World's 'friendliest country' starts charging locals less than foreigners
One of the world’s “friendliest countries” is working on a plan to deal with the rising number of tourists. In 2024, Japan set a new tourism record as visitors from across the globe flocked to the island nation. However, the influx of a large number of tourists in the country is causing a "new challenge" to the authorities leading it to introduce a dual-pricing system from July 2025, whereby foreign tourists will pay higher prices for services and experiences than Japanese residents. at major attractions and establishments.
For instance, Himeji Castle, a UNESCO World Heritage site, is preparing to adopt a tiered ticket pricing system starting March 2026. While local residents will continue to pay the current 1,000 yen entry fee, international and non-local visitors will pay between 2,000 and 3,000 yen, at the other end of the scale, Junglia Okinawa, a jungle-themed amusement park opening this summer, will charge tourists 8,800 yen (US $58) for entry—over 2,000 yen more than the price for Japanese residents.
This differential pricing reflects the economic disparities and cost of living differences between locals and international visitors. The initiatives have drawn mixed reactions but are largely supported by the public. A nationwide survey by Loyalty Marketing Inc. found that more than 60% of Japanese citizens favor the higher fees for international visitors.
Tamatebako, a seafood buffet restaurant in Tokyo’s Shibuya Ward, has adopted a dual-pricing approach. Foreign tourists are charged 8,778 yen for dinner, whereas Japanese nationals and foreign residents in Japan receive a discount of 1,100 yen (approximately. The restaurant justifies this pricing by citing higher operational costs associated with serving foreign customers, such as the need for English-speaking staff and extended service times.
Hokuto Asano, first secretary at the Embassy of Japan in Washington, DC, told Fox News Digital: Overtourism is a new challenge for the Japanese community. Mr. Asano said the number of visitors last year ended up reaching 36 million and that Japan has a plan to nearly double the number of visitors in the next five years. So we need to pursue how to create a win-win relationship [between] Japanese local people and foreign tourists.
He added, “But there should be a difference in the taste or preference between Japan and Japanese people and international tourists. There should be a difference in the price and also product or service toward the international tourists.”
Asking foreign visitors to cough up more than locals is not without precedent. Two tiered pricing (within reason) for foreign and local tourists at tourist sites is nothing new and seems palatable to the majority of visitors. But the idea of tiered pricing in restaurants is bound to leave a bad taste (forgive the pun), in people’s mouths.
Source: External
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