Kyoto, Japan’s ancient capital, is a city synonymous with tradition, culture, and breathtaking beauty. From its serene temples to its vibrant festivals, it has long been a must-visit destination for travelers worldwide. However, as the number of international tourists—so-called “inbound” visitors—has surged in recent years, a new question has emerged: Are Japanese tourists starting to avoid Kyoto due to overcrowding? This phenomenon, dubbed “Kyoto avoidance,” has sparked curiosity and concern among locals and officials alike. To get to the bottom of it, the Kyoto Chamber of Commerce and Industry has teamed up with tech giant SoftBank and Nagasaki University to launch a pioneering research project. Using big data from millions of mobile phones, they aim to uncover the truth about visitor patterns in Kyoto and provide evidence-based solutions.
In this blog post, we’ll dive into the broader context of tourism in Kyoto, and offer fresh perspectives on how this iconic city can navigate the challenges of overtourism. Whether you’re a foreign traveler planning a trip to Japan or simply curious about Kyoto’s evolving tourism landscape, this article will give you a comprehensive look at what’s happening—and what it means for the future.
(Sankei)
The Allure of Kyoto: A Cultural Treasure Under Pressure
Kyoto is often called the soul of Japan. With over 1,600 Buddhist temples, 400 Shinto shrines, and 17 UNESCO World Heritage Sites, it’s a city where history comes alive. Landmarks like Kinkaku-ji (the Golden Pavilion), Arashiyama’s bamboo groves, and the vibrant Gion district draw millions of visitors each year. For centuries, Kyoto has been a place of pilgrimage and reflection, not just for Japanese people but for anyone seeking to experience the essence of traditional Japan.
In recent years, however, Kyoto’s popularity has soared to new heights. According to the Japan National Tourism Organization, foreign visitors to Japan jumped from 8.4 million in 2013 to over 31 million in 2019, with Kyoto consistently ranking among the top destinations. After a pause during the COVID-19 pandemic, tourism rebounded with a vengeance. In 2023, Kyoto welcomed a record-breaking 50 million visitors, including both domestic and international travelers. This influx has injected billions of yen into the local economy, supporting everything from luxury hotels to artisanal craft shops.
But this success has come at a cost. Overcrowding has become a defining feature of Kyoto’s most famous sites, with packed buses, long lines, and bustling streets transforming the city’s once-peaceful ambiance. For residents, the strain is palpable—overtourism has led to traffic congestion, rising housing costs, and a sense that their city is being overrun. Amid these changes, a theory has emerged: Japanese tourists, who have long cherished Kyoto as a cultural retreat, might be turning away from the city in favor of less crowded alternatives.
What Is “Kyoto Avoidance”?
“Kyoto avoidance,” sometimes referred to as “Kyoto fatigue,” is the idea that Japanese tourists are choosing to skip Kyoto due to the overwhelming presence of international visitors. For many Japanese people, Kyoto has traditionally been a place to escape the hustle of modern life—whether through a quiet temple visit or a stroll through its historic streets. But as foreign tourists flood iconic spots like Fushimi Inari Shrine and Kiyomizu-dera Temple, some locals speculate that domestic travelers are opting for destinations that feel less “touristy” and more authentic.
Until now, evidence of this trend has been largely anecdotal. Some local businesses report fewer Japanese customers, while others thrive on the spending power of international visitors. This split has created a tale of two Kyotos: one that caters to global travelers with high-end amenities, and another that struggles to retain its domestic base. To determine whether “Kyoto avoidance” is a real phenomenon or just a perception, the Kyoto Chamber of Commerce and Industry has launched a cutting-edge research initiative.
The Research Project: Big Data Meets Tourism
Announced on July 23, 2024, the joint research project brings together the Kyoto Chamber of Commerce and Industry, SoftBank, and Nagasaki University to analyze human flow data in Kyoto. The goal? To use science, not speculation, to understand how tourism is shaping the city. SoftBank, a leading Japanese telecom company, will provide location data from approximately 30 million mobile phone terminals. Collected since July 2021, this anonymized data tracks the movements of people visiting Kyoto for tourism or business, offering a detailed picture of who’s coming, where they’re going, and how long they’re staying.
The study will zero in on 10 to 20 key tourist areas within Kyoto Prefecture, breaking down visitor numbers on an hourly basis. This granular approach will reveal not just overall trends but also specific patterns—such as peak times at popular sites or shifts in visitor demographics. Associate Professor Yu Ichito from Nagasaki University’s Faculty of Information and Data Science will lead the analysis, ensuring the results are robust and reliable.
A preliminary look at the data has already yielded intriguing insights. Comparing May 3-5 in 2022 and 2024 for Higashiyama Ward—a historic district famous for its temples and narrow streets—the researchers found that the number of visitors from Tokyo had dropped by half. While this is just one data point, it hints that “Kyoto avoidance” might be more than a rumor, at least among urban Japanese travelers.
Atsushi Horiba, head of the Kyoto Chamber of Commerce and Industry, underscored the stakes at a press conference. “The increase in inbound tourists has been a boon for hotels and some businesses,” he said, “but older shops and community-focused facilities are seeing sales decline as domestic visitors dwindle. We want to base our recommendations on hard evidence, not gut feelings.” The research team aims to complete its analysis by March 2025, with findings that will inform policy proposals for Kyoto’s prefectural and municipal governments.
Overtourism’s Impact: Winners and Losers
Kyoto’s tourism boom has created a complex economic landscape. On one hand, international visitors have fueled significant growth. A 2023 report from the Kyoto City Tourism Association estimates that foreign tourists contributed over 500 billion yen (about 3.5 billion USD) to the local economy, supporting jobs and funding preservation efforts for cultural sites. Luxury hotels, tour operators, and restaurants near major attractions have seen their profits soar, capitalizing on the global fascination with Kyoto’s heritage.
Yet not everyone is reaping the rewards. Smaller businesses—think family-run teahouses or neighborhood shops—often rely on repeat customers, many of whom are Japanese. As domestic tourism potentially declines, these establishments face an uphill battle. Meanwhile, residents grapple with practical challenges: overcrowded buses make daily commutes a nightmare, and the proliferation of short-term rentals has driven up housing costs, pricing some locals out of their own neighborhoods.
The cultural toll is harder to quantify but no less real. Kyoto’s charm lies in its tranquility and authenticity—qualities that can feel elusive when shrines are swarmed with selfie sticks or historic streets are lined with tourist buses. For Japanese visitors, this shift may erode the city’s appeal as a place of personal connection and reflection.
Technology as a Solution: A Smarter Approach to Tourism
The Kyoto research project highlights a growing trend: using technology to tackle tourism challenges. By analyzing big data, authorities can pinpoint problem areas and devise targeted solutions. Imagine dynamic pricing that adjusts temple admission fees based on crowd levels, or real-time apps that steer tourists to quieter attractions. The data could even guide transportation upgrades, like adding buses during peak hours to ease congestion.
This isn’t just theoretical—other cities have paved the way. Amsterdam uses crowd-monitoring systems to manage tourist flows, while Barcelona employs data analytics to balance visitor numbers with residents’ needs. Kyoto’s project, however, stands out for its scale and collaboration, blending private-sector tech with academic expertise. If successful, it could become a blueprint for destinations worldwide.
A Deeper Look: The Human Side of Tourism
Beyond the numbers, “Kyoto avoidance” raises questions about what tourism means to different groups. For Japanese people, Kyoto is more than a destination—it’s a cultural touchstone. The idea that it’s becoming inaccessible or unrecognizable strikes a chord. Reports of tourists littering, ignoring etiquette, or overcrowding sacred spaces only deepen this unease.
Yet foreign visitors often come with admiration and curiosity, eager to engage with Kyoto’s traditions. Their spending helps preserve temples and support artisans, creating a positive ripple effect. The key is finding harmony—ensuring that tourism enriches rather than overwhelms.
One idea is to promote “slow tourism.” Instead of rushing through the highlights, visitors could linger in Kyoto, discovering hidden gems like local markets or rural temples. This approach would ease pressure on hotspots, encourage cultural exchange, and appeal to Japanese travelers seeking an authentic experience.
Toward a Sustainable Future
As the research unfolds, its findings will shape Kyoto’s next chapter. Whether it confirms a drop in domestic tourism or debunks the “Kyoto avoidance” narrative, the data will empower policymakers to act with precision. Possible steps include marketing campaigns to lure Japanese visitors back, infrastructure investments, or regulations to manage tourist flows.
Sustainability is the ultimate goal. Kyoto’s heritage is a global treasure, but it’s also a living city with residents who deserve a say in its future. By blending technology, community input, and responsible tourism practices, Kyoto can remain a place where past and present coexist beautifully.
For foreign travelers, this is a call to visit mindfully—respecting customs, supporting local businesses, and venturing off the beaten path. Kyoto’s magic endures, and with care, it will thrive for generations to come.
