
Last year, Japan revealed that it plans to roll out a new visitor process called the Japan Electronic System for Travel Authorisation (JESTA) in 2030, which will require visa-exempt travellers, including Australians, to submit personal details online before departure.
The Asian nation’s popularity has skyrocketed in recent years – and one can only imagine that demand will grow over the next few years, so the new process will likely impact millions of Japan-bound Aussies.
But before you groan, Intrepid Travel Australia New Zealand Managing Director Brett Mitchell suggests the new system could actually simplify arrivals in Japan.

“The introduction of Japan’s Electronic System for Travel Authorisation (JESTA) adds a new layer to travel planning for Australians heading to Japan,” Mitchell tells Karryon in an exclusive interview.
“But while it may seem like an extra hurdle, a bit of preparation could actually lead to a smoother and more organised experience.”
So how could having an another hoop to jump through make life easier for visitors?
“For Aussie travellers, JESTA would add a quick, simple step that flags potential issues – like overstays – before arrival, ensuring a stress-free entry into Japan,” Mitchell says.
“In rare cases, flagged travellers might need to apply for a visa at a Japanese embassy, but this pre-check would generally help avoid last-minute surprises and reflects a trend toward easier, more organised travel experiences.”


Indeed, the addition of JESTA to Aussies’ pre-travel checklists forms part of a growing movement towards tightening rules to curb the impacts of over-tourism in popular holiday destinations. And Japan has become one of those. Intrepid alone saw around 25 per cent year-on-year growth in Japan bookings in 2024.
“By implementing systems like JESTA, Japan aims to promote sustainable tourism that benefits both visitors and local communities,” he says.
“This aligns with a growing awareness of the need for responsible travel, encouraging tourists to engage more thoughtfully with their destinations.
“As countries worldwide recognise the necessity of managing tourism more effectively, systems like JESTA set a standard for future regulations that prioritise sustainability and local well-being.”
More measures


But JESTA is just one of many new rules Japan has introduced in response to booming, and potentially harmful tourism.
“In Japan, Kyoto recently banned tourists from certain areas of the geisha district following reports of inappropriate behaviour, and while there’s no tourism tax, visitors can face fines of up to ¥10,000 for taking photos of geishas without consent,” the Intrepid boss adds.
“All the while, Mount Fuji has introduced a daily visitor cap of 4,000 people along with a ¥2,000 fee for climbers to help reduce environmental stress and maintain cleanliness on the mountain.
“Similar initiatives have emerged in other tourist-heavy regions, where authorities are introducing measures like tourist taxes and entry quotas to reduce pressure on popular sites.”
One such region is Venice, which introduced a tourist tax for day trippers to the Italian hotspot.
“As popular destinations wrestle with the negative impacts of excessive tourism, such as environmental degradation, and strain on local resources, governments are adopting these measures to regulate visitor numbers,” Mitchell states.
“And this proactive approach not only helps maintain a flow of visitors but also ensures that potential issues are addressed before arrival.”


What Intrepid’s doing
The new measures also align with Intrepid Travel’s own commitment to sustainable travel and the thoughtful exploration of destinations.
“Intrepid has introduced initiatives such as the “Not Hot List” to guide travellers towards lesser-known destinations, like Morocco’s Anti-Atlas Mountains or Cape York in Australia, reducing pressure on over visited spots,” Mitchell says.
“By highlighting these emerging locations, Intrepid helps distribute tourism’s financial benefits to underrepresented communities, encouraging travellers to explore less crowded destinations.
“Additionally, promoting travel outside of peak times can further help to manage tourism numbers while also enhancing the experience for holidaymakers by not having to battle the crowds.”
In 2024, the Australian Financial Review’s Fast 100 list named the adventure tour operator Australia’s second-fastest growing company, with a compound annual growth rate (CAGR) of 395% over just two years.
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