#Japan #Visa #Japan Skiing #Touch Payments #Niseko

Introduction

The skiing season in Japan is witnessing an unprecedented level of excitement, as highlighted by recent VisaNet data released by Visa Worldwide Japan. The beloved 'Japow' (Japan powder snow) continues to attract numerous inbound travelers, culminating in a remarkable economic boost during the ski season unprecedented in previous years. This surge is supported by the favorable exchange rate, elevating Japan's reputation as one of the world's top skiing destinations. Consequently, travelers from around the globe are lured to Japan's snow-covered peaks and vibrant local culture in droves.

Impressive Visitor Statistics

According to Visa Destination Insights, data reveals that Japan's ski resorts rank among the best in the nation. Not only do these skiing aficionados enjoy the slopes, but they also ignite a tourism boom across the country. Moreover, skiing trips lead to wider exploration beyond ski resorts, allowing visitors to experience Japan's rich and diverse attractions while engaging in various post-ski activities.

The statistics from last season reflect this trend, with the total number of visitors to Japan’s ski resorts increasing by nearly 40% compared to the previous year. The surge is particularly evident among affluent travelers, with an equal rise of around 40%, indicating a strong preference for Japanese ski slopes. However, the standout figures come from international arrivals, which have skyrocketed by approximately 50%, rendering the 20% increase in domestic visitors relatively modest. Presently, international tourists account for nearly 80% of all visitors to ski resorts, underscoring their critical role in Japan's tourism boom.

Economic Impacts Amid Cautious Spending

Overall consumer spending within this cohort has also risen by 25%, with transaction counts showing an increase of nearly 40%. However, spending behavior reflects a more cautious approach, with per capita expenditure dropping by about 10% among both affluent and general travelers. Notably, international tourists spend approximately four times more per day at ski resorts than their domestic counterparts, showcasing their pivotal contribution to economic vitality in these regions.

Popular Ski Destinations

Our analysis reveals critical insights into the top three ski resorts in Japan:

• - Niseko continues to command immense popularity, attracting about 50% of international ski tourists and accounting for nearly 60% of overseas consumer expenditure.
• - Hakuba also holds its ground, welcoming around 35% of international visitors, with a staggering 30% increase in spending compared to the previous year.
• - Furano is rapidly climbing in prominence, with domestic visitors making up approximately 55% of its total, representing a 30% growth year on year. Overseas visitors have surged nearly 70%, reflecting a pivot towards more varied offerings, including family-friendly options, contributing to the rise in traffic.

The Rise of Touch Payments

Touch payment technology is on the rise in these ski destinations, with more than 80% of face-to-face transactions now conducted via touch, a figure that has doubled in just two years. Among international visitors, about 84% prefer touch payments, compared to 55% of domestic travelers. This convenience and security feature significantly transforms the spending landscape at ski resorts.

Post-Skiing Exploration

Japan's allure extends beyond the ski slopes. Over 90% of international skiing travelers extend their stay, exploring other regions for an average of nine additional days. This prolongation has led to a threefold increase in spending and a fivefold increase in transactions compared to the previous year. Cities such as Tokyo, Chiba, and Osaka are becoming popular stops, where travelers can enjoy dining, shopping, and accommodation before departing Japan, amplifying economic contributions.

Boosting Local Businesses

At ski tourism sites, small and medium enterprises represent about 20% of total consumer spending and 30% of transaction counts. Notably, spending via touch payments has risen by approximately 40% year-on-year, particularly among these local businesses, enhancing the visitor payment experience. The leading categories include accommodation, retail, entertainment, and restaurants, reflecting diverse spending patterns from both domestic and international tourists.

Conclusion

Japanese ski resorts are not merely attracting record numbers of tourists; they are also revitalizing the economy. The robust growth in international visitors, rising consumer expenditure, and the proliferation of touch payment options affirm Japan's status as a premier ski destination. These trends highlight the wide-ranging economic benefits of tourism and the enduring appeal of Japan's unique cultural and natural resources. Visa remains committed to leveraging data-driven insights into traveler behavior and consumer trends to optimize business strategies and enhance customer service.