| By Caroline Gross |

Golden Week: A Tapestry of Spring Festivities

This past Tuesday, annual celebrations of Golden Week kicked off all around the country. As one of the most highly anticipated holidays of the year, tourists from around the world flock to Japan to join in on the various cultural festivities and special events. These activities occur over a 10-day period, as Golden Week is a collection of several holidays in close proximity to each other.

The celebrations begin with Showa Day on April 29th, commemorating the birthday of Emperor Showa—a complex figure prompting reflection on Japan’s wartime past and its hope for a peaceful future. Though controversial in Japanese history, the government emphasizes this holiday’s role in redefining the future through national contemplation.

May 3rd is Constitution Day, commemorating the installment of the 1947 post-war constitution, also known as the Peace Constitution. Activities around this day focus on educating the public about the constitution, such as its significance in promoting individual freedoms and equality, reducing the role of the emperor, and enshrining demilitarization in the pursuit of more pacifistic values. On this day, the Japanese National Diet Building in Tokyo opens its doors to touring visitors, and free lectures are given to the public about Japan’s World War Two history and the role of the Constitution in furthering democracy.  

Originally celebrated on April 29th in honor of Emperor Showa’s appreciation for flowers and plants, Greenery Day is now falls on May 4th. Often, people gather at arboretums and various sites of natural beauty to celebrate on this day.  

May 5th brings Children’s Day, a holiday made in honor of the well-being and personal growth of all children. On this occasion, it is common to see carp streamers fluttering in the wind as a display of the courage it takes to swim upstream, further symbolizing childhood perseverance and discipline. Irises are also showcased to illustrate valor, as the leaves of the flower keenly resemble the sharp edges of samurai swords. Thus, it is a common occurrence to see festival goers in samurai attire to commemorate this cherished holiday. 

Throughout this period, vibrant festivals and cultural events are held across Japan, making it an opportune period for international travelers to experience cultural enrichment, and for domestic workers to take a brief hiatus from their duties to enjoy the holiday break. 

Foreign Crowds and Local Crowding-Out

During Golden Week this year, Japan is expected to experience a surge in foreign tourism, with the four days between May 3rd and May 6th set to experience the largest influx. Factors such as the depreciation of the yen and the easing of travel restrictions after the COVID-19 pandemic are expected to contribute to the high demand for international travel to Japan. In fact, JTP Corp projects that foreign travel to Japan will surpass 2024’s roughly 37 million visitors, reaching an estimated 40.2 million visitors in 2025. Consequently, Golden Week celebrations often result in higher travel prices, limited availability at restaurants and exhibits, as well as increased traffic and delays due to tourist volumes straining infrastructure.

While the rise in inbound tourism indicates a common desire to explore Japan and take part in festivities throughout this holiday season, Japanese residents are increasingly staying home or frequenting other locations during Golden Week, such as South Korea or Taiwan. Domestic travel among Japanese residents is forecasted to reduce by roughly 7% while outbound travel from Japan will increase by 10%. Polls further indicate that Japanese residents are choosing to avoid Golden Week this year, citing the high degree of crowds (45.9%), expensive travel costs (34.6%), and limited ability to “pay the additional costs” (25.9%). According to academics and economists, these concerns are due, in large part, to the influx of foreign tourists at this time, contributing to inflated hotel prices and over-congested cultural sites. As the demand for hotels, restaurants, and transportation skyrockets, there is a growing concern that locals are being priced out. Thus, efforts to curb overtourism are accelerating.  

Government Policy Responses to Tourism Pressures

Various initiatives aimed at combating overtourism and its localized effects are in the process of being finalized. In July of 2025, the Japanese Government is expected to introduce a “two-tier” pricing system at major tourist destinations and implement changes to the tax-free system in November of 2026 to limit the accessibility of tax refunds for foreign tourists.  

For now, the current policy to mitigate overtourism is based on three pillars established during the Kishida administration in 2023: implement countermeasures against tourist overcrowding and etiquette violations, encourage travel to local areas, and collaborate with local communities for tourism promotion. Organizations like the Japan National Tourism Organization are actively promoting tourism among destinations outside of the usual hot spots. Data gathered from their campaign to encourage travel to the Hokuriku region suggests that international tourism to this location increased by 93% from January to October 2024. As for Golden Week travel, the data indicates that these policies have had no significant impact on reducing overall tourism to the country, nor is there any data supporting the idea that international travelers are spending more time in sparsely visited communities during this period. 

Additionally, while the government acknowledges the issue of over-tourism in Japan, Prime Minister Ishiba aims to bring in 60 million international travelers in the year 2030 through his “Tourism Nation Promotion Basic Plan” to drive greater revenue and economic growth for the country. In doing so, it is estimated that visitor-spending will accumulate 15 trillion yen for the Japanese economy. However, researchers at the Asia Pacific Institute of Research warn that an influx of tourists at this number could overwhelm food service industries and exacerbate the labor shortage. Instead, the institute recommends that the government increase foreign tourist consumption, reduce its goal to 40 million inbound visitors in 2030, and increase overall wages for workers in order to outpace inflation and make travel more affordable for local residents. 

Japan’s Tourism Boon and Bane: Economic Gains vs. Local Strains

Golden Week is one of Japan’s most cherished holidays, offering unique opportunities for locals and international visitors to participate in cultural festivities and engage in thoughtful national reflection. However, the explosive influx of tourists to Japan during this time increasingly comes at a cost to local residents, as overcrowded and overpriced cultural attractions and accommodations have made it more difficult for residents to partake in national and local events. In response, the Ishiba administration has emphasized a more holistic approach to this issue which imposes extra costs for foreign tourists while simultaneously promoting inbound travel to lesser-known destinations across the country. Ultimately, Golden Week not only highlights Japanese national identity and history, it also stands as an important reminder of the ongoing need to balance international hospitality with community well-being.

Photo Credit: Japan National Tourism Organization (JNTO)