A Record-Breaking Winter: How Niseko's Global Appeal Drove Visitor Numbers Past 11 Million
The four major ski resorts in the Niseko region—spanning Kutchan and Niseko towns in Hokkaido’s Shiribeshi subprefecture—welcomed over 11.3 million lift and gondola rides between December 2024 and March 2025, marking a 13.5% year-on-year increase and surpassing the 10-million mark for the first time in the 21st century.
The four resorts included in this data are:
- Niseko Tokyu Grand Hirafu Ski Resort
- Niseko HANAZONO Resort
- Niseko Village Ski Resort
- Niseko Annupuri International Ski Area
Collectively, the resorts recorded 11,318,863 total passenger rides, exceeding last season’s already strong performance of 9.97 million and marking the first return to above-9-million levels in five seasons. Niseko Annupuri, the last to close, ended operations on May 6.
International visitors—estimated to account for 80% to 90% of total guests—continue to drive this growth. In addition to the core markets of Australia, Hong Kong, and Singapore, there was a notable surge in guests from North America, especially the United States and Canada. Contributing factors include increased awareness of “Japanese powder snow” and access to multi-resort international season passes accepted across about 60 resorts worldwide.
This season also saw:
- A new 10-passenger gondola replacing the main quad lift at Grand Hirafu, increasing transport capacity by 45% year-on-year.
- Strong snowfall in December, contributing to a 70% rise in early-season lift/gondola operations at some resorts.
- Robust occupancy across hotels near ski areas—Niseko Village reported over 90% occupancy sustained through peak season.
- New hotel openings adjacent to the slopes at HANAZONO Resort, further boosting visitor numbers.
Despite increases in prices—including a ¥1,000 rise in the cost of a shared day pass to ¥10,500, as well as higher food and lesson fees—resorts report minimal impact on international demand due to the weak yen. Comparatively, day passes at top global resorts often exceed ¥30,000, leaving room for further price adjustments in Niseko.
However, concerns remain over domestic sentiment. Annupuri Resort noted a perception that “Niseko has become expensive,” which may be dampening Japanese visitor numbers.
