The Shiribeshi region experienced a record surge in tourism, attracting over 23 million visitors from April 2024 to March 2025. This marks a 3.5% increase from the previous year, according to the Shiribeshi Regional Promotion Bureau.
While more than 20 municipalities in Shiribeshi have visitor numbers below 800,000, 2024 saw significant growth in key areas. Niseko Town welcomed 1.63 million visitors (a 1.4% rise), Kutchan recorded 1.57 million (a substantial 20.3% rise), and Rankoshi saw 695,000 visitors (a 16.2% increase).
Kutchan and Niseko are the towns that support the Niseko United ski resort, the most popular winter destination in Asia according to many reports.
This unprecedented increase in visitors has also been attributed to a rise in cruise ship arrivals at Otaru Port as well as the ongoing weakness of the yen. The sustained growth in tourism in northern Japan presents compelling opportunities for investments, developments, and economic prosperity beyond the nation's major cities.