Toyosu Senkyaku Banrai Now Offers Alternative to Tsukiji Market Amid Holiday Overcrowding

Published on December 15, 2025

This December, the Tsukiji Outer Market in Tokyo-one of the most popular sights among tourists-has made a very unusual request: for tourists and tour operators to stay away from the market toward the end of the year. This move, in an effort to thin out the crowds and make the marketplace a safer, more enjoyable place for visitors, is in reaction to the dangerous conditions that have taken place there in the past as a result of too many tourists during the busy holiday season. With the number of tourists jumping since the end of the COVID-19 pandemic, the Tsukiji Food Town Development Council is taking preemptive steps to thin out crowds and create a better shopping environment in the festive period.

Tsukiji Outer Market’s Growing Popularity and Overcrowding Concerns

Located in Chuo Ward, Tokyo, the Tsukiji Outer Market has long been a beloved spot for both locals and tourists. Famous for its fresh seafood, street food, and diverse array of culinary offerings, the market draws thousands of visitors year-round. However, during the year-end holiday season, the market experiences a sharp increase in visitors, as people flock to the area to buy ingredients for traditional New Year’s dishes and to sample the famous Tsukiji offerings.

In recent years, the market has seen an alarming rise in foot traffic, which has led to serious overcrowding. During the holiday season, the narrow streets of the Tsukiji Outer Market often become congested with tourists, creating dangerous situations where accidents, such as injuries, have occurred. Additionally, the increase in visitors has led to more issues, such as pedestrians obstructing car traffic by stepping into roadways and littering from eating while walking, further complicating the situation.

To address these growing concerns, the Tsukiji Food Town Development Council, a nonprofit organization formed by businesses associated with the outer market, has decided to take action. Starting on December 1, the council put up posters at its information center, urging visitors to refrain from eating while walking and to avoid guided tours during the busy year-end period. The goal is to create a more pleasant environment for both tourists and local shoppers, allowing those purchasing ingredients for holiday meals to shop without worry.

The Challenge of Overcrowding and Impact on Local Business

The rising number of visitors to the Tsukiji Outer Market is not just a logistical challenge but also a growing concern for local businesses. Food buyers who visit the market for commercial purposes often find the holiday crowds disruptive to their work. “Shopping at this season’s Tsukiji takes so much time that it’s a hassle,” one food buyer lamented, highlighting the difficulties faced by commercial buyers trying to navigate the congested market.

Overcrowding not only affects business operations but also impacts the overall experience for both local and international tourists. Visitors who are unfamiliar with the market can easily become frustrated by the congestion and the long waits at popular stalls, which detracts from the enjoyment of the experience. This situation calls for a balance between maintaining the market’s appeal as a popular tourist destination and preserving its accessibility for both locals and those visiting for holiday shopping.

Moving Tourists to Alternative Destinations: Toyosu Senkyaku Banrai

While Tsukiji is asking tourists to avoid the area during the holiday season, there are alternative places in Tokyo that are welcoming visitors during the year-end and New Year period. One such place is the Toyosu Senkyaku Banrai tourist facility, located next to the Toyosu Wholesale Food Market in Koto Ward, Tokyo. Opened in February 2024, the facility has quickly become a popular destination for those seeking a more relaxed and enjoyable holiday experience.

Toyosu Senkyaku Banrai is designed to recreate the streetscape of the Edo period (1603-1868), giving visitors a taste of historical Japan while offering modern-day comforts. The facility is home to approximately 70 shops and restaurants, where visitors can enjoy casual gourmet meals made from fresh ingredients sourced from the nearby Toyosu market. For those interested in seafood, the Isaribi restaurant at the facility offers barbecued seafood prepared with a focus on freshness and generous portions, inviting tourists to savor Tokyo’s best catch.

In addition to dining, Toyosu Senkyaku Banrai offers visitors a unique experience with its open-air bath facing Tokyo Bay. This bathing area allows guests to relax while enjoying stunning views of the bay, making it a perfect place to unwind after a busy day of sightseeing. The facility aims to provide a memorable and immersive experience that combines food, culture, and relaxation in one destination.

The Impact on Tourism: Balancing Safety and Enjoyment

The request from Tsukiji Market highlights the challenges that come with maintaining a balance between attracting tourists and ensuring the safety and comfort of both visitors and locals. Overcrowding during the holiday season is a pressing issue in many popular tourist destinations, and the Tsukiji market’s decision to restrict tours and eating while walking is an important step in addressing these concerns.

For travelers, the message is clear: while Tsukiji remains a must-visit destination, it’s important to consider the timing of your visit, especially during the end-of-year rush. Tourists are encouraged to plan their visits during less crowded times or explore other attractions, like the Toyosu Senkyaku Banrai, which offer equally captivating experiences without the challenges of overcrowding.

Looking Forward: Sustainable Tourism Practices

With careful planning and a focus on responsible tourist behavior, Tokyo can continue to accommodate tourists without undermining the charm and accessibility of these famous landmarks. Tsukiji and Toyosu both have a lot to offer, ensuring that a safe and enjoyable Tokyo experience can be had despite the relocation of these markets.