Japan wellness tourism market projected to reach 15.5 trillion yen by 2034

According to a new report released by Market Research Center Inc., the Japanese wellness tourism market is forecast to reach 15.5 trillion yen by 2034. The sector is expected to grow from 9.9 trillion yen in 2025, representing an annual growth rate of 5.15% between 2026 and 2034. This expansion is attributed to Japan’s rich tradition of therapeutic practices, a global rise in demand for authentic cultural experiences, and government efforts to revitalise regional economies.

A key trend identified in the report is the integration of ancient healing methods into modern wellness programmes. Practices such as Reiki, Shiatsu, and Kampo medicine are increasingly combined with contemporary spa treatments to offer holistic rejuvenation. Regions including Hakone, Beppu, and Kyoto lead this movement by pairing hot spring therapy (onsen) with mindfulness practices rooted in Zen and Shinto traditions. According to the 2025 Holiday Relaxation Report by Book Retreats, Japan ranks first in Asia and second globally as a wellness destination, supported by its 9,000 hot springs and 67% forest coverage.

The market is also seeing a shift towards nature-immersion retreats located outside major urban centres. Prefectures such as Nagano, Okinawa, and Hokkaido are capitalising on this demand by offering forest bathing (shinrin-yoku), coastal mindfulness walks, and eco-therapy. These programmes aim to provide mental clarity and physical relaxation through deep engagement with the natural environment. The Japan National Tourism Organization (JNTO) and local municipalities promote these destinations to decentralise tourism and reduce overcrowding in cities.

Regional initiatives are already demonstrating the potential of this sector. Since 2024, the Nozawa Onsen Guide Association has promoted wellness tourism through medium-to-long-term stays. Visitors engage in physical activities such as trekking, cycling, and yoga, complemented by local cuisine and natural hot springs. These programmes foster spiritual well-being through meaningful interactions with the local community.

The report segments the market by traveller type, service type, and location. It provides detailed analysis across eight major regions, including Kanto, Kansai, and Hokkaido. As the global wellness sector evolves, Japan’s unique positioning is expected to strengthen its status as a prime destination for wellness travel.