#Japan #Tokyo #JTB #GeoTechnologies #Kanto Onsen

Joint Survey of Visitor Trends to Kanto's Popular Onsen Areas During Golden Week

In a significant collaborative effort, GeoTechnologies Inc. and JTB Corporation conducted a visitor survey focusing on six popular onsen (hot spring) regions in Kanto, Japan, during the Golden Week holiday period. This initiative aimed primarily at residents of the Kanto area shed light on post-pandemic travel trends, revealing an overall increase in visitor numbers compared to the previous year.

Key Findings from the Survey

The research highlighted that the number of visitors to the selected areas—Atami, Hakone, Ikaho, Kusatsu, Kinugawa, and Kawaguchi Lake—rose by 5.7% during Golden Week 2025, when contrasted with 2024's figures. Notably, Kinugawa saw an impressive rise of 26.2% in visitors, while Ikaho experienced a 17.6% increase, indicating a notable shift in travel preferences as domestic travelers increasingly sought convenient and accessible destinations.

Interestingly, this year’s Golden Week featured fragmented holidays, which, compounded by rising costs affecting travel plans, appears to have directed more visitors towards nearby hot spring locations within Kanto instead of more distant destinations.

Escape from Crowds: Kinugawa and Ikaho's Surge

The data analysis showed that among the six areas, Kinugawa and Ikaho were standout performers, likely attracting visitors aiming to avoid overcrowding during the busy holiday season. For reference, the national average increase in congestion during this period was noted at 12.7%, while Kawaguchi Lake notably surpassed this with a 19.6% increase. Conversely, Kinugawa’s congestion increase was a modest 0.9%, indicating its effective crowd management.

Additionally, the age demographics revealed interesting patterns: Hakone attracted a younger audience, with 31.6% of visitors being under 29, whereas Kinugawa lagged at 20.7%, illustrating differing appeal among regions.

Variations in Visitor Satisfaction and Repeat Rates

The survey also aimed to support sustainable tourism development and address challenges such as overtourism. By focusing on four essential key performance indicators (KPIs)—travel expenditure, total number of overnight guests, visitor satisfaction, and repeat visitor rates—the study provided a comprehensive view of the visitor experience.

In terms of accommodation rates, Kinugawa topped the list at 42.7%, largely due to its family-friendly facilities. In contrast, areas like Hakone and Kawaguchi Lake exhibited lower rates, indicating a trend towards day trips rather than overnight stays.

Analyzing repeat rates further highlighted Hakone's allure, with an impressive 62.4% of visitors indicating they had returned in the last three years, showcasing the area’s accessibility and appeal for casual day trips.

Visitor satisfaction was generally high across all six areas, but Kusatsu emerged with the strongest ratings, further solidifying its popularity. Despite the limited young audience in Kinugawa, families opting for extended stays contributed significantly to higher travel expenditures.

Different Visitor Demographics and Travel Preferences

A look into visitor composition revealed that Kusatsu attracted largely romantic couples and spouses, comprising 71% of its visitors, thanks to its tranquil atmosphere. Conversely, families favored Kinugawa, making up 55% of visitors, reflecting the destination's family amenities.

Travel data indicated that 65% of visitors utilized cars to access these locations, while 35% preferred trains or other modes of transport. Specific regions like Atami and Hakone showed higher use of rail systems, correlating with their popularity among younger travelers and the effectiveness of public transport infrastructure.

Conclusion: Insights for Future Tourism Strategies

This survey utilized GeoTechnologies' visitor trend data, JTB's tourism research methodologies, and a blend of analytics to quantitatively visualize the tourism characteristics of these six hot spring destinations. As tourism evolves, data-driven strategic planning will become increasingly essential for DMO organizations to enhance their promotional strategies and tackle emerging issues related to overtourism.

By illuminating current tourism needs and behavior trends, this research provides valuable insights for refining future tourism policies and initiatives. Both companies aim to further the advancement of sustainable tourism models that can stimulate local economies while mitigating the impacts of overtourism.

Research Methodology

The research was carried out from April 27 to May 6, 2025, utilizing GeoTechnologies' location analytics and survey analytics for real-time insights.

The data collected included age demographics, travel companions, congestion metrics, and visitor frequency to shape a detailed understanding of traveler behavior in each area.

About JTB Corporation

JTB Corporation specializes in enhancing communication among individuals and fostering relationships between people, places, and experiences. Leveraging its expansive network, JTB aims to address challenges faced by local tourism operators in Japan.

About GeoTechnologies Inc.

Founded in 1994, GeoTechnologies focuses on digital mapping and has developed various location-based solutions and services to enhance real-time data analytics in tourism and travel sectors.