Japan tightens tourism rules amid record visitor surge

Japan’s booming tourism sector has become both a point of national pride and a source of local frustration, prompting authorities to introduce sweeping measures to combat overtourism.

From January to June 2025, Japan welcomed 21.5 million foreign visitors – a 21% increase year on year – surpassing Thailand’s 16.69 million arrivals for the first time. This growth has been fuelled by Japan’s cultural and natural appeal, a sharp yen depreciation, and increased low-cost carrier flights from Asia. As of 11 August 2025, 1,000 yen traded at US$6.78, down around 33% from 2021, making the country significantly cheaper for overseas travellers.

While the influx boosts the economy, it is straining infrastructure and crowding heritage sites. In response, the government is implementing new rules aimed at protecting cultural assets, managing visitor numbers, and addressing residents’ concerns.

Tax-free shopping overhaul

From 1 November 2026, tourists will no longer receive immediate in-store tax exemptions. Instead, they will pay consumption tax at purchase and claim refunds at airport counters before departure. Officials say this will streamline systems and reduce abuse of the current scheme, which has been heavily used by bulk shoppers from markets such as China, Malaysia, and Thailand.

Nationwide dual pricing

Since July 2025, Japan has standardised higher entry fees for foreign visitors at museums, temples, ski resorts, and other attractions – raising prices by 30% to 100% in some cases. Additional revenue will fund maintenance and site improvements. Authorities hope higher costs will ease pressure on over-visited destinations, such as Mount Fuji, which now has daily visitor caps.

Visitor caps and future visa pre-approval

Popular sites, including Mount Fuji, have introduced strict daily limits to reduce environmental damage. By the end of fiscal year 2028, travellers from 71 currently visa-exempt countries – including the US, UK, Australia, and most of Europe – will need to apply online for pre-arrival authorisation via the new Japan Electronic System for Travel Authorization (JESTA), mirroring systems used in the US and European Union.

Officials say the reforms reflect a shift toward long-term tourism sustainability rather than short-term visitor numbers. Travel industry professionals are advised to monitor pricing, site caps, and new entry requirements to ensure clients are prepared for Japan’s changing travel landscape.

The ITIJ team recently examined the implications of overtourism on cities and regions popular with travellers, taking a look at examples of residents taking back power, including in Japan.