If you speak fluent Japanese and can order at a sushi restaurant near Tokyo, you may find yourself being treated like a local on your next trip to Japan, possibly getting a good price from the establishments.
According to CNN, Japan has never been a country that “fleeces” foreign tourists. However, the loosening of restrictions due to the COVID-19 pandemic has led to excessive tourism, coupled with the current devaluation of the Japanese yen, causing restaurants in the country to consider the issue of “differential pricing.”
Shogo Yonemitsu, who runs the “Tamatebako” seafood grill in the bustling shopping district of Shibuya in Tokyo, said, “It is indeed difficult for us to provide service to foreign visitors, that is beyond our capabilities.”
He is adamant about not charging extra fees to tourists. Instead, he offers a 1,000 yen ($6.50) discount to locals.
“For cost considerations, we need this pricing system,” Yonemitsu said, pointing out that the influx of tourists does not just mean adding more tables.
He mentioned that his seafood grill has had to hire English-speaking staff to take orders, handle bookings, and explain everything from how to distinguish sashimi from grilled dishes to where to place luggage to avoid any “confusion.”
Meanwhile, some Japanese business owners are also trying to innovate.
Shuji Miyake operates an izakaya (informal pub) in a bustling area of Tokyo and has introduced a lobster ramen priced at 5,500 yen ($35), four times the price of the regular shrimp ramen commonly ordered in his establishment. Miyake said this luxury ramen targets the tourist market, as these visitors are willing to spend more money to try new things.
Government data shows that in the first half of 2024, the number of visitors to Japan reached a record-breaking 17.78 million, with hopes of surpassing the 31.88 million visitor record set in 2019.
As a result, various regions in Japan have started to implement tourist taxes, set visitor limits, and even restricted alcohol sales in an effort to curb the impact of excessive tourism.
Earlier this year, a resort town at the foot of Mount Fuji erected a giant net to deter the influx of tourists flocking to the iconic peak, causing local issues with garbage and transportation problems.
The mayor of a city in western Japan announced considering charging foreign tourists visiting the UNESCO World Heritage-listed Himeji Castle entrance fees six times higher than those for locals.
Meanwhile, tourism authorities in Hokkaido, renowned for its scenic beauty and skiing destinations, urged businesses this month to lower prices for locals.
In Japan, each business can decide whether to implement dual pricing. However, in other places, the situation is not always left to individual businesses as government intervention can occur.
In Venice, Italian authorities introduced an entry fee to the city and set up an online reservation system to address the issue of excessive tourism.
On June 21, the vacation destination of Barcelona in Spain announced the withdrawal of all apartments rented to tourists. With vacation rentals bringing in substantial profits, residents in some areas are priced out of the market, making it a hot topic across Europe.