The recently concluded 2024-25 winter season has brought in a record number of ski-loving tourists to Niseko, according to reports from various media outlets.
The Hokkaido Shinbun reports that all four resorts in Niseko United welcomed an estimated 11.3 million tourists, up from 9.97 million during the 2023-24 season. This shows a 13.5% year-on-year increase in tourist numbers, and also mark the first time visitor numbers have gone over 10 million in the 21st century.
The outlet also reported that, of the many visitors who arrived in Niseko for the winter season, 80-90% are international tourists. It is also estimated that the majority of these international tourists are skiers who have arrived to experience Niseko’s famed powder snow.
The data published by The Hokkaido Shinbun were taken between the months of December 2024 and March 2025, with information from the usage of ski lifts and gondolas in Niseko United among the data sources cited to support the reporte d.
The Niseko-based website Powderlife also reported that weather conditions in December produced the highest snowfall numbers in 19 years, ending with 470 centimeters’ worth of snowfall on Mount Annupuri during the month. This has resulted in an abundance of powder snow throughout the season, even with the presence of La Nina.
Related article: Mastering Niseko: Your Guide to Japan’s Premier Ski Retreat
Powderlife also reports that international guests arrived in Niseko for special events such as the Rhythm Rail Jam ski and snowboard competition and the Snow Machine Music Festival, both of which were held in March 2025.
The tourist arrival trends in Niseko are in line with data gathered from all over Japan from visitors spending the 2024-25 winter season in the country’s premier skiing resorts. A report released by Visa in April 2025 showed promising numbers in terms of tourist spending in Japan during the wintertime, which may position Japan as a premier winter destination.
According to the Visa report, 90% of overall tourist spending came from international visitors who were more likely to spend more than three times the amount spent by domestic Japanese tourists. Skiing expenses account for up to 40% of travel budgets for international tourists, compared to up to 70% of the budget for all tourists.
Visa also reports that guests are spending more time in Japan by extending their trips beyond winter resorts like Niseko, Hakuba, and Furano and adding other destinations such as Tokyo, Osaka, and Chiba. The trends from this season show that international ski tourists tend to add up to nine additional days to their winter stay in the country.
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Featured Image by Japan Up Close
