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Niseko's tourism boom backfires as foreigners feel unwelcome
Niseko, the once-beloved ski resort in Hokkaido, is facing backlash from foreign tourists who say it’s lost its charm and become ridiculously expensive.
While it was once a hotspot for international skiers, many now complain that Niseko feels nothing like Japan anymore—just a pricey resort town with no authentic culture.
Japanese social media users, however, argue that this is precisely the problem with too many foreigners flooding their favourite destinations.
They believe that Japan’s beauty is preserved by its people and that an influx of outsiders erodes its unique identity.
Some even say foreign tourists should leave Kyoto and Nara, as they disrupt both the people and the environment—including Nara’s famous deer.
Many locals feel that Japan’s safety and order come from years of discipline and a strong national identity.
They argue that outsiders fail to understand Japan’s strict, unwritten rules, which keep the country running smoothly.
As a result, some believe Japan should limit the number of foreign visitors before it’s too late.
Niseko has also seen an increasing number of businesses owned by non-Japanese investors, particularly Chinese buyers, with reports of certain establishments even turning away Japanese customers.
For some, this is a sign that foreign influence has gone too far.
One proposed solution?
Simply raise prices even further.
"Japan's beauty is preserved because there are many Japanese people. If more foreigners come, it will disappear. It's a simple answer. I want them to leave Kyoto too." - Source.
"I don't want them coming to Nara either. They’re a nuisance not just to people but also to the deer." - Source.
"That's exactly it. The beauty and charm are preserved because they are managed by Japanese people who are conscious of maintaining them. If people who don’t share that mindset come, the place will only become ruined." - Source.
"When I saw this before, I honestly thought foreigners were really stvpid. It's not luck. Japan's safety and order have been built over many years by the hard work and strong national consciousness of the Japanese people. Japan is the world's oldest ethnically homogenous nation. It's special, unlike other countries. If foreigners can't understand that and have no respect for Japan, they don’t need to come here ever." - Source.
"People often say, "Japan is safer than other countries," or "The food is delicious, and it's a great place." But the reason Japan became like this is because ordinary citizens maintained a high standard of behaviour. They worked hard, cherished their children, and built the country together through unity. But now, with the way the government is treating its people, ordinary citizens can’t afford to stay good-hearted anymore. Enough is enough!" - Source.
"Because there are so many Chinese owners and hired foreigners! Foreign tourists also look down on Japanese people—so arrogant!" - Source.
"Hasn't Niseko been heavily bought up by Chinese investors, to the point where some shops even refuse Japanese customers, and Japanese people are gradually disappearing from the area?" - Source.
"I went there three years ago during pandemic. It had already turned into an overpriced place with no charm. Now that it’s full of Chinese people, there’s absolutely no reason to go. I wish I could live on a planet without Chinese people." - Source.
Some locals claim that if Japan’s tourism spots become too expensive, fewer foreigners will visit—solving the "problem" naturally.
But will this strategy work, or will it drive away tourism revenue altogether?