The Noto Peninsula, famous for its hot springs, is undergoing significant rebuilding efforts following the devastating earthquake of 2024. With the tourism industry being pivotal to the region's economic revival, communities are rallying to restore and revitalize their hot spring resorts. One such prominent location is Wakura Onsen, located in Nanao City, Ishikawa Prefecture, which has experienced slow recovery due to extensive damage and the long-running repair processes.
The much-needed shore protection construction at Wakura Onsen finally commenced in late 2024, thanks to collaborative planning between local officials and businesses. The construction, slated to be completed by 2026, marks the beginning of renewed hope for local businesses. "Honestly, I thought the start of this project would be much later," said Masaki Hirano, Secretary General of the Wakura Onsen Ryokan Cooperative Association. He expressed relief at the progress, stating, "Everyone pulling together to move this plan forward allows for the earliest possible start on the project." These repairs are particularly important as they affect properties mixed with public and private lands, complicatory factors already impacting their recovery.
Yet, the recovery of visitor numbers remains challenging. Currently, only four ryokans (traditional Japanese inns) are open to the public, and general patronage is still low. The situation has been influenced by recent heavy rains, which have led customers to believe their presence might inconvenience local residents more focused on reconstruction. Kinji Kitamura, President of Hanagoyomi Ryokan, said, "Though we had many visitors earlier, the number significantly decreased after the recent heavy rainfall. People feel hesitant to visit, thinking their presence might be burdensome for the locals."
These circumstances underline the importance of cautious optimism as Wakura Onsen and the surrounding areas work to regain their footing post-disaster. The local community hopes to draw visitors back not just for the restorative powers of the hot springs but also as part of their shared recovery story.
To this end, promotional efforts are beginning to emerge. Visitors to the area are encouraged to not only enjoy the thermal waters but also to witness the reconstruction efforts firsthand. Kitamura elaborated, "Even if you come just to see the current state, it greatly helps Noto to know visitors are slowly returning and supporting our recovery."
The popularity of retro onsen has surfaced as another angle driving tourist interest. Recruit Co., Ltd. recently conducted a survey to find Japan's favorite retro-style hot springs, highlighting the allure of historic architecture and immersive experiences. Topping the list is Hoshi Onsen, renowned for its stunning 1895 bathhouse, followed by Yamanaka Onsen's restored communal baths and Fukuyama's unique cave-style river baths, showing the diverse characteristics appealing to modern travelers.
This surge of interest in traditional hot springs showcases broader trends toward niche tourism, enhancing the appeal of Japan's natural beauty and cultural heritage. Encouragingly, the synergy between local hot spring resorts and historical attractions ensures the sustainability of tourism efforts even amid reconstruction chaos.
Meanwhile, other regions are experimenting with complimentary services to maximize tourist engagement. Beginning February 1, selected ryokans will jointly operate complimentary shuttle buses to transport guests arriving at the newly established Hokuriku Shinkansen Ashihara Onsen Station. This experimental initiative, part of the Awara Onsen Reborn Project, aims to ease transportation barriers for visitors during February, the peak month for train ridership.
Kengo Maeda, Chair of the Awara Onsen Cooperative, stated, "This initiative taps directly to the needs of guests, offering hospitality where it is most needed. We envision collaborating even more with private businesses to fortify our tourism appeal and meet demand effectively."
Such strategic moves reflect broader initiatives by the tourism sector to not only recover but also to innovate and adapt. With the bus service expected to offer eight daily trips during the trial month, the initiative will provide insights on visitor satisfaction and gauge the potential for future expansions.
The revitalization of the hot spring industry takes center stage as locals remain committed to fostering tourism through quality service and community efforts. This reflects Japan's resilient spirit, standing firm against hardship by embracing its cultural and natural wonders.
The focus now is on sustaining momentum—building visitor numbers and confidence among the tourism base, crafting experiences around Japan's unique offerings, all the way from the ancient culture of traditional ryokans to modern, engaging amenities. The road to recovery may still be long, but the camaraderie and resolve of the communities along the Noto Peninsula provide a powerful narrative for future tourists.
Japan continues to be hopeful as it navigates the challenges post-disaster. The hot spring industry remains hopeful for rejuvenation, acting as both local livelihoods and gateways to cultural heritage. Time will tell how effectively these efforts pan out, but with each step, the spirit of Noto’s communities thrives.