Terry Ito Column Vol.63 The number of foreign tourists coming to Japan has increased

The number of foreign tourists visiting Japan in 2024 is expected to reach a record high of approximately 37 million. South Koreans make up the largest group at approximately 882 million. This trend has not slowed this year. In the month of January 2025, there were 3.8 million visitors, a 40% increase from last year. If things continue at this pace, the Japanese government's target of 60 million visitors by 2030 will become a reality. Everyone is surely enjoying the benefits of a weak yen.

While it's wonderful to see people getting to know and love Japan, there are also problems on our side. A few years ago, when we were desperately trying to bid for the Tokyo Olympics, "welcoming visitors with a culture of omotenashi" became a popular phrase. It was a consensus among Japanese people. However, recently, capitalizing on the increase in tourists, prices have skyrocketed. Hotel rates have doubled. Even in my hometown of Tsukiji, a bite-sized wagyu steak costs 3,000 to 5,000 yen, and the fish market's specialty, the "kaisendon" (seafood bowl), costs 5,000 yen—prices that would send even high-end sushi restaurants in Ginza into the blue. It's simply too expensive. My family's Marutake, also in Tsukiji, still charges 150 yen for a bite-sized omelet. Long-established restaurants are doing their best to keep prices reasonable. Stories like this are becoming commonplace in tourist destinations all over Japan. Tourists will eventually notice if businesses are operating in a shady manner. I worry about whether this will lead to a positive impression of Japan.

Speaking of worries... it seems that the amount of lost cash reported to police nationwide is on the rise. It's estimated to be approximately 22.845 billion yen in 2023. In Tokyo alone, it's estimated to be 39 billion yen in 2023 and 4.49 billion yen in 2024, an increase of over 500 million yen. When you consider the cash not reported to police, it's a staggering number. One possible reason for this is the increase in foreign tourists. Even though we're moving toward a cashless society, many people exchange large amounts of cash when they visit Japan and put the bills directly into their pockets or bags without carrying a wallet. It's easy to imagine that they might drop it at a crowded cash register or slip out their smartphone when they take it out of their pocket.

Another concern is that I see many people walking around the busy streets with their hands full of souvenirs, but among them, I also see many people sitting on the sidewalk looking exhausted. That's right, there are not enough places to take a break in the city. It's hard to relax. There are stores like Starbucks, but they are so crowded that I can't get in.

People often say that Japan is wonderful because it has so many clean public toilets, and that it's fun like a toy box, but I think it's time to stop relying on that and reconsider what true hospitality is. Let's make Japan a vibrant, fun, and comfortable country that people will want to return to!

Terry Ito (director)

Born in Tsukiji, Tokyo in 1949. After attending Waseda Jitsugyo Junior and Senior High School, he graduated from Nihon University's School of Economics.
In March 2023, he completed the Master's program at the Graduate School of Media and Governance at Keio University.
He joined the television production company IVS Television, where he worked on variety shows such as "Tensai Takeshi's Genki ga Deru TV" and "Neruton Benikujidan."
He then went independent and worked on planning and directing a number of television programs, including TV Tokyo's "Asakusabashi Young Clothing Store."
His book "Comedy North Korea" became a bestseller, and he subsequently made numerous media appearances under the name Terry Ito.
In addition to his work as a director, he is also active in a variety of fields as a producer, entertainer, and commentator.
YouTube channelTerry Ito's Comedy Backdrop'
Currently writing a column in LALALA USA
https://lalalausa.com/archives/category/column/terry