After enduring ten years of disturbances, litter, and even an incident of a tourist defecating on a local resident’s property, Fujiyoshida town finally declared a state of emergency.
Earlier this year, this small city located at the foot of Japan’s Mt. Fuji gained global attention when it called off its annual cherry blossom festival in an effort to restore peace and order to its streets.
Despite its efforts to combat what it terms “tourism pollution,” the town’s recent measures have not been successful. A growing number of foreign visitors are flocking to the city this spring, attracted by a weak yen and captivating images on social media.
“The town used to be very serene,” mentioned tourism head Masatoshi Hada. Behind him, a crowd of tour groups surged through the red tori gate leading to the city’s renowned 1,300-year-old shrine, a major draw for the throngs of people wandering the area.
Youthful couples posed with locally crafted ice cream, while children exchanged slices of Fuji apples. Just as Hada remarked that tourists appeared to be littering less frequently, a middle-aged mother pulled out a bag of trash from her purse and tossed it off the side of a bridge.
Fujiyoshida’s notoriety, and for some, its present predicament, originated from a single photograph, a picture-perfect image that has been causing headaches for locals ever since it went viral around ten years ago.
“People perceive the combination of Mt. Fuji, the pagoda, and cherry blossoms as emblematic of Japan itself,” stated Hada.
He displayed a map, indicating where they have stationed security personnel to manage foot traffic. Scores of seniors in fluorescent vests now guide 13,000 visitors daily during peak times.
‘Capturing the Moment’
Hada mentioned that they learn more each year, such as the placement of trash bins and portable toilets, as well as which streets to close to vehicular traffic. He clarified that they are not prohibiting tourism but rather aiming to avoid overcrowding the blossoms. However, at this juncture, they have decided not to promote the town through festivals.
Even the visitors themselves are overwhelmed by the crowds.
20-year-old Californian Hazel Mulinyawe admitted that she was enticed by online influencers but found the mass of people “overwhelming.” An Argentine couple on a working holiday visa traveling across Japan expressed frustration at the multitude of sightseers concentrated in a few popular spots, attractions popularized by platforms like TikTok and Instagram.
“You have to capture the moment,” remarked Sebastian Rodriguez, pointing at his phone. “But you lose the essence of the place.”
