According to a detailed report from Visa, a global leader in digital payments, Japan’s ski tourism industry has experienced a spectacular surge. Visitation levels have exceeded pre-pandemic levels, and robust economic growth has been delivered, driven mainly by international visitors. This remarkable rise positions Japan atop Asia Pacific’s leading winter sports destinations, highlighting its irresistible charm among global ski enthusiasts.

During the recent winter season, spanning November 2024 to February 2025, Visa’s analysis indicates a nearly 50% year-on-year increase in international visitors to Japan’s ski resorts. International guests accounted for a staggering 80% of total visitors and a remarkable 90% of overall tourism expenditures, underscoring their critical role in revitalizing Japan’s tourism economy.

Niseko, Hakuba, and Furano Lead the Charge

Visa’s data distinctly identifies Niseko, Hakuba, and Furano as standout ski resorts, each contributing uniquely to Japan’s impressive tourism growth. Niseko remains the undisputed favorite, capturing nearly 50% of international visitor spending, thanks to its celebrated powder snow and cosmopolitan atmosphere. Close behind, Hakuba attracted around 35% of the global ski crowd, celebrated for its diverse slopes and vibrant après-ski experiences.

Meanwhile, Furano emerged as the fastest-growing ski destination, experiencing a remarkable 70% increase in international visits year-on-year. This charming locale, popular among domestic travelers for decades, is increasingly enticing global visitors looking for authentic Japanese hospitality and excellent skiing conditions.

Australia Leads Global Enthusiasm, China Quickly Rising

Australia continues to dominate as Japan’s leading source of ski tourists, representing around 30% of total international visitors, followed by the United States at approximately 20%. Significantly, Japan now emerges as the preferred ski destination among Chinese tourists, a strategic shift with considerable implications given China’s massive outbound travel market.

Southeast Asian visitors—particularly Singapore, Thailand, and Malaysia—also displayed notable interest, collectively contributing around 12% of international ski tourists. This highlights the diverse appeal of Japan’s ski resorts across the Asia Pacific region.

Beyond the Slopes: Extended Stays and Increased Spending

Crucially, the economic impact of this tourism surge extends well beyond ski resorts. Visa’s analytics reveal that over 90% of international visitors prolong their Japanese adventure by an average of nine additional days, significantly amplifying their overall spending. This post-ski period sees visitors spending roughly 35% more daily than during their ski-focused stays, predominantly within urban areas like Tokyo, Osaka, and Chiba.

Entertainment, lodging, and dining form the bulk of this economic injection, accounting for approximately 50% to 70% of expenditures. Additionally, retail purchases, primarily in department stores, discount outlets, and supermarkets, make up around 40% of the post-ski spending, emphasizing the expansive economic benefits enjoyed by Japan’s urban businesses.

Rise of Contactless Payments Boosting Tourism

The report further underscores a rapid adoption of contactless payment methods among international tourists, with over 80% of total spending conducted via contactless technology. Of these, nearly half were mobile transactions, marking a notable 30% increase year-on-year. This shift simplifies transactions for travelers and modernizes payment infrastructure across local businesses.

Expert Insights Illuminate Future Opportunities

Prateek Sanghi, Head of Visa Consulting and Analytics for Asia Pacific, emphasized the transformative potential of this data: “Our findings clearly demonstrate Japan’s ascendance as a world-class ski destination. More importantly, this analysis offers local businesses and governmental bodies invaluable insights to refine tourism strategies, enhance visitor experiences, and streamline payment solutions tailored specifically for evolving traveler demographics.”

Visa’s unique ability to leverage sophisticated payment data, coupled with advanced analytics and consulting expertise, ideally guides Japan’s tourism stakeholders in capitalizing on emerging opportunities and sustaining long-term economic growth.

With the ski season seamlessly transitioning to spring blossoms, Japan stands poised not merely as a seasonal haven but an enduring travel destination. This extraordinary surge signals promising momentum, giving Japanese tourism stakeholders unprecedented opportunities to harness this global enthusiasm and reinforce Japan’s position as a premier, year-round international travel hotspot.

 

 

 

Written by Alison Jenkins

 

 

 

 

 

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