InsideJapan flags undertourism strategy as cherry blossom festival axed

InsideJapan is highlighting how its undertourism strategy can offer a better experience both for Japan and holidaymakers, following news that a famous cherry blossom festival has been cancelled.

The municipal government has axed the annual festival at Arakurayama Sengen Park in Fujiyoshida because of overcrowding and overtourism.

InsideJapan, part of the Inside Travel Group, said that 2025 was a record year for tourism to Japan with more than 40 million people visiting the country – but its rising popularity, combined with social media trends and a lack of knowledge about the country and culture, is continuing to cause issues of conflict and overtourism, said the operator.

It said the cancelling of cherry blossom viewing at Arakurayana Sengen is the latest ’clash’ between locals and international tourists.

In 2024, nearby Fuji Kawaguchiko took measures to block tourists for a specific viewpoint of Mount Fuji and the city of Kyoto banned tourists in certain parts of the Gion district.

More: Inside Travel reports record numbers as ‘under-tourism’ strategy ramps up

Inside Travel co-founder Alastair Donnelly said: “Japan is not about the Instagram photo or one place or season. It is the cultural differences and experience that make this country so interesting to outsiders.

“It is such a shame to see situations like this. InsideJapan has always aimed to introduce the country through its culture with Insider guides ensuring that are able to unlock cultural doors that most visitors wouldn’t know are there.

“Temple gardens and mountainsides look beautiful draped in pink blossom, but it is the experience of cherry blossom viewing parties and understanding the culture behind it that make it special.”

InsideJapan recently introduced five regions with its undertourism strategy with a focus on Aomori, Toyama, Yamaguchi, Nagoya and Nagasaki and encouraging people to travel in the off-peak cherry blossom season for a better experience.

Rob Moran, Inside Travel’s head of impact, said: “We are working with regions that have the infrastructure and social contract with communities that are keen to welcome visitors, aiding rural regeneration and preserving culture through sharing unique local crafts in these incredible places that remain off radar to most.

“Although not a well-known place nor Instagram image, these places offer Japan and all that makes the culture so beautifully interesting, without the crowds.”

The operator’s How to Sell Japan webinar on February 17 is currently its most successful with more than 240 agents signed up.