Tokyo, Japan — Starting July 2025, Japan will introduce a dual-pricing system that will require foreign tourists to pay higher entrance fees than local residents at designated tourist destinations. The move is part of broader efforts to address the effects of overtourism and support the maintenance of public infrastructure.
The pricing system will initially apply to a select number of popular attractions including a new theme park in Okinawa, ski resorts in Hokkaido, and cultural landmarks such as shrines and temples.
Higher Fees at Select Destinations
According to the report, examples of the new pricing structure include:
- Junglia Okinawa (scheduled to open in 2025):
- Foreign tourists: ¥8,800
- Japanese residents: ¥6,930
- (Approx. 27% price difference)
- Niseko Ski Resorts (Hokkaido):
- Tourists: ¥6,500/day
- Locals: ¥5,000/day
- Cultural landmarks such as shrines and temples are also considering dual pricing, with proposed fees of ¥1,000 for tourists and ¥500 for locals.
The policy is not expected to be applied universally, but will be introduced selectively at locations experiencing high maintenance costs and heavy tourist foot traffic.
A Response to Overtourism
Japan saw over 33 million foreign visitors in 2024, with tourism numbers rebounding to pre-pandemic highs. According to the report, while tourism has helped boost the economy, it has also placed pressure on local communities and public services, especially in major cities and heavily trafficked sites.
A survey conducted by Loyalty Marketing Inc. revealed that over 60% of Japanese residents support the introduction of different prices for locals and tourists.
The report also notes that foreign visitors are expected to contribute more toward infrastructure costs under this system, particularly in light of the yen’s recent strengthening, which has already increased expenses for inbound travelers by as much as 60%.
Similar Measures Around the World
Japan’s proposed pricing policy mirrors existing systems in countries such as Thailand, India, and Indonesia, where dual-pricing is common at national parks and heritage sites. Other destinations, including Venice and Hawaii, have also introduced special tourist fees to offset the costs of mass tourism.
In Japan, the initiative is also being paired with a push to promote regional tourism. According to the report, campaigns such as “Enjoy Hokuriku” aim to encourage travelers to explore lesser-known areas, relieving pressure from overburdened cities like Kyoto and Tokyo.
Planning Ahead
Tourists planning to visit Japan after July 2025 are advised to:
- Monitor official attraction websites for fee updates
- Factor the price differences into travel budgets
- Understand that the revenue will help preserve cultural sites and manage infrastructure
While the dual-pricing system is likely to generate debate, Japanese officials and tourism experts appear committed to balancing visitor experience with sustainable growth, according to the report.