Mount Fuji pics, life-changing ramen and a weak yen - why young Brits are going to Japan
Photos of Mount Fuji, bowls of ramen and the bustle of Shibuya Crossing are filling up social media feeds.
Young British people are increasingly visiting Japan, driven by social media hype and the currently weak yen. As of 2025, 483,157 British tourists had visited Japan, a 24.8% increase from the previous year and a 40.8% rise since 2019. The main attractions cited by young travelers are Japan's cityscapes, food, anime culture, nature, history, gaming, and temples.
Social media platforms like TikTok and Instagram play a significant role in encouraging young people to visit Japan, with countless videos showcasing Mount Fuji, ramen bowls, small villages, and other iconic sites.
While the cost of travel to Japan remains expensive, the weakening yen has made it more affordable for tourists. This, coupled with the availability of budget flights and reasonable prices for food and souvenirs, has led many British travelers to take advantage of the opportunity. Travelers often follow the Golden Route, visiting Tokyo, Kyoto, and Osaka, as well as nearby destinations such as Nara, Hiroshima, and Mount Fuji.
However, the increasing number of tourists has raised concerns about overtourism and tourist behavior. Some tour guides have noticed a decline in respectful behavior among visitors, with issues such as queue jumping, blocking space on buses, littering, and entering restricted areas. In response, authorities have implemented measures like issuing fines for littering and increasing the tourist tax.
Despite these concerns, many tourists still enjoy the experience of visiting popular attractions, even if they feel overwhelmed by the crowds.
Written by urgent.news from BBC News's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
