Unpacking Japan How to solve Japan's overtourism problem ft. YamaTrips
Dec 23, 2025
Discover the journey of an entrepreneur passionate about revitalizing rural Japan through tourism. He shares marketing tactics and the challenges of overtourism while celebrating local culture. Learn how rural exchanges inspire youth and the importance of immersive experiences over mere photo spots. The discussion touches on increasing local pride, the intricacies of government subsidies, and the quest for sustainable travel. From Matsusaka beef to unique hiking trails, it’s about creating a balance between tourism and community enrichment.
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Early Welcome Sparked Lifelong Love
- Tony first came to Japan at age five and was welcomed by kind classmates despite language barriers.
- That early kindness and later school exchanges shaped his lasting love for rural Japan.
JET Placement Led To Rural Roots
- Tony was placed in rural Mie Prefecture on JET and stayed four and a half years instead of one or two.
- Living near Matsusaka beef farms and working with locals rooted his interest in rural community work.
Left Rural Life For Tech Ambition
- Tony considered marrying into a local family and staying in rural Japan but chose Tokyo at 28 for ambition and tech exposure.
- That move into tech later informed his marketing and platform skills for rural promotion.