Japan is one of those countries that many believe they know without ever having set foot there. Renowned for its millennial temples , bullet trains exceeding 300 km/h , advanced technology, and robots, it’s no wonder that millions of people pack their bags each year to explore its cities, mountains, and even lesser-known rural areas. However, what is surprising is how AI is beginning to carve its way into sectors that traditionally relied solely on human talent.
Japan’s paradox is as intricate as its culture: a nation that deeply values hospitality , which simultaneously faces a shortage of professionals to provide it. The tsunami of tourists flooding Japan has highlighted a serious problem: the scarcity of bilingual guides . This issue is not novel; many guides retired during the pandemic’s tough years, while others switched careers. The situation has since intensified, and Japan is starting to respond.
Where There Was Once a Smiling Guide, Now There’s an AI App
The shortage of guides is not a mere anecdote but a reality that tinges the experiences of thousands of travelers. According to Nikkei Asia, Japan had just over 46,000 bilingual guides in 2019. This figure included licensed professionals, those certified by local governments, and even individuals with sufficient knowledge to fulfill this role. Fast forward four years, and the number has dropped by nearly 20% . As of 2023, only about 37,700 guides remain. This downward trend continues.
The reasons for this decline are easily understood. The pandemic severely disrupted travel schedules, halted bookings, and left thousands of freelance guides without stable income. Many sought other paths; some retired. The aftermath has resulted in an aging workforce: nearly 60% of licensed guides are over 60 years old . In 2024, only 380 people passed the official examination.
Agencies are feeling the effects. Some have reported having to cancel or reschedule tours simply because there was no one available to lead them. Previously, when their staff was stretched thin, they could rely on independent professionals. Now, that option is dwindling. Although since 2018, Japan allows conducting paid tours without an official license, many tourists and agencies still prefer certified guides due to their knowledge, credentials, and, above all, trust.
Today, in places like Okinawa, some tourists prefer the robotic voice of applications from operators like Cerulean Blue over the prospect of no tour at all. The system detects the user’s location through the GPS of their mobile, displays real-time information with augmented reality , and activates audio guides as visitors progress.
This nearly imperceptible choice speaks volumes about the present… and perhaps the future. AI may not tell jokes , exhibit pride in discussing the city, or respond with a smile. But when a guide fails to appear, technology seems ready to fill the gap.
Interestingly, the tourism sector is not an isolated case. The situation with guides reflects a broader pattern that is increasingly noticeable in Japan. In agriculture , for instance, companies are employing AI-based apps capable of identifying plant diseases from just a photo. In schools, where English teachers are overwhelmed, some institutions have started using virtual assistants to converse with students.
In public administration, local governments like Yokosuka have started using ChatGPT to summarize meetings and draft documents. According to calculations by the city council, time savings amount to thousands of hours annually. This all stems from a singular structural problem: a shortage of manpower. While Japan is undoubtedly a technological powerhouse , it also grapples with an aging population and a remarkably low birth rate.
As Japan navigates its way through these challenging waters, the role of AI is likely to expand further, providing innovative solutions to age-old problems and redefining the landscape of labor in a country rich in tradition yet poised for *modernization*.
Image credits: Micah Camper | Angel | Geoff Oliver