Japan is renowned for its rich nature and culture, and hot springs in particular are an attractive tourism resource for both domestic and international visitors. According to a recent survey, Japanese hot springs are a very attractive factor for visitors to Japan, especially from the Asian region. Almost half of visitors in Hong Kong look forward to visiting onsen, and visitors from Taiwan show a similarly high level of interest.
The survey results highlight the importance of the unique experiences that Japanese destinations can offer to inbound travellers. Japanese hot spring destinations can offer unforgettable experiences for international visitors by combining local food and drink, culture and natural beauty. The seasonal scenery, for example cherry blossom viewing, autumn leaf peeping and snowy landscapes, can also add to the appeal of a Japanese hot spring holiday.
According to data from the Japan National Tourist Organisation (JNTO), the number of foreign visitors to Japan in 2023 has recovered to 80% of the 2019 figure, with December in particular showing a significant year-on-year increase.2 This indicates that the Japanese tourism industry is beginning to recover from the Corona disaster.
Against this backdrop, Japan’s hot spring destinations have developed new strategies and stepped up their efforts to attract more international visitors. A multifaceted approach is required, including the provision of accommodation that makes the most of local characteristics, the serving of dishes made from local ingredients, and the development of programmes that allow visitors to experience local culture and traditions.
The unlimited potential of Japan’s hot spring destinations and the importance of communicating this to the rest of the world will be an important theme in the tourism industry in the future. In order to establish themselves as attractive destinations for international tourists, Japan’s hot spring resorts need to make the most of their uniqueness and attractiveness. This will further increase Japan’s tourism GDP and consolidate its position as an international tourist destination. Together with its warm hospitality, ‘Onsen Nation Japan’ will continue to attract travellers from all over the world.
International appeal of onsen culture
Along with its history, Japan’s onsen culture has a unique attraction for international visitors. The experience of relaxation offered by onsen destinations is of great value to travellers seeking a peaceful break from the hustle and bustle of everyday life. It is clear from this article that Japanese hot springs are not just tourist attractions, but places that offer visitors deep healing and cultural understanding. The natural beauty of onsen destinations, the local food and the cultural activities that can only be experienced there create unforgettable memories for many visitors to Japan.
Contribution to the local economy
The impact of onsen resorts on the local economy is immeasurable. As the number of tourists increases, local accommodation facilities, restaurants and souvenir shops benefit, stimulating economic activity throughout the region. This article shows that hot spring resorts go beyond simply being tourist attractions and play a major role in revitalising the local area. Accommodation and food offerings that make the most of local specialities have the potential to further enhance their appeal to visitors and generate repeat business.
Promoting sustainable tourism
For Japan’s hot spring resorts to establish themselves as sustainable tourism destinations, it is essential that they take the environment into consideration. Throughout this article, the importance of ensuring that onsen resorts continue to provide quality experiences for visitors while working to protect the environment is emphasised. The development of onsen resorts in harmony with nature and respect for local culture will ensure long-term success for Japan’s tourism industry.
This article shows that Japanese hot spring destinations are not only attractive destinations for international visitors, but also make a positive contribution to the local economy and environmental protection. The unlimited potential of hot spring destinations and the importance of communicating this to the rest of the world will be an important theme in the tourism industry in the future. Japan’s hot spring resorts need to make the most of their uniqueness and attractiveness and continue their efforts to establish themselves as international tourist destinations. This will in turn further increase Japan’s tourism GDP and consolidate its position as an international tourist destination. Together with its warm hospitality, Japan as an onsen country will continue to attract travellers from all over the world.
