Japan Hits Foreign Tourists With Explosive Entry Fee Hike Under Bold New Pricing Policy

Published on March 11, 2025

Designed to curb the effects of over-tourism while increasing revenue streams, the policy has ignited intense controversy surrounding its fairness and real-world feasibility.

Thai travelers planning a visit to Japan should brace for increased expenses, as the country prepares to roll out a new “dual pricing” system at popular tourist destinations starting this July. This initiative will implement separate admission fees for Japanese nationals and international tourists, aiming to control the surge of visitors and enhance revenue collection.

With a goal of attracting 60 million overseas travelers annually by 2030, Japan has experienced an unprecedented tourism boom, especially from neighboring countries like China and South Korea. The depreciating yen has further amplified this influx, with last year’s international arrivals reaching 36.86 million—overtaking Thailand’s 35 million for the first time.

Officials in Japan believe the two-tier pricing system will ease overcrowding at high-traffic locations and support improvements in tourism infrastructure. The pricing distinction, where foreign tourists will pay more than local residents, is being justified by authorities based on disparities in income levels and living costs between domestic and overseas visitors.

A case in point is Junguria Okinawa, a new nature-focused park set to launch in July. Entry fees will differ based on visitor origin—international tourists will be charged 8,800 yen, while Japanese residents will pay a reduced rate of 6,930 yen. Park officials defend the pricing strategy by referencing global theme park standards and emphasizing its contribution to ongoing maintenance and upgrades.

Nonetheless, the move has ignited a broader discussion about the policy’s fairness and the practical challenges of identifying who qualifies as a local versus a tourist. In contrast, sites like Himeji Castle have adopted a more localized pricing structure, offering discounted rates to nearby city residents rather than implementing a blanket distinction based on nationality.

Japan isn’t the only country embracing a dual-pricing approach. Similar systems have existed for years in places like Thailand’s Emerald Buddha Temple and India’s iconic Taj Mahal, where international visitors pay higher admission rates than locals. Moreover, traveler-focused levies are gaining momentum globally, with cities such as Venice and Hawaii implementing tourist taxes to manage visitor impact. Thailand, too, is expected to roll out a 300-baht tourism surcharge for foreign arrivals in the coming months, signaling a broader trend toward generating revenue through tourism-specific fees.