Why Are Asian Tourists Flocking to This Small Japanese City

It is well known that Mount Fuji is an iconic image and a popular tourist destination in Japan. Thanks to people sharing photos of Mount Fuji on social media, it has sparked a tourism boom in the cities near the mountain, with Asian tourists showing significant interest in these lesser-known tourist spots.

According to a report by Nikkei Asia on March 22, Fujiyoshida City in Yamanashi Prefecture was relatively unknown until Mount Fuji was designated as a World Heritage site in 2013. Since then, it has attracted more visitors. The city’s popularity surged dramatically due to the social media craze over the magnificent scenery of Mount Fuji. Photos shared on social media often feature elements such as cherry blossoms, autumn leaves, ancient pagodas, and even juxtapose the snow-capped peak of Mount Fuji with mundane locations like convenience stores.

Located at the foot of Mount Fuji, Fujiyoshida City is one of the best places to view the iconic mountain. Every spring, cherry blossoms bloom in harmony with the snow-capped peak of Mount Fuji, attracting a large number of visitors.

According to Mika Katsumata, responsible for Mount Fuji-related tourism at the Fujiyoshida City government, in 2018, a photo taken by Japanese photographer Ryosuke Kosuge (known as RK with over 750,000 followers on Instagram) quickly went viral after being shared on the platform’s official account, making the city’s Honcho Street a must-visit attraction.

Katsumata mentioned that Kosuge’s post initially caused a sensation in Taiwan and later gained widespread popularity in China, significantly boosting Fujiyoshida’s recognition. She noted that tourists from East Asia and Southeast Asia are particularly keen on visiting during spring and autumn, while visitors from Western countries usually come for hiking during warmer seasons. During the Chinese New Year holiday, over 4,000 people flocked to the city in a single day, doubling the average number of visitors.

Asian tourists tend to have shorter stays and spend less on accommodation compared to visitors from Europe, North America, and Australia. However, according to a survey by the Japan Tourism Agency, Chinese tourists have the highest overall spending, with expenditures in Japan reaching 1.7 trillion yen (US$113 billion) in 2024, accounting for 21.3% of the annual total tourism expenditure. Taiwanese visitors spent 1 trillion yen, making up 13.4% of the total expenditure.

36-year-old Oscar Cheung from China arrived directly in the region from Narita Airport, aiming to take a mountain landscape photo that he can share on social media. He discovered the place through Xiaohongshu (Little Red Book) and expressed his interest in the area during a street interview in mid-March.

The influx of tourists has boosted the local economy. “Ten years ago, it felt like this small city would never open new stores,” said Katsumata. But now, more and more new shops and businesses are opening. In 2023, there were over 100 applications to open hotels, more than twenty times the total in 2015.

Due to Japan’s strict regulations on building heights, the accommodation supply in Fujiyoshida often exceeds demand, leading to a significant increase in prices in recent years. Budget hotel prices range from 3,000 to 10,000 yen per person per night, while most hotels charge between 20,000 and 200,000 yen.

During cherry blossom season, the villa suites at the luxury hotel The Sense Fuji offer stunning views of Mount Fuji and can accommodate 2 to 4 guests at around 150,000 yen per night. The hotel, which opened in 2023, currently attracts over 70% of its guests from Asian countries.