#Japan #Niseko #Vpon #Grand Hirafu

Boosting Spring Skiing Demand in Niseko

Introduction

In a strategic move to revitalize the spring skiing season, Vpon JAPAN, a leading cross-border DX company, collaborated with Tokyu Land Corporation to enhance inbound tourist promotion for the Grand Hirafu resort in Niseko, Japan. Leveraging advanced data and digital marketing techniques, Vpon successfully targeted potential tourists from Taiwan and Hong Kong, reversing the typical decline in visitors during the latter part of March.

Challenges Faced

Every year, the Niseko and Kutchan area experiences a marked drop in visitors after February, during what is known as the spring skiing season. While January and February draw large crowds, by late March, it becomes noticeably quieter. The challenge was to convey the unique advantages of spring skiing in this region—such as clear skies, fewer crowds, and affordable prices—to potential visitors effectively. Without knowing how appealing these factors would be, creating a strategic plan was difficult.

The Vpon Strategy

Using data analytics, Vpon precisely identified and targeted potential tourism demographics from Taiwan and Hong Kong. The campaign integrated diverse multilingual creative assets and promotions, including their unique "Tabi Mae®" and "Tabi Naka®" strategies, which cater to travelers at different stages of their journey. By focusing on this specific demographic and utilizing tailored messaging, they were able to effectively communicate the offerings of Niseko during the spring season.

Remarkable Results

The outcomes of Vpon's targeted approach were noteworthy. In March 2025, the number of inbound tourists to the Niseko and Kutchan regions reached an astounding 30,954, reflecting a 123.3% increase compared to the previous year. Particularly impressive was the influx of visitors from Taiwan, totaling 11,350, representing a staggering rise of 155.1%. Taiwanese tourists accounted for approximately 36.7% of all inbound visitors to the region.

Conclusion

The collaboration between Vpon and Tokyu Real Estate demonstrates the power of data in shaping effective tourism strategies. By leveraging insights derived from inbound data, the spring skiing season in Niseko has been successfully rebranded and revitalized, making it increasingly attractive to international tourists.

For further insights into this successful campaign, the details are available, including interviews with the staff from Niseko Tokyu Grand Hirafu, on Vpon’s official website.

Contact Information

For inquiries related to this project, please contact:
Vpon JAPAN株式会社
担当：長野
メールアドレス：[email protected]

About Vpon

Vpon is at the forefront of cross-border DX, utilizing AI technology and data to facilitate international business growth. The Japanese branch aims to spread Japan's allure globally while supporting inbound and outbound marketing strategies. Having partnered with over 200 local governments and private sectors, they also host the Cool Japan DX Summit in pursuit of generating a 50 trillion yen market in Cool Japan.

Company Overview

• - Company Name: Vpon JAPAN株式会社
• - Headquarters: Tokyo, Shibuya, 3-15-7 AMBRE 6F
• - CEO: Yoshitaka Shinohara
• - Business: Big data analytics using proprietary AI technology, smartphone advertising platform, inbound and outbound marketing support, DMP development, and more.
• - Established: June 2014
• - Website: Vpon Official Website

About Tokyu Land

Company Overview

• - Company Name: Tokyu Land Corporation
• - Headquarters: Tokyo, Shibuya, 1-21-1 Shibuya Sorasta
• - Target Resort: Niseko Tokyu Grand Hirafu
• - Business: Real estate transactions, construction, real estate appraisal, architectural design, and security services.
• - Website: Tokyu Land Official Website