Japan is appealing to Australian visitors to avoid overwhelming its main tourist destinations and instead explore lesser-known areas of the country. The plea comes as a record 637,000 Australians visited Japan between January and September 2024, a 42% increase compared to the same period in 2023, according to the Japan National Tourism Organisation (JNTO).
Naoki Kitazawa, executive director of JNTO's Australian office, encouraged travellers to look beyond popular spots like Tokyo and Kyoto. 'Tokyo, Kyoto, and the Golden Route offer incredible experiences, but there's so much more to discover beyond the obvious and what's trending on social media,' he said. He recommended destinations such as Kanazawa, known as 'little Kyoto', and Takayama in Gifu Prefecture for a taste of traditional rural Japan.
Kitazawa also suggested visiting during shoulder seasons like autumn or Japan's summer, known locally as the 'green season', when rural areas are at their best. 'Don't just stick to the postcard sights – venture out and uncover the stories that aren't always on the tourist trail,' he added.
The surge in visitors is partly due to the Australian dollar strengthening against the yen, making travel more affordable. However, Kitazawa warned that the high numbers risk damaging the very attractions tourists come to see. 'By making informed decisions, travellers can contribute to preserving the beauty and integrity of the places you visit,' he told news.com.au.
Japan's appeal follows a similar message from Indonesia in 2023, which urged Australians to explore beyond Bali amid concerns over tourist behaviour and overcrowding.
