On March 17, 2025, BIGLOBE Corporation held the 16th Everyone's Choice Hot Spring Grand Prize awards ceremony in Japan, celebrating the top hot spring destinations and inns based on popular user votes. This event has become a highlight in the hot spring community, showcasing the best offerings across the country.
The ceremony featured well-known guests dressed in traditional yukata, including Fujiwara Kika, a hot spring sommelier, and Hashimoto Manami, a popular actress, who brought enthusiasm and charm to the event as they presented the results of this year’s awards and shared insights into emerging trends in the hot spring industry.
According to BIGLOBE, this year's voting saw a record 10,860 submissions, reflecting a strong engagement from the public. In the hot spring area category, the long-standing Kusatsu Onsen in Gunma Prefecture triumphed for the 16th consecutive year as the top destination in Eastern Japan. Meanwhile, Beppu Onsen in Oita Prefecture was honored as the top pick in Western Japan for the ninth straight year. Both areas have maintained their popularity due to their unique offerings and continual improvements, with Kusatsu having renovated several facilities, including the newly opened Ura-Kusatsu area and enhanced lighting at Sai-no-Kawara.
In the inn and hotel category, Onikukawawa Onsen Asaya from Tochigi emerged victorious as the top choice in Eastern Japan for the seventh consecutive year. It has garnered praise for its distinctive features, including rooms equipped with private hot spring baths. Similarly, Kobe Minato Onsen Ren in Hyogo was recognized in Western Japan for the fourth consecutive year due to its exquisite ambiance and views of the night skyline, making it a magnet for both new visitors and loyal patrons.
The awards ceremony also included a special presentation titled the '2025 Hot Spring Trend Forecast' featuring key experts like hot spring beauty researcher Ishii Hiroko and travel analyst Toriumi Takateru, along with BIGLOBE's Nishio Mabumi. The trio shared insights into upcoming trends that are expected to shape the hot spring landscape in Japan over the next few years.
Nishio highlighted the first trend, 'Chotto Zurashi Anaba Onsen,' which emphasizes hidden gem hot springs that avoid peak tourist crowds, appealing to visitors looking for a more tranquil experience. This trend comes in light of an anticipated surge in tourism to Japan, which is expected to exceed 36 million visitors in 2024, creating a pressing need for less saturated destinations.
The second trend, titled 'Evolving New Hot Spring Areas,' focuses on nurturing collaboration between local governments and communities to bring out the best of each area. This initiative aims to revitalize hot spring towns through innovative efforts such as upgrading accommodations, repurposing vacant properties, and developing local dining and entertainment options to enhance the visitor experience.
Ishii noted how the hot spring industry's popularity hinges on its ability to evolve continuously. She especially emphasized the appeal of luminous night landscapes and the emergence of experiential hot spring inns that offer unique, interactive experiences tailored to the local environment.
The two stars of the ceremony, Fujiwara and Hashimoto, later engaged in a lively discussion about their personal experiences with hot springs. Fujiwara reflects fondly on her childhood trips to Arima Onsen and Kinosaki Onsen. "As a child, I frequently visited Arima and Kinosaki Onsen with my parents. These memories linger beautifully," she shared, reminiscing about the idyllic moments spent with family.
Hashimoto, hailing from Yamagata, contributed her own insights, stating her preference for hot springs with ocean views while also favoring accommodations that cater to families, such as having outdoor baths in their rooms. "Every car in Yamagata has a hot spring kit. I prefer places where my child can play and where I can relax while enjoying the sea view," she elaborated.
Additionally, the 'Everyone's Choice Hot Spring Grand Prize' official website will be updating lists of highly recommended hot spring inns curated by experts. These lists will feature themed recommendations based on favorites of the hot spring experts, providing visitors with valuable insights for their next hot spring getaway.
In efforts to further assist hot spring inns, BIGLOBE announced a promotional initiative known as the 'Hot Spring Grand Prize BIGLOBE Hikari 10 Giga 36-Month Free Campaign,' targeting the first ten facilities to sign up. This development comes amidst an ongoing survey revealing that 94.5% of travelers desire free Wi-Fi access while staying at these facilities.
As Japan's hot spring culture continues to thrive, this award ceremony not only honors tradition but also embraces innovation, ensuring that hot spring resorts remain competitive, enriching the visitor experience remarkably.
