軽井沢、理想の観光地を目指して 気ままなリライト181
While tourism is a double-edged sword, it remains a key driver of economic growth for many popular destinations. This is especially true for Karuizawa Town in Nagano Prefecture, where the local government and industries such as taxis and hospitality are prioritizing short-term economic benefits over the long-term sustainability of the destination. In an effort to meet the growing demands of tourists, especially during peak seasons, the town has gone to great lengths to ease the strain on transportation by introducing a Japan-style ride-sharing system integrated with taxi services as a strategic roadmap.
On a humid August afternoon at the height of Karuizawa’s summer season, the town—cherished for its tranquility—is overwhelmed by the very tourism that sustains its economy. Outside Karuizawa Station, a line of weary travelers winds around the taxi stand, suitcases piled at their feet, as beads of sweat glisten on their foreheads. “We’ve been waiting for over 40 minutes,” says a mother visiting from Taiwan, her children restless and tugging at the edges of a shared umbrella. Nearby, a ride-sharing driver inches cautiously through gridlocked traffic, weaving between parked cars and distracted pedestrians darting across the street. The charm of Karuizawa’s tree-lined avenues and European-style villas is overshadowed by the chaos, as the idyllic town buckles under the pressure of peak season. Meanwhile, locals steer clear of the crowded town center, lamenting how the seasonal influx clogs roads, drains resources, and disrupts their everyday lives.
To calm the dissatisfaction of travelers caused by a shortage of taxis during peak tourist seasons in Karuizawa—where in 2023, 40% of the town’s annual 7.74 million visitors (approximately 3.38 million people) arrived between June and August—the town introduced Japan-style ride-sharing ahead of summer 2024. This initiative combined modern technology with the town's traditional taxi-centric transportation system. By partnering with the ride-hailing app GO and employing temporary drivers during the summer, Karuizawa increased its taxi fleet by 30%, successfully reducing passenger wait times and supporting its booming tourism industry. Additionally, from July to September, 11 vehicles and drivers were dispatched from other taxi companies within the prefecture to reinforce the local fleet. During the peak afternoon hours of Obon week (4 PM), the number of active vehicles increased by 25 compared with the previous year. To further address demand, four taxi companies collectively hired around 15 ride-share drivers.
At the heart of Karuizawa's innovative approach to addressing transportation challenges was the collaborative "Karuizawa Taxi Supply Enhancement Project." This initiative brought together the town government, the Karuizawa Taxi Association, the Tokyo-based ride-hailing app provider GO, as well as local business chambers, tourism associations, and hotel and inn associations. In February, these groups signed a partnership agreement to jointly secure drivers and promote the adoption of the GO app. By March, all 107 taxis operating in Karuizawa had integrated the app into their dispatch systems. The collaboration took a step further in April with the establishment of a dedicated GO pickup area at the north exit of Karuizawa Station. The project culminated on April 26, just before Golden Week, with the official launch of the Japan-style ride-sharing service.
The Japan-style ride-sharing system has demonstrated how app-based data can optimize operations and balance flexibility with sustainability by preventing oversupply during off-peak times. Initially, the service operated on fixed daily hours, but starting in mid-July, the system adopted a dynamic approach, adjusting operations every three months to better match demand. From July to September, five operational patterns were introduced, varying the number of vehicles and operating hours based on the day of the week and proximity to holidays. On quieter days, the fleet operated with as few as four vehicles, while busier days required up to 24. During weekdays with minimal demand, only traditional taxis were in operation. By October, the system was refined further with seven operational patterns, enabling even greater precision. Leveraging data from the GO app, the town created schedules that helped taxi companies plan staffing efficiently while avoiding an oversupply of ride-share vehicles, thereby protecting the livelihoods of traditional taxi drivers.
The collaborative project in Karuizawa has brought attention to the limitations of current approaches to managing mass tourism and the need for alternative solutions, particularly in regions where visitor numbers peak during specific times of the year. During the busiest seasons, traffic congestion caused by private vehicles severely disrupted the operational efficiency of both taxis and ride-sharing services. This demonstrated that ride-sharing alone cannot solve the broader challenges associated with concentrated tourism. To address these limitations, strategies such as improved traffic control systems, stricter vehicle access regulations, and even limits on tourist numbers should be explored. These measures would help preserve Karuizawa’s peaceful atmosphere, providing a relaxing experience for visitors while protecting local residents from the strain of seasonal overcrowding.