As the number of international travelers to Japan continues to climb, parts of the country are implementing new pricing strategies at major tourist destinations in an effort to tackle the challenges of overtourism and maintain infrastructure.
Why It Matters
Japan welcomed nearly 37 million international visitors in 2024, according to Travel and Tour World, as cited by MassLive.
This tourism boom has boosted the economy but overwhelmed local communities, especially in areas like Mount Fuji, Nara, and Kyoto. By adjusting prices specifically for foreign tourists, officials hope to manage crowds and protect cultural landmarks.
YUICHI YAMAZAKI/AFP via Getty Images
What to Know
Beginning in July 2025, hikers on the popular Yoshida Trail up Mount Fuji will be charged 4,000 yen (about US $28) for a climbing permit—double the fee from previous years, according to the Japan Times.
Japanese residents are exempt from this fee, which is part of a broader initiative to reduce environmental strain on the mountain.
“I’m happy there are so many visitors to Japan, but I’m agonizing every day,” Tokyo-based business owner Yoshiki Kojima told the Japan Times, describing difficulties finding affordable accommodations for his employees.
In western Japan, Himeji Castle is preparing to implement a dual-rate admission policy. Starting in March 2026, local residents will continue paying 1,000 yen for entry, while visitors from outside the region will be charged between 2,000 and 3,000 yen, according to Time Out.
One restaurant in Tokyo has also started giving discounts to Japanese residents. The owner, Shogo Yonemitsu, told the Australian Broadcasting Corporation, that the increased cost for tourists accounts for him having to hire English-speaking staff at higher wages and the “extra labour of teaching foreigners the right manners at Japanese restaurants.”
Further south, Junglia Okinawa, a jungle-themed amusement park opening this summer, has adopted a similar pricing model. Tourists will pay 8,800 yen (roughly $58), compared to 6,390 yen for Japanese residents, according to Kyodo News.
What People Are Saying
Alex Beene, a financial literacy instructor for the University of Tennessee at Martin, told Newsweek: “Japan has become a hot international destination for travelers over the last two years, which has presented a great boom for their tourism industry. At the same point, the country isn’t accustomed to this strain on its hospitality industry, which has produced more limited space for hotels and tourism sites. Trying to head that off with a tourism tax and other initiatives aren’t being done to punish travelers, but rather mitigate the strain on the resources of the country.”
Kevin Thompson, the CEO of 9i Capital Group and the host of the 9innings podcast, told Newsweek: “Tourists should expect to pay a little more in the form of a tourism tax. This is becoming more common globally, especially in countries with weakening currencies. As their currency drops in value, it makes travel cheaper for foreigners, which boosts tourism. The tax helps those countries recoup some of that influx in a way that supports their economy.”
Gearoid Reidy, a Bloomberg opinion columnist, wrote in a column: “There’s a way to charge tourists more, but a municipality-by-municipality scattershot approach isn’t it. If the country can make clear who pays what, and how, there will likely be few objections. Himeji Castle is easily worth four times the cost.”
What’s Next
A nationwide survey by Loyalty Marketing Inc. found that over 60 percent of Japanese residents support the move to charge tourists more.
“It may not be fun for incoming travelers to pay higher prices, but it will ultimately produce more availability and fewer crowds,” Beene said.
Thompson said long term, the price uptick could cause a slight drop in tourism, however.
“That’s the gamble countries take with these kinds of taxes, however, for people who genuinely want to visit Japan, an extra fee likely won’t be a dealbreaker,” Thompson said.
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