Renowned as a ski resort destination, winter visitors make up 57% of Niseko’s total arrivals, Australian travelers dominate this group, with 22% arriving in winter specifically for skiing, dropping to 4% in summer.

With diverse recreational activities and Niseko Town’s efforts to promote year-round tourism, the summer season saw a strong turnout, growing 7% year-on-year to 1.16 million visitors in summer 2024. The top three international source markets were led by Asian travelers from Hong Kong, Singapore, and Taiwan.

Resort-grade developments' market value reached USD2.3 billion in 2024, up 6% after a seven percent rise in 2023

“Development projects across Sapporo, particularly in Niseko, face challenges from rising construction costs and ongoing infrastructure improvements. Many developers are shifting their business models to serviced land parcels and custom-designed homes. In broad terms the trends have helped Niseko avoid overtourism and sheer cost have maintained the destinations luxury positioning.

A surge in construction costs has further slowed project timelines. Raw material prices, including cement, concrete, and lumber, have increased by 25%-38%, compounded by a skilled labor shortage within the tourism sector. These factors have pushed the anticipated completion of some hotel developments beyond 2029. Several projects in Niseko's pipeline have paused as investors wait for cost pressures to ease.

In the residential market, land values in Niseko have risen steeply, with Hanazono experiencing a 19.5% price increase, as reported by the Ministry of Land, Infrastructure, Transport, and Tourism.

This appreciation, along with yen depreciation, has attracted both individual investors and regional developers to land acquisitions in Hirafu, Outer Hirafu and Hanazono. In response to high construction costs, developers focus on subdivided land plots and off-plan housing projects to meet changing demand dynamics.

Niseko’s tourism market anticipates additional demand from Southeast Asia. Japan Airlines and All Nippon Airways are expanding codeshare flights to high-demand markets in Indonesia, Philippines, and Vietnam in 2025. Furthermore, this winter’s seasonal flight schedule at New Chitose International Airport introduces new routes by Singapore Airlines, Thai VietJet Air, and Aero K, strengthening connectivity.

Overall, inbound tourism growth through expanded scheduled and seasonal flights drives demand. Developers are closely monitoring cost trends and infrastructure progress, aiming to bring projects back on track as conditions improve.”

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