We all know skiing and snowboarding in Japan is EPIC, the snow, the food, the whole package is just so good. So really, it’s no surprise that Japan is the favourite snow destination for Aussies, and it is now becoming a firm favourite for North Americans too.

A recent article in Travel Weekly, described Japan as now “officially mainstream” and a true bucket list destination for US skiers. A big factor in this is that visitors from the States can use their season passes for either Niseko and Lotte Arai if they have an Ikon pass, or Hakuba and Rusutsu if they are Epic pass holders.

With more people than ever before choosing Japan as their snow vacation (or holiday depending on where you are travelling from), the choice of resort becomes even more important. After all, Japan is famous for an abundance of incredible snow, amazing food and relatively uncrowded mountains.

So, what are the favourite resorts for the 2024/2025 season?

Ski Asia just ran a survey of its 30,000 Facebook followers to see where people were planning on spending their time and the results are unsurprising:

1.       Nozawa Onsen            13%

2.       Hakuba Valley              10%

3.       Niseko United               8%

4.       Furano                              8%

5.       Rusutsu                           7%

6.       Madarao/ Tangram     6%

7.       Shiga Kogen                   6%

8.       Kiroro                                6%

9.       Myoko Kogen                 5%

10.  Sapporo Teine              3%

11.  Other                                 28%

Ski Asia last ran this survey in 2021 and there have been some big changes in terms of where people are going – specifically Niseko where 29% of people indicated they were visiting in 2021 now accounting for just 8% of visits. Inversely the ‘Other’ category was previously 8% in 2021 and is now up to 28%, perhaps suggesting that repeat visitors are interested in seeing more of what this amazing country has to offer.

Nozawa Onsen is a hugely popular destination that books out many months in advance – and justifiably so. Nozawa has it all, a picture-perfect village, good après and great restaurants. This, along with the excellent accommodation on offer and amazing snow, means it’s the full package, and it’s no surprise to us that Nozawa has increased in popularity in recent years.

Hakuba has moved into second position with 10% of visitors choosing this amazing hamlet as their base for their trip. With 10 resorts on your doorstep (all included in the Epic pass), amazing restaurants and an excellent range of properties, it’s easy to see why it Hakuba remains so popular.

Niseko the OG of international Japanese ski resorts. Niseko is still a very popular destination with the broader international market (increasingly so with North Americans). Incredible snow, possibly the best après and the largest offering of luxury accommodation makes this an excellent option for first-time visitors and powder hounds alike.

Club Med resorts in Hokkaido represent a big percentage with Club Med Sahoro, Tomamu and Kiroro making up 11% of visits. This reflects the appeal of the Club Med all-inclusive offering, especially for travellers with kids in tow.

As far as ‘Other’ resorts that people are visiting, it’s a long tail of smaller and less discovered resorts, Appi (one of our favourites), Aomori,  Shizukuishi and Geto Kogen all make this list and offer something a little different for those who want to escape the crowds and are interested in a deeper Japanese experience.

Regardless of where you have booked, you will have a blast, early indications are that 24/25 is going to be a cracking season and one to be remembered. If you haven’t yet decided on where you want to go and need some expert advice on the best options, please reach out and we will be more than happy to help.

Wishing you peace, love and powder days. ❄️

The Snow Concierge.