International ski tourism is no longer just a seasonal boost—It’s becoming a key driver of long-term growth in places like Niseko, reshaping how travelers engage with Japan and how destinations adapt in response.
New data from VISA highlights how pivotal international ski travel has become in Japan.
During the winter 2024–25 season alone, Japan welcomed 13 million arrivals between December and March. Ski travelers made up a substantial portion of that surge, with foreign visitors accounting for almost 80% of all skier traffic between November and February and 90% of total visitor spend, representing a 50% year-on-year growth for inbound visitors as a whole.
Niseko emerged as the leading destination, drawing more than half of these international skiers. While Hakuba and Myoko Kogen followed, Niseko’s continued dominance underscores its place as Japan’s premier winter resort and a standout on the global tourism map.
Australian travelers comprised approximately 30% of the total international visitor base, followed by Americans and a growing number of Southeast Asian tourists. And the slopes are only part of the story.
Around 90% of international visitors extended their trips, staying an average of nine extra days to explore beyond the ski resorts. Tokyo, Osaka, Chiba, Nagano, and Hokkaido ranked as the top five destinations. While Tokyo and Osaka remain staples on the Golden Route, the inclusion of ski-linked regions in Nagano and Hokkaido underscores a growing appetite among travelers to move beyond the traditional tourist circuit.
Niseko has long stood out for its combination of reliable powder, beautiful scenery, and hospitality tailored to global travelers. But the latest travel and spending data reinforces just how magnetic and resilient its appeal has become.
Several factors are driving this continued momentum: strong English-language infrastructure, excellent value for international visitors, and the ability to meet global demand at the right time. The prolonged weakness of the yen has only amplified this trend, making Niseko more accessible than ever for travelers and investors.
As a result, Niseko has steadily grown from a niche ski town for powder enthusiasts into a globally recognized destination, drawing return visitors and long-term investors.
And that evolution is clearly reflected in the ambitious planning taking place on the ground.
New resort developments are underway in Hirafu, along with a 1,200-person staff housing complex in Kutchan. These are part of 22 major projects scheduled for completion throughout 2025 and 2026. Meanwhile, the long-anticipated Hokkaido Shinkansen is still projected to open next decade. A direct rail connection from Tokyo would further cement Niseko’s standing as a premier international destination.
Niseko’s evolution is part of a broader trajectory. Once favored by those in the know, it’s now a year-round destination supported by steady development, expanding infrastructure, and a global community that continues to grow with each season.
News Sources:
VISA, with additional context from JNTO, C9 Hotelworks, and related industry coverage.
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