Japan is looking for ways to make tourism more eco-friendly as visitor numbers increase

In the picturesque village of Onna, nestled in Okinawa Island, the impact of tourism on local communities and the environment is a pressing concern. With the influx of visitors reaching 300 times the local population every year, the village has been grappling with the challenges of overtourism. However, the COVID-19 pandemic provided a moment of respite, allowing residents to enjoy the serenity of their village without the usual crowds.

As Japan reopens to domestic and international tourists post-pandemic, the issue of sustainability in tourism has come to the forefront. Kazumasa Namekata, a former senior managing director of a travel agency, has launched Sustabi, an online platform advocating for eco-conscious travel that respects local communities. The platform provides 20 guidelines for sustainable travel, encouraging actions like using public transportation and supporting small-scale businesses.

In Ogawa, Saitama Prefecture, a town known for its organic agriculture and traditional industries, a model of sustainable travel is emerging. With a focus on “grow local, eat local, experience local,” Ogawa promotes immersive tourist experiences that support the community. Guesthouses, organic farms, and local eateries showcase the town’s commitment to sustainable living.

As Japan aims to welcome 60 million inbound tourists by 2030, the push for sustainable tourism is gaining momentum. By fostering collaboration among stakeholders and promoting community-led solutions, places like Onna and Ogawa are paving the way for a more sustainable future in the tourism industry. Sustabi’s mission to educate travelers on sustainable travel practices aligns with the growing global awareness of the need to safeguard the planet for future generations.