Japan Wellness Tourism Market Overview, 2029

The wellness tourism market in Japan has ancient roots dating back to the country's indigenous practices such as Shinto rituals, onsen (hot spring) bathing, and Zen meditation. These traditions emphasized the connection between nature, spirituality, and physical well-being, laying the foundation for Japan's wellness tourism industry. However, the modern wellness tourism market in Japan began to develop in the late 19th and early 20th centuries, with the establishment of ryokan (traditional Japanese inns) and onsen resorts that catered to travelers seeking relaxation and rejuvenation. Japan's legacy in wellness tourism is characterized by its deep-rooted cultural traditions, meticulous attention to detail, and pursuit of harmony and balance. Onsen bathing, in particular, has played a central role in Japan's wellness offerings, with natural mineral-rich hot springs believed to have therapeutic properties for healing various ailments and promoting overall well-being. Additionally, practices such as tea ceremonies, forest bathing (shinrin-yoku), and traditional Japanese cuisine (washoku) contribute to Japan's holistic approach to wellness. Over time, Japan's wellness tourism industry has evolved to incorporate a wide range of wellness modalities, including luxury ryokan, spa resorts, yoga retreats, meditation centers, and wellness-focused tourism destinations such as Okinawa, known for its longevity and healthy lifestyle. The country's commitment to innovation and technology has also influenced its wellness offerings, with advancements in medical tourism, digital wellness solutions, and futuristic spa treatments. In recent years, Japan's wellness tourism market has experienced significant growth, driven by increasing domestic and international demand for authentic, immersive wellness experiences. The industry has responded by expanding its offerings, enhancing infrastructure, and promoting sustainable tourism practices. With a continued emphasis on preserving cultural heritage, embracing innovation, and promoting holistic well-being, Japan remains a premier destination for wellness travelers seeking transformative experiences that nurture the body, mind, and spirit.

According to the research report "Japan Wellness Tourism Market Overview, 2029," published by Bonafide Research, the Japan Wellness Tourism Market is projected to add more than USD 17 Billion from 2024 to 2029. Tourists are increasingly drawn to Japan for wellness experiences due to a combination of factors that highlight the country's rich cultural heritage, natural beauty, and traditional healing practices. One major driver for wellness tourism in Japan is its deep-rooted cultural significance in holistic health practices such as Traditional Japanese Medicine (TJM), Zen meditation, and natural hot spring bathing (onsen). These ancient healing modalities emphasize the harmony of mind, body, and spirit and have been practiced for centuries, making Japan a premier destination for wellness seekers looking to experience authentic traditional healing practices. Furthermore, Japan's natural landscapes, including serene forests, picturesque mountains, and volcanic hot springs, provide an ideal backdrop for wellness activities such as forest bathing (shinrin-yoku), hiking, and outdoor meditation. Visitors to Japan can immerse themselves in nature-based wellness experiences, such as soaking in mineral-rich hot springs or participating in traditional tea ceremonies, which offer opportunities for relaxation, rejuvenation, and spiritual renewal. Moreover, Japan's reputation for hospitality, attention to detail, and dedication to craftsmanship has led to the development of world-class wellness facilities and services, such as luxury ryokan (traditional Japanese inns), high-end spa resorts, and wellness-focused cuisine. These modern wellness offerings complement traditional healing practices, providing visitors with a holistic approach to wellness that integrates ancient wisdom with modern comforts. Overall, the major drivers of wellness tourism to Japan include its rich cultural heritage, diverse natural landscapes, and innovative wellness offerings. With its deep-rooted traditions, breathtaking scenery, and commitment to holistic health, Japan continues to attract wellness travelers seeking transformative experiences that nourish the body, mind, and spirit in a culturally rich and serene environment.

The wellness tourism market can be divided into three segments – by traveler, by location, by service. By traveler it is further classified into primary and secondary. Secondary travelers lead the market while primary traveler segment is growing at a high CAGR rate. By location It is further categorised into Domestic and international. Domestic market is leading the segment while international market is also growing at a high CAGR rate. By Service it is further categorised into Lodging, In-country transport, wellness activities, food & beverage, others. Lodging is leading the segment while food & beverage is growing at a high CAGR rate.

Several challenges hinder the growth of wellness tourism in Japan, despite its rich cultural heritage, natural beauty, and traditional healing practices. One challenge is the perception of language and cultural barriers for international visitors. While Japan offers a plethora of wellness experiences such as onsen (hot spring) bathing, meditation retreats, and forest bathing (shinrin-yoku), many potential travelers may feel intimidated by the language barrier and cultural differences, which can deter them from fully experiencing and enjoying Japan's wellness offerings. Additionally, infrastructure development and accessibility can pose challenges for wellness tourism in Japan. While major cities like Tokyo and Kyoto have well-developed tourism infrastructure, other regions with potential for wellness tourism, such as rural areas or remote mountainous regions, may lack adequate accommodations, transportation options, and wellness facilities. Furthermore, there is a need for greater awareness and promotion of Japan as a wellness tourism destination on the global stage. While Japan has a strong domestic market for wellness tourism, efforts to attract international visitors seeking wellness experiences may be limited. Initiatives to raise awareness and promote Japan as a wellness tourism destination could help attract more international travelers seeking authentic and transformative wellness experiences.

To address these challenges and foster the growth of wellness tourism in Japan, both the industry and government are taking initiatives. The industry is focusing on marketing and promoting Japan as a wellness tourism destination through various channels, including social media, travel agencies, and wellness events. Efforts are also underway to diversify wellness offerings and experiences to appeal to a wider range of travelers, including budget-friendly options and niche wellness experiences tailored to specific interests. On the government side, initiatives include investing in infrastructure development and improvement, particularly in rural and remote areas with untapped wellness tourism potential. This may involve funding for transportation projects, eco-friendly accommodations, and wellness facilities to improve accessibility and enhance the visitor experience. Additionally, government support for sustainable tourism practices and initiatives aimed at promoting Japan as a key player in the global wellness tourism market can help drive growth in the industry.
Considered in this report
• Historic year: 2018
• Base year: 2023
• Estimated year: 2024
• Forecast year: 2029



Aspects covered in this report
• Wellness Tourism market Outlook with its value and forecast along with its segments
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

By Traveller
• Secondary
• Primary

By Location
• Domestic
• International

By Service
• Lodging
• In-country Transport
• Wellness Activities
• Food & Beverage
• Others

The approach of the report:
This report consists of a combined approach of primary and secondary research. Initially, secondary research was used to get an understanding of the market and list the companies that are present in it. The secondary research consists of third-party sources such as press releases, annual reports of companies, and government-generated reports and databases. After gathering the data from secondary sources, primary research was conducted by conducting telephone interviews with the leading players about how the market is functioning and then conducting trade calls with dealers and distributors of the market. Post this; we have started making primary calls to consumers by equally segmenting them in regional aspects, tier aspects, age group, and gender. Once we have primary data with us, we can start verifying the details obtained from secondary sources.

Intended audience
This report can be useful to industry consultants, manufacturers, suppliers, associations, and organizations related to the Wellness Tourism industry, government bodies, and other stakeholders to align their market-centric strategies. In addition to marketing and presentations, it will also increase competitive knowledge about the industry.