Japan is seeing a snowball effect in tourism as international travellers flocked to the nation’s winter resorts during the 2024-25 ski season, accounting for almost 50 per cent more visitation and contributing 90 per cent of overall spend to hit record peaks.
According to Visa cardholder spend, international visitors on Japan ski holidays represented 80 per cent of total visitors and around 80 per cent of total spend from November 2024 to February 2025.
Visitation to Japan has now surpassed pre-pandemic levels as the East Asia nation continues to be a much sought-after international destination for skiers and snowboarders.
Australians topped the list, accounting for almost one-third (30%) of total international visitors for Japan ski holidays, followed by the US (20%) and South-East Asia collectively at 12 per cent.
After New Zealand, Japan is the second most popular ski destination for Aussies. Niseko, Hakuba and Furano are the top ski destinations in Japan and across the Asia Pacific.
Niseko saw a 50 per cent year-on-year bump in international visitors and Hakuba attracted almost 35 per cent more, while Furano had the biggest jump with around 70 per cent more overseas visits for Japan ski holidays.
Last season, Australia was the number-one international long-haul source market for Nagano.
Extending Japan ski holidays
Entertainment, accommodation and restaurant dining account for 50 to 70 per cent of spending for Japan ski holidays by both international and domestic tourists.
Post-ski activities show 90 per cent of international travellers go beyond the resorts to extend their stay in Japan by an extra nine days, spending around 35 per cent more per day on retail shopping and groceries in cities such as Tokyo, Osaka and Chiba.
