Tourist Traps vs. The Real Japan
I never thought I'd feel like a stranger in my own country.
But there I was, standing in the middle of Nishiki Market in Kyoto, surrounded by a sea of tourists, feeling completely out of place.
The once-familiar sights of locals shopping for fresh seafood and pickled vegetables were replaced by hordes of tourists being sold random (and not very Japanese at all) foods on a stick.
I couldn't help but wonder: Is this still Japan?
Don't get me wrong: I'm thrilled that so many people want to experience the beauty and culture of my homeland, Japan. As someone committed to sharing Japan with the world, I bid you a hearty “Yokoso!” (welcome!).
But lately, I've been grappling with a question: Are visitors really experiencing the authentic Japan, or just a sanitized, Instagram-friendly version?
The Changing Face of Japan's Popular Spots
Let's start with Nishiki Market in Kyoto.
This 400-year-old marketplace used to be a central part of Kyoto's food scene. Local chefs would rub shoulders with housewives, sourcing the freshest ingredients.
Now? It's a non-stop parade of tourists snapping photos of foods that at best are overpriced, with questionable quality. Honestly, no self-respecting Japanese person who loves food (and that’s most of us, you know!) would be caught eating here nowadays.
What about Kuromon Market in Osaka? Or Tsukiji Market in Tokyo?
Same story, sadly. These places have changed so much to cater to foreign tastes that they've seemingly lost their soul in the process.
I’m all for change. If anything, I’m usually the one accusing Japan of not being quick enough to adapt and evolve.
There are valid reasons why some places have transformed. Tourism brings in much-needed revenue, especially to areas that have struggled economically.
It’s convenient to have a wide array of foods under one roof, many in smaller portions, so that visitors can try different kinds of Japanese cuisine and decide what they like. It’s a great idea – in theory.
In practice – at least at the “markets” (Tsukiji, Nishiki & Kuromon) of the Tokyo-Kyoto-Osaka Golden Route – the result is simply a subpar smorgasbord.
Some of foods on offer are things we would eat at home or in a restaurant (like tempura, unagi or grilled beef) but never “on the street.” That’s okay, though, at least those are legit types of Japanese food. Well, maybe not the salmon+unagi franken-food-creations).
But then the real issues start.
We saw staff (many of whom are, like 99% of the customers, also not Japanese) heating up items in a microwave oven. That should never happen.
Plus, a lot of the ingredients just didn’t look fresh.
And what’s the deal with those giant shrimp on a stick, and other concoctions that have been whipped up (and jacked up in price) specifically for visitors from abroad? Actually there’s a word for that in Japanese: “Insta-don” (a truncation of Instagram and donburi, basically anything on a bowl of rice, referring to dishes that have been made for showing & telling, more than for eating).
Osaka’s Dotonbori & Namba: Similar Issues
Namba is the heart of Osaka. There’s no way I’d call the whole place a tourist trap.
But…
The Dotonbori area has become one; and some nearby areas of adjacent Shinsaibashi & Namba can be hit and miss.
When bringing friends through this area, we made an obligatory stop at Don Quixote so they could buy Kit Kats and other items on their souvenir list. I decided to get a couple of gifts for people in my office.
Walking up to the cash register, I noticed that all of the staff seemed to be non-Japanese. Fair enough, few if any of the customers here were Japanese either.
And yet I was still surprised when the young woman at the register spoke to me in English. Oh, well.
It’s not that every place in this part of Osaka is a tourist trap. You just have to know where to eat, drink or shop.
We went for yakitori at an izakaya just a few minutes away by foot, for example; the food was legit, and most of the customers were Japanese. Order restored.
How (& Why) to Avoid Tourist Traps in Japan
Japan has so much more to offer than what you'll find in these tourist traps.
The good news is, although a lot of visitors include one or more of this tourist trap trio on their Japan itinerary, there are still plenty of places where you can experience the Japan of your dreams.
The challenge is finding these authentic experiences in a modern Japan that's increasingly catering to mass tourism. But trust me, they're out there. And they're worth seeking out.
For restaurants, stay away from Tripadvisor as a ratings/reviews source, and look on Tabelog or other Japan-based sites instead. This is especially applicable for cities/regions with a lot of tourists, such as Tokyo, Kyoto and Osaka.
In general, you can use the old-school test: If you see a lot of locals eating somewhere, it’s probably going to be good! **
** The one caveat I’d give to this is, around 80% of Japan’s tourism comes from China & other Asian countries. Seems like some folks are mistaking those tourists as “locals” and thinking they’re in a local spot? Pro tip: you can usually distinguish tourists by their attire, demeanor, amount of backpacks or shopping bags, etc.
Anyhow, like a lot of other places in the world, the more you go local in Japan, the better your travel experience is going to be.
Overtourism: A Double-Edged Sword
As someone who co-founded a Japanese travel business, I welcome and embrace tourism. It's been a breath of new life in many ways, vaunting Japan atop the global travel map.
But sometimes, less is more.
Take Kyoto, for instance. It’s been a hotbed of ‘overtourism’ debate and controversy since before the pandemic times.
Locals complain that they can't even enjoy their own parks during cherry blossom & fall foliage seasons – or take a local bus – without thwarting off hordes of visitors. Rent prices have skyrocketed as apartments get converted into Airbnbs (a global phenomenon). Meanwhile, many of the better restaurants are booked up by visitors, making it difficult for locals to get a seat.
From the visitor perspective, a lot of these folks aren't even getting an authentic experience. They're ticking boxes off a checklist, rushing from one "must-see" spot to another without ever really engaging with the Japanese culture.
Beyond the Crowds: Discovering the Heart of Japan
So, what's the alternative? How do you experience the real Japan without being part of the problem? Well, I've got a few ideas.
First off, forget about cramming every "top 10" sight into your Japan self-guided tour.
Japan isn't a theme park. You don't need to hit every attraction to get your money's worth. Instead, pick a few places that really speak to you and give yourself time to explore them properly.
Place high priority on venturing off the beaten path. For every Kinkaku-ji, there's a lesser-known temple that's just as beautiful but blissfully free of crowds. After spending a bit of time battling your way through Dotonbori in Osaka, why not check out the retro shopping arcades of Nakazakicho?
I guarantee you'll come away with more authentic memories.
Would you like to interact with actual Japanese people (not just the foreign staff at Don Quijote or a bunch of touristy restaurants?
We Japanese might have a reputation for being reserved, but most of us are thrilled when visitors make an effort to engage.
Try learning some Japanese before your trip; at least a few phrases to help out in a pinch, or even more if you have the time. That way, you can strike up a conversation with the owner of a small izakaya, or participate in a local festival.
If food is your thing, how about a local food tour in Japan? We can connect you with experienced, knowledgeable food guides who lead small or semi-private group tours around cities like Tokyo, Osaka or Fukuoka. It’s a great way to get insider info and eat like a local foodie!
These are the experiences that will help give you a true taste of Japan, not another imported strawberry mochi thing aimed at unsuspecting tourists.
Balancing Act: Welcoming Visitors While Preserving Culture
Tourism is here to stay. And that is, I really do believe, a good thing.
The key is finding a balance: welcoming visitors while preserving what makes Japan unique.
Some places are already taking steps in the right direction.
Kamakura, for instance, has started limiting the number of tour buses allowed in certain areas, to ease congestion. In Kyoto, there's been a crackdown on illegal minpaku (private lodgings), which should help relieve some of the pressure on the housing market. And Mount Fuji climbers now have to book advance reservations, which are limited to a number intended to preserve the nature & safety of our national treasure mountain.
Beyond the national and local authorities, we all have a role to play.
Running a travel business in Japan, we have a responsibility to help both Japanese travel service providers as well as visitors to Japan. Our role in the Japan travel ecosystem must be a positive one, not just bringing in people to swarm the same sights on the Golden Route, but rather to enable visitors to see so much more of the real Japan.
As visitors to Japan, you can also play a positive role.
Be mindful of local customs and etiquette. Support small, family-owned businesses instead of big chains. And rather than treating residential neighborhoods like a personal photo studio (not that you would do this, but believe me some travelers have been), say hi to some Japanese folks and get to know us.
The Value of Local Insights in Your Japan Journey
Planning a Japan trip that goes beyond the surface level takes time and insider knowledge?
It's not impossible to do on your own, but it can be overwhelming, especially if you don't speak the language or understand the cultural nuances.
That's where local expertise becomes invaluable. Someone who knows Japan inside and out can help you craft an itinerary that balances the must-see sights with hidden gems. They can introduce you to experiences you might never have found on your own, from staying at a family-run ryokan in a remote hot spring town to participating in a traditional tea ceremony in a centuries-old machiya in Kanazawa.
Plus, having someone to turn to for support can be a lifesaver when you're navigating a new country. Whether it's deciphering a complicated train schedule or making last-minute changes to your plans, having that local Japan support squad can make your trip so much smoother.
At the end of the day, it's about creating a journey that's uniquely yours, one that allows you to experience the real Japan, not just the postcard version.
Why not schedule a free consultation with one of our Japan travel experts?! We’re always happy to help nice folks like you make the most memorable travel experiences in Japan.
The Real Japan Is Waiting for You
When planning the trip of a lifetime, it's tempting to try and see and do everything.
But trust me, the memories that will stick with you aren't going to be the ones from crowded tourist traps.
They'll be the unexpected moments: the tiny noodle shop where the owner treated you like family, the peaceful morning at a neighborhood shrine, the impromptu conversation with a local that gave you new insights into Japanese culture.
Dive deep.
Seek out the authentic, underrated, local experiences in Japan.
Build connections and create memories of that Japan trip that you’ll treasure forever.
FAQ - Frequently Asked Questions About Tourist Traps in Japan
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Common tourist traps in Japan include overpriced themed cafes, "foreigner-friendly" bars in areas like Roppongi, marked-up souvenirs in popular shopping districts, and certain guided tours that rush you through attractions. Then there are the so-called "markets" like Tsukiji in Tokyo, Nishiki in Kyoto and Kuromon in Osaka -- they are a shadow of the former iterations, no longer local, just living off the name and charging high prices for inferior product to get those tourist bucks. Sad.
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Research before your trip, venture off the beaten path, eat where locals eat, use public transportation instead of tourist-oriented services, and learn basic Japanese phrases to navigate more confidently.
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Look for places frequented by locals, read reviews in Japanese (use translation tools), and seek recommendations from residents or long-term expats.
Not sure if you’re getting authentic, local experiences on your Japan itinerary? Why not schedule a free consultation with Japan Travel Pros:
We’d be happy to chat and give you some pointers for the right experiences for your Japan trip.