As global tourism surges in 2025, both destinations and short-term rental (STR) hosts are being forced to adapt to growing pressures. From Japan’s iconic Mount Fuji to the evolving US rental market, the landscape is shifting—and fast.
Mount Fuji’s New Climbing Fee Signals a Shift in Sustainable Tourism
Starting this July, Japan will introduce a ¥4,000 ($27 USD) entry fee across all four of Mount Fuji’s main climbing trails. While one of the trails—the Yoshida—has had a fee and hiker cap since 2023, this marks a significant expansion in efforts to curb overtourism.
Previously free routes like Fujinomia, Subashiri, and Gotemba will now fall under the new regulation. The aim? Reduce congestion, improve safety, and protect the mountain's fragile ecosystem during its short, peak climbing season (July to early September).
This is just one piece of a broader tourism reform in Japan. With a record 36.9 million visitors in 2024, the government is enacting city-level accommodation taxes and is proposing a fivefold increase in its departure tax—from ¥1,000 to ¥5,000. In Kyoto, hotel lodging taxes could reach as high as ¥10,000 ($66 USD) by next year.
Japan is clearly prioritizing long-term sustainability over unchecked visitor growth—a model other destinations might soon follow.
STR Hosts in the US Face Saturation and Shifting Guest Expectations
Back in the US, short-term rental operators are facing a different kind of challenge: saturation and market fatigue.
According to new Focusrite research, smaller STR hosts—those managing fewer than 10 properties—are being hit the hardest. The pandemic-era boom saw a massive rise in STR bookings as travelers sought privacy and flexibility. But with hotels fully reopened and travel habits shifting, competition has intensified.
Hosts now face steep challenges:
Rising operational costs
Increasing guest expectations for hotel-like consistency
Tighter regulations in key markets like New York
Interestingly, only 45% of STR hosts say they’re primarily profit-driven. Many rent out properties to offset personal housing expenses or as a side hustle, contributing to a wide range of professionalism in the market.
The pressure is showing—about one in four hosts have pulled back on at least one rental, and 10% have exited the market altogether. The message is clear: to stay competitive in 2025, STR hosts must prioritize quality, efficiency, and direct booking strategies.
What It Means for Hosts and Property Managers
Whether you're running a rental in Tokyo or Tampa, the trends are converging. Travelers expect quality, transparency, and value. Local governments are pushing for regulation, and operational efficiency has never mattered more.
For property managers and STR hosts, now is the time to double down on:
Guest experience
Direct booking channels
Strategic pricing
Navigating evolving regulations
Ready to elevate your direct booking game? Visit the Boostly website for the tools, strategies, and support you need to succeed in 2025 and beyond. And remember: Book Direct.