Nozawa Onsen shows the benefits and strains of tourism growth

Japan’s tourism surge reached record levels in 2025, with arrivals exceeding 40 million. A weaker yen has boosted international travel and pushed visitor flows into regional destinations like Nozawa Onsen. While demand is rising, so are signs of crowding, higher prices, and infrastructure strain.

Patrick Falk reports from Nozawa Onsen for Al Jazeera.

https://www.youtube.com/watch?v=KxuVl88OQeE

Key Points

• Nozawa Onsen is depicted under strain from heavy crowds and long queues

  
  

• The village’s mix of traditional ryokan, ski heritage, and public bathhouses showcases the charm attracting global travelers

  
  

• Japan’s tourism boom is tied to broader political and economic shifts

  
  

• Prime Minister Sanae Takaichi’s leadership is positioned as a catalyst for continued inbound momentum

  
  

• Expansionary fiscal policy is linked to yen depreciation dynamics

  
  

• Currency weakness is shown enhancing Japan’s affordability for foreign visitors

  
  

• Japan surpasses 40 million annual visitors, reaching a historic milestone

  
  

• Strong arrivals from China, Singapore, Hong Kong, and Australia reshape the slopes

  
  

• Local businesses benefit from elevated demand and spending

  
  

• Side effects emerge: rising prices, infrastructure strain, and cultural friction

  
  

• Domestic travelers face growing affordability challenges

  
  

• Government targets highlight ambitions for even greater tourism expansion