The Hina no Tsurushi Kazari Festival (雛のつるし飾りまつり) in Izu-Inatori, run for decades with the Inatori Onsen Ryokan Cooperative (稲取温泉旅館協同組合) at its center, marks its 30th edition in 2027. According to press reports, it will run for about two and a half months, from January 20 to March 31, and the tiered doll display at Susanoo Shrine (素盞鳴神社) will stay up one week longer than usual. From an operator’s point of view, Higashi-Izu Town in January–March, the months the festival covers, follows a “winter-type” monthly curve: its estimated settled ADR in those months is higher than in April. This article first sets out the 30th-anniversary schedule, then compares Higashi-Izu’s monthly rates with Kawazu Town, Ito City and Shimoda City, and finally looks at the room stock within 2 km of Izu-Inatori Station and the room to use the long festival period for weekday sales.

The room stock in this article covers lodging facilities with 10 or more rooms (excluding leisure/love hotels) within a 2,000 m radius of Izu-Inatori Station. “Active” means a property whose selling prices were observed on major booking sites in the last 3 months (August–October 2026). Figures as of October 27, 2026, compiled by MetroEngines Research.

The 30th Festival: January 20 to March 31, with the Tiered Doll Display Extended by a Week

Hina no tsurushi kazari is an Inatori custom of sewing small dolls from scraps of old kimono, stringing them together and hanging them beside the hina doll stand. According to the official page of the Inatori Onsen Ryokan Cooperative, its origin is unclear, but it is thought to go back more than a hundred years to the late Edo period, and it has been handed down from parents to children. The festival grew this custom into a tourism event. For the 29th edition in 2026, the official page announced that the venues would be open from January 20 to March 31 (9:00–17:00).

For the 30th edition in 2027, Kanko Keizai Shimbun (October 9, 2026) reports a festival period of January 20–March 31. One of the highlights, the tiered doll display at Susanoo Shrine — an outdoor exhibit that lines hina dolls along the 118 stone steps up to the main hall — is expected to run from February 6 to March 7, one week longer than usual, for the anniversary year. A “Hina Fes” making use of vacant houses is planned for February 27 with help from the youth division of the local chamber of commerce. The main venue, the Bunka Koen Hina no Yakata (文化公園雛の館), displays about 18,000 hanging ornaments, and about 50,000 people are said to visit during the festival. At the time of research (late October 2026), the official page announced the 30th festival but did not list dates, so the schedule below is treated as planned dates based on press reports.

Source: Compiled by HotelBank Editorial Team from Kanko Keizai Shimbun (October 9, 2026) and the Inatori Onsen Ryokan Cooperative official website

For the 30th anniversary, a renewal of the hanging-ornament display at Izu-Inatori Station with the help of local revitalization volunteers (chiiki okoshi kyoryokutai) and a stamp rally with commemorative prizes are also reportedly planned. On the other hand, the makers are ageing, and training successors is described as a major challenge ahead. The official page lists three places that accept visitors for hands-on making sessions, including some by reservation. The groundwork for widening the event from something to “see” into something to “make” is already in place — useful material for inns thinking about stay-based products.

Higashi-Izu Town’s Monthly Estimated Settled ADR — A “Winter-Type” Curve with January–March Above April

First, let us look at the seasonality of rates across Higashi-Izu Town. MetroEngines Research’s estimated settled ADR (the median of covered properties in the municipality) for 2026 was ¥24,800 in January, ¥22,900 in February and ¥20,900 in March — all three months above April’s ¥18,100. January was +36.6% vs April, higher than August of the same year (¥23,200), and the highest month in the 13 months from September 2025 to September 2026.

Source: MetroEngines Research, compiled by HotelBank Editorial Team (Higashi-Izu Town, estimated settled ADR, finalized months only, N=46–50 properties)

Looking back at the same period in 2025, January–March ranged from ¥20,600 to ¥21,400, only slightly above April (¥19,600). In 2026 the winter gains were larger — January +16.0% YoY and February +10.3% — while March was +1.9% and April −7.3%. The winter peak took a clearer shape than the year before, and the high January–March levels overlap with the festival period. However, the New Year holidays and the seasonality of hot-spring demand fall in the same months, so this rate gap cannot be read as the effect of the event alone. Here we treat it simply as a fact about monthly levels.

Source: MetroEngines Research, compiled by HotelBank Editorial Team (estimated settled ADR, comparison of finalized months)

Against Kawazu, Ito and Shimoda — Each Town Peaks in a Different Winter Month

So how does Higashi-Izu’s winter-type curve compare with neighboring hot-spring areas? Lining up estimated settled ADR from December 2025 to April 2026 shows that the peak month differs by town. Ito City and Shimoda City were highest in December (¥25,000 and ¥20,500 respectively), Higashi-Izu peaked in January and Kawazu in February. Kawazu is the town where the Kawazu cherry blossoms usually reach full bloom in February, and its February rate of ¥28,800 was about 1.6 times April (¥17,500).

Source: MetroEngines Research, compiled by HotelBank Editorial Team (estimated settled ADR, finalized months; N=Higashi-Izu 47–49 / Kawazu 24–28 / Ito 121–125 / Shimoda 46–53 properties)

Measured as a “winter uplift” — the January–March average vs April — Kawazu is +49.2%, Higashi-Izu +26.2%, Shimoda +15.8% and Ito +11.9%. Higashi-Izu stands out in that it does not concentrate on a single month the way Kawazu does, but stays at a gently elevated level from January through March. The fact that a festival lasting about two and a half months sits next to a famous blossom spot that peaks in February means the area as a whole has several reasons for winter visits.

Source: MetroEngines Research, compiled by HotelBank Editorial Team (2026, estimated settled ADR, finalized months)

Year-on-year movements are not uniform either. Kawazu rose in all three winter months (January +38.6%, February +25.0%, March +24.9%), and Shimoda also climbed sharply (January +27.4%, February +28.1%). Ito’s changes were small apart from February’s +10.6%. Higashi-Izu’s growth was concentrated in January–February and returned to roughly last year’s level by March. In April, Higashi-Izu, Kawazu and Ito were all below the previous year, which makes this a season in which winter growth stood out.

Inatori Onsen’s Room Stock — 19 Properties and 661 Rooms within 2 km of Izu-Inatori Station

As the capacity that absorbs these rate levels, let us also check Inatori’s room stock. Within the scope of our data, 19 lodging facilities with 10 or more rooms, totaling 661 rooms, are listed within a 2 km radius of Izu-Inatori Station. Of these, 14 properties with 568 rooms are active, with selling prices observed in the last 3 months. By type, ryokan account for 15 properties and 547 rooms — more than 80% of the rooms — and 15 properties have 50 rooms or fewer, so small and mid-sized inns dominate.

Source: MetroEngines Research, compiled by HotelBank Editorial Team (as of October 2026; circle size = number of rooms, dark = active)

Source: MetroEngines Research, compiled by HotelBank Editorial Team (as of October 2026)

By opening decade, 6 properties opened in the 1950s–60s carry 307 rooms, while openings since the 2000s are limited to 4 properties with 101 rooms (3 properties with 110 rooms whose opening year is unknown are excluded). Tracking properties with a known opening year, the stock was 14 properties and 497 rooms in 2017 against 13 properties and 498 rooms in 2026 — almost unchanged over 10 years. With little new supply and long-established seaside ryokan forming the core of the stock, peak-month rates are likely shaped largely by how existing properties sell. Where new supply is piling up across the prefecture is covered in Shizuoka’s 67 New 2026 Hotels: 1,089 Rooms, 64% One-Room Villas.

Source: MetroEngines Research, compiled by HotelBank Editorial Team (within 2 km of Izu-Inatori Station, listed basis, excluding 3 properties / 110 rooms with unknown opening year)

Room to Use the Long Festival Period for Weekday Sales

A festival lasting about two and a half months is also a chance to spread demand, which tends to cluster on weekends, into weekdays. For the 14 active properties within 2 km, we aggregated listed prices (all-plan average, 2 guests per room, tax included) by day of week during the 29th festival in 2026 (January 20–March 31). With the Monday–Thursday average set at 100, Saturday was 119.7 and Friday and Sunday were each around 105. Measured the same way for a comparison period from mid-May to early July (May 11–July 10), Saturday was 116.1 — so even during the festival, the weekday-to-Saturday gap stays at roughly 20%, not much different from the off-season.

Source: MetroEngines Research, compiled by HotelBank Editorial Team (14 active properties within 2 km of Izu-Inatori Station, listed prices, all-plan average, Mon–Thu average = 100)

Weekdays that sit about 20% below Saturday can be read as space for products built around the event. For example, the tiered doll display at Susanoo Shrine is an outdoor exhibit, normally open only during the day, from 10:00 to 15:00 (cancelled in rain). A plan where guests stay one weekday night, visit the shrine and the Hina no Yakata during the day, and join a making session the next day would be a multi-night product that fits the event’s timetable. The opening day of the shrine display (February 6) and Hina Fes (February 27) both fall on Saturdays, so another option is to attach experiences or perks to Thursday, Friday or Sunday nights around those dates.

The February rate peak in Kawazu is also worth using. For inns in Higashi-Izu, a two-night package that covers both the hanging ornaments and the Kawazu cherry blossoms in one trip is one way to fill February weekdays. At the time of research, no official announcement of the 2027 Kawazu Cherry Blossom Festival dates could be confirmed, so it is best to prepare on the assumption of the usual February bloom and rework products once the dates are fixed. For guidance on when to open winter inventory, see also our analysis December Listings 56–83% of August: Japan’s Winter Inventory, which measures the timing of winter sales launches across 13 prefectures. If inns work with the ryokan cooperative and the tourism association that run the event and share common perks and tour-style incentives for weekday visitors across the area, there is upside beyond what any single inn can achieve on its own.

Summary

Inatori’s Hina no Tsurushi Kazari Festival, marking its 30th edition, will have a long run from January 20 to March 31, 2027 (per press reports). Higashi-Izu Town’s estimated settled ADR in 2026 was ¥24,800 in January, ¥22,900 in February and ¥20,900 in March, all above April’s ¥18,100 — a winter-type curve in which January even topped August. Nearby, Ito and Shimoda peak in December and Kawazu in February, so the winter demand peaks are staggered town by town. Rooms within 2 km of Inatori Station total 19 properties and 661 rooms (14 active properties, 568 rooms), mostly long-established ryokan, and have been almost flat for 10 years. Even during the festival, listed prices on weekdays and Saturdays differ by about 20%. Weekday multi-night stays timed to the event’s schedule and tour packages combined with the Kawazu cherry blossoms are the upside that could turn the anniversary year into deeper winter demand for the whole area.