How Japan Struggles to Cope with the Return of Tourists After the Pandemic

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how japan struggles to cope with the return of tourists after the pandemic

The 2024 Tokyo Olympics and Paralympics were a huge success for Japan, as the country showcased its resilience and recovery from the devastating effects of the COVID-19 pandemic. The games attracted millions of visitors from around the world, who enjoyed the spectacle of sports, culture, and hospitality that Japan had to offer. The games also boosted the economy and the morale of the nation, as well as the international reputation and prestige of Japan.

However, the influx of tourists also posed a number of challenges and problems for Japan, as the country struggled to cope with the demand and pressure of hosting such a large-scale event. Japan had to deal with issues such as:

  • Overcrowding and congestion in major cities and attractions, leading to traffic jams, long queues, and environmental degradation.
  • Shortage and inflation of accommodation, transportation, and other services, resulting in higher costs and lower quality for both tourists and locals.
  • Cultural and linguistic barriers and misunderstandings, causing frustration and conflict between visitors and hosts.
  • Health and safety risks and concerns, especially in the context of the ongoing pandemic and the emergence of new variants and outbreaks.


In response to these challenges and problems, Japan implemented a number of measures and policies to manage and regulate the flow and impact of tourists. Some of these measures and policies included:

  • Introducing a tourist tax of 1,000 yen per person per night for foreign visitors, to generate revenue and fund tourism-related projects and initiatives.
  • Implementing a reservation system for popular destinations and attractions, such as temples, museums, and parks, to limit the number of visitors and prevent overcrowding and damage.
  • Launching a smartphone app that provides information and guidance to tourists, such as maps, schedules, translations, and tips, to enhance their experience and convenience.
  • Enforcing a vaccination and testing requirement for all inbound and outbound travelers, as well as a contact tracing and quarantine protocol for any suspected or confirmed cases, to prevent and contain the spread of the virus.


The effects and outcomes of these measures and policies were mixed and varied, depending on the perspective and situation of the stakeholders involved. Some of the effects and outcomes were:

Positive effects and outcomes:

  • The tourist tax generated more than 100 billion yen in revenue, which was used to improve the infrastructure and facilities of tourism sites, as well as to support the local communities and businesses affected by tourism.
  • The reservation system reduced the congestion and pollution of tourism hotspots, and improved the satisfaction and enjoyment of both tourists and locals, who could appreciate the beauty and tranquility of the places.
  • The smartphone app increased the accessibility and usability of tourism resources and services, and facilitated the communication and interaction between visitors and hosts, who could learn more about each other’s culture and customs.
  • The vaccination and testing requirement and the contact tracing and quarantine protocol effectively controlled and minimized the risk and impact of the pandemic, and ensured the health and safety of everyone involved.

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Negative effects and outcomes:

  • The tourist tax discouraged some potential tourists, especially those with low budgets or short stays, from visiting Japan, and reduced the competitiveness and attractiveness of Japan as a destination.
  • The reservation system created a sense of exclusivity and elitism, and deprived some tourists and locals of the opportunity and spontaneity of exploring and discovering new places and experiences.
  • The smartphone app increased the dependency and reliance of tourists on technology, and diminished the authenticity and originality of their travel experience.
  • The vaccination and testing requirement and the contact tracing and quarantine protocol imposed a lot of hassle and inconvenience on travelers, and violated their privacy and freedom of movement.


The future of tourism in Japan is uncertain and unpredictable, as the country faces a number of opportunities and threats in the post-pandemic era. Japan will have to balance and reconcile the interests and needs of various stakeholders, such as tourists, locals, businesses, and authorities, and find a way to sustain and develop tourism in a responsible and respectful manner. 

Japan will also have to adapt and innovate to the changing trends and demands of tourism, such as digitalization, diversification, and personalization, and offer a unique and memorable value proposition to its visitors. Japan will have to decide whether to pursue a more open and inclusive or a more closed and exclusive approach to tourism, and what kind of image and identity it wants to project and promote to the world.

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