Japan, Tokyo are opening a new chapter in cultural tourism through the launch of the Experience ONSEN Culture project, an initiative designed to transform traditional hot spring towns into immersive destinations that combine centuries-old bathing traditions with Kawaii pop culture, regional cuisine, night markets, art, fashion, and entertainment. Introduced by Asobi JTB under Japan’s FY2026 Japan Cultural Expo programme, the project also supports the country’s broader ambition of securing UNESCO Intangible Cultural Heritage recognition for onsen culture by 2030 while encouraging international visitors to explore destinations beyond Japan’s largest cities.
Experience ONSEN Culture Introduces a New Tourism Model
The newly announced initiative represents a broader strategy to reposition Japan’s famous onsen towns as year-round cultural destinations rather than locations focused primarily on traditional bathing experiences.
Developed by Asobi JTB, a joint venture connected to JTB and ASOBISYSTEM, the project integrates tourism, entertainment, regional culture, and creative industries into a unified visitor experience designed specifically for international travellers.
The programme was selected under Japan’s FY2026 Japan Cultural Expo initiative, highlighting its role in promoting Japanese culture through tourism while strengthening regional economies.
Kawaii Culture Meets Traditional Onsen Experiences
One of the defining features of the project is the combination of Japan’s internationally recognised Kawaii culture with long-established onsen traditions.
Visitors will experience immersive attractions that blend traditional hot spring customs with contemporary fashion, music, design, art installations, cultural performances, and interactive entertainment.
Rather than replacing traditional onsen experiences, the initiative aims to introduce new ways for younger international visitors and first-time travellers to engage with regional Japanese culture.
The combination reflects Japan’s broader approach of connecting heritage with contemporary creative industries.
Regional Hot Spring Towns Gain Greater Visibility
The initiative is expected to benefit renowned hot spring destinations including Beppu, Hakone, Kusatsu, Ginzan Onsen, and other regional communities known for geothermal tourism.
By encouraging travellers to venture beyond Tokyo, Kyoto, and Japan’s largest metropolitan centres, the project supports regional tourism while helping distribute visitor spending more evenly across the country.
Local accommodation providers, restaurants, artisans, cultural organisations, retailers, and tourism businesses are expected to benefit from increased visitor engagement throughout participating communities.
Night Markets Expand Evening Tourism
A significant element of the Experience ONSEN Culture project is the introduction of immersive night-market experiences.
These evening attractions are designed to showcase regional food, traditional crafts, local fashion, music, cultural performances, and interactive entertainment, encouraging visitors to extend their time within destination communities.
Night-time tourism has become an increasingly important focus for destinations seeking to increase visitor spending while creating additional opportunities for local businesses after daytime sightseeing concludes.
The initiative also strengthens tourism throughout different seasons by expanding cultural programming beyond conventional daytime activities.
Supporting UNESCO Heritage Recognition
The project aligns with Japan’s wider efforts to pursue UNESCO Intangible Cultural Heritage recognition for onsen culture by 2030.
Rather than focusing solely on the physical hot springs themselves, the recognition effort highlights the traditions, customs, hospitality, social practices, and cultural significance associated with Japanese bathing culture across generations.
Promoting these experiences through international tourism helps raise global awareness while encouraging greater appreciation of Japan’s cultural heritage.
The Experience ONSEN Culture initiative complements these objectives by presenting onsen traditions in ways that remain authentic while appealing to modern international audiences.
Regional Tourism and Inbound Growth Continue Expanding
Japan continues encouraging inbound travellers to explore destinations beyond its major urban centres. Improved transport networks, regional tourism campaigns, cultural experiences, and destination diversification have become central elements of the country’s long-term tourism strategy.
Projects that combine heritage, entertainment, gastronomy, and creative industries also support longer visitor stays while encouraging repeat travel across multiple regions.
As international tourism continues recovering, regional destinations are expected to play an increasingly important role in supporting sustainable tourism growth throughout Japan.
Japan Strengthens Its Cultural Tourism Strategy
As the Experience ONSEN Culture project moves forward, Japan continues expanding its cultural tourism offering through innovative experiences that combine traditional heritage with contemporary creativity. By connecting Tokyo, Kyoto, Beppu, Hakone, Kusatsu, Ginzan Onsen, Hokkaido, and other regional destinations through immersive onsen experiences, Kawaii culture, night markets, regional cuisine, and artistic expression, the initiative seeks to strengthen inbound tourism while supporting local communities. Together with Japan’s long-term ambition to achieve UNESCO Intangible Cultural Heritage recognition for onsen culture by 2030, the project reflects a broader strategy to position regional cultural experiences at the centre of the country’s future tourism growth.
