Kyoto targets high-value travelers to combat overtourism

Kyoto is facing significant challenges due to record-breaking tourism numbers. In 2025, the city recorded 62.79 million annual visitors, 16.59 million overnight guests, and tourism spending of 2.0474 trillion yen, all of which set new historical highs.

Despite the economic recovery, the surge in visitors has led to severe overtourism issues, including traffic congestion, noise, waste problems, and friction with local residents regarding transportation. Mayor Koji Matsui noted that while the market has recovered beyond pre-pandemic levels, the city must shift its focus from the quantity of visitors to the quality of the experience.

To address these issues, the city aims to attract “high-value travelers” who possess a deep interest in Kyoto’s history and culture, potentially increasing the average spend per person, which currently lags behind cities like Tokyo and Hokkaido. Strategies include promoting “theme-based fans” who engage in deeper cultural experiences—such as traditional arts or culinary mastery—to divert crowds away from saturated landmarks like Kiyomizu-dera, Kinkaku-ji, and Arashiyama.