Tourists urged to stop throwing coins into Japanese holy springs: the growing problem of overtourism
The practice of “for luck” threatens natural and cultural heritage, while destinations seek ways to manage visitor behaviour.
In the popular location of Oshino Hakkai at the foot of Mount Fuji, local authorities are increasingly warning tourists to stop throwing coins into the crystal-clear springs. These are eight natural pools fed by melting snow from Fuji and hold deep cultural and religious significance.
Although they once served as places of ritual purification for followers of the Fuji-ko belief system, they are now increasingly under pressure from mass tourism – and habits that have nothing to do with local tradition.
When global habits come into conflict with local heritage
Coin tossing, which many tourists associate with “good luck,” is not part of Japanese traditions at this location. Despite this, the bottom of the pool is now covered in coins – it's estimated that around 50,000 have already been removed.
The problem is not merely aesthetic. In the long term, metal corrosion can affect water quality, although analyses have not yet shown significant pollution. Local authorities have installed multilingual signs and special donation boxes to redirect visitor behaviour, but the effect is limited. According to local representatives, it is an “endless cycle” – as soon as the coins are removed, new ones reappear.
UNESCO effect and pressure on destinations
The situation worsened after the area was given UNESCO World Heritage status. Inevitably, this move increased the destination's visibility, but also the number of visitors. Oshino Hakkai is not an isolated case. Similar challenges are emerging at other UNESCO World Heritage sites, where a rapid increase in tourism is putting pressure on infrastructure, the local community, and the environment.
In Japan, the problem of overtourism is already being addressed through various measures, including the introduction of fees for accessing Mount Fuji. However, managing visitor behaviour is proving to be a more complex challenge than simply regulating arrivals.
A global phenomenon with local consequences
Coin tossing at tourist locations is a widely practised activity globally. Examples like Rome's Trevi Fountain demonstrate how such rituals can become institutionalised and even used for charitable purposes. However, the introduction of these habits to locations without such traditions often leads to problems. In Northern Ireland, for instance, authorities have already warned about the damage caused by tossing coins into the rocks at the Giant's Causeway. In Japan, where this practice has no cultural roots, the problem is further exacerbated as it originates from outside – as a byproduct of globalised tourism.
Lesson for Industry: Behavioural Management Becomes Key
This case clearly shows that destination management It is no longer just a question of visitor numbers, but also of their behaviour. Education, signage and alternative models (such as donation boxes) are becoming essential tools.
Otherwise, even seemingly harmless habits can have long-term consequences – for both the environment and the perception of the destination itself.
