In Malaysia, while overtourism has not been officially declared, areas like the island of Semporna in Sabah show evident signs of strain: marine and island ecosystems are being affected, and local communities are voicing concerns about impacts on culture and the environment. The Malaysian government is working to encourage more responsible practices, though uncertainty persists over whether these steps will arrive in time to avert long-term damage.
Japan, for its part, is retooling its tourism model. After welcoming nearly 37 million international visitors in 2024, with spending exceeding ¥8.1 trillion, cities such as Tokyo and Kyoto have seen local infrastructure pushed to the limit. In 2025, the government incorporated into its “Basic Policies for Economic and Fiscal Management and Reform 2025” initiatives aimed at better distributing visitor flows, promoting less-traveled regions, and prioritizing quality over quantity. The challenge is to preserve a rich cultural heritage while continuing to generate tourism value.
In Indonesia, the emblematic case is Bali, where rapid visitor growth has prompted a moratorium on new hotels, villas, and nightclubs in saturated areas. This move is part of a broader shift toward more creative, balanced tourism that delivers benefits without overburdening local communities and natural resources.
Finally, India—rich in landscapes, history, and culture—ranks among the fastest-growing travel markets. However, the country has yet to adopt a comprehensive framework for managing visitor volumes in vulnerable hotspots such as Agra, Rajasthan, or Kerala. Although progress has been made in infrastructure and visa facilitation, the absence of defined limits on visitor flows and structured management policies remains a significant challenge.
Taken together, these examples show why overtourism is one of the sector’s foremost challenges in Asia. Experts agree that the solution does not lie solely in closing destinations or reducing capacities, but in adopting a holistic approach that simultaneously serves visitors, local communities, and the environment. In the coming years, it will be essential for these countries to expand efforts toward responsible tourism, bolster infrastructure in lesser-visited regions, and transition to models that prioritize quality and sustainability over unchecked growth.
The struggle to balance growth and sustainability marks a turning point for Asia’s travel industry. The future success of these destinations will depend not only on how many visitors they attract, but on how they manage that growth to ensure tourism remains a force for prosperity, preserves heritage, and respects the very environments that make these places unique.
