Osaka – In recent months, a growing number of European destinations have faced increasing tensions between residents and tourists — a sign of the fragile balance between quality of life and sustainable tourism. According to ISTAT and Bank of Italy data, Italy recorded 129.3 million tourist arrivals and 458.4 million overnight stays in 2024, over half (55%) from international visitors, generating €33.9 billion in tourism revenue.
Meanwhile, Japan welcomed 36.9 million foreign tourists in 2024, with record spending of over ¥8.1 trillion (about $53 billion), according to the Japan National Tourism Organization.
A survey led by Roberta Garibaldi, professor at the University of Bergamo, shows that 49.8% of Italians experienced overcrowding-related discomfort in 2024, with an average stress level of 6 out of 10. The 35–44 age group reported the highest discomfort (54%). The issue was most pronounced in northwest Italy (53.3%) and northeast (49.5%), while slightly lower in the south (45%).
The data also reveal a desire for change: 60% of Italians believe rural tourism could help ease pressure on over-visited destinations, and 43% are willing to pay more for sustainable, less crowded experiences. Additionally, 74% support improved infrastructure to connect remote areas, while 67% see food and wine tourism as a way to enhance local economies.
This discussion was at the heart of the international conference “Rural Tourism as a Response to Overtourism: A Comparative Perspective”, organized by the University of Bergamo at Expo Osaka. Held at the Italian Pavilion, the event brought together scholars, local officials, and tourism professionals, including pro-rectors Elisabetta Bani and Flaminia Nicora, Japan liaison Cristian Pallone, and a delegation from the university’s Planning and Management of Tourism Systems program.
The delegation will also visit Kanazawa University, the University of Tokyo, and Aoyama Gakuin University to explore future partnerships.