Tokyo’s Sento Are Opening Their Arms to Foreign Tourists

The Tokyo Metropolitan Government and the Tokyo Sento Association are promoting the unique appeal of public bathhouses (sento) to international visitors.

From September 1, 2025, 63 bathhouses across Tokyo have earned certification as “inbound-friendly model sento,” marking the launch of the “WELCOME! SENTO” campaign. Running through the end of February 2026, these bathhouses will greet guests under special campaign banners, highlighting the city’s rich bathing culture.

Tokyo’s sento offer a uniquely Japanese experience that has continued since the Edo period. Beyond their cultural value, these baths provide immersive tourism experiences, allowing visitors to enjoy a traditional practice that remains a daily ritual for many Japanese. The campaign promotes Tokyo’s sento through three “WELCOME!” initiatives designed to make the baths accessible, comfortable, and enjoyable for foreign tourists.

Welcoming international visitors with multilingual support and expanded resources

Bathhouses participating in the campaign display a special noren curtain marked “WELCOME! SENTO,” signaling that the facility is prepared to host foreign guests. Staff provide multilingual support, accept cashless payments, and offer amenities such as towels and soap. The campaign encourages travelers to explore the charm of Tokyo’s public bath culture firsthand.

To qualify as “inbound-friendly,” bathhouses must provide guidance in English, Chinese, and Korean. Staff can also use translation apps to assist visitors. Facilities offer or sell basic bathing items, allowing travelers without supplies to enjoy the experience.

Organizers collect feedback through guest surveys and offer an original tenugui hand towel as a token of appreciation. A previous campaign from October 2023 to February 2024 drew positive reviews, with visitors praising both the facilities and the friendliness of local patrons. One guest noted that “local people kindly showed me where to put my shoes.”

For 2024–2025, the campaign has expanded its resources. Ticket machines at participating bathhouses now feature menus in English, Chinese, and Korean, while illustrated etiquette guides help visitors enjoy the traditional sento experience with ease and confidence.

Planning to visit a Japanese sento? Here’s some basic etiquette

Public baths have long been part of daily life in Japan, serving not only as places to cleanse the body but also as community gathering spots. Because the baths are shared spaces, strict rules of etiquette have evolved to maintain hygiene and ensure a comfortable experience for everyone.

For many Japanese people, following these customs is second nature, and for visitors, observing them is part of experiencing the culture authentically. To help first-time guests enjoy the sento experience smoothly, here are some basic guidelines:

Before bathing:

• Enter the bathing area with only a small towel; swimwear and underwear are not allowed.
• When you first enter the bathing area from the changing room, begin by rinsing yourself with hot water (kakeyu). A rinsing station is located near the entrance for this purpose.

During bathing:

• Move carefully to avoid splashing others. When entering or leaving the tub, please do so slowly so that water does not spill onto nearby bathers.
• Keep your hair out of the bathwater. Hair can carry dust or dandruff, so long hair should be tied up with a hairband or clip.
• Keep conversations quiet. Public baths are meant for relaxation, so avoid loud talking.
• Do not put towels in the bathtub. Towels should not be rinsed or dipped in the water, and should never be placed near the spout where water flows into the tub.
• Do not submerge your head in the bath, as it can disturb others.
• Children should not play in the bath. Parents and guardians are asked to ensure that children follow the rules and are supervised at all times.

Before returning to the changing room

• Dry yourself lightly with your towel before leaving the bathing area. This helps keep the changing room clean and dry.

Prohibited items:

• Do not use smartphones or other electronic devices in the bathing area or changing rooms.

Tattoos are a-ok

Those familiar with Japan’s onsen culture are likely aware that many establishments, even in this day and age, still ban people with tattoos. This stems from a historical association of tattoos with criminality and an outdated belief that they’re unsanitary.

The good news is that sento don’t have the same prohibition. They’re open to all – inked or not! So don’t hesitate to use a sento even if you’re sporting a few (or more) designs.

Declining numbers of sento

These campaigns are taking place in the midst of a Japanese sento crisis. The number of sento across Japan has been steadily decreasing, according to the Ministry of Health, Labour and Welfare.

In the 1970s, there were more than 16,000 sento nationwide. By fiscal 1995, that number had dropped below 10,000 to 9,741. By fiscal 2012, it had fallen further to 4,804. Most recently, in fiscal 2023, only 2,847 bathhouses remained.

A past survey by the ministry highlighted several challenges for operators, including declining customer numbers, rising fuel costs, and aging facilities and equipment.

To help improve profitability, the ministry has suggested initiatives on its website aimed at attracting new visitors, such as hosting “Sento Girls’ Gatherings” and promoting “Runners’ Sento.” These ideas are also being shared with industry associations to support the struggling bathhouse sector.

In the Tokyo metropolitan area, according to the Tokyo Metropolitan Government, there were 444 public bathhouses in the city as of the end of December 2023. However, a combination of declining customer numbers, aging facilities, and the increasing age of operators has led to a wave of closures. Over the past decade, the city has lost 262 bathhouses.

Bathtime for all

For Japanese people, bathing is more than a way to cleanse the body—it is a longstanding cultural practice connected to both physical and spiritual purification. In traditional Shinto rituals, water was used to purify the mind and body. Nobles would bathe early in the morning before important ceremonies to prepare themselves. Today, bathing remains an essential ritual, offering time to relax, restore balance, and care for both the body and the mind.

To attract more customers during the campaign period, discount leaflets will also be distributed at certain hotels and accommodations. These vouchers reduce the standard adult admission fee at participating bathhouses from 550 yen to 300 yen. Importantly, the discounts are available to both international tourists and domestic visitors alike.

To find a participating sento, check out the WELCOME SENTO website.

Sources

銭湯の魅力を世界へ発信　東京都など訪日客対応モデル・63軒認定　あすからキャンペーン 東京新聞

“いい風呂の日” 入浴の実態は 減っていく銭湯守る取り組みも NHK

「WELCOME！SENTO Campaign」 東京の銭湯の魅力を外国人観光客に発信！東京都