Established in 2005 as Japan’s first research organization dedicated to health tourism, the Health Tourism Research Institute is part of JTB Tourism Research & Consulting. Drawing on its extensive track record and expertise, the institute works to enhance well-being through travel by leveraging the natural and cultural assets of local communities and collaborating with healthcare and medical professionals.
Health and wellness tourism leverages travel as a means of promoting health and well-being. In Japan, travel has long played a role in supporting physical and mental balance, as seen in traditions such as hot spring therapy and religious pilgrimages. This enduring concept continues to offer solutions that contribute to individual well-being and the health of society as a whole.
To realize this potential, we provide specialized research and consulting services tailored to the following stakeholders:
To Local Governments and Tourism Operators
We support the development of health-oriented tourism offerings, infrastructure development, and the creation of attractive, inclusive communities that benefit both visitors and local residents.
To Corporations
We work with companies to co-create new businesses that generate value by integrating travel and health with their core strengths, such as technologies, products, services, and customer networks.
To Universities and Research Institutions
The impact of travel on physical and mental well-being represents a compelling area of research across multiple disciplines. We collaborate as partners in joint research initiatives, including real-world validation and evidence-based studies.
To Government Agencies
We support the coordination of policies across ministries and agencies to advance public health, promote the sustainable use of natural resources, foster new service industries, and strengthen international competitiveness.
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We offer one-stop planning and development support services for health tourism, covering everything from identifying local health resources to branding, product development, establishing reception infrastructure and training staff, and sales. We provide services ranging from developing programs to address our clients’ health challenges to distribution solutions.
Content development
We support the success of your business by accompanying you every step of the way—from the development of high-value-added services to effectiveness verification and optimal customer matching—to transform the extraordinary experience of travel into an opportunity to deliver healthcare services.
Examination of the effects on autonomic nervous system activity
We identify evolving health trends and travel styles to forecast the next emerging markets and services. By analyzing everything from macro market trends to specific success stories, we provide insights that directly inform your business strategy.
Research on Overseas Case Studies
Health tourism encompasses not only the aspect of improving one’s health through travel, but also ensuring that everyone can travel safely, securely, and healthily. We support travelers before, during, and after their trips so that everyone can fully enjoy their journey without worrying about health risks.
Development and Promotion of “New Travel Etiquette” During COVID-19
A Research Project on the Design of Events to Promote Social Participation Among Older Adults Through Sports and Cultural Activities
In preparation for the launch of the "Sports × Hot Springs" recovery program—which combines Minamata’s hot spring resources with sports—we expanded the program’s content, conducted test tours, and explored ways to establish a sales infrastructure. Based on expert advice, we developed a model plan designed to enhance the program’s value for physical and mental recovery.
This initiative aims to revitalize mountain villages by promoting the forest service industry—which views forest resources not merely as a source for the timber industry but as "forest spaces" to be utilized across various sectors such as health, tourism, and education. To facilitate partnerships between mountain villages and companies or organizations interested in utilizing forest-based content, the initiative produces informational brochures and videos, evaluates the effectiveness of participating companies, and hosts forums.
