Japan's luxury travel sector is undergoing a significant transformation.

In 2024, Japan faced overtourism challenges, but luxury travel thrived amidst the influx of international visitors.

From the first sunrise of Jan. 1 to Dec. 31, 2024, Japan faced a challenge called overtourism. Many felt this surge of tourists was causing more headaches than benefits—taxi companies were overwhelmed, convenience stores near scenic spots struggled to manage crowds, and debate sparked over charging tourists more for basic services.

But while everyone was panicking, one industry was quietly thriving: luxury travel. They were the ones piecing together a winning strategy, finding success amidst the chaos and setting the standard for how to handle all these visitors.

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