Australians are embracing Nagano, Japan, like never before, with a significant surge in visitors to the region’s world-class ski resorts and cultural attractions. According to new figures from the Japan Tourism Agency, Australia has secured the top spot as the leading long-haul market for this winter wonderland, overtaking key global competitors and reaching new heights in tourism growth.
The data, which highlights the first five months of 2024, shows that Australian visitors have contributed to a remarkable 90% increase in overnight stays compared to the same period in 2023. Between January and May 2024, Australians logged 100,630 bed nights in Nagano, a staggering rise from the previous year’s 52,700. The dramatic increase underscores Australia’s growing love affair with the region’s unique blend of ski resorts, natural beauty, and traditional Japanese culture.
Helen Wong, the Australian representative of the Nagano Tourism Organization, said this surge reflects Australians’ increasing desire to experience Japan’s stunning winter landscapes. “The jump in numbers showcases the deep connection Australians have with Nagano, a region they now cherish for winter holidays,” she said.
A World-Class Winter Destination
Nagano, located about 250 kilometres northwest of Tokyo, is a hotspot for winter sports enthusiasts. It boasts some of Japan’s most prestigious ski resorts, offering a variety of slopes for all skill levels. Nagano is home to the renowned Hakuba Valley and Shiga Kogen resorts, which are attracting Australian adventurers in record numbers.
The prime season for skiing and snowboarding typically runs from late December to early March, with January and February boasting the most reliable powder conditions. However, some resorts remain open until April thanks to heavy snowfalls, making Nagano a flexible and extended destination for snow lovers.
Beyond the powdery slopes, Nagano offers a rich blend of activities for visitors seeking more than just skiing. Helicopter skiing tours, snowshoeing, ice climbing, and snowmobiling are among the thrilling options available, particularly in the Hakuba Valley at the base of the Northern Japan Alps. The appeal doesn’t end there. Nagano hosts exciting winter events, from the spectacular Nozawa Onsen Fire Festival to the lively Snow Monkey Beer Live at Shiga Kogen, where visitors can enjoy craft beer alongside live music.
Cultural Delights and Hot Springs
Nagano’s allure goes beyond winter sports. Visitors are drawn to its rich cultural heritage and world-famous hot springs, known as onsen. The area’s natural beauty is complemented by iconic landmarks such as Zenko-ji Temple, the historic Matsumoto Castle, and the captivating Jigokudani Monkey Park, where the region’s snow monkeys famously bathe in hot springs amid a snowy backdrop.
For Australians looking to dive into these traditional experiences, Nagano’s hot springs offer a perfect respite after a day on the slopes. The region’s historic inns, known as ryokan, provide a cozy and authentic atmosphere that perfectly complements its snowy landscapes.
A Record-Breaking Year for Nagano
Nagano’s rapid popularity among Australians highlights the destination’s growing prominence on the international stage. As more Aussies seek out unique, adventurous travel experiences, Nagano is cementing its position as a must-visit destination for winter sports and cultural immersion.
With its combination of pristine ski slopes, rich cultural experiences, and welcoming hospitality, it’s no wonder Australians have made Nagano their winter holiday destination of choice in 2024. As the year progresses, all eyes will be on the region to see if this growth trend continues and how Nagano will meet the increasing demand from Australia and beyond.
For more information, visit the Nagano Tourism Organization’s official website at Go Nagano.
Written by: Soo James