This study evaluates the impact of listing on the recreational value of one world heritage site (WHS) using a zonal travel cost method (ZTCM) and investigates the spatial and temporal pattern of consumer surplus (CS) in each calibrated zone. Climber demand is estimated at Mount Fuji during consecutive summer seasons (2008-2013). Per capita visit rates from 21 origin zones are used to calibrate the longitudinal ZTCM with panel count data generating CS estimates in the seasons before and immediately after inscription. Findings suggest that the value did not fluctuate significantly after WHS inscription. Furthermore, we use spatial analysis tools in GIS to investigate the spatial distribution of zonal CS estimates. Two clusters revealed significant change: central Japan and the peripheral regions. This study’s originality derives from its hybrid, revealed preference approach to monitoring recreational value of cultural heritage, combining panel data with field surveys collected from Fuji climbers over six seasons.