Primula sieboldii E. Morren is a heterostylous clonal herb that is widely distributed in Japan but in danger of extinction in the wild. The existence of pollinators in each habitat is imperative for its long‐term survival, because seeds can be produced only by insect cross‐pollination between different flower morphs. In this study, we identified the pollinators of P. sieboldii in a wild habitat in Hiroshima as those insects that we observed to (a) put the proboscis into a corolla tube, (b) deposit pollen grains on the proboscis, and (c) have a proboscis of appropriate length and width. Effective pollinators were identified from their contribution to pollination. In 2015 and 2016, the flower visitations of 232 and 558 insects, respectively, were recorded and 85 and 13 insects were captured. Two Bombylius species, B. major L. and B. shibakawae Matsumura, accounted for 90% of flower‐visiting insects in both years. All 14 species that we captured were considered pollinators of P. sieboldii, because they had proboscises that were long enough to reach pollen and that had pollen grains deposited on them. The total visitation rate of “Bombyliidae” was the highest among all pollinator categories. The results of potential pollen transport per flower per hour, which was based on total pollen number and total visitation rate of each pollinator category, indicated that “Bombyliidae” species were the most effective pollinators of P. sieboldii in this habitat.