- Japan’s tourism industry was historically geared towards domestic guests, and received very few inbound tourists. As such, the high-end segment has generally been underdeveloped.
- Japan is currently experiencing an inbound tourism boom, but average spending per inbound tourist is still relatively low and has large room for further growth.
- Skiing in Japan reached its peak domestic popularity in the mid-1990s and entered a decades-long period of stagnation, with many available opportunities for redevelopment.
- Japan’s relative affordability, enviable weather conditions, and its proximity to nearby booming economies have attracted growing numbers of inbound winter sports enthusiasts, whose demand has begun to revitalise the sector.
- Japan is now globally recognised as a ski destination. Visionary players are deploying significant amounts of capital to redevelop ski resorts across the country, integrating luxury accommodation and services, in order to compete globally with other major high-end resorts.
- We anticipate a steady expansion in the demand for high-end experiences globally as income inequality progresses in many economies, and Japan is well-positioned to adeptly capture much of this demand.
- Given the world-class snowfall that Japan periodically receives, major Japanese resorts should prove resilient in the face of a warming global climate and undoubtedly possess strong potential to become leading sustainable winter destinations.
Encouraging growth potential observed across various upscale ski destinations
Japan is presently witnessing a surge in inbound tourism. Although an increasing number of repeat visitors are exploring Japanese ski regions, upscale resorts remain underdeveloped, presenting ample opportunities for growth. Forward-thinking industry leaders are investing substantial amounts of capital into promising areas, anticipating significant expansion and heightened demand. These ambitious development initiatives may herald the emergence of additional destinations akin to Niseko, and the outlook for expansion in this sector is promising, paving the way for Japan’s evolution into a sustainable winter resort destination.
Savills Research & Consultancy