Japan’s ski resorts are having a stellar season, with international visitors flocking to the slopes in record numbers, according to the latest Visa data. In fact, the number of visitors has almost doubled since pre-pandemic days – proving that snow isn’t the only thing that’s piling up in those mountains.
Between November 2024 and February 2025, international arrivals surged by nearly 50%, making up 80% of all skiers hitting the slopes. Not just there for the powder, these visitors also accounted for around 90% of the total spending, showing that their wallets are just as active as their ski poles.
Surge in visitors
International visitors increased by nearly 50% year-on-year, now making up 80% of all ski travellers in Japan.
Meanwhile, international visitors contributed to 90% of total spending during the 2024–2025 winter season (November–February).
Overall, the total ski tourism numbers grew by 40%, with total spending rising by 25% compared to the previous year.
Top international markets
Australia: 30% of international visitors
United States: 20% of visitors
Southeast Asia (Singapore, Thailand, Malaysia): 12% of visitors
China: Now the top market for Japanese ski resorts
Popular ski resorts
Niseko: 50% of international visitors
Hakuba: 35% of international visitors
Furano: Recorded the fastest growth, with 70% more overseas visitors than last year
Extended stays
Over 90% of international visitors stayed an average of 9 extra days beyond the ski resorts, spending 35% more daily in cities like Tokyo, Osaka, and Chiba. Shopping accounted for 40% of post-ski spending, followed by dining at 20%.