Japan’s tourism industry has reached unprecedented levels, with over 36 million visitors in 2024, setting the stage for a significant shift in how the nation manages its cultural and natural assets. This surge has prompted officials to re-evaluate the sustainability of current tourism practices, as the influx of international visitors has raised concerns about both environmental impact and the preservation of cultural heritage. Fox News reports that the government’s tourism goal of 60 million visitors by 2030 has intensified discussions on balancing economic benefits with the need to protect sacred and natural sites like Mount Fuji.
Mount Fuji, an iconic symbol of Japan’s spiritual and cultural legacy, has become a battleground for these challenges. The site, which draws over 200,000 to 300,000 climbers each summer, has faced criticism for its transformation into a ‘trash mountain’ due to overcrowding and inadequate waste management systems. Officials, including Hokuto Asano, the Embassy of Japan’s first secretary in Washington, D.C., have acknowledged the problem, calling attention to the growing need for international visitors to respect local practices and cultural norms. Asano emphasized that this is not just about enjoying the scenic beauty of Japan but also about fostering a deeper understanding of its traditions and sacred spaces.
One of the most pressing issues in Japan’s tourism landscape is the perceived two-tier pricing system, where tourists are often charged more for services and experiences than local residents. This discrepancy, Asano noted, has led to some Japanese citizens questioning their ability to access the same level of service while visiting their own country. Despite this, Asano argued that there should be a difference in pricing to cater to the unique preferences and behaviors of international tourists, highlighting the complexity of managing a diverse visitor base.
As the number of tourists continues to climb, officials face the challenge of maintaining the balance between economic growth and environmental responsibility. The limited number of trashcans in national parks and other tourist areas, cited as a safety measure to deter terrorism, has also become a point of contention. Asano urged visitors to take responsibility for their waste, reinforcing the message that tourism should not come at the expense of preserving Japan’s cultural and natural heritage. This multifaceted issue underscores the broader debate on how to sustainably manage Japan’s tourism industry while protecting its cultural values and natural landscapes.