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353 JTB CEO Says Japan’s Tourism Problem Is Distribution, Not Overtourism

Skift
Peden Doma Bhutia @ Skift 3 place · 02/02/2026 23:41 EDT

JTB CEO Says Japan’s Tourism Problem Is Distribution, Not Overtourism

Japan doesn’t have too many tourists. It has too many tourists being sent to the same places. Until that changes, talks on solving overtourism will just remain recycled rhetoric.

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