According to provisional estimates from the Japan National Tourism Organization (JNTO), approximately 807,800 Australians visited Japan between January and November last year, surpassing the previous record set 2019 by nearly 200,000. Flight Centre data reveals that Tokyo, Osaka, and Kyoto remain the top three destinations for Australian tourists. Australians are among the longest-staying visitors to Japan.
The steep increase in tourists has presented challenges, especially in major cities. Kitazawa Naoki, executive director of JNTO's Sydney branch, emphasised the importance of responsible travel. He encouraged tourists to consider exploring lesser-known destinations.
The boom is set to continue with Australian bookings for Japan in the first three months of 2025, which will be up by a fifth compared to 2024, according to Flight Centre. One of those travellers, architecture student Josh Khochaiche, will leave Sydney on Saturday to study and sightsee in the major cities for three-and-a-half weeks. However, he is sensitive to locals' calls for better behaviour from tourists. "We love [Japan] as much as I'm sure the people themselves love it, so we want to try and be as respectful about it as possible," he said. A fan of Japanese carpentry, pop culture and food, Khochaiche jumped at the chance to visit, not least because of a strong exchange rate between the Australian dollar and the Japanese yen. "If you're going out [to eat], it's $15 to $20, and compared to Australia, that's exquisite," he said. One Australian dollar on Thursday was worth 97 yen, near the level it has hovered at since mid-2023, despite losing value against the US dollar and other currencies in recent months.
Ski Resorts Competing with Niseko, a Favorite Among Australians
Niseko isn't the only ski destination popular with foreign visitors. Other ski resorts in Hokkaido are gaining attention for their excellent access and powder snow. Efforts to attract local visitors are also underway.
Hokkaido 's ski season is in full swing, and it's not just Niseko attracting foreign visitors. Kamui Ski Links in Asahikawa City is about a 90-minute drive from Sapporo. The city has seen a surge in international tourists.
Foreign Tourists Share Their Thoughts:
A visitor from the UK said: "Akemashite Omedetou Gozaimasu. It's very peaceful here and not noisy at all."
A skier from Kazakhstan shared: (Q: Why did you choose Kamui Ski Links?) "Powder snow! And the slopes are amazing!"
Efforts to Attract Foreign Guests
The number of international visitors has significantly increased compared to last year.
According to Kamui Ski Links representative Junya Abe:
"Visitor numbers are up by about 120% compared to last season. For instance, Australian tourists numbered around 200 last year and have increased tenfold."
Why Kamikawa Region is Gaining Popularity
Foreign tourists cited key reasons for choosing Kamui Ski Links:
"The skiing and snow quality here is excellent. It's peaceful, uncrowded, and surrounded by trees, making it fun." (UK)
"The climate is cold, and there's plenty of great snow. And of course, the hot springs!" (Finland)
Some preferred Kamui over Niseko:
"I've been to Niseko twice, but it's very noisy, so I don't go there anymore."
Initiatives to Attract Skiers
Kamui Ski Links has implemented various strategies:
Opened a ski school specifically for beginner foreign skiers this season and am hiring three English-speaking instructors.
Introduced tours leveraging their high-quality snow, such as a Cat Tour:
Guests ride a snow groomer to access untouched slopes, even during off-hours for gondolas.
Other ski areas in the Kamikawa region, including Furano and Tomamu, also see rising numbers of international visitors. Last winter, over 580,000 foreigners stayed in Kamikawa, exceeding pre-pandemic levels by 100,000. This winter, the number is on track to surpass even that.
Kamikawa's ski resorts compete with Niseko regarding luxurious tours and family-friendly options.
Exclusive Experiences for Powder Enthusiasts
This season, Kamui Ski Links introduced the Early Morning Cat Tour, limited to one group per day at ¥300,000. Guests can ski fresh, untouched powder alongside a guide before regular operations begin.
New Packages for Explorers
A new camping car plan allows visitors to explore three ski resorts in the Kamikawa region. The 4-night, 5-day package includes a shared lift ticket and access to Tomamu's resort facilities, starting at ¥215,300 for a group of four. This initiative targets affluent travellers by uniting Kamikawa's resorts.
Studio Commentary
Anchor Keiichi Hori:
"The snow quality in Kamikawa rivals that of Niseko, but I'm surprised by the diversity of international visitors enjoying skiing in Asahikawa. But is it only foreign tourists filling the slopes?"
Announcer Daiki Horiuchi:
"Not at all! Most visitors are still Japanese. Kamui Ski Links, for instance, attracts many from outside Asahikawa."
Visitor Insights:
Skier from Kanagawa Prefecture:
"We're staying near Asahikawa Station. It's so convenient and a great region to enjoy various activities."
Child Skier:
(Q: What was the most fun?)
"Asahiyama Zoo!"
Family from Bekkai:
"We had dinner in Asahikawa, stayed at a hotel, and will return tomorrow. The ski area is so close—it's enviable for Asahikawa locals."
The proximity to central Asahikawa and the various attractions beyond skiing make Kamikawa's resorts a hit.
Attracting Local Visitors Amid Declining Ski Popularity
Efforts are being made to bring in more local guests as ski participation declines:
Kamui Ski Links:
Lift ticket prices for adults were raised, but elementary school ticket prices were kept the same to encourage more children to ski.
A direct bus from Sapporo now runs, costing just ¥1,000 one way.
Furano Ski Resort:
Offers free lift tickets for children under elementary school age.
Hoshino Resorts Tomamu:
Provides special one-day passes for Hokkaido residents: ¥5,000 for the first visit and ¥4,000 for subsequent visits.
Season Pass Success:
Five ski areas in Kamikawa (including Nayoro and Shibetsu) launched a joint season pass, which sold out within a month.
Anchor Keiichi Hori:
"Hokkaido schools are still on winter break, and with a three-day weekend coming up, ski resorts are expected to be even busier."
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