Ginzan Onsen: Charming Hot Spring Town in Japan Tackles Overtourism with New Measures

If you’ve ever dreamt of visiting a magical hot spring town blanketed in snow, Ginzan Onsen in Japan’s Yamagata Prefecture probably tops your bucket list. Famed for its Edo-period architecture, hot springs, and winter scenery, this 300-year-old town is a traveller’s paradise. It’s even said to have inspired the enchanting visuals of Hayao Miyazaki’s iconic anime film, Spirited Away. 

Also read: 12 Hot Spring Towns in Japan to Relax & Unwind on Vacation

However, as Ginzan Onsen’s fame grows, so do the challenges of managing its increasing popularity. In response, the town is introducing new measures to balance tourism with the well-being of its residents and the safety of its visitors.

A Winter Wonderland… with Growing Pains

Located about 440km north of Tokyo, Ginzan Onsen attracts 330,000 visitors annually, with most flocking there during winter to soak in its hot springs and capture Instagram-worthy shots of its snow-covered streets. However, this surge in visitors has brought unintended consequences.

Disputes over the best photo spots have become a common occurrence, with some altercations turning heated. Narrow streets lined with traditional wooden buildings see frequent congestion. Meanwhile, parking issues and traffic violations have added to the chaos. Residents have even reported incidents where visitors collided near the river, nearly falling into it.

New Rules to Preserve the Magic

Starting 7 Jan 2025, Ginzan Onsen is rolling out new restrictions to better manage the winter crowds:

1. Ticketed Entry After 5pm: Visitors entering the town after 5pm will need to purchase a ticket costing ¥1,150 (S$9.90), which includes bus rides to and from the town.
2. Ban on Day Trippers After 8pm: Only those with bookings at local hotels will be allowed entry after 8pm.
3. Mandatory Shuttle Buses: Self-driving visitors must park at a nearby tourist centre and use designated shuttle buses to access the town.

These measures aim to reduce congestion, ensure visitor safety, and preserve the serene atmosphere that Ginzan Onsen is renowned for.

The Bigger Picture: Overtourism in Japan

Ginzan Onsen’s new rules are part of a broader trend in Japan, where overtourism is becoming an increasing concern. The country has experienced a record-breaking tourism boom. In fact, Japan recorded 33 million overseas visitors by November 2024, surpassing the pre-pandemic high of 31.9 million in 2019.

Other popular destinations are also taking steps to manage the crowds. For example, Mount Fuji’s base town, Fujikawaguchiko, temporarily erected a large black net earlier this year in front of the iconic Lawson photo spot to address the nuisance caused by tourists.

Planning Your Visit

If you’re planning to visit Ginzan Onsen, keep the new regulations in mind and consider booking an overnight stay to fully immerse yourself in its magic. Arriving early will also give you a chance to explore the town’s quieter moments before the crowds arrive.

Also read: My First Onsen Experience in Japan & How I Bared It All

As Japan continues to welcome record numbers of tourists, Ginzan Onsen is just one of many destinations finding sustainable solutions to overtourism. By following the new guidelines and respecting the local community, visitors can help preserve the beauty of this extraordinary hot spring town for generations to come.