Japan facing with the massive influx of tourists will respond with new control measures from 2026, establishing tighter conditions for international tourists implementing new control measures amid record visitor surge.
The country in the first half of 2025 welcomed 21.5 million visitors, reflecting 21% increase year on year and surpassing Thailand 16.69 million arrivals for the the first time, a growth that has been fuelled by a sharp yen depreciation, increased low - cost carrier flights from Asia and Japan’cultural, historical and natural appeal.
In this way Japan has decided to adjust its tourism strategy in the face of growing local complaints about massification and the pressure exterted on its cultural and natural heritage and will establish daily limits on visitors to emblematic locations and the plan includes sites like the iconic Mount Fuji.
The Japanese authorities stress that these measures aim to ensure sustainable tourism and preserve Japan’s iconic sites in the long term, although they recognize that they will imply tighter conditions for international visitors.
Concerning increasing prices in tourist sites, a strategy was already implemented in July with a system of differentiated prices which has been formalized in museums, temples, ski resorts and other points of interest, with rates between 30% and 100% higher for international visitors in some cases, with the additional revenues going to the maintenance of tourist sites.
With the implementation of this system, Authorities hope higher costs will ease pressure on over- visited destinations.
In this way travel industry professionals are advised to monitor pricing, site caps, and new entry requirements to ensure tourists are prepared for Japan’s changing travel landscape.
Among the main measures, from 1st November 2026, visitors will no longer receive immediate in store tax exemptions. Tourist will have to pay consumption tax at purchase and claim refunds at airport counters before departure.
With this change officials consider that this procedure 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.
Finally, by the end of fiscal year 2028, travellers from 71 cureently visa - exempt countries, including Australia, the United Kingdom, the United States and most of Europe, will need to apply online fro pre - arrival authorisation via the new Japan Electronic System for Travel Authorization (JESTA) mirroring system used in rhe European Union and in the United States of America.
The ITIJ team recently examined the implication of overtourism on cities and regions popular with travellers, taking a look at examples of residents taking back power, including in Japan.
Link
https://www.itij.com/latest/news/japan-tightens-tourism-rules-amid-record-visitor-surge
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