by Since the country reopened to tourists in 2022, Japan has seen an overwhelming increase in tourism in its major cities. However, according to a 2023 report by the Japan Tourism Agency, 11.5% of inbound tourists chose “nature and scenic sightseeing” as the main reason for visiting Japan.
Outside of the major cities and iconic landmarks like Mount Fuji, there is a dizzying abundance of beautiful natural sites. And like everywhere else in the country, they are experiencing an unprecedented influx of tourists.
But which places attract the most tourists? To find out, the tourism company NAVITIME conducted a survey from July to October 2023 using its popular navigation app Japan Travel. The survey identified the three most popular attractions by length of stay and nationality. Popularity was determined based on tourists who stayed within a 1 kilometer radius of a particular location for 30 minutes or more.
3. Mount Moiwa
Mount Moiwa rises in the centre of Sapporo and offers a majestic panoramic view of the metropolis and the Sea of Japan. In the evenings, the mountain attracts large crowds of visitors, especially tourists from Hong Kong and the UK, who want to experience the sunset and the dazzling lights of the city.
Visitors can hike one of five main trails through the lush Moiwa Forest to the summit, or take the cable car halfway up and then board a mini cable car to complete the trail.
In the Ainu language, Moiwa means “small mountain” and was called Incarushupe, or “where [we] always keep watch.”
2. Holy sites and pilgrimage routes in the Kii Mountains
The Kii Mountains span three prefectures – Wakayama, Mie and Nara – and are home to numerous sacred sites and pilgrimage routes. Most of the UNESCO sites and trails are at the heart of Shugendo, a combined Shinto and Buddhist sect that practices mountain worship. On the Kii Peninsula, the three major shrines known collectively as the Kumano Sanzan welcomed weary pilgrims traveling the arduous Kumano Kodo.
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Just as all roads lead to Rome, all pilgrimage routes lead to Kumano Hongu Taisha. The shrine is home to the largest torii gate in the world and is a big hit with Western tourists, according to NAVITIME.
Meanwhile, Chinese tourists have flocked to Kumano Nachi Taisha. A camphor tree over a thousand years old towers over the grounds, and a 30-minute hike takes visitors to Nachi Falls, itself considered a deity. In a rare display of religious camaraderie, the shrine borders nearby Seigantoji Temple.
In the north, tourists from America, Italy and France flocked to the temple city of Koyasan. Koyasan consists of over 100 temples and almost 50 offer overnight accommodation.
1. Kamikochi
Nestled in the mountains of western Nagano Prefecture, this highland valley is the most representative alpine destination in the northern Japanese Alps.
The two most popular attractions, according to NAVITIME, are Kappa Bridge and Taisho Pond. During peak season, Kappa Bridge is so crowded with tourists that it was nicknamed the “Ginza of Kamikochi.” Mount Yakedake, an active volcano that last erupted in 1915, attracted many Western tourists heading there for an easy one-day climbing trip.
The Kappa Bridge spans the clear waters of the Azusa River and offers spectacular views of the mountains both upstream and downstream. Its original construction date is unknown, but it was originally a drawbridge before being converted to a suspension bridge in 1910.
It is unclear how the bridge got its name. Did kappas, those human-like creatures with turtle shells and depressions in their heads that hold water, once live in the depths of the river? Or did the bridge get its name because people crossing the river with their clothes balanced on their heads resembled kappas? In any case, the bridge gained new recognition after writer Akutagawa Ryunosuke mentioned both in his 1927 novel Kappa.
To the south lies Taisho Pond, which was formed when lava flow from Mount Yakedake dammed the Azusa River. Rotting trees tower high above the waterline, and the park maintains the pond’s integrity by regularly dredging sediment deposits. Undoubtedly, the pond is a picture-perfect spot all year round, and photographers flock to the pond at night to capture the reflection of the Milky Way.
Reaction to overtourism
Japan is currently struggling with overtourism in the cities. Will this also have an impact on nature?
Due to overwhelming crowds, many national parks in the US now require timed tickets and reservations. Shizuoka Prefecture has also considered charging similar fees for access to trailheads on Mount Fuji. Will Japan be forced to do the same?
Sources
訪日外国人旅行者が訪れる 自然・景勝地を分析｜プレすリースパン. NAVITIME
藻岩山・札幌もいわ山ロープウェイ | 観光施設 | 観光スポット | ようこそさっぽろ. Sapporo travel
紀伊山地の霊場と参詣道（ユネスコ世界文化遺産. Japan trip
上高地公式ウェブサイト. Japanese Alps Kamikochi
