A small city in Yamagata Prefecture known for its onsen (hot spring baths) is popular among tourists. Maybe too popular, as tourists to one popular location now vastly exceed the number of residents. In response, the city’s rushing to implement several overtourism measures meant to make life easier for its denizens.
Ginzan Onsen In Obanazawa City, located on the northern part of the main island of Honshu, is one of Japan’s most popular onsen. It gained fame locally thanks to the 1983 NHK morning drama Oshin.
Ginzan has since been a staple for both domestic and inbound travelers thanks to its palatial wooden buildings, Edo Era Japan feel, and mysterious nighttime aura. Snowfall adds to the area’s beauty, making it a particularly popular winter destination.
However, its popularity both at home and abroad is leading to trouble. The city currently hosts 1.2 million visitors every year. That’s 85 times its resident population of around 14,000.
Consequently, the city’s struggling with the usual problems that come with overtourism. Pedestrians are clogging roads, making for dangerous conditions for drivers (as has happened in other highly-touristed spots like Kamakura).
Visitors who drive to the secluded spot are also causing a nightmare for emergency personnel. On at least one occasion, paramedics had to abandon their ambulance and run on foot to Ginzan to help someone in crisis.
As a result, the city says it’s instituting new rules for visitors. Day travelers who don’t have a reservation to stay overnight will have to park their cars two kilometers away from the onsen district and take a paid shuttle in. Additionally, visitors arriving by bus between the magic evening hours of 4pm and 8pm will require bus reservations in advance.
Japan welcomed a record number of inbound tourists in November 2024. The government aims to welcome 60 million people a year by 2023. However, crowded public transit and bad behavior are causing tension between tourists and residents. The central and local governments are working with various businesses to create systems to accommodate the growing number of travelers.
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