Japan’s push to promote Mount Fuji Instagram spot backfires as overtourism irks locals

Locals living near the ‘Mount Fuji dream bridge’ complain about illegal parking and excessive noise from tourists

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Mount Fuji can be seen in the background as people walk along a bridge connecting stores at a popular outlet shopping centre in the city of Gotemba, Shizuoka prefecture. Photo: AFP

Published: 10:18am, 18 May 2025

A local government’s decision in Japan to promote a bridge as the perfect spot for an Instagramable shot of Mount Fuji has backfired, with residents up in arms about disruptions caused by people looking to get the shot of a lifetime.

The location known as “Mount Fuji dream bridge” in Fuji, Shizuoka prefecture, was envisioned as a tourist draw that would be a boon to the area. Instead, it has brought complaints from residents about illegal parking and excessive noise.

On a clear day in April, more than 50 people were lined up to take photos at a staircase that has gone viral for appearing to lead directly up the 3,776-metre (12,400-foot) mountain, Japan’s tallest.

Zhu Yihao, a visitor from Shanghai, China, said he hoped to capture some “beautiful and unique” photos at the location.

Built in 2016 to connect two major public roads, the bridge now attracts around 1,000 people on some days.

The city government’s website encourages visitors to share photos taken at the place on social media, but at the same time urges them to take pictures quietly. It also has posted signs around the area warning tourists in several languages and provides free parking.