Skift Take
The weak yen has definitely boosted Japan's tourism industry, but as the country rides this wave of visitors, it’s going to be a tightrope walk — balancing the economic gains with the realities of overtourism.
Japan is bracing for a tourism boom like never before. With a record 35 million foreign visitors expected this year and tourism spending projected to hit an unprecedented JPY 8 trillion ($51 billion), the country is seeing a surge driven by a weak yen.
These figures far surpass the pre-pandemic peak of 31.88 million visitors in 2019. Looking ahead, the government has ambitious plans to attract 60 million visitors annually by 2030, with spending expected to soar to JPY 15 trillion ($96 billion).
However, the influx of tourists has brought its own set of challenges. "Overtourism" has become a buzzword as the surge in visitors has led to traffic jams, pollution, and other issues. In Kyoto's vibrant Geisha district, reports of tourist misbehavi