Foreigners spend 78,346 yen on sightseeing in Kyoto, while Japanese spend 23,355 yen… Overtourism is a serious issue, but the economic effect is significant

In Kyoto, where I work, inbound tourism has surged since COVID-19. In 2024, for the first time, the number of foreign hotel guests exceeded that of Japanese guests. Overtourism has become a serious issue, with social media posts frequently criticizing tourists for sitting in front of private homes or littering.

However, cultural differences mean that what is considered polite can vary. According to a 2024 survey, 75.5% of foreign tourists in Kyoto said they acted considerately on their visits, with the figure rising to 96.1% for North American visitors. Most are trying to respect Japanese manners. Mayor Koji Matsui aims to create an environment where tourists and locals can mutually respect each other.

Inbound tourism significantly contributes to Kyoto’s economy. Popular spots sometimes offer “tourist prices” for foreign visitors. Foreign tourists spend an average of 78,346 yen per person, 3.35 times the amount spent by Japanese tourists at 23,355 yen. The economic impact has reached an all-time high of 2 trillion and 98.9 billion yen.