Japan’s tourism landscape is rapidly evolving as Australian tourists flock to the Land of the Rising Sun in unprecedented numbers, setting new records and challenging the country to adapt to the post-pandemic travel surge. With over 800,000 Australians exploring Japan last year, the country’s tourism board is calling for a shift away from the bustling metropolises of Tokyo and Kyoto towards the hidden gems waiting to be discovered in Tohoku and Kanazawa.
### Australian Tourists Breaking Records
Flight Centre’s data reveals that Tokyo, Osaka, and Kyoto remain the top picks for Australian travelers, who tend to stay longer and immerse themselves in the local culture. However, Naoki Kitazawa, the executive director of Japan National Tourism Organisation’s Sydney branch, is advocating for a more responsible approach to travel, emphasizing the importance of exploring lesser-known destinations to alleviate the strain on popular cities.
### The Call for Responsible Tourism
As the tourism boom shows no signs of slowing down, with bookings for 2025 already on the rise, travelers like architecture student Josh Khochaiche are heeding the call for more mindful exploration. Khochaiche, a lover of Japanese craftsmanship and cuisine, is eager to experience the unique offerings of Japan while respecting local customs and traditions.
### Embracing Authentic Experiences
Judy Luxton, the general manager of Japan Holidays, echoes the sentiment, urging travelers to venture off the beaten path and immerse themselves in the rich cultural tapestry of Japan. With demand surging and concerns of overcrowding mounting, the focus is shifting towards curated experiences that showcase the country’s hidden treasures while avoiding the pitfalls of overtourism.
### Finding Serenity Amidst the Crowds
For seasoned travelers like Stuart McIntosh, the allure of Japan lies beyond the tourist hotspots, in the tranquil villages and scenic landscapes of Tohoku and Hokkaido. By embracing the lesser-known regions, McIntosh and his family have been able to forge authentic connections with the local community and delve deeper into Japan’s cultural heritage.
As the tourism landscape evolves and travelers seek out new horizons, the message from JNTO’s Kitazawa resonates loud and clear: while Tokyo and Kyoto offer unparalleled experiences, the true magic of Japan awaits those willing to venture off the beaten track and discover the hidden gems that lie beyond the well-trodden path.
