Effective 1/7, Japan has significantly increased its visa fees. A single-entry visa now costs 15,000 yen (approximately 2.5 million VND), while a multiple-entry visa is 30,000 yen (approximately 5 million VND), marking a fivefold increase from previous rates. Additionally, the exit fee has tripled, rising from 1,000 to 3,000 yen. In Kyoto, an escalating accommodation tax is in effect, with luxury hotel stays incurring higher charges, up to a maximum of 10,000 yen (61.81 USD) per person per night.

Quynh Trang from Hanoi, a tourist who has visited Japan four times, stated that her previous four to six-day trips typically cost 17-32 million VND. "With the new visa fees, I have to re-evaluate the total cost for upcoming trips," Trang said. She plans that if costs in Japan continue to escalate, her family may consider other countries starting next year.

Beyond visa costs, airfare to Japan is also placing significant pressure on individual travelers and tour operators. Hoang Nghia Dat, Chairman of the Board of Directors at MayTrip, reported that series ticket prices for this year's off-peak season have increased by about 50% compared to last year. For individual tickets, the increase could be as high as 100%, depending on the period.

Tourists take photos at Kiyomizu-dera temple in Kyoto. Photo: Live Japan

Tourists take photos at Kiyomizu-dera temple in Kyoto. Photo: Live Japan

Representatives from several tour companies believe that the rising travel costs reflect Japan's shift in tourism strategy, moving from "attracting many visitors" to "welcoming visitors who seek deep experiences, longer stays, and respect for the destination." Tran Thi Bao Thu, Marketing Communications Director at Vietluxtour, noted that this is a common trend among major international destinations following the strong recovery of tourism post-pandemic.

Furthermore, effective 1/11, the tax-free system for tourists will change to airport refunds. Travelers will pay the full price at stores and receive their tax refund at the airport, instead of the previous direct tax deduction. Ms. Thu commented that this change requires tourists to manage their cash flow more effectively, especially those purchasing large quantities of cosmetics, functional foods, household goods, fashion items, or electronics.

"Tourists traveling to Japan need to plan their finances more meticulously," Ms. Thu advised, stating that tour companies must provide clear upfront information about what is included in the tour, potential additional costs, and suitable budget contingencies.

About five years ago, Japan was considered a premium market, primarily attracting tourists with substantial financial means. However, promotional campaigns by tour operators, destinations, and airlines helped reduce prices, making Japan tours more accessible to young people and those with average incomes.

According to representatives from many tour companies, upcoming changes in Japan travel costs will significantly impact price-sensitive groups, independent travelers with limited budgets, and large families. For groups of five or more people, even a few million VND increase per person can substantially raise the total cost.

The famous Shibuya Crossing in Tokyo. Photo: Shibuya Crossing

The famous Shibuya Crossing in Tokyo. Photo: Shibuya Crossing

Tour prices for Japan from late this year are also projected to increase by 3-5 million VND after airline subsidies expire.

Bui Thanh Tu, Marketing Director at Best Price, believes that if Japan tour prices rise too sharply, there will be a partial shift towards South Korea, Taiwan, China, or Europe for winter travel. Nevertheless, Japan remains a top destination for Vietnamese tourists due to its unique appeal, including autumn leaves, snow, culture, cuisine, shopping, and high safety standards.

"Demand may not decrease significantly, but tourists need to plan early and choose tours more carefully to ensure a complete Japan travel experience," Mr. Tu said.

Sharing the view on Japan's enduring appeal, a MayTrip representative predicted that tourism demand would remain strong but with market segmentation. More shopping-focused tours will be designed to cater to budget-conscious travelers. However, drivers in Japan work only 10-11 hours per day, so tour designs combining shopping locations need to be balanced to avoid compromising the customer experience.

Charter flights also present an option to alleviate financial pressure for tourists. For instance, a standard Hokkaido tour typically costs 50 million VND and requires a transit, but a charter flight can cost around 33 million VND depending on the season.

Meanwhile, a Vietluxtour representative suggested that tourists could reduce cost pressure by altering their itineraries. Instead of visiting the "golden route" of Tokyo - Fuji - Kyoto - Osaka during peak season, travelers could opt for less crowded destinations such as Tohoku, Kyushu, Chugoku, or Shikoku for distinct experiences, ranging from flower seasons, cuisine, onsen, to local culture.

According to Ms. Thu, the upcoming changes in Japan travel costs also provide an opportunity to redesign products with a "deeper" focus. In fact, the company has observed that Vietnamese tourists are increasingly interested in the value received, such as reasonable itineraries, quality meals, and convenient hotels, rather than simply asking "is the tour cheap?".

"Now is the time for tour companies to demonstrate their competence through destination knowledge, budget optimization capabilities, and commitment to supporting customers throughout their trip," Ms. Thu stated.

Tu Nguyen