While in many European cities, including several Spanish ones, the debate moves between containment and resignation, there are countries that are trying to play in two directions at the same time. The case of is one of the most striking: Attract more visitors than ever while protecting yourself from them.
The Asian country has decided to keep intact its ambitious goal of reaching 60 million annual tourists before 2030, despite the fact that it has already exceeded 40 million in 2025, one that has been accompanied by historic tourist spending. But, at the same time, it wants to double the measures against mass tourism, going from the current ones to nearly 100 regions with specific measures. A strategy that, at first glance, seems contradictory: How to attract more visitors without aggravating the problems their presence already generates?
More tourists, but better distributed
The key to the new Japanese tourism plan, which covers from 2026 to 2030, is not in slowing growth, but in managing it. He has chosen it for strengthen control in saturated destinations while promoting other less known ones.
The objective is clear: to redistribute tourist flows to avoid the collapse of emblematic places and, at the same time, continue increasing the income of the sector, which already reaches millionaire figures.
To this end, the plan contemplates that local governments design your own strategies facing the consequences of the situation such as overcrowding, noise or pressure on public services.
From reservation systems to the improvement of basic infrastructure such as bathrooms or trash cans; The approach is to anticipate problems, not just react.
A model that contrasts with Europe
The “Japanese paradox” contrasts with what happens in many destinations in Spain, where tourist growth is usually accompanied by and debates about limits, rates or restrictions.
In cities like Barcelona or Madrid, the focus has been on reducing pressure in certain areas, but without a clear strategy to effectively redistribute tourism or diversify destinations.
Japan, on the other hand, seems to assume that tourism will continue to grow (and that it is desirable that it do so), but it tries to design a system that minimizes its negative effects. For this reason, the Japanese country not only wants more tourists, but also more variety.
Therefore, Japan’s commitment is not to choose between tourism or quality of life, but rather to try to make both compatible. A lesson that, in the midst of the debate on tourist saturation in Europe, could serve as a reference. Because perhaps the question is not only how many tourists a country receives, but how it decides to manage them.
