Japan Leads The Charge In Sustainable Travel With An Innovative Under-Tourism Strategy That Inspires Travelers To Explore Uncharted Destinations And Alleviate Overcrowding

Japan launches a bold under-tourism strategy to ease overtourism, directing travelers to lesser-known regions and promoting sustainable, balanced travel experiences.

To combat the rising challenges of overtourism in Japan, Inside Travel Group and InsideJapan are launching a new initiative focused on ‘under-tourism,’ aiming to balance visitor distribution, reduce pressure on popular destinations, and encourage more sustainable travel.

This year marks the 25th anniversary of InsideJapan, which has been offering small group tours and self-guided cultural trips. Inside Travel Group Co-Founder, Simon King, shared how the tourism landscape to Japan has drastically changed over the past two and a half decades. He highlighted the increasing number of visitors—rising from just 4 million in 2000 to 36 million in 2024. This surge is expected to continue, reaching 60 million by 2030, but it has led to significant overtourism challenges, especially in places like Kyoto, where certain areas have restricted tourists, and in Kawaguchiko, where overcrowding disrupts local life.

In response, InsideJapan is leading the charge with an ‘under-tourism’ strategy to spread out tourism across lesser-visited regions. In 2024, InsideJapan guided travelers to 219 destinations across all 47 prefectures, promoting a deeper, more authentic experience.

Rob Moran, Inside Travel Group’s Global Sustainability Manager, explained that the initiative focuses on promoting under-visited areas to alleviate stress on overburdened sites. For 2025, five key regions have been selected for focused tourism efforts: Yamaguchi, Nagasaki, Toyama, Nagoya, and Aomori.

These regions were chosen because they are less crowded, feature excellent public transport, and offer authentic cultural experiences. They also provide room for sustainable growth, avoiding the issues faced by more popular destinations.

InsideJapan’s approach involves working closely with local tourism boards and Destination Management Organizations (DMOs) to enhance the experience in these regions, ensuring visitors can explore new parts of Japan while also supporting local economies. Additionally, the company is offering discounts of up to 15% on small group tours during off-peak and shoulder seasons, encouraging seasonal dispersal.

As part of this initiative, InsideJapan is highlighting five specific regions:

• Toyama: Known for its breathtaking natural beauty, unique crafts, and incredible food, Toyama is an emerging destination offering traditional experiences and Michelin-starred dining.
• Nagasaki: With its rich history as a former trading port, Nagasaki offers a mix of feudal history, European influence, and nearby hot springs and scenic islands.
• Yamaguchi: Home to stunning temples, samurai towns, and hot springs, Yamaguchi offers a rich cultural experience in a more tranquil setting.
• Nagoya: Often overlooked, Nagoya is an art lover’s haven with a burgeoning art scene, nearby historic castles, and traditional ceramics towns.
• Aomori: Located in the northern Tohoku region, Aomori boasts fresh produce, scenic landscapes, and a rich history, including one of Japan’s last remaining samurai districts.

This under-tourism initiative is set to reshape how tourists experience Japan, encouraging a more sustainable approach to travel that benefits both visitors and local communities.