Japan welcomed a record 42.7 million international tourists in 2025, shattering previous highs. While boosting the economy, the flood of visitors — driven by a weak yen and social media — has overwhelmed Kyoto, Tokyo, Mount Fuji, and other hotspots with crowds, litter, and local disruptions. Authorities are responding with visitor caps, higher fees for foreigners, new taxes, physical barriers, and efforts to promote lesser-known destinations. The challenge: sustain tourism revenue without sacrificing residents’ quality of life and cultural sites.
