This case study explores the state of overtourism in Japan, which has led the post-pandemic inbound tourism recovery in Asia-Pacific, welcoming record numbers of foreign travellers since reopening its borders in 2022. (The Japanese government has set an ambitious goal of receiving 60 million international tourists by 2030.) It illustrates the ill effects of excessive tourism while demonstrating how crucial the tourism sector is to Japan’s economy. The case study discusses at length the policies implemented in Japan to address overtourism and promote sustainable tourism. It also considers several initiatives in other countries that Japan may adopt to further bolster its policy response. For a more nuanced understanding, the case study begins with an overview of overtourism.