Kamakura City in Kanagawa Prefecture launched a crowdfunding campaign to combat overtourism. Six days later, it had raised only ¥10,000 from one donor.

The city had hoped to gather funds to manage the worsening “tourism pollution” around its most visited site. But local officials admit that public understanding remains limited. “We want people to grasp the purpose and help us revitalize the campaign,” a city official said.

Rebounding (somewhat) after a disappointing first week

To fund these control measures, Kamakura launched a government-backed crowdfunding project through Japan’s “Furusato Nozei” program, which translates literally to “hometown tax”.

Under this national scheme, taxpayers can donate to local governments of their choice and deduct the amount from their income tax. In return, donors often receive local specialty goods as gifts. However, Kamakura’s campaign offers no return gifts, focusing instead on direct public support for overtourism countermeasures. Donations start at ¥2,000 ($12.99), and the city aims to raise ¥3.5 million ($22,733) over 90 days, from October 10 to January 7.

Yet enthusiasm has been weak. As of 5:30 p.m. on October 15, six days after launch, only one person had donated, offering ¥10,000. That represents just 0.2 percent of the ¥3.5 million target, with 85 days left.

Officials now plan to promote the campaign through social media and local networks. “We’ll continue explaining the purpose and encourage more people to participate,” the city official said.

Currently, as of November 1, the campaign has gathered ¥468,000 from 37 donors, amounting to around 13% of its goal, tracking better than the disappointing results from the first week.

Why Kamakura turned to crowdfunding

The funds will cover the salaries of on-site security personnel, replace handheld guide signs with fixed ones, and expand fencing to prevent dangerous crossings. City officials say the project aims to reduce the city’s financial burden while setting a model for other tourist towns. “We want to show how local governments can manage tourism sustainably through shared support,” a tourism division representative said.

The mayor of Kamakura city made the following remarks:

Your warm contributions will help shape the future of Kamakura. Traffic congestion and the actions of some visitors unfamiliar with local manners have seriously affected residents’ daily lives.

To address this, Kamakura City has been working closely with neighborhood associations, local businesses, the police, and national and prefectural authorities. Together, we are implementing a range of measures to ensure residents’ safety and improve living conditions. Every day, we continue our efforts to ease and resolve the negative impacts of overtourism.

It is our responsibility to turn residents’ frustrations into positive feelings about welcoming visitors, while also ensuring that tourists can fully enjoy their time in Kamakura.

We aim to resolve the overtourism situation as soon as possible and create a city where residents feel proud to live and visitors are glad they came.

With your cooperation, we hope to make Kamakura a model for how residents and tourists can coexist in harmony.

The anime responsible for it all

The main trouble spot lies near Kamakurakōkōmae Station on the Enoshima Electric Railway. The seaside crossing became internationally famous after appearing in the hit basketball manga Slam Dunk. The view of the ocean and trains crossing the tracks draws countless visitors hoping for the perfect photo.

However, the crowds have created serious safety and littering issues. Tourists often rush onto the road for pictures, park illegally, or leave trash behind. Staff and security guards have scrambled to keep order, installing temporary fences and assigning guides to manage pedestrian flow.

According to city data, around 10,000 tourists visited the Slam Dunk crossing between September 13 and 16 alone. Most were believed to be visitors from China, where Slam Dunk is very popular.

The surge has strained local infrastructure and disrupted daily life. One nearby resident said, “We used to enjoy peaceful mornings here, but now crowds block the road from dawn to dusk for photos.”

The Enoden railway line, known for its seaside views and retro charm, is now packed with travelers holding cameras and smartphones. On weekends, cars and tour buses jam nearby streets, adding to residents’ frustration.

But there are other reasons

Kamakura’s main tourist route, stretching from Komachi Street to Tsurugaoka Hachimangu Shrine, is now also overwhelmed with visitors.

Komachi Street, known for its food stalls and souvenir shops, attracts heavy foot traffic during weekends and the autumn foliage season. Because eating and walking are part of the local tourism culture, many people stop along the narrow street, causing constant congestion.

This route, which begins at Kamakura Station’s east exit, is the city’s most popular sightseeing course. At peak times, walking can become nearly impossible. The combination of narrow streets and crowds stopping to eat or take photos has made gridlock a daily occurrence.

In addition, the Enoshima Electric Railway, or Enoden, is both a commuter line for residents and a key attraction for tourists. Trains are frequently packed, particularly during holidays and travel seasons, making it difficult for locals to commute. During Japan’s Golden Week holiday in 2024, the city even ran a trial system giving local residents priority boarding at Kamakura Station, highlighting the scale of the disruption.

Why overtourism has gotten severe in Kamakura

Kamakura’s overtourism problem arises from a combination of structural and geographic challenges. The city’s transportation network is limited, its dense urban layout places homes directly beside popular attractions, and its proximity to central Tokyo makes it a convenient day-trip destination.

In 2024, Kamakura saw roughly 15.9 million visitors, exceeding pre-pandemic numbers. The city’s infrastructure has struggled to keep up.

Narrow streets and single-track train lines frequently lead to gridlock. With residential neighborhoods bordering sites such as the Great Buddha and Komachi Street, tourism has increasingly encroached on local life. A municipal survey found that around 40 percent of residents felt the surge in visitors disrupted their daily routines.

The challenge is worsened by the fact that most tourists do not stay overnight; only about 6 percent use local lodgings. This means the city gains relatively little economic return, while residents continue to face the downside: crowding, noise, and litter.

Skepticism from residents

Not everyone agrees with the crowdfunding idea. Some residents question why locals should pay to solve problems caused largely by foreign tourists.

“Why should we fund measures to manage tourists’ bad behavior?” one person commented on social media.

City officials acknowledge these criticisms but emphasize that overtourism imposes heavy, unexpected costs on local governments.

“When a place suddenly becomes popular online, the pressure on municipalities is enormous,” an official explained. “We want to establish a model that other regions can learn from.”

Sources

鎌倉オーバーツーリズムの対策費を募るクラファン、6日でわずか1万円 市「理解目指す」産経新聞

鎌倉で深刻化するオーバーツーリズム。混雑と地域課題を解決する持続可能な観光とは？ リジェネ旅

鎌倉高校前駅周辺のオーバーツーリズム対策プロジェクト【住民と観光客の共生モデルの実現】ふるさとチョイスGCF