Overview

Japan’s ski tourism has seen a remarkable resurgence, surpassing pre-pandemic visitor levels, according to data from Visa. The popularity of top ski destinations such as Niseko, Hakuba, and Furano has significantly increased, driven by international travelers.

Visa Ski Tourism Data

Key Findings

• Visitor numbers during the winter peak season (November 2024 - February 2025) grew around 40% year-on-year. Total spending increased by 25%.
• International tourists made up roughly 80% of all ski visitors, contributing significantly to the spending in the local economy.
• The data indicates a nearly 50% increase in international arrivals, with Australia, the USA, and Southeast Asia leading the charge.

Insights

Prateek Sanghi stated, “Our data not only underscores the rising allure of Japan as a skiing destination but also helps understand the evolving travel and spending habits of both domestic and international tourists.”

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