PRESS RELEASE
Italy and Japan united in addressing overtourism
At Expo Osaka, the University of Bergamo presented a study showing that 43% of tourists are willing to spend more to avoid overcrowding. The discussion placed Italy and Japan side by side in a shared reflection on governance, territorial balance and rural tourism as concrete responses to overtourism.
According to ISTAT and the Bank of Italy, Italy recorded 129.3 million tourist arrivals and 458.4 million overnight stays in 2024, with foreign visitors accounting for 55% of the total. In Japan, the Japan National Tourism Organization estimates 36.9 million international visitors and record spending exceeding 8,100 billion yen. These volumes create clear pressure points, from Venice and Florence to Mount Fuji.
A survey conducted by Roberta Garibaldi between January and February 2025 shows that 49.8% of Italians experienced some form of overcrowding in 2024, with an average discomfort level of 6 out of 10. At the same time, the public is signalling a path forward: six Italians out of ten see rural tourism as an effective way to redistribute flows, 43% say they are willing to pay more for sustainable and less crowded experiences, and 67% see food and wine tourism as an opportunity to enhance local supply chains.
These findings were discussed at the conference Rural Tourism as a Response to Overtourism: A Comparative Perspective, organised at the Italian Pavilion at Expo Osaka. Six Italian and Japanese universities took part in the discussion, alongside institutional and sector representatives, to build a shared roadmap between Rome and Tokyo.
The key message was that the next decade’s growth in travel flows cannot be handled only by promotion. It requires stronger governance, more balanced transport systems, better technology use, and broader investment in inland and rural areas capable of absorbing demand while preserving quality of life in the most pressured destinations.
Rural tourism emerged as one of the most promising levers because it redistributes visitor flows, strengthens local communities and links travel demand with agriculture, food production and landscape identity. This makes it especially relevant to both Italy and Japan.
The Osaka meeting therefore did more than compare data. It created the basis for a shared strategic agenda focused on more balanced territorial policies, stronger community protection and a wider tourism model that values distributed heritage instead of concentrating demand in a few iconic hotspots.
