As spring draws in crowds for cherry blossoms and autumn captivates with foliage tours, Japan is now witnessing an increasing influx of travelers in winter, attracted by its growing reputation as a premier skiing destination. The country’s ski appeal continues to lure international visitors from Asia-Pacific and beyond, with foreign arrivals surging 33% above pre-pandemic levels. Over 10.5 million tourists visited between December 2024 and February 2025, a significant rise from 7.9 million during the same period in 2018, as reported by the Japan National Tourism Organization.
Niseko and Hakuba stand out as key attractions, with their powdery slopes drawing a record number of international tourists. Additional skiing areas like Yamagata and Yuzawa also reported exceeding pre-pandemic visitor numbers in winter 2023. According to a recent Visa report, international arrivals climbed another 50% last ski season. Of these visitors, around 30% hailed from Australia, 20% from the United States, and 15% from Southeast Asia, highlighting the global appeal of Japan’s winter sports offerings.
The international influx is not only boosting visitor numbers but also spurring economic benefits. Overseas travelers are significantly driving spending with their average daily expenditures more than three times higher than those of local skiers, according to Visa.
However, Japan’s domestic ski industry is facing challenges. Many ski towns without international appeal are grappling with dwindling domestic demand. The number of skiers and snowboarders has plummeted from a peak of 18.6 million in 1993 to just 4.6 million in 2023. Contributing factors include an aging population, declining birth rates, and shifting leisure preferences among younger generations. The number of ski resorts reflects this decline, falling from 1,669 in 1985 to 449 in 2021, according to The Japan Times.
Despite these challenges, international visitors find appeal in Japan’s unique winter offerings. Canadian snowboarder Harvey Glick, a veteran of the Japanese slopes for two decades, notes an increased focus on attracting foreign tourists, who spend more and prefer luxurious amenities. “They’re really trying to create this luxury brand of Japan — kind of like Switzerland,” says Glick.
Niseko and Hakuba particularly exemplify this shift, offering luxury resorts and a service culture geared towards English-speaking travelers, garnering positive reviews. Singapore resident Aman Narain discovered Japan’s skiing charm through friends, leading to a family trip to Hokkaido’s Club Med Tomamu. “Japan and Club Med make a perfect duo to learn how to ski with soft, forgiving snow and an amazing setup, especially for kids,” Narain remarked.
Japan’s status as a top ski destination is also drawing travelers from mainland China, surpassing the U.S., as per Visa’s report. Even South African Cindy de Oude, a frequent visitor, observes an upscale transformation: “The restaurant scene has become pretty upmarket.” However, she notes that “the snow remains fantastic.”
Not all feedback is positive, as some like Glick express mixed feelings about the changes. “I find it quite disturbing because prices are going through the roof,” Glick said, pointing to increasing exclusivity and commercialization in Niseko and Hakuba. Online sentiments echo these concerns, with some highlighting overcrowding and accessibility issues.
Amid rising international interest, development continues. Singapore-based Patience Capital Group announced a $1.42 billion mega-resort in Myoko Kogen in 2023. While this reflects the growing global investment appeal, locals worry about rising real estate costs and potential cultural erosion. Glick observes, “A lot of skiers from Japan also are struggling… because they see these towns becoming something other than a Japanese ski resort.”
For the time being, Glick prefers less commercialized resorts. “You don’t see any other foreigners,” he notes, appreciating both the affordability and authenticity these spots offer.
Original Source: https://www.cnbc.com/2025/04/01/skiing-in-japan-winter-brings-record-number-of-international-tourists.html
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Publish Date: 2025-04-01 10:01:00
