Longevity offerings are the latest addition to Japan’s health and wellness tourism, a market expected to grow from US$37.5 billion in 2025 to US$71.2 billion by 2034, according to market researchers Imarc Group.
Companies are launching or expanding products and services, encouraged by increasingly health-conscious travellers and greater promotion of the country as a destination that promotes well-being.
The Pasona Natureverse retreat, opened on Awaji Island, Hyogo Prefecture in June, offers a holistic regimen of nutrition, exercise and sleep, as well as personalised wellness programmes comprising thalassotherapy, yoga and zen meditation. The facility also boasts sensor-equipped beds, wellness facilitators and a medical support programme and on-site clinic developed in collaboration with Kobe University Hospital.
“As worldwide interest in health and well-being continues to grow, we expect increasing demand for such holistic wellness experiences,” a Pasona Group representative told TTG Asia. “The Pasona represents a new and uniquely Japanese approach to wellness, and a landmark for Awaji Island’s transformation into a haven of health and renewal.”
In Okinawa, a Blue Zone known for the exceptionally long lifespans of its residents, luxury resort Halekulani Okinawa will expand its longevity retreat in October to include curated, immersive experiences.
According to the property, the week-long package is designed to “help guests better understand how everyday environments and routines can support long-term well-being”.
Meanwhile, new market entrants include Saishunkan Pharmaceutical, which began a tourism division in April to bring its traditional Japanese medicine to travellers through partnerships with tour companies and hotels, including Hoshino Resorts.
“In the era of the 100-year life, what matters is not merely longevity, but the extension of healthy life expectancy,” said a Saishunkan spokesperson of the company’s move into tourism, adding that its aim is to create “new experiences that harmonise mind and body”.
