Japan has seen a huge boost in tourism lately, especially post Covid. It seems it’s on everyone’s bucket lists, and is on mine too. In fact I’m looking forward to my first trip there, which will be part of a tour in November 2026.
The country is heaving under the weight of all the international flights and wheelie bags, so much so that new measures have been announced to try and counter Japan’s overtourism and protect its iconic landmarks.
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From November 2026 Japan is ending tax-free shopping at the point of sale. Previously tourists got a tax discount applied on each transaction and it was a sought-after shopping destination for that reason. Now you’ll have to save your receipts and claim the tax back at the airport – like we do in the UK, Thailand, and most EU countries.
This reform is expected to impact millions of international visitors who come to Japan each year for a shopping spree.
But I don’t think it will put people off. Japan is still great value, especially compared to the United States.
They are also bringing in dual pricing at popular tourist spots like museums, temples, ski resorts, and amusement parks, one for locals and one for tourists. This was already happening in some places in Japan, but will now be standardized with up to 25% more being charged to visitors.
Actually we do this in NZ too, up at Waitangi for example. The Auckland War Memorial Museum, if you’re an Auckland rate-payer you get in cheaper.
There will be a new visa pre-approval. The Japan National Tourism Organization (JNTO) and the government have stated that these measures will help protect historical sites and natural wonders, ensuring future generations can enjoy them without the damage caused by overtourism.
The USA has ESTA, and Japan will introduce JESTA. The Japan Electronic System for Travel Authorization (JESTA) will roll out in 2028 and will be an online application for pre-approval to visit Japan, even if you previously did not need a visa. Not sure what the cost will be for this just yet.
FYI, New Zealand has this too, NZeTA. The UK introduced the UK ETA in January 2025 for a cost of £10.
And there will be visitor caps at popular locations, like hiking Mt Fuji came in in 2024 with a limit of 4000 hikers per day paying approx. US$14 per person. The aim is preserve the fragile landscape. Machu Picchu has the same thing and you need to book, sometimes years, in advance.
Japan’s efforts to reduce overtourism and protect its iconic landmarks signal a major shift in the country’s approach to tourism.
I think we all get it. Foreign visitors will adjust to the new pricing systems and policies, and these changes aim to preserve Japan’s unique culture and environment for years to come. I don’t think it will put anyone off who has Japan on their bucket list.
Read my tips for visiting Japan as a first-timer here >
And if you’re heading to Osaka, you’ll love this post on the best foods to try there >
Lesley
Monday 11th of August 2025
Hi Megan, just a heads up that VAT refunds for overseas visitors in British shops has now been stopped ☹️