

For Australian tourists, one of the highlights of visiting Japan is the country’s exceptional cuisine. The affordability of Japanese food is another draw for many visitors. In Japan, it is possible to enjoy a full sushi meal, including five plates of sushi, miso soup, soy sauce-flavored fries, and green tea for just 968 yen, or roughly 10 Australian dollars. Sushi plates in Japan generally cost around AU$1, including tax, which is a significant saving compared to the higher prices in Australia, where the cheapest sushi plates are about AU$5. Additionally, alcoholic beverages can be purchased for as little as AU$1, making Japan a budget-friendly destination for food lovers.

Collaboration for Responsible Tourism

Brett Mitchell, a representative from Melbourne-based Intrepid Travel, highlighted the importance of responsible tourism practices and collaboration with local councils and communities to promote sustainable tourism. Mitchell pointed out that Japan’s efficient infrastructure makes it easy to explore rural areas, seaside towns, and mountain regions, all of which offer unique experiences at a lower cost compared to major cities like Tokyo and Kyoto. He emphasized the need for travelers to respect local culture and the environment while supporting small businesses and eco-friendly accommodations.

Beyond Japan: A Global Shift Toward Sustainable Tourism

The push for responsible tourism is not unique to Japan. In 2023, Indonesia also called on Australian tourists to explore beyond the popular island of Bali, encouraging more sustainable travel practices. As the global tourism industry continues to recover, it is essential for countries to adopt strategies that balance economic benefits with environmental preservation.

Conclusion: Discovering the Unexplored

As Australian tourism to Japan reaches new heights, the country is urging travelers to venture beyond the crowded tourist spots and discover its hidden gems. From rural national parks to traditional temple stays and unique cultural experiences, Japan offers a wealth of destinations that allow visitors to connect with its rich history and natural beauty in a more sustainable and meaningful way. By promoting responsible tourism, Japan hopes to ensure that future generations can continue to enjoy its treasures while preserving the integrity of its cultural and natural heritage.

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