Consumer attitudes and consumption
In the years prior to the COVID-19 pandemic, the number of overnight stays at hot spring facilities was higher than Japan’s entire population. Onsen facilities constitute a popular objective for domestic overnight leisure trips, with more than half of travelers having it on their agenda. Bathing experiences at onsen facilities appear to be universally appreciated, which shows in the positive attitude of natives toward onsen in general, as well as in the overwhelmingly high satisfaction rate of inbound travelers who experienced hot baths.Bathing etiquette probably constitutes a component that leads to the high satisfaction rate of onsen users. Hot baths are customarily performed without clothing in bathing areas or pools, separated by gender. Out of respect to other customers and for hygienic reasons, the whole body is cleaned before entering onsen basins in the designated washing areas.
Onsen as an asset
Tourism is expected to play an important role in Japan’s quest for cultural exchange and international interconnectivity. The government is especially eager to attract inbound tourism, hoping the industry segment will contribute to Japan’s economy. As a part of the tourism industry, onsen facilities contribute to the endeavor to attract foreign tourists. Efforts to promote onsen led to a significant share of inbound travelers experiencing hot baths.At the same time, onsen facilities, which tend to be in remote areas, help combat rural depopulation by revitalizing regional economies. Hence, the government considers onsen a national asset, a resource that is full of potential.
