Every spring, the same scenes flood social media. Mount Fuji half-hidden by a "No Photography" wall in front of a convenience store. The Arashiyama bamboo forest, where people are simply swept along in a sea of throngs of people bumping shoulders. The tunnel of torii gates at Fushimi Inari Shrine is already overflowing with people by 9 a.m., making the peaceful solitude of a visit seem like a pipe dream.
2025,The number of foreign tourists who have visited Japan has exceeded 42 million.For the first time, the number of users surpassed the 40 million mark. The problem isn't the number itself, but the fact that the vast majority are concentrated in just a handful of areas.
We at Roopt operate shared houses and short-term accommodations in places that rarely appear on anyone's travel itinerary. We don't claim to have the answers to Japan's tourism problems. However, we believe that the places we are involved with intersect with these problems in a way that is worth discussing.
Surveys of foreign tourists consistently reveal the same answers: their reasons for coming to Japan are the culture, food, and everyday atmosphere, not to go through a list of tourist spots. Yet, the mainstream tourism industry continues to push everyone to the same places, the same hotel chains, and the same Instagrammable spots. The result is an experience that is not the real Japan, but rather what could be called a "Japanese-style theme park."
Analysis of the World Economic Forum in 2025However, the problem lies not in the number of tourists themselves, but in their "concentration." Approximately 60% of residents in major tourist areas report that congestion is negatively impacting their daily lives. Locals find it difficult to use their own town's public transportation, local restaurants shift to menus geared towards tourists, and the town's true character quietly changes.
The frustration is reciprocal. Residents feel invaded, and tourists feel betrayed... they came seeking something authentic, only to find themselves surrounded by long lines.
When the topic of attracting tourists to rural areas comes up, the tone tends to become somewhat apologetic."If popular spots are crowded, try this instead."And so on. As if the regional areas were merely a backup plan.
That's not right.
Hayama is a coastal town on the Miura Peninsula, less than an hour from Tokyo, where the Emperor's summer villa stands overlooking Sagami Bay. There is Isshiki Beach, where locals actually swim, and fish caught that morning are sold at the market. Ishinomaki in Miyagi Prefecture is2011 tsunamiAlthough it suffered devastating damage, its subsequent recovery has been remarkable. Murals, craft breweries, and a creative community that has grown amidst the ruins. Shiogama is one of Japan's leading fishing ports, and it's the kind of place where you can find a sushi chef with just eight counter seats who will tell you about each of his suppliers.
These are not "Japan that isn't the real thing." Rather, in a sense, they represent a more essential Japan. A Japan that is not fabricated, not acted out, but a Japan where people actually live.
The Japanese government is also beginning to realize this.The Prime Minister's Office has positioned regional tourism as a pillar of "Regional Revitalization 2.0".They are also putting in place a subsidy system for organizations that develop strategies to attract tourists to regional areas. The direction is correct. It will take time for the infrastructure to catch up.
The experiences of tourists who stop by a town for just three hours are completely different from those of tourists who stay for two or three nights, or even two or three weeks.
Guests shop at local supermarkets. They venture into restaurants without English menus, driven by curiosity and hunger. They hear from someone they chatted with at their accommodation that "you can fish there," and then they search for a fishing tackle shop. That money stays within the community, rather than going to tour bus companies or national hotel chains.
The rural population in Japan has been declining for decades.Vacant houses, an aging population, shrinking tax revenues... many towns are facing a quiet crisis. Tourism alone cannot change the course of events, but it can slow it down. It can create reasons for young people to stay in their hometowns, or to return. It can support the small businesses that make these towns "places worth living."
Roopt offers stays ranging from one night to several months. Short-term accommodations can be booked through Airbnb, making the process familiar to foreign travelers. Share houses require no security deposit or key money, and a community is already established upon move-in. We've seen many people who come intending to stay only for the weekend, but end up extending their stay because they don't want to go home. That's something you can't fake.
In rural Japan, English is spoken far less frequently than in Tokyo or Kyoto. Signage is almost entirely in Japanese, and multilingual support at government offices is rare. While restaurant owners and shopkeepers are often welcoming, communication beyond a certain level can be difficult.
For foreign travelers who don't speak Japanese, navigating rural areas alone requires considerable courage. Translation apps are helpful, but they can't replace the peace of mind that comes from being able to handle things on your own if something goes wrong.
Roopt's website is available in English, Spanish, Chinese, and Korean, and they strive to make the procedures during your stay as easy as possible for foreign speakers. However, it would be an exaggeration to say that the surrounding towns are just as user-friendly. At least not yet.
If local governments take action in this area, things could change dramatically. To be honest, it's an area where investment is lagging. Multilingual signage for key services, basic English support at tourist information centers, area guides that foreign tourists can read... these should all be cost-effective initiatives. Tourists who feel confident enough to get around on their own tend to stay longer, spend more, and return. There are businesses. There are communities. What's often missing is just a bridge to connect them with tourists.
Installing barriers and charging entrance fees may be unavoidable measures in the most desperate situations. But these are symptomatic treatments, not solutions. The essential solution is to distribute genuine interest in Japan to a wider area of the country.
The fact that there are places to stay outside of major cities. The fact that there are experiences that can be found and booked even without Japanese-speaking friends. The fact that there is a linguistic environment where you feel "welcome" rather than just "tacitly accepted." And the fact that there are places that you want to tell others about, not just for the sake of taking pictures, but for the time you spent there.
We are a small company. We can't change this trend on our own. But I believe that regional Japan is still undervalued. I want to share this question with the government, the tourism industry, and travelers themselves: "The best parts of Japan may not be the most crowded places."
Roopt offers short-term accommodations and shared houses in coastal and rural areas throughout Japan. Short-term stays can be booked through Airbnb. Shared houses are available for stays of one month or longer, with no security deposit or key money required.
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