Japan’s ‘hidden gems’ overwhelmed as social media drives influx of tourists

As Japan sees record-breaking numbers of foreign visitors, regional cities — in addition to major tourist destinations — are grappling with an unexpected surge in travelers.

Social media has fueled the boom, drawing crowds to picturesque spots such as a convenience store with a perfect view of Mount Fuji and scenic film locations. Even remote hot springs, once hidden from the public eye, are struggling with the influx of tourists.

When the Lunar New Year kicked off on Jan. 29, long lines formed outside a convenience store in the town of Fujikawaguchiko in Yamanashi Prefecture.

Tourists were eager to snap photos of Mount Fuji looming behind the store, creating the illusion that Japan’s most iconic peak was resting on the roof of the building.

The spot became popular after a picture posted by an international influencer went viral in 2022.

But the influx of visitors that followed brought a new problem to the local community. Many visitors, in their efforts to get that perfect photograph, started crossing the road in front of the store in a dangerous manner.

By May 2024, the town installed a black curtain to block the view to deter tourists.

“People objected, but we had no choice,” a town official said.

The curtain came down three months later, but new safety measures were introduced. Guardrails were put up to prevent jaywalking and a nearby crosswalk was painted with bold white and green stripes to encourage people to cross there. The measures cost roughly ¥3 million ($20,000).

To fund future tourism initiatives, Fujikawaguchiko is considering introducing a lodging tax in fiscal 2025, which starts in April.

In the city of Otaru, Hokkaido, authorities are battling the misbehavior of tourists at Funamizaka — a scenic slope often featured in films and TV dramas — such as trespassing on private property, parking illegally, and littering.

The city has deployed security staff since Jan. 28, ahead of the Lunar New Year, holding up multilingual signs to warn visitors against such improper conduct. Some 60 tourists turned up at Funamizaka on that day alone.

“When a place unexpectedly goes viral on social media, our response often lags behind,” admitted a tourism official from the town of Biei, Hokkaido, where a lone “Christmas tree” standing in the snowy fields has gained sudden popularity.

In the city of Obanazawa, Yamagata Prefecture, local authorities are grappling with a surge of cars headed to Ginzan Onsen, a hot spring famous for its wooden inns and gas lamps that evoke the romanticism of the Taisho Era (1912-26). Fans have speculated that the area inspired scenes in the anime “Spirited Away.”

However, the city lacks parking lots for day-trippers, which leads to illegal parking and chronic traffic jams. Between late 2024 and early 2025, the city experimented with an approach restricting access to private cars and taxis, encouraging visitors to use shuttle buses instead.

Despite efforts to spread the word through the city’s website, social media and flyers, an official admitted, "We honestly didn’t know how to effectively reach foreign tourists.”

Local stakeholders are feeling the strain.

“We want tourists to come,” one said, “but it is difficult protecting the scenery and ensuring residents' safety with our resources alone.”