The Japanese wellness market has grown to a scale of 10 trillion yen, and it is expected to expand further due to increasing health consciousness and an aging population. In the hospitality industry, uniquely Japanese wellness experiences, such as onsen, washoku (Japanese cuisine), and Zen, are actively incorporated as value-added services. SO.WA Consultancy, with over 25 years of experience in Asia, provides insights into the latest trends and initiatives in Japan and abroad.
1. Foundations of Traditional Wellness in Japan
- Onsen Culture: Japanese onsen are not just places for relaxation but also play a vital role as therapeutic spaces harnessing the benefits of nature. Globally, Japan is highly regarded as the largest onsen destination. The tranquility and healing properties of onsen in natural settings create a uniquely Japanese wellness experience that distinguishes the country from others around the world, positioning it as one of the most sought after wellness destinations in the world.”
- Health Benefits of Washoku: Washoku, with its balanced nutrition and diverse ingredient combinations, is highly valued globally. Japanese food culture, including practices like “ichiju-sansai” (one soup, three sides), “hara hachibu” (eating in moderation), and the spirit of “mottainai” (not being wasteful), embodies wellness in a uniquely Japanese way. The emphasis on visual beauty and seasonality in Japanese cuisine provides emotional satisfaction, underscoring its importance from a wellness perspective.
- Mindfulness: Japanese Zen practices are recognized for enhancing tranquility and focus, both domestically and internationally. Zen meditation is well-known for its benefits in reducing stress and promoting mental stability. Additionally, Japanese traditional arts like tea ceremony, judo, kendo, and ikebana embody the pursuit of mastery (“do”) and are valued as practices that cultivate mental resilience. These aspects have recently gained attention in internationally, leading to the integration of mindfulness practices in hotels and tourism sectors.
2. Growth in the Wellness Tourism in Japan
- Expansion of Wellness Tourism: Demand for health-themed travel is rapidly increasing, with accommodations offering onsen, relaxation, spas, and healthy cuisine gaining popularity. More travelers now seek unique and meaningful experiences rather than just accommodation, resulting in higher service unit prices. This trend aligns with forecasts that the wellness tourism market will grow to around $110 billion by 2027. In 2023, Japan’s Ministry of Land, Infrastructure, Transport, and Tourism highlighted this trend (Source: Global Wellness Institute “Global Wellness Tourism Economy Monitor 2023”).”
- Importance of a Holistic Approach: Japanese wellness culture emphasizes not only physical well-being but also mental health and social connections. Activities like cooking classes using local ingredients and wellness workshops contribute to local revitalization. These initiatives support the creation of sustainable communities (Source: Ministry of Land, Infrastructure, Transport and Tourism).
- International Events and Exchanges: International conferences and events focused on wellness held in Japan began to attract experts and enthusiasts from around the world in recent years. These events are valuable opportunities for participants to learn about the latest trends and innovations.
3. Conclusion
- Japan’s wellness market continues to grow as a globally recognized sector. Our recent survey revealed that around 80% of affluent travelers prioritize wellness when planning a trip to Japan. Signature Japanese wellness elements, such as onsen, washoku, Zen, kintsugi (traditional pottery repair), and forest bathing, are garnering international interest, forming a unique brand known as “J-Wellness.” However, challenges remain. Approximately 70% of inbound tourists feel a lack of wellness-related content and services in Japan, citing language barriers, underdeveloped infrastructure in rural areas, and insufficient global awareness among Japanese providers as areas needing improvement.
- Meanwhile, other Asian countries have already made substantial investments in the wellness sector, particularly in the hotel industry, where enhanced spa and mindfulness programs contribute directly to customer satisfaction and revenue growth. To stay competitive, Japan must leverage its regional characteristics and cultural strengths to provide unique wellness experiences.
- This year and next, foreign investment in the Japanese hotel sector is expected to increase, with major hotels strengthening their wellness divisions. These hotels actively engage specialized wellness consultants and designers from the development stage. However, the Japanese hotel industry has been slower to implement such strategies, highlighting the need to enhance its competitiveness further.
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Source: “Survey Results on Wellness Tourism: Around 80% of Affluent Foreign Tourists Plan to Visit Japan for Wellness” https://prtimes.jp/main/html/rd/p/000000006.000144346.html