As Japan prepares for a post-pandemic recovery, the leisure and tourism sector is rapidly evolving, seeking innovative solutions to address the challenges of overtourism while introducing exciting new attractions. Experts predict a surge in sustainable tourism, driven by initiatives published in the Tourism Agency’s new strategy.
Tourism has rebounded strongly, with over 26.88 million foreign tourists visiting Japan in 2024 alone, nearing the 2019 record of 31.88 million. The rising interest of both foreign travelers and domestic tourists has intensified the need to manage visitor numbers effectively to avoid traffic congestion and environmental degradation, often linked to overtourism.
In response, tourism organizations are championing a move towards sustainable practices. For example, initiatives aimed at spreading tourist activity across different times and locations are gaining traction. This innovative approach helps mitigate the negative impacts of concentrated tourism. Taiko Akihiro, a travel writer, emphasized the need for change: “The Transportation Agency is launching sustainable tourism initiatives in 2024 to prevent overtourism and support local efforts.”
Infrastructure tourism is also reshaping the landscape of travel experiences, focusing on public facilities like dams and bridges that double as attractions. The national government has established a portal to showcase various infrastructure tours nationwide, tapping into the public’s growing curiosity for large-scale public works.
Excitingly, the ‘Sustainable Tourism Award’ was introduced in 2023 to recognize efforts in promoting environmentally friendly travel options across Japan.
Another emerging trend is starry sky tourism, which expands tourism opportunities during nighttime. This initiative often highlights rural areas with minimal light pollution, positioning them as perfect destinations for stargazing.
Amid these changes, attractions like the anticipated 'Junglia,' a massive theme park schedule to open in Okinawa in 2025, promise to offer unique experiences. Set amidst lush jungles, the park will feature exotic activities like safari rides and zip-lining, alongside a stunning infinity onsen to promote relaxation. This ambitious project has already sparked considerable interest among locals and travelers alike.
High-profile attractions are emerging with the opening of the Nintendo Museum in Kyoto in October 2024. The museum quickly gained popularity, drawing around 50,000 visitors within just over a month of its launch. Featuring exhibits that delve into the history of Nintendo’s entertainment offerings, visitors can engage with interactive displays and workshops, such as making and playing traditional Japanese card games.
Amid rising interest in sports, pickleball, a paddle sport, is capturing attention, especially with an international competition scheduled in Japan in 2024. With an emergence that blends elements of badminton, tennis, and table tennis, pickleball courts are cropping up across the country, enticing players of all ages. Travel writer Taka Akihiro noted, “The appeal lies in its safety; the perforated balls slow down, making it accessible for everyone.”
The adaptation of pickleball peddles increased participation rates among senior citizens, too, showcasing the sport’s appeal as an inclusive leisure activity.
The development of high-quality paddles combined with carbon manufacturing techniques, much like those used in tennis rackets, supports the sport's rising prominence, with brands such as YONEX producing their EZONE and VCORE lines priced at 31,900 yen each.
As Japan responds to the shifting demands of tourists, it embraces sustainability and innovation as key strategies. The strategic focus on sustainable tourism, the introduction of fascinating new attractions, and the popularity of inclusive sports signify a dynamic sector poised for growth.
With myriad transformations underway, travel enthusiasts can anticipate a vibrant and enriching experience as Japan continues to adapt and evolve.
