Mount Fuji Town Battles Overtourism

Fujiyoshida, a town nestled at the foothills of Mount Fuji, is confronting a severe overtourism crisis. The town has taken drastic measures, including canceling its annual cherry blossom festival, citing that the peaceful lives of its citizens are being threatened. Reports of visitors using backyards as bathrooms, entering homes without permission, and leaving behind excessive trash have become widespread.

Fueled by a weak yen and social media trends, an unprecedented number of foreign tourists, reaching approximately 42 million in 2025, have descended upon Fujiyoshida. This surge has led to rising anti-foreigner sentiment in some areas and significant pressure on authorities to limit visitor numbers. The town, previously reliant on its fading textile industry, now grapples with managing the overwhelming foot traffic.

Officials have banned news outlets from capturing picturesque scenes that might contribute to overtourism, aiming to discourage visitors from flocking to already congested areas. While efforts have been made to increase infrastructure like bathrooms and parking, the sheer volume of tourists continues to strain local resources and patience. Some residents have expressed a desire to move due to the constant disruption.

Despite these actions, tens of thousands continue to visit, seeking selfies at landmarks like the Chureito Pagoda. While some visitors endeavor to respect Japanese customs, others prioritize obtaining the perfect social media photo. Business owners lament that tourists often stay only a few hours, impacting local shops and restaurants, and emphasize the need for better guidance on local rules and culture.