Numbers aren't everything: the Japanese way of handling tourism at Unesco world heritage site Kumano Kodo

Sugiyama Junya trudges up the hill with a pack of mud on his shoulder. He is making his way to repair the 1,000-year-old pilgrimage routes of Kumano Kodo in rural Japan.

It's a heavy pack, the 15-year-old says, but he doesn't mind the heat and sweat; it's his duty to safeguard the world heritage site he calls home.

"This is our asset and it's my responsibility," says Sugiyama, who grew up in a neighbouring village and became a trail repair volunteer three years ago.

His work is among a number of initiatives aimed at shifting Kumano Kodo's focus from mere tourism to community-initiated heritage conservation.

It has been a decade since the pilgrimage routes connecting three sacred sites - Kumano Sanzan, Koyasan and Yoshino/Omine in the Kii mountain range - were added to the Unesco World Heritage list and drew overwhelming numbers of tourists coming to visit.

But now, the city of Tanabe - the gateway to the historic trails - is turnign away from mass tourism and opting for "quality tourism" instead.

Tanabe mayor Misutoshi Manago said the heritage site label raised the city's profile tremendously.