Overtourism is far from a Japan-only problem. But it’s an issue that keeps raising its head in Japan as visitor numbers rise and cultures and customs rub up against each other.

When Inside Travel Group co-founder Simon King and I lived in Toyota City in the late-90s, the picture was very different. International arrivals to Japan numbered around three million a year. Fast forward to 2025, when visitor numbers passed 40 million for the first time.

Inbound tourism is now a key pillar of the Japanese government’s economic policy. It helps replace falling numbers of domestic travellers thanks to an ageing population, supports hospitality, retail and hotel sectors, and extends Japan’s cultural reach.

The raw numbers are impressive. But two decades of marketing that pushed the same handful of headline sights and attractions – plus the amplification effect of social media – has undoubtedly contributed to the pressure that is being felt today.

Japanese city cancels cherry blossom festival citing overtourism 'crisis'

When we set up InsideJapan Tours 25 years ago, we knew there was so much more to Japan than Kyoto and its famous sites. It was the people, the culture and the local diversity that made the country so different and so appealing. That’s still true.

I was in Kyoto last year, and the impact of high volumes of tourists in certain areas is painfully obvious. It’s sad and frustrating to see, as are the negative tourism stories coming out of Japan.

We have always believed that travel is a force for good, and that companies like ours, working alongside official bodies, can help deliver positive change.

'We have a social contract with the people in the destinations we visit'

As a specialist tour operator and B Corp, our trips reach more than 200 destinations across Japan each year. We build partnerships with the proprietors of traditional ryokan guesthouses, craftspeople, guides and local communities.

We have a responsibility to spread the benefits of tourism, so long as the capacity to receive more visitors exists alongside a local desire to welcome them. That social contract matters.

(Credit: Inside Travel Group)

Back in 2018, we established an impact team, which is now led by Rob Moran out in Japan. He has worked with UK-based Dom Hughes, in coordination with local tourist boards and communities, to develop an “undertourism” strategy.

We started with five destinations actively seeking to increase visitor numbers, and we’re confident it’s delivering positive impact locally, as well as a better experience for our customers.

These regions are dealing with issues like urban migration and loss of cultural heritage. Our goals are to support rural regeneration, help preserve distinctive crafts and culture, and establish tourism models that keep delivering benefits long into the future.

'Trust us as specialists to recommend something you've never heard of'

We’re not suggesting people avoid Kyoto completely. Far from it. Our insider tour leaders and guides can steer visitors away from the handful of overcrowded districts and temples. And with more than 2,000 temples and shrines in Kyoto, there’s no shortage of raked Zen gardens and quiet temples to explore.

What we're really saying is – try something you’ve never heard of. Trust us as specialists. Add one or more of these under-touristed places to your trip and it will make a real difference, for everyone.

The operator switching focus from overtourism to undertourism

More broadly, destinations around the world need longer-term planning that showcases more than a few icons and familiar images. Last year, we hit our target of booking 1,000 room nights across our five under-touristed regions. This year we aim to more than double that to 2,500.

Alongside regional dispersal, we’re also encouraging seasonal dispersal away from the peaks for the cherry blossom and autumnal colours. There are cultural highlights year-round, and fewer – smaller – crowds is to everyone's benefit.

The feedback from agents and customers on our “undertourism” destinations has been outstanding. And yes, you’ll still get the photo. You’ll just have a better story behind it.

Alastair Donnelly is co-founder of B Corp outfit Inside Travel Group, which operates the InsideJapan and InsideAsia brands. This article was republished in the week of 23 March 2026 to celebrate B Corp Month.