The Increase in Overtourism Poses Challenges for Japan’s Efforts to Boost Tourist Arrivals
Tourist arrivals in Japan are expected to fully recover by 2024, with growth driven by an expanding source market and marketing campaigns, although overtourism could be a concern. Key View: Over 2024, we project tourist arrivals to Japan to fully recover to pre-Covid levels in 2019, building on a gradual rebound between 2022-2023. Over the […]