Overtourism Challenges in Otaru: Preserving the Charm of Japan’s Romantic Snowy Town

G. Mudalige, Jadetimes Staff

G. Mudalige is a Jadetimes news reporter covering Technology & Innovation

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Image Source : JIJI Press

Otaru, a picturesque city on Japan’s northern island of Hokkaido, has long been a cherished destination for travelers enchanted by its snow-covered landscapes and cinematic history. Known for its role in the iconic 1995 romance film Love Letter, the city attracts visitors seeking to relive the film’s heartfelt moments against a backdrop of traditional wooden houses and serene winter scenery. However, Otaru is now grappling with the challenges of overtourism, as the influx of international visitors disrupts the tranquility that once defined the city.

Local authorities have taken proactive measures to mitigate the negative impact of excessive tourism. With nearly 100,000 overnight international visitors recorded last year—a record high for the city—officials have deployed security guards to regulate tourist behavior. Recent incidents, including the tragic death of a Hong Kong tourist who was struck by a train while taking photos on the tracks, have intensified concerns over visitor safety and the strain on local infrastructure. Security personnel stationed at popular locations such as Funamizaka, a scenic slope offering breathtaking views of the Sea of Japan, now enforce regulations against littering, trespassing, and road obstruction.

The rising popularity of Otaru among foreign tourists, particularly from China, has been fueled by social media trends. Platforms like Xiaohongshu (Red Note) have been flooded with guides on capturing the perfect Love Letter reenactment. Despite the city’s efforts to manage tourist behavior, the exponential growth in visitor numbers continues to test its capacity to balance hospitality with local well-being. Officials emphasize that security measures are aimed at all international tourists rather than any specific demographic, as Otaru’s charm attracts travelers from around the world.

Japan as a whole is facing increasing concerns over overtourism, with various destinations implementing measures to preserve their cultural and environmental integrity. Fujikawaguchiko, a town famous for its iconic Mount Fuji views, resorted to erecting a black screen to block a popular photo spot due to overwhelming crowds. Similarly, Ginzan Onsen, a historic hot spring town, introduced entry restrictions for day-trippers during peak seasons to protect its fragile environment. Even Mount Fuji and Himeji Castle have considered raising entry fees to control visitor numbers and maintain these landmarks for future generations.

For Otaru, striking a balance between maintaining its reputation as a romantic winter wonderland and protecting its residents from the adverse effects of mass tourism remains a pressing challenge. While tourism significantly contributes to the local economy, unchecked growth could erode the city’s charm and authenticity. Sustainable tourism practices, including stricter regulations, crowd control measures, and visitor education, are essential in ensuring that Otaru remains a beloved destination without compromising its cultural and environmental heritage.

As Japan continues to navigate the complexities of overtourism, cities like Otaru serve as a reminder of the importance of responsible travel. While the allure of picturesque landscapes and cinematic nostalgia draws visitors in, the preservation of local communities and traditions must take precedence. By fostering a more sustainable approach to tourism, Otaru can continue to enchant travelers while safeguarding the essence of what makes it truly special.