Have you ever been to Niseko?
I recently took a trip there myself, and while it's world-famous as a ski resort, I discovered so much more to it than just skiing.
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| View of Mount Yotei from Niseko Ski Resort |
During peak winter season, 80% of Niseko's visitors are international tourists (mainly skiers). When I visited in February (2025), I saw very few Japanese tourists. (Though it's hard to be certain with other Asian visitors). Consequently, communication at hotels and restaurants is primarily in English, and I learned that many foreigners come to work there seasonally. Also, due to the weak yen, prices are about three times higher than the Japanese average, which likely deters Japanese tourists.
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| Map of Japan with Niseko highlighted |
Niseko is located on the western side of Hokkaido (Japan's northernmost island). 20 years ago, it was considered rather remote and inconvenient. It's said that its reputation for incredible "snow quality" spread by word-of-mouth among skiers, particularly Australians who discovered it, leading to its current international popularity. I asked some Australians who have lived there for 20 years: "Why do you think Niseko has developed so much for international visitors?" I was curious, because I thought, "Surely there are other places in the world with equally good snow."
They told me Niseko's appeal comes down to these three key factors:
The Unbeatable Powder Snow:
Niseko's snow is truly exceptional. The fluffy powder snow is an unforgettable experience.
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| Snowboarder carving through Niseko's powder snow under a clear sky |
Hokkaido's Culinary Delights:
Fresh seafood and the bounty of the land make Niseko a gourmet paradise. The local, seasonal cuisine is exquisite.
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| A large snow crab |
A Truly Global Atmosphere
Niseko attracts people from all over the world, creating a diverse, international vibe. English is widely spoken, making it comfortable for international visitors, and it's easy to meet skiers from all over the globe.
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| A group of international skiers |
These three points make Niseko a truly special place.
Of course, Niseko also faces some challenges. There's a big difference in visitor numbers between winter and summer, leading to seasonal closures and staff changes. But this also means people have the opportunity to choose various lifestyles, like a nomadic existence.
As a company dedicated to showcasing wellness experiences throughout Japan, we believe Niseko's allure extends beyond the winter season. We're excited to highlight the beauty of Niseko's off-seasons – cherry blossom season, summer greenery, and autumn foliage – and offer unique wellness experiences year-round.
It was striking to hear businesspeople I met in Niseko talking enthusiastically about "where's the next Niseko?" But Niseko is a truly unique place, created by nature and nurtured by people. It's not something easily replicated.
I'm excited to see how other areas in Japan evolve to attract international visitors.
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| View of Mount Yotei covered in snow from a Niseko ski lift |
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