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As the world recalibrates in the aftermath of the global pandemic, the bustling city of Hatsukaichi has ingeniously ushered in a novel strategy to ensure the longevity and sustenance of its rich cultural treasures. Located in western Japan and home to the iconic Itsukushima Shrine, a revered UNESCO World Heritage site, the city is leading the charge in Japan’s quest for sustainable tourism.

Previous endeavours have seen cities like Kyoto institute hotel taxes; however, Hatsukaichi stands apart. On October 1, in an audacious move, the city began to collect a modest fee of 100 yen ($0.68: $1=147.9 yen) from each tourist journeying to Miyajima Island, the pristine enclave housing the historic shrine. Embedded within ferry boarding tickets to the island, tourists can opt for an annual 500 yen tax, facilitating multiple visits throughout the year.

In a statement, Shunji Mukai, the leading official for Miyajima’s planning and coordination, passionately articulated the essence of the tax, saying, “We shoulder the onus of safeguarding our invaluable nature, history, and culture for forthcoming generations.” The island’s crown jewel remains its seaside shrine, established in 593. With its striking vermilion-lacquered aesthetics and the mesmerizing “floating” torii gate, the compound was rightfully recognized as a UNESCO World Cultural Heritage site in 1996.

May’s global spotlight shone brightly on Itsukushima, situated 10 miles from Hiroshima Peace Memorial Park, when it played host to the G7 Hiroshima Summit 2023, attended by luminaries such as US President Joe Biden.

Reflecting on the need for balance, Mukai stated, “We strive for a harmonious blend of welcoming tourists and ensuring the well-being of our island inhabitants.” Financial stability is deemed paramount to navigate these waters.

The tax’s revenue will be channelled into enhancing tourist information desk infrastructure upgrades, ensuring the sanctity of cultural monuments, minimizing environmental disruptions, and championing eco-tourism. A poll conducted by Hatsukaichi three years prior revealed an overwhelming 93% of Miyajima tourists advocating for the tax.

Mukai highlighted the tax’s significance: “In the absence of consistent financial inputs, our status as a sought-after tourist hotspot could be jeopardized.” He ardently believes the tax will be instrumental in fostering a sustainable tourist model.

Hatsukaichi’s narrative is interwoven with the global backdrop. The ripples of the pandemic decimated global tourism, with the island’s visitor count plummeting to 1.88 million in 2021. However, with resilience, numbers soared to 2.83 million last year and are projected to surpass the four million mark this year.

Mukai concludes with a message for fellow tourism-reliant cities, expressing hope that Hatsukaichi’s strategy can guide and inspire them, underscoring that “Japan’s abundant natural wonders and rich history are priceless national assets.”