When a Chilean woman posted a video on Instagram of herself doing chin-ups on a sacred torii gate at a Japanese shrine, the backlash was almost immediate. For many in Japan this was just the latest example of tourism gone wrong – of foreign visitors with no interest in understanding the local culture using their country as a playground.

當(dāng)一名智利女子在Ins上發(fā)布自己在日本神社的神圣鳥居上做引體向上的視頻時(shí)，幾乎立刻引發(fā)了強(qiáng)烈反響。對(duì)許多日本人來說，這不過是旅游失控的最新例子——一些外國(guó)游客對(duì)當(dāng)?shù)匚幕翢o興趣，卻將日本當(dāng)作游樂場(chǎng)。

International tourism to Japan has exploded in recent years, and while the official figure for 2024 is yet to be released it is now certain to be a new record in excess of the 31.9 million who visited in 2019 before the start of the Covid-19 pandemic.

近年來，日本的國(guó)際旅游業(yè)呈爆發(fā)式增長(zhǎng)。盡管2024年的官方數(shù)據(jù)尚未公布，但可以確定將會(huì)刷新記錄，超過2019年新冠疫情爆發(fā)前的3190萬游客人數(shù)。

This boom has corresponded with a rise in clashes between locals and foreigners, from monuments and shrines being defaced with graffiti to the decision to cover up views of Mount Fuji after they went too viral online. Japan has not yet seen the same anti-tourism backlash as Tenerife last summer, where protesters confronted holidaymakers on their beach towels, but there are growing concerns the situation could head in that direction if such clashes of culture are not addressed.

這股旅游熱潮伴隨著本地人與外國(guó)游客之間摩擦的增加，從紀(jì)念碑和神社被涂鴉破壞，到因網(wǎng)上過度曝光而決定遮擋富士山的景觀。雖然日本尚未出現(xiàn)類似去年夏天特內(nèi)里費(fèi)島那樣的反旅游抗議活動(dòng)——當(dāng)時(shí)抗議者直接在海灘上與游客對(duì)峙——但人們?cè)絹碓綋?dān)心，如果這些文化沖突得不到解決，情況可能會(huì)朝那個(gè)方向發(fā)展。

With popular cities like Kyoto, Tokyo and Osaka inundated by crowds of holidaymakers, particularly during the spring sakura cherry blossom and golden autumn colour seasons, the Japanese government is now appealing to foreign visitors to travel during off-peak periods, get off the beaten track – and respect local customs.

隨著京都、東京和大阪等熱門城市在春季櫻花季和秋季紅葉季被大批游客擠滿，日本政府現(xiàn)在呼吁外國(guó)游客選擇非高峰期出行、避開常規(guī)旅游路線，并尊重當(dāng)?shù)亓?xí)俗。

Even the Japanese government has been taken by surprise by the surge in foreign visits; it has smashed its target of recovering pre-pandemic tourism levels by 2025. In interviews with The Independent in Tokyo, government officials and industry leaders admitted there are concerns that current trends are not sustainable.

即使是日本政府也對(duì)外國(guó)游客激增感到意外，其恢復(fù)疫情前旅游水平的2025年目標(biāo)已被提前實(shí)現(xiàn)。在東京接受《獨(dú)立報(bào)》采訪時(shí)，政府官員和行業(yè)領(lǐng)袖坦言，目前的趨勢(shì)令人擔(dān)憂，恐怕難以持續(xù)。

The Japan Tourism Agency, the government body responsible for the country’s tourism strategy, has released a new seven-point guide on “travel etiquette”, asking foreign visitors to educate themselves about local customs before traveling, “mind your manners” while in Japan and “respect cultural assets” including temples and shines.

日本國(guó)家旅游局是負(fù)責(zé)該國(guó)旅游戰(zhàn)略的政府機(jī)構(gòu)，發(fā)布了一份新的七點(diǎn)旅游禮儀指南，要求外國(guó)游客在旅行前了解當(dāng)?shù)亓?xí)俗，在日本時(shí)“注意禮節(jié)”，并“尊重文化遺產(chǎn)”，包括寺廟和神社等。


Japan prides itself on its hospitality, and nowhere is this more clear than in the cultural practice of tea ceremonies. Highly formal and imbued with meaning, the simple act of offering a guest green matcha tea has been honed into an art form over centuries, even splitting off into different styles and schools of thought.

負(fù)責(zé)制定國(guó)家旅游戰(zhàn)略的日本觀光廳發(fā)布了一份包含七條內(nèi)容的“旅游禮儀指南”，要求外國(guó)游客在出行前了解當(dāng)?shù)亓?xí)俗，“注意行為舉止”，并“尊重文化遺產(chǎn)”，包括寺廟和神社。

Alpha Takahashi works as a translator at Tokyo’s Grand Tea Ceremony, explaining the significance of each stage of the process to English-speaking tourists. She is a professional voice actor based in Los Angeles, but returns to Japan twice a year to help her mother, a tea ceremony sensei.

Alpha Takahashi在東京“大茶會(huì)”擔(dān)任翻譯，向講英語(yǔ)的游客解釋茶道各個(gè)環(huán)節(jié)的意義。她是一名常駐洛杉磯的專業(yè)配音演員，但每年兩次返回日本，幫助身為茶道老師的母親。

Organisers tell The Independent the event has become more and more popular in the 15 years since it was first launched, expanding to a second venue and selling out tickets weeks in advance. Setsuko Yukawa, the curator of the event from Arts Council Tokyo, says it is an opportunity for foreign tourists to “experience the hospitality of Japanese people”.

活動(dòng)組織者告訴《獨(dú)立報(bào)》，自15年前首次舉辦以來，這一活動(dòng)越來越受歡迎，現(xiàn)已擴(kuò)展到第二個(gè)場(chǎng)地，門票更是提前數(shù)周售罄?；顒?dòng)策展人、東京藝術(shù)委員會(huì)的湯川節(jié)子表示，這是一個(gè)讓外國(guó)游客“體驗(yàn)日本人款待客人”的體驗(yàn)機(jī)會(huì)。

Takahashi says that in the early years of the event, foreign visitors were mostly invitees from embassies. Now tourists can be seen in long queues inside Hama-rikyu Gardens, hoping for the release of ticket resales, and she says she meets guests from all over the world who have “planned their trip to Japan around it”.

Takahashi提到，活動(dòng)初期的外國(guó)參與者多為大使館的受邀者。而如今，在濱離宮庭園內(nèi)，游客會(huì)排起長(zhǎng)隊(duì)，希望搶到退票。她說，她遇到的游客來自世界各地，甚至有人專門圍繞“大茶會(huì)”安排他們的日本之旅。


Like many aspects of life in Japan, the tea ceremony events are well-organised, structured and orderly. But other popular tourist destinations have struggled to cope with the influx of visitors, and tourism has injected unwanted chaos into the lives of locals.

像日本生活中的許多方面一樣，茶道活動(dòng)有條不紊、結(jié)構(gòu)清晰且井然有序。但其他一些熱門旅游目的地卻難以應(yīng)對(duì)游客激增的壓力，旅游業(yè)也給當(dāng)?shù)鼐用竦纳顜砹瞬槐匾幕靵y。

Commuters in Kyoto must fight for space with luggage-wielding tourists on the overworked bus network, and local authorities earlier this year put up hoardings to block the view of Mount Fuji after residents of Fujikawaguchiko lost patience with tourists littering and spilling over into the road next to an unassuming Lawson convenience store.

京都的通勤者必須與帶著行李的游客爭(zhēng)奪空間，公交網(wǎng)絡(luò)已經(jīng)超負(fù)荷運(yùn)作。今年早些時(shí)候，當(dāng)富士河口湖的居民因游客亂丟垃圾，并蜂擁擠入一家不起眼的Lawson便利店拍照打卡造成道路擁堵時(shí)，當(dāng)?shù)厝艘虼硕械絽挓?，?dāng)?shù)卣踔猎O(shè)置了圍欄，阻擋富士山的視線。

Many restaurants in Japan are small, family-run businesses catering to just a handful of tables at a time. Owners might not speak English, and can be wary of serving foreign customers who don’t understand what they are ordering. A search for one-star online reviews for many restaurants, even in Tokyo or Kyoto, shows up examples of disgruntled tourists who were simply denied service at the door.

日本許多餐館是小型家庭經(jīng)營(yíng)的生意，每次只能接待少數(shù)幾桌顧客。店主可能不懂英語(yǔ)，對(duì)于那些不了解自己點(diǎn)餐內(nèi)容的外國(guó)顧客可能會(huì)格外謹(jǐn)慎。在東京或京都等地，搜索一些餐館的一星在線評(píng)論，常能看到一些游客因語(yǔ)言障礙而被拒絕服務(wù)的例子。

The overcrowding at the most popular destinations is encouraging tourists themselves to seek out quieter and more culturally enriching alternatives, particularly on a second or third visit.

最受歡迎的景點(diǎn)過度擁擠促使游客們尋求更安靜、更具文化內(nèi)涵的替代目的地，尤其是在第二次或第三次旅游的時(shí)候。

“We see in the news that grandmas and grandpas can’t get on the bus in Kyoto, and it’s heartbreaking,” says Takahashi. “But at the same time… I’m very grateful for people who have already come and experienced it, now taking a second trip saying, ‘Okay, let’s take a step back and experience Japan in a different way, go to places we haven’t been.”

Takahashi說：“我們?cè)谛侣勚锌吹?，京都的老奶奶和老爺爺擠不上公交車，這讓人心碎。但與此同時(shí)……我非常感激那些已經(jīng)來過并體驗(yàn)過的人，他們現(xiàn)在再次來到，說：‘好吧，讓我們退后一步，以不同的方式體驗(yàn)日本，去那些我們還沒去過的地方?！?/b>


At the Japan Tourism Agency, officials are aware that the rapid influx of visitors is proving problematic.

在日本國(guó)家旅游局，官員們意識(shí)到游客的快速涌入正帶來問題。

“Yes we have concerns about overtourism,” says Shota Adachi, deputy director of the agency’s strategy planning division. “If too many people are coming and then the locals are not feeling well, [feeling] uncomfortable, that’s also not sustainable.”

日本國(guó)家旅游局戰(zhàn)略規(guī)劃部門副主任足立翔太說：“是的，我們對(duì)過度旅游感到擔(dān)憂，如果游客太多，而當(dāng)?shù)厝烁械讲贿m、感到不舒服，那也是不可持續(xù)的?！?/b>
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He says the government is formally still committed to a target of welcoming 60 million annual foreign tourists by 2030, but that this will only be viable if they can be spread out – both geographically across the country, and throughout the year including the off-peak season.

他說，政府正式仍然致力于到2030年接待6000萬外國(guó)游客的目標(biāo)，但前提是能夠?qū)⒂慰头稚ⅰ纫谌珖?guó)范圍內(nèi)分布，也要分散到全年，包括非高峰季節(jié)。

“What we want to do is not trying to restrict the numbers, [the message is not] ‘don’t come to Japan anymore’,” he says. “It’s about trying to spread the demand.

他說：“我們想做的不是限制人數(shù)，[本意非]‘不要再來日本’。而是要盡量分散需求?！?/b>

“The important thing for Japan is to try to spread tourists to local areas, other than places like Tokyo or Kyoto, [or] Osaka. There are also many other nice places… attracting more tourists to those areas is something that will benefit not just the cities, but also those rural places.”

他說：“對(duì)日本來說，重要的是將游客分散到地方，而不僅僅是像東京、京都或大阪這樣的地方。還有很多其他很棒的地方……吸引更多游客到這些地區(qū)，不僅會(huì)惠及城市，也會(huì)惠及那些鄉(xiāng)村地區(qū)。”

An important part of the solution, he says, is to better educate foreign visitors on how they are expected to behave in Japan – hence the new etiquette guide. The guide could soon be displayed in some form on planes heading to Japan, perhaps alongside the more familiar safety videos at the start of flights. “It’s something we may well be working on,” Adachi says.

他表示，解決方案的一個(gè)重要部分是更好地教育外國(guó)游客了解他們?cè)谌毡緫?yīng)遵守的行為規(guī)范——因此才有了新的禮儀指南。該指南很快可能會(huì)以某種形式出現(xiàn)在飛往日本的航班上，也許會(huì)與航班開始時(shí)常見的安全視頻一起播放。足立翔太說：“這可能是我們正在推進(jìn)的事情?！?/b>

Another possibility under discussion is to charge foreigners more to visit the most popular shrines, resort towns and cities. Such taxes are decided by local authorities, and a number have decided to increase rates for accommodation tax or the use of onsen – hot springs bath-houses. Yet these are blanket rates, and do not apply at different levels for foreigners.

另一個(gè)正在討論的可能性是對(duì)外國(guó)游客收取更多費(fèi)用，以進(jìn)入最受歡迎的神社、度假村和城市。此類稅費(fèi)由地方當(dāng)局決定，一些地方已決定提高住宿稅或溫泉（熱水浴場(chǎng)）的使用費(fèi)。然而，這些稅費(fèi)是統(tǒng)一的費(fèi)率，并沒有對(duì)外國(guó)人實(shí)行不同的收費(fèi)標(biāo)準(zhǔn)。

The mayor of Himeji, whose castle is one of the most iconic in the country, sparked a national debate by suggesting a higher entry fee for foreign visitors – arguing that the proceeds would help pay for local services and spread the financial benefits of tourism more equitably.

姬路市市長(zhǎng)提出對(duì)外國(guó)游客收取更高的入場(chǎng)費(fèi)，引發(fā)了全國(guó)性的辯論。他認(rèn)為，收取更多費(fèi)用所獲得的收入將有助于支付當(dāng)?shù)氐墓卜?wù)費(fèi)用，并使旅游帶來的經(jīng)濟(jì)利益更加公平地分配。

Ryo Nishikawa, associate professor at Rikkyo University’s college of tourism, is wary of initiatives to charge foreign tourists more, or to issue them with strict instructions upon arrival in the country. Both risk damaging Japan’s welcoming reputation, he suggests.

立教大學(xué)旅游學(xué)院副教授西川亮認(rèn)為，向外國(guó)游客收取更高費(fèi)用，或在他們抵達(dá)時(shí)發(fā)出嚴(yán)格指示的舉措，可能會(huì)破壞日本的熱情好客形象。

Instead, he believes Japan should tap into the concept of machizukuri – literally “neighbourhood making” – the concept of local people protecting their own heritage and way of life. If more tourists can be diverted away from the big cities to see more of Japan as a whole, he says, it provides a more authentic, less crowded experience while also helping sustain rural communities.
相反，他認(rèn)為日本應(yīng)當(dāng)利用“街づくり”這一概念——字面意思是“社區(qū)建設(shè)”，即當(dāng)?shù)鼐用癖Ｗo(hù)自己遺產(chǎn)和生活方式的理念。他表示，如果更多游客能夠從大城市轉(zhuǎn)移到日本的其他地方，這將為游客提供更具真實(shí)性、較少擁擠的體驗(yàn)，同時(shí)也有助于支持鄉(xiāng)村社區(qū)的可持續(xù)發(fā)展。
“In rural areas the population is declining,” he says. “We have to use tourism to revitalise these areas… to use the profits from tourism to preserve cultural heritage and [at the same time] open up some cultural properties for tourists.”

他說：“在農(nóng)村地區(qū)，人口正在下降。我們必須利用旅游來振興這些地區(qū)……利用旅游收入來保護(hù)文化遺產(chǎn)，并且同時(shí)開放一些文化遺產(chǎn)給游客。”

Getting off the beaten track is, by definition, a more challenging prospect for those considering booking their own trip to Japan – first-time visitors in particular are much more likely to follow the so-called “Golden Route” from Tokyo to Mount Fuji, Kyoto and ending in Osaka.

對(duì)于那些考慮自助旅行到日本的游客來說，走偏僻路線無疑是一項(xiàng)更具挑戰(zhàn)性的任務(wù)——尤其是首次來日本的游客，他們更可能沿著所謂的“黃金路線”旅行，從東京到富士山，再到京都，最后是大阪。

That’s where a professional can provide added value, says Kuniharu Ebina, president of the Japan Association of Travel Agents.

日本旅行代理協(xié)會(huì)會(huì)長(zhǎng)海濱邦春表示，專業(yè)人士能提供額外的價(jià)值。

He points to figures that show just how tightly concentrated foreign tourists are in a very small number of places, and compare that to Japanese domestic tourists who, exploring their own country, are spread out through its different regions much more evenly.

他指出的數(shù)據(jù)顯示，外國(guó)游客集中在少數(shù)幾個(gè)地方，而與此相比，日本國(guó)內(nèi)游客在國(guó)內(nèi)各地區(qū)的分布更為均勻。

“Japanese people know a lot of nice areas of Japan that foreigners don’t know,” he says. “There’s still more that we can do, as the tourism industry [to promote that information]. We are also working on providing new experiences for foreign tourists, such as incorporating activities and local food into tours.”

他說：“日本人了解很多外國(guó)游客不了解的日本美麗地方。我們?cè)谶@方面還有很多可以做的事情，作為旅游業(yè)，我們也在努力為外國(guó)游客提供新的體驗(yàn)，例如將當(dāng)?shù)鼗顒?dòng)和美食融入到旅游行程中?！?/b>
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The reality is that the problems associated with overtourism are only likely to get worse before they get better; with the weak yen making visits more affordable, the expectation is that this year will set another record.

現(xiàn)實(shí)情況是，與過熱旅游相關(guān)的問題可能在改善之前會(huì)變得更糟；隨著日元疲軟，使得赴日旅游更加實(shí)惠，預(yù)計(jì)今年將創(chuàng)下新紀(jì)錄。

Professor Nishikawa notes that the dramatic increase in inbound tourism has pushed up the price of international flights – making holidays abroad even more expensive for Japanese people themselves. It’s only natural, he suggests, that such a dynamic could turn public opinion against tourists if not managed properly.

西川教授指出，入境旅游的急劇增長(zhǎng)推高了國(guó)際航班的票價(jià)——使得日本人自己出國(guó)度假變得更加昂貴。他建議，如果這種動(dòng)態(tài)沒有得到妥善管理，公眾的意見可能會(huì)轉(zhuǎn)向?qū)τ慰偷牟粷M。

The onus is on the government to show the Japanese public why tourists provide a net benefit to the country, he says, and not just in terms of the money they spend.

他說，政府有責(zé)任向日本公眾展示游客為國(guó)家?guī)淼膬羰找?，不僅僅是他們消費(fèi)的金錢。

“Japan just started globalisation in the tourism industry, while other countries started earlier and are therefore more experienced,” he says. “We should also learn from [what’s happening in] other countries.”

他說：“日本剛剛開始在旅游行業(yè)實(shí)現(xiàn)全球化，而其他國(guó)家則起步較早，因此經(jīng)驗(yàn)更加豐富，我們也應(yīng)該從其他國(guó)家的情況中吸取教訓(xùn)。”
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