Among developed nations, Japan ranks lowest in paid leave utilization. Eighty percent of citizens report feeling "tired," Meanwhile, due to poor economic conditions, many people cannot afford overseas travel for refreshment. This suggests there is demand for domestic travel options in Japan that can refresh both body and mind.
To revitalize hot springs as tourist destinations with new value for those modern people experiencing fatigue, we focused on the hot springs in Nikko. We drew inspiration from a cultual tradition of 'Goshuin-cho' which is visiting shrines and temples to collect blessings for mental well-being that has existed for about 400 years. We created 'GoYUin-cho' to encourage people to visit hot springs that benefit not only mental but also physical health. (‘Yu’ means Hot Springs) Each hot springs offer specific therapeutic benefits, scenery, and historical background. We created twelve different ‘Goyuin’ based on motifs of those characteristics.
As these ‘Goyuin’ can only be obtained through actual visits to the hot springs, the requirement to physically travel and soak in the hot springs ensures that tourists experience both mental and physical rejuvenation.