Rule Changes to Skiing in Japan as International Visitors Surge
15th May 2025
Last modified on May 18th, 2025
It is the No 1 bucket list destination with huge amounts of snow and an overall experience second to none. The government is set to introduce new regulations for international visitors resulting in more bureaucracy and cost.
From November 2024 to February 2025, there was a 40% year-on-year jump in international visitors heading for Japan’s leading ski areas according to the credit card company, VISA.
- Australians make up 30% of international visitors, though Japan trails behind New Zealand in popularity for Australians.
- Visitors from the USA account for 20%.
- Travelers from Singapore, Thailand, and Malaysia collectively account for about 12% of the overseas total, as interest in skiing across Asia is on the rise.
- Japan is increasingly favored by visitors from mainland China.
Latest figures show that total spending increased by 25% and produced an important economic impact for the country and its ski areas.
International visitors make up about 80% of all ski travellers and contribute nearly 90% of the money spent.
This is double pre-Covid levels.
However the Japanese government believes this comes at a cost and there are some important changes on the way for international visitors.
The government is tightening its approach to crowd management, infrastructure sustainability, and economic balance.
It claims this will prevent over-tourism, protect local communities and preserve cultural landmarks.
It will also make more money for the government and the tourist industry.
One of the biggest changes is a new two-tier pricing system that is set to launch in July 2025.
Under this model, foreign tourists will pay more than locals for access to major attractions.
This includes the main tourist sites.
Tokyo, Japan. Image © PlanetSKI
Hokkaido, Japan. Image © PlanetSKI
Including ski resorts.
A day pass at Niseko will rise to ¥6,500 (£34) for international visitors, while Japanese residents will continue to pay ¥5,000 (£26).
Niseko, Japan. Image © PlanetSKI
There are two other major changes:
- Japan is preparing to launch the Japan Electronic Travel Authorization, JESTA, system in 2025. While it won’t eliminate visa-free travel, it will require visitors from currently visa-exempt countries to apply for online clearance before entering Japan and will come at a cost.
- In November 2026, Japan’s tax-free shopping system will move to a refund-based model. Tourists will no longer receive tax exemptions at the cash till . Instead, they’ll pay the full price, including consumption tax, and will have to file for a refund afterward.
Niseko on the northern island of Hokkaido and the Hakuba Valley on the main island of Honshu are the most popular ski areas with 50% and 35% of foreign visitors, respectively.
Hokkaido, Japan. Image © PlanetSKI
Furano, a local favorite, on the northern island of Hokkaido, is seeing the fastest growth in international arrivals—a 70% increase compared to last year.
Furano, Hokkaido, Japan. Image © PlanetSKI
Furano was one of PlanetSKI’s favourite areas when we visited last winter:
Along with Rusutsu:
Rusutsu, Hokkaido, Japan. Image © PlanetSKI
Japanese skiers spend around five days on the slopes and spend about a third the amount of international guests.
Many people that visit Japan, including us at PlanetSKI do more than just skiing:
Natadera Temple. Image © PlanetSKI
90% of international add extra days to their holiday, with many visiting Tokyo.
Tokyo, Japan. Image © PlanetSKI
The wider Japanese economy benefits from the international market with money spent away from the ski slopes according to the survey from VISA:
- 40% flows into department stores, discount outlets and grocery shops
- 20% going to restaurants & bars
Entertainment, lodging, and restaurants account for between 50% and 70% of the total spend for both foreign and local guests.
The ski resort experience itself covers over 40% of what international travelers spend.
Contactless transactions make up more than 80% of international spending.
Nearly half of these payments happen through mobile devices, reflecting a 30% rise from the season of 2023/24.
Most international visitors head to Japan for the light and dry powder snow.
The PlanetSKI team in Japan. Image © PlanetSKI.
Basically it snows heavily in Japan – sometimes it feels like all the time.
Last winter some resorts saw over 8m.
It doesn’t so much come in one huge storm, but rather it just keeps on snowing – in my experience pretty much on a daily basis.
It is relentless.
Think of a long drizzly day of rain in the UK – in Japan replace that rain with light, dry powder snow.
So, why does Japan receive so much snow?
It benefits from some very cold air masses travelling from the Yakutsk region of eastern Siberia in Russia to the west – they suck up moisture as they pass over the Sea of Japan.
This then collides with moisture laden air from the North Pacific coming form the east.
The two air masses collide over the mountains of Japan & then…JaPow!
But it should also be pointed out that the snow means clouds and inclement weather for much of the time, so don’t expect too many, if any, sunny lunches sitting on a restaurant balcony.
Or cruising down a wide marked run in the sunshine.
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Rusutsu, Hokkaido, Japan. Image © PlanetSKI
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