Hakuba, Nagano Prefecture is experiencing unprecedented growth as Japan’s leading international ski destination, according to recent data released by Agoda, one of Asia’s largest online travel agencies. The ski resort area recorded a remarkable 63% year-on-year increase in accommodation searches by international visitors, establishing it as the fastest-growing winter destination in Japan.
The surge in popularity comes alongside Hakuba’s Wadano Road recording the highest roadside land price increase nationwide, as reported by the National Tax Agency on July 1, 2024. Land values in the area increased by 32.1% to ¥37,000 (approximately $230 USD) per square meter compared to 2023, reflecting the area’s growing appeal to both domestic and international investors.
“The explosive growth we’re seeing in Hakuba reflects its unique position as a world-class ski destination that offers premium snow quality while remaining accessible from major urban centers,” said Seigo Sasaki, COO of Resort Japan. “International visitors particularly value Hakuba’s multilingual support and variety of courses that cater to all skill levels.”
International Appeal
Agoda’s 2025 Ski Travel Destinations Ranking shows that Hakuba is particularly popular among Thai travelers, while also attracting significant numbers from Taiwan, Hong Kong, Singapore, and South Korea. The data indicates that approximately half of winter ski visitors to Hakuba now come from abroad, transforming what was once primarily a domestic destination into an international resort area.
For domestic Japanese travelers, Hakuba ranks as the second most popular ski destination, with searches up 53% year-on-year, trailing only behind Hachimantai in Iwate Prefecture.
Investment and Development
The growing popularity has attracted significant international investment. Marriott International opened the first foreign-owned hotel in Hakuba in 2018, and Japanese hotel operator Wealth Management has announced plans to partner with Singapore-based luxury hotel brand Banyan Tree to open a new facility near one of Hakuba’s largest ski areas by 2026.
Adding to the area’s premium accommodation options, Resort Japan, a sister company to Housing Japan, has recently unveiled a new boutique hotel property in Tsugaike, Blue Star Hotel, that combines traditional Japanese hospitality with modern amenities tailored to international guests, adding to the Nomad Hotel which is found in Echo Land. Resort Japan is in the process of building a new high-end Hotel in Tsugaike called Cedars. It will offer a luxury experience with great access, being built next to the ski lift.
Year-Round Destination
While winter remains Hakuba’s peak season, tourism officials note that the area is increasingly becoming a year-round destination. The Hakuba Iwatake Mountain Resort features attractions such as panoramic terraces and adventure activities that have proven popular during summer months.
“It’s important to attract fans regardless of the season,” noted a spokesperson from Hakuba Iwatake Mountain Resort. The strategy appears to be working, with visitors praising Hakuba’s natural beauty and outdoor activities throughout the year.
Balancing Growth with Sustainability
As Hakuba experiences rapid development, local authorities are implementing measures to ensure sustainable growth and prevent overtourism issues that have affected other resort areas like Niseko in Hokkaido.
“To avoid becoming the next Niseko, we are regulating the scale of land development and requiring developers to hold briefing sessions for residents,” stated an official from Hakuba’s construction division.
Looking to invest in the Hakuba Area?
If you are looking to invest in the Hakuba area or have Hotel Management needs, check out Resort Japan today! With over twenty years of real estate as well as years of hotel operation experience, we pride ourselves on our extensive knowledge in the local area, network, and community. Connecting you with local experts is what we do best.
Source (jp only)
