Tourism Hakuba trying not to turn in Niseko

Hakuba, a picturesque resort village nestled in Nagano prefecture, is currently experiencing a surge in popularity. Here, foreign tourists make up nearly half of the skiers, and land prices are soaring at an impressive rate, ranking fourth in Japan. This growth is fueled by the construction of luxurious hotels and other amenities. While some refer to Hakuba as "a second Niseko" due to its potential, local experts in the tourism industry remain cautious. Niseko, a renowned ski destination on Hokkaido, Japan's northern island, grapples with the delicate balance between rapid development driven by foreign companies and the needs of its residents. Taking cues from Niseko's journey, Hakuba aims to forge an optimal tourism model that benefits businesses and newcomers and prioritizes the well-being of its residents.

Hakuba's allure lies in its uncrowded slopes, reasonable ski pass prices (often below $50 per day), and various lodging options. The village, accessible via the Shinkansen bullet train from Tokyo, sits conveniently on Honshu, the main island. Its jagged peaks and efficient train service evoke a blend of Chamonix, France, and Bariloche, Argentina. As Hakuba continues to evolve, it strives to strike the right balance, ensuring visitors and locals thrive amidst its alpine charm.




Boon or bane, Nikkei Asia takes a closer look at the Nagano ski resort:

Real estate development is another thriving business in the village. Singapore-based Kanolly Hotels opened a resort in 2022, renting individual villas for hundreds of thousands of yen (thousands of dollars) a night. List Development, a property developer based in Yokohama, will open a short-term rental condominium complex with 38 units at the end of 2024. Land prices in commercial areas in Hakuba jumped 30.2% on the year as of Jan. 1, 2024, according to government-appraised land prices published by the land ministry. That was the fourth-fastest price increase in Japan, behind Kikuyo, Kumamoto prefecture, and Chitose, Hokkaido, which are booming thanks to the construction of semiconductor plants owned by TSMC and Rapidus, respectively. However, most people in the tourism industry in Hakuba say they do not want the village to become a second Niseko because of the problems the flood of foreign money has brought to the Hokkaido resort.

Click to expand...

Paywall alert: