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IN BRIEF
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Japan welcomes an increasing number of French visitors each year, attracted by the cultural richness and modernity of the archipelago. However, while this tourist flow has never been higher, new access restrictions are on the horizon starting in 2028. The introduction of a mandatory electronic travel authorization, the JESTA, will change the way travelers prepare their trips to Japan. Discover how this evolution fits into a modernization effort while addressing the security and societal challenges of the country.
A record influx of French tourists to Japan
Japan has never been more appealing to French travelers. Every year, several thousand of them choose the archipelago as their preferred destination, contributing to the record dynamic observed in 2024, with nearly 37 million international visitors. This success echoes the global trend where countries like Spain are also breaking attendance records, nearing 16.5 million international tourists in the first months of the year (learn more).
The growing interest in Japan is reflected in the diverse profiles of visitors, especially from France, seeking to discover traditions, landscapes, and cuisine. With a projected record increase of 35% in European tourists starting in October 2025, the archipelago is preparing to manage an unprecedented flow while maintaining the quality of the experience offered (learn more).
JESTA: the new requirement for accessing Japan from 2028
To support this tourism boom, Japan is anticipating the challenges posed by sustained attendance and will implement from 2028 an electronic travel authorization, the JESTA. Inspired by the American ESTA, this formality applies to nationals from 71 countries, including France. Specifically, every traveler will need to fill out an online form before their departure, providing details about their identity, passport, travel dates, and means of transport.
The goal of this system is to simplify the passage through customs while enhancing security upon arrival. With an advance processing of requests, the JESTA promises to reduce waiting times at airports – a crucial issue for the most sought-after destinations. This transition to a digital welcome draws inspiration from practices already observed in other innovative countries, such as Chile, which adopts quotas to protect its natural reserves (discover the Chilean example).
Restrictions that address tourism growth and the preservation of local balances
The new regulations primarily aim to anticipate flows and secure entries into the territory. Beyond organizational aspects, they consider the concerns of the Japanese population, which sometimes faces the excesses of visitors and the phenomenon of irregular stays. Far from being a barrier, the JESTA provides a form of discreet filtering, without undermining the country’s openness to French and foreign tourists.
This change comes in a context where many countries are adapting their reception strategies to protect their heritage or manage exponential attendance. Similar to Bhutan, which recently revised its pricing policy to control tourist attendance (more information on the Bhutanese case), Japan seeks to harmonize attractiveness and preservation.
Practical impacts for French travelers
From 2028, French tourists will need to integrate the passage through the JESTA into their trip preparation. The digital form, to be completed a few days before departure, will require a series of classic but essential information to ensure smooth arrival. This new process will not replace the traditional visa for long stays, but will be a necessary pre-screening for most short visitors.
If questions remain about the exact cost of this authorization or its validity duration, the process will remain accessible, designed not to deter travelers. It fits into a broader vision of modernization of tourist formalities, akin to certain Mediterranean destinations that are also strengthening their management measures, such as Mykonos, to preserve its charm and authenticity (see the Mykonos example).
Towards a modernized and harmonious tourist experience
This evolution is part of the strategy of technological innovation championed by Japan, eager to ensure an efficient welcome while guaranteeing maximum security. The new restrictions, far from hindering the desire to discover the archipelago, orchestrate a more fluid and thoughtful experience for the thousands of French tourists who choose to visit each year. The future of Japanese tourism is thus shaping up between a tradition of hospitality and adaptation to the demands of the 21st century.
