Japan Leads In Global Ski Tourism With A Remarkable Increase In International Visitors And Spending, Transforming The 2024 Winter Season

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Japan’s ski resorts are seeing explosive growth in international visitors and record-breaking spending, with a dramatic surge in arrivals and extended stays this winter season.

Japan’s ski resorts are enjoying an exceptional season, with international visitors flocking to the slopes in record numbers, as revealed by the latest Visa data. Visitor numbers have nearly doubled compared to pre-pandemic levels, demonstrating that it’s not just the snow that’s piling up in these mountainous regions.

Between November 2024 and February 2025, international arrivals surged by almost 50%, now comprising 80% of all skiers in Japan. Not only are these visitors drawn to the powder, but they are also responsible for around 90% of total spending, showing that their wallets are just as active as their ski poles.

The surge in international visitors has been significant, with a 50% increase in numbers year-on-year. These visitors have accounted for the majority of ski tourism spending, contributing to 90% of the total expenditure during the 2024–2025 winter season (November–February).

Overall, ski tourism has grown by 40%, and total spending has increased by 25% compared to the previous year.

Key International Markets

• Australia: 30% of international visitors
• United States: 20% of visitors
• Southeast Asia (Singapore, Thailand, Malaysia): 12% of visitors
• China: Has now become the leading market for Japanese ski resorts

Popular Ski Resorts

• Niseko: 50% of international visitors
• Hakuba: 35% of international visitors
• Furano: Has seen the fastest growth, with a 70% increase in overseas visitors from last year

Extended Stays and Spending

More than 90% of international visitors stayed an average of 9 extra days beyond their time at the ski resorts, spending 35% more daily in major cities like Tokyo, Osaka, and Chiba. Shopping accounted for 40% of post-ski spending, followed by dining at 20%.