The Japan Mountain and Ski Resort Industry is on the verge of steady growth. It is expected to grow from a projected USD 944 million in 2025 to USD 2.4 billion by 2035, at a CAGR of 9.8% during the forecast period. This growth in the market is fueled by an increase in both local and foreign visitors, increased popularity in winter sports, and ongoing expansion of ski resorts in areas like Hokkaido, Nagano, and Niigata. Japan's globally recognized powder snow and progressive resort facilities are also key factors driving the market growth.
Market Overview
| Attribute | Value |
|---|---|
| Estimated Japan Industry Size (2025E) | USD 944 million |
| Projected Japan Value (2035F) | USD 2.4 billion |
| Value-based CAGR (2025 to 2035) | 9.8% |
This growth is driven by increased demand for diverse ski experiences, from beginner slopes to backcountry adventures, and the appeal of Japan's winter sports culture. New luxury resorts with hot springs (onsen) and high-end facilities, as well as technological innovations in snowmaking and infrastructure, will continue to attract visitors. Notable growth in activities beyond skiing, such as snowshoeing, snowmobiling, and wellness retreats, will also support industry expansion.
Explore FMI!
Book a free demo
The following chart outlines the comparative assessment of the changes in CAGR for the base year 2024, and the current year 2025, tracking shifts in market dynamics.
CAGR Values for Japan Mountain and Ski Resort Industry (2024 to 2025)
It is expected that the Japan Mountain and Ski Resort Industry will grow at a CAGR of 8.8% in the first half of 2024, with a slight increase to 9.0% in the second half. The growth rate is projected to rise to 9.5% in H1 2025 and reach 9.8% in H2 2025, fueled by strong tourism from international markets, especially from nearby Asian countries, as well as enhancements to ski resort facilities and offerings.
| Category | Details |
|---|---|
| Market Value | The Japan mountain and ski resort industry is estimated to generate USD 863 million in 2024, contributing 30% of Asia’s total mountain and ski resort market. |
| Domestic Market Share | Domestic tourists account for 60% of the market, with popular destinations like Niseko (Hokkaido), Hakuba (Nagano), and Naeba (Niigata). |
| International Market Share | International visitors make up 40%, with key markets including China, South Korea, and Australia, drawn to resorts like Niseko and Furano. |
| Key Destinations | Renowned ski resorts include Niseko, Hakuba, and Nozawa Onsen. |
| Economic Impact | The mountain and ski resort industry generates billions annually through accommodation, ski lessons, equipment rentals, and après-ski activities, especially in iconic resorts like Niseko and Hakuba. |
| Key Trends | Growth in sustainable ski resorts like Furano, adoption of modern snowmaking technologies, and integration of luxury wellness experiences, such as those at The Green Leaf Niseko Village. |
| Top Travel Seasons | Winter remains the peak season for skiing, but increased interest in summer activities such as mountain biking, hiking, and outdoor festivals is extending the tourist season. |
Japan’s mountain and ski resorts continue to attract both local and international tourists, with Niseko being one of the most popular destinations, particularly for Australian tourists seeking Japan's famous powder snow. The domestic market remains strong, with ski resorts across Hokkaido, Nagano, and Niigata enjoying substantial local interest. Alongside traditional skiing, there is a growing demand for activities such as snowshoeing, snowmobiling, and snowboarding, which is further supported by resorts offering a combination of outdoor adventure and relaxation.
A key trend in the market is sustainability. Resorts like Furano are adopting eco-friendly snowmaking technologies, and there is a strong push towards integrating luxury wellness experiences at resorts like The Ritz-Carlton in Kyoto and The Green Leaf Niseko Village. These upscale resorts provide guests with a combination of world-class slopes and onsen, attracting luxury travelers seeking a comprehensive mountain retreat.
| Date | Development & Details |
|---|---|
| Jan 2025 | Launch of the Backcountry Ski Program at Hakuba: Hakuba Valley Resort launched a new "Backcountry Ski and Snowboard Experience," with guided tours to lesser-known territories. This move is aimed at advanced skiers and snowboarders looking for exciting, off-the-beaten-path adventures in the Japanese Alps. |
| Dec 2024 | Niseko Expansion of Luxury Lodging: Niseko Grand Hirafu unveiled "The Summit Suites," an upscale, ski-in/ski-out hotel offering private chalets, gourmet restaurants, and spa services. This new development aims to attract high-end clientele seeking privacy and world-class amenities. |
| Nov 2024 | New High-Speed Lift at Nozawa Onsen: Nozawa Onsen Ski Resort opened a state-of-the-art high-speed lift, lessening wait times and enhancing access to slopes on busy days. This technology will likely boost efficiency and bring in more tourists on peak season days. |
| Oct 2024 | Snowboarding Terrain Park at Furano: Furano Ski Resort opened a new terrain park for snowboarders with Olympic-level halfpipes, rail systems, and high-level freestyle features. The upgrade aims to bring competitive athletes and world-class talent from around the world. |
| Sept 2024 | Improved Snowmaking Technology at Naeba: Naeba Ski Resort introduced a state-of-the-art snowmaking system that enhances snow reliability throughout the winter, ensuring guests enjoy consistent snow conditions, even during warmer winters. |
Men are the Most Prospective Tourists for the Mountain and Ski Resorts Industry in Japan
Men dominate Japan’s mountain and ski resort tourism industry due to their preference for high-energy sports, adventure travel, and competitive winter activities. Japanese ski resorts, particularly in Hokkaido and Nagano, attract male tourists seeking adrenaline-pumping experiences on world-class slopes. Destinations like Niseko and Hakuba provide steep terrains, deep powder snow, and off-piste skiing, which appeal to experienced male skiers and snowboarders.
Competitive winter sports also drive male participation in Japan’s ski tourism. Events such as the FIS Alpine Ski World Cup and the Japan Freeride Open bring skilled skiers from across the globe to test their abilities. These events inspire amateur and professional male skiers to visit Japan’s resorts, where they can train or compete in advanced skiing conditions.
Corporate and group travel further reinforce male dominance in Japan’s ski tourism. Many companies organize executive retreats and team-building activities at resorts like Rusutsu and Nozawa Onsen. These trips blend adventure with networking, making them particularly attractive to business professionals who enjoy skiing.
Japan's ski resorts also appeal to male visitors with specialized services including high-performance gear rentals, guided backcountry excursions, and extreme snowmobiling experiences. The nation's après-ski culture, with its whiskey bars and hot spring resorts, is another draw, making for a balanced experience for male visitors. As Japan continues to promote its winter tourism industry, male travelers will remain the key demographic, seeking thrilling sports, exclusive retreats, and world-class ski conditions.
The 26-35 Age Group Are the Most Prospective Tourists for Mountain and Ski Resorts in Japan
The 26-35 age group dominates Japan’s mountain and ski resorts industry because they actively seek adventure, social experiences, and high-quality winter tourism. These young professionals and outdoor enthusiasts have the disposable income and flexibility to invest in premium ski trips, making them a lucrative market for resorts in Hokkaido and Nagano.
Many travelers in this age group choose destinations such as Niseko, Hakuba, and Nozawa Onsen for their combination of challenging ski slopes, vibrant après-ski culture, and modern accommodations. Niseko, for example, attracts young international travelers with its deep powder snow and nightlife, featuring popular bars like Bar Gyu+ and Wild Bill’s. Similarly, Hakuba hosts winter festivals and live music events that cater to this demographic’s preference for social and active travel.
Digital engagement plays a crucial role in attracting 26-35-year-old skiers. Resorts in Japan leverage Instagram, TikTok, and influencer marketing to showcase breathtaking landscapes, off-piste skiing experiences, and luxury onsen retreats. Many young travelers book ski trips after seeing viral content from popular resorts like Furano and Myoko Kogen.
Japanese ski resorts also cater to this demographic with premium services such as guided backcountry tours, freestyle snow parks, and ski-and-stay packages. Many in this age group seek multi-experience trips, combining skiing with cultural activities like sake tasting, temple visits, and outdoor hot spring relaxation.
As Japanese ski resorts continue to enhance their offerings, the 26-35 age group will remain the most engaged market, driving demand for adventure tourism, high-end accommodations, and immersive social experiences.
By 2025, independent travelers will play a significant role in determining Japan's ski resort industry future, accounting for some 35% of total bookings. This burgeoning segment is all the more coveted because independent travelers value unique, high-end experiences, which enable resorts to secure higher revenues on premium services. In contrast to mass tourism, which tends to focus on package tours and group excursions, independent travelers pursue distinctive, customized experiences that match their personal preferences and aspirations.
An average independent traveler spending time in Japan's best skiing spots, including Niseko, can opt for luxury bases that provide convenience and privacy, including a private chalet or a ski-in/ski-out villa. These luxurious accommodations usually have exclusive services, including personal cooks, concierge services, and private ski rooms, providing an added experience. In order to heighten their ski experience, solo travelers tend to take private lessons from master instructors, which is a more personalized method of enhancing their ski skills on the slopes. Most solo travelers also choose unique activities like heli-skiing or guided backcountry skiing, enabling them to discover untracked terrain and further differentiate their stay from the standard resort adventure.
Apart from skiing, Japanese ski resorts have also profited from their culture to welcome independent travelers, particularly with the addition of wellness services. Hot springs, or onsen, figure prominently in this attraction. Independent travelers usually splurge on a day trip at nearby onsen, for example, in the Hakuba Valley or Niseko, which provide relaxation and therapy after a day of skiing.
Another trait of independent travelers is that they tend to be flexible with regard to travel dates. They are likely to travel to resorts during off-peak times, for example, the beginning of the season or mid-week, which keeps resorts with consistent bookings and income all year round. This trend makes the overall economic stability of the resort business possible so that they can minimize dependence on peak-season visitors. Independent travelers' desire for exclusivity, luxury, and flexibility renders them a vital and lucrative target group for Japan's ski and mountain resorts.
The Japan Mountain and Ski Resort Industry is extremely competitive, with a combination of established luxury resorts and boutique destinations that meet particular requirements. Large resorts such as Niseko, Hakuba, and Nozawa Onsen are the market leaders, drawing both local and foreign tourists with their world-class ski runs, high-end accommodations, and excellent services. Small resorts like Furano and Naeba have specialized products, including less populated slopes and a more personalized, intimate atmosphere, making a dynamic and differentiated market.
2025 Market Share of Japan Mountain and Ski Resort Players
Established majors with market strength are Niseko, Hakuba Valley, and Rusutsu Resort, while mini majors such as Furano and Nozawa Onsen cover the niche spaces by providing premium goods and segmented offerings.
The Japan mountain and ski resort industry is expected to grow at a CAGR of 9.8% from 2025 to 2035.
The market is projected to reach USD 2.4 Billion by 2035.
The key drivers include the increasing popularity of winter sports, luxury ski experiences, and year-round mountain destinations.
Key players include Niseko, Hakuba, Naeba, Furano, and Nozawa Onsen, along with other regional resorts offering specialized services and personalized experiences.
The industry is segmented into Skiing, Snowboarding, Trekking, Snowmobiling, and Others.
The market is divided into Online Booking and In-person Booking.
Segmentation includes Domestic and International tourists.
The industry includes Independent Travelers, Group Trips, and Family Trips.
The market is analyzed by gender (Men, Women) and by Children.
The industry is segmented into the following age groups: 15-25 Years, 26-35 Years, 36-45 Years, and Over 45 Years.
Floating Hotels Industry – Competitive Analysis and Market Share Outlook
Floating Hotel Industry Analysis by Type, by End User, by Tourist Type, by Booking Channel, and by Region – Forecast for 2025-2035
GDS Technology Industry Competitive Analysis and Market Share Outlook
Heritage Tourism Market Analysis by Experience Type, by End User, by Tourist Type, by Booking Channel, and by Region - Forecast for 2025 to 2035
Competitive Analysis and Market Share Outlook
Luxury Yacht Industry Competitive Analysis and Market Share Outlook
Japan Mountain and Ski Resort Market
Thank you!
You will receive an email from our Business Development Manager. Please be sure to check your SPAM/JUNK folder too.
