There’s been a lot of talk about the negative effects of overtourism lately on Japan. So it’s nice to see a story about how tourism can uplift a town. That seems to be happening in the town center of Fujiyoshida. Once a ghost town, an influx of visitors has brought it back to life.
Overtourism plagues Japan – and Mt. Fuji
More tourists – over three million a month – are flocking to Japan than ever. That’s creating issues in tourist hot spots like Tokyo and Kyoto as visitors crowd buses and trespass in private areas.
The issue isn’t the number of tourists per se but their concentration. Most tourists flock to the big three cities – Tokyo, Osaka, and Kyoto. Given that all three have international airports and have so much to explore, it’s no wonder travelers target them.
It’s also harder to get by in Japan without Japanese language skills the further you get out from a major city or tourist spot. Even in cities like Tokyo, some businesses struggle with language issues.
Another location that’s no stranger to overtourism is the Mt. Fuji area. An easy hop from Tokyo, Fuji attracts 221,000 hikers a year. It attracts even more people who want to bask in the natural beauty of one of Japan’s most iconic sites.
Its popularity means Mt. Fuji has also had to implement procedures to curb overtourism. The Yamanashi Prefecture entrances to the mountain implemented a pre-registration system – along with a fee – starting this season.
Visitors have also created issues with areas surrounding Mt. Fuji. One that’s drawn international headlines is the famous Lawson in Fuji Kawaguchiko. So many people were crowding the street to get a picture that town officials put up a black curtain and installed surveillance cameras. (That didn’t stop people from poking holes in it to get a peek, though.
Fujiyoshida’s Showa-era Honcho-Dori gets a boost
The town of Fujiyoshida is no stranger to tourism. After all, it’s the site of Arakurayama Sengen Park (荒倉山浅間公園) and the famous chureito five-tier pagoda. Grabbing a picture of Mt. Fuji with the pagoda in the foreground is a ritual that few travelers to Japan overlook.
However, not all parts of Fujiyoshida – a small city with a population under 45,000 – have been thriving. In particular, the main shopping district, Honcho-dori, was in danger of becoming a ghost town (or “shutter town,” シャッター街; shattaa-gai).
That’s no longer the case. Honcho-dori, which lies in the shadow of the massive Mt. Fuji, has become a popular photo spot in its own right, with people posting pics of the shopping strip and the mountain frequently on social media. Visitors are captivated by the town’s retro, Showa-era feel, with its traditional lantern lamps and faded signage.
“Living in people’s memories”
That’s led to a boom in tourism, as people not only take pictures but stop to eat and buy souvenirs. As a result, Honcho-Dori, once on life support, is now home to 20 new shops. An estimated 4,000 tourists a day now visit the area.
This attention hasn’t gone unnoticed by city officials. They’ve started a public corporation whose sole job is to fund businesses and individuals who want to open new shops in the now-busy corridor. The corporation grants anywhere from 3 million to 5 million yen (USD $21K-$35K) to get new shops up and running.
The new stores are varied and include guest houses, souvenir shops, and experience workshops focused on traditional Japanese food or Japanese crafts. One 45-year-old man who started a sumibiyaki (炭火焼; charcoal-grilled foods) shop said, “I want us to create a town that’ll live in the memories of both inbound and domestic visitors.”
Tourism not without its challenges
While the town’s welcomed the boost, it doesn’t come challenge-free. Fujiyoshida was already busy as a central location for climbing or seeing Mt. Fuji. The spike in visitors to Honcho-dori has created additional problems. In particular, more people are parking illegally around Honcho-dori due to the lack of official parking spaces in the area.
Fujiyoshida is spending like crazy to handle these issues. The town is installing more parking lots and investing in additional public toilets for visitors.
In the meantime, Fujiyoshida officials are also asking visitors – both domestic and inbound – to respect the town’s rules. “It’s important we all work together to create a safe, relaxing that feels welcoming for both visitors and residents,” said mayor Horiuchi Shigeru.
Stretching your limits in Japan
It makes sense why incoming tourists want to visit Japan’s three major cities and surrounding areas like Mt. Fuji, Yokohama, and Kamakura. These are, after all, the places that incoming tourists see featured on Instagram and in news media.
Many other towns and cities in Japan, however, also possess a rich history and deep natural beauty. And many, like Fujiyoshida, could benefit from the extra attention – and income – that tourism can bring.
Fortunately, tourists are increasingly noticing some of these wonderful sights. Cities like Morioka and Kita-kyushu are drawing in more travelers than ever. Smaller locations, such as Izumo and Matsue in Shimane Prefecture, offer history, culture, food, and a relaxing soak in local onsens.
Looking for less urban adventures? We’ve featured a number of popular nature-based locations you should check out, including some breathtaking blue water spots and even remote islands.
Want to stay in the more popular locations? There’s always a way to do so while avoiding the crowds. For instance, there are multiple places to grab great views of Mt. Fuji throughout both Yamanashi and Shizuoka Prefectures.
Want to craft a trip to Japan you’ll never forget? Contact us at Unseen Japan Tours – we’ll create a custom itinerary and guided experience tailored to your interests.
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Sources
富士山「絶景スポット」のシャッター街、外国人観光客と「レトロ感」生かして再生へ. Yomiuri Shimbun
“観光公害”対策で…人気スポットに駐車場が完成 トイレも併設 富士吉田「本町通り」山梨県. NTV News
本町通り-SNSで話題の富士山絶景スポットまでのアクセスや行き方を解説-. Fujiyoshida Travel
2023年夏期の富士山登山者数について（お知らせ）. Ministry of the Environment
富士吉田市. Wikipedia JP
