Recently, National Police Agency of Japan has announced a plan to revise a speed limit regulation. Numbers of research have been done to determine an appropriate speed limit, but none of them have taken an analysis by Analytic Hierarchy Process (AHP) into account. AHP can help to reveal the road users’ viewpoints. Therefore, this research proposes the application of AHP to determine the preferable speed limit on Hokkaido roads for logistics-based businesses. Herein, safety, driving comfort and travel time were used as AHP criteria. A verification of AHP with our previous speed limit studies was also accomplished. The results showed that safety was the most important criterion, followed by travel time and driving comfort, respectively. In conclusion, according to the road and traffic conditions, we implied that these preferable speed limits are appropriate for Hokkaido roads. So it could be a guideline to set the new limits for Hokkaido roads. Furthermore, AHP is proposed to be an effective tool to determine these appropriate speed limits
