NAVITIME JAPAN’s data analysis team has released a study on popular hot spring destinations among international travelers based on usage trends from the Japan Travel by NAVITIME navigation app. Hot springs are a highly sought-after experience for visitors to Japan, and surveys by the Japan Tourism Agency indicate that satisfaction with hot spring bathing often exceeds expectations. This analysis categorizes traveler preferences by region and country of origin.
(Based on materials from NAVITIME JAPAN)
Among international travelers, preferences for hot spring destinations vary by market. Yufuin Onsen in Yufu, Oita Prefecture, is the most popular among visitors from Asia, while Hakone Yumoto Onsen in Hakone, Kanagawa Prefecture, ranks highest among travelers from Europe, North America, and Australia. In Asia, easily accessible hot spring destinations near airports with direct flights tend to be favored, whereas visitors from Western countries are more inclined to travel to locations farther from major airports, including central Japan and the Sea of Japan coast. Yufuin Onsen’s appeal lies in its convenient access from Fukuoka, while Hakone Yumoto Onsen’s popularity is driven by its accessibility via public transportation from Tokyo. Visitor activity within hot spring areas also reveals distinct trends, such as frequent visits to Noboribetsu Bear Park near Noboribetsu Onsen and Jigokudani Monkey Park near Yudanaka Shibu Onsen.
(Based on materials from NAVITIME JAPAN)
An analysis of visitor trends by nationality highlights unique patterns among travelers from South Korea, China, and Australia. South Korean travelers favor Yufuin Onsen, with access from Fukuoka Airport playing a key role. They tend to explore areas around the station’s shopping streets and the scenic Lake Kinrin, reflecting a strong interest in social media-famous nature spots.
(Based on materials from NAVITIME JAPAN)
For travelers from China, Nanki Shirahama Onsen in Shirahama, Wakayama Prefecture, is the top choice, with most visitors arriving from Osaka or Kyoto. The analysis also found that these travelers extend their stays to visit nearby attractions, such as Shirarahama Beach, Senjojiki rock formations, and local shopping streets, with the open-air Sakino-yu hot spring also being a popular stop. Their travel behavior suggests a tendency to enjoy both shopping and natural scenery in hot spring regions.
(Based on materials from NAVITIME JAPAN)
Among Australian travelers, Hakone Yumoto Onsen ranks as the most popular, followed by Yudanaka Shibu Onsen, Nozawa Onsen, and Niseko Onsen. A common trait among these destinations is their proximity to ski resorts. Many Australians visit Japan during their summer break, which coincides with Japan’s winter, making winter sports and hot springs a popular combination.
Japan Travel by NAVITIME has been available since 2013 as a navigation service for international visitors, and in September 2024, it introduced a new feature for searching and booking hot spring inns. Meanwhile, the Japan Tourism Agency reported a 22.4% year-over-year increase in total foreign guest nights for October 2024, a 49.0% rise compared to 2019. However, the concentration of visitors in major metropolitan areas remains a challenge. NAVITIME JAPAN aims to promote regional attractions and encourage travel beyond major cities through its data analysis on hot spring destinations. In addition to hot springs, the app offers ranking features that highlight history, nature, and gastronomy, helping travelers discover new destinations.