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After a highly successful 2024 with an impressive record of 36.8 million international visitors, Japan's tourism industry is facing a significant challenge: overcrowding at many popular tourist destinations, where unique natural beauty and culture attract large numbers of visitors from around the world.
To proactively manage the increasing influx of tourists and generate sustainable revenue for reinvestment in tourism infrastructure, the Japanese government has announced a series of new policies, expected to officially take effect from July 2025. These changes mark a significant shift in how Japan manages and develops its tourism industry, moving towards greater sustainability and quality.
Starting in mid-2025, Japan will implement several new policies, one of which is that tourists will pay higher fees than locals.
One of the most significant and noteworthy changes is the implementation of a "two-tier pricing system" at popular tourist attractions across the country. This means that, starting in the summer of 2025, international tourists will pay a higher price than Japanese citizens to visit the same locations. This price difference is expected to help regulate tourist numbers, especially at hotspots, while also generating additional financial resources to upgrade and maintain the quality of these destinations.
The first major change was the implementation of a "two-tier pricing system" at popular tourist attractions.
A prime example of this policy is at Junguria Okinawa Nature Park, a popular destination known for its diverse ecosystem and stunning scenery, where the entrance fee for international visitors is 8,800 yen (approximately 1.5 million Vietnamese dong), while Japanese citizens only pay 6,930 yen (approximately 1.2 million Vietnamese dong). Similarly, at Niseko ski resort, a paradise for winter sports enthusiasts, foreign visitors pay 6,500 yen per day (approximately 1.1 million Vietnamese dong), significantly higher than the 5,000 yen (approximately 900,000 Vietnamese dong) charged to local residents.
In reality, Japan is not the first country in the world to implement a dual-tier pricing system in the tourism sector. Many countries with developed tourism industries, such as Thailand, India, Egypt, and Peru, have long applied separate fees for international tourists and local residents. In other famous tourist cities around the world, such as Venice (Italy) or Hawaii (USA), tourists often have to pay additional "accommodation taxes" when visiting and staying there.
According to National Thailand, Japan's new policy is reportedly aimed at helping to alleviate overcrowding at tourist destinations.
According to National Thailand, Japan's new policy is considered an effective measure to alleviate pressure on tourist destinations facing overcrowding. However, the policy is also facing considerable controversy regarding its fairness, with concerns surrounding the clear identification and distinction between pure tourists and foreigners living and working in Japan.
Besides implementing a dual-tier pricing system, another major change expected to take effect in November 2026 will impact the shopping experience for tourists. Japan will completely change the tax-free shopping method. Currently, tourists can enjoy tax-free benefits directly at the checkout counter in stores. In the near future, however, tourists will have to pay the full amount (including product cost and tax) upfront, and then process their tax refund themselves at the airport or designated service centers.
The option to receive a tax refund upon purchase will also no longer be available after November 2026.
Although this new process doesn't change the total amount tourists have to pay, the complexity and time-consuming nature of the tax refund process could cause Japan to lose its status as an ideal shopping destination in the eyes of many international shoppers.
On the other hand, starting in 2025, Japan will begin implementing the JESTA (Japan Electronic Travel Authorization) electronic declaration system. This means that even if travelers already possess a valid visa or are eligible for visa exemption, they will still be required to declare detailed information about their entry plans in advance through this online system. The implementation of JESTA is expected to help Japanese immigration authorities more effectively gather information about travelers, thereby improving security and tourism management.
With the ambitious goal of welcoming 60 million international tourists annually by 2030, Japan is undergoing significant transformations to balance the protection of its precious tourist destinations with the maintenance of high-quality service. While these changes may mean some adjustments that aren't entirely pleasant for travelers, perhaps the love and admiration for Japan's unique beauty and culture will remain a strong motivation for many to plan their trips as soon as possible, before travel costs in the "Land of the Rising Sun" increase significantly in the near future.
