Discovering Japan's Winter Sports Appeal Through Insights from Foreign Tourists

Insights into Foreign Tourists' Winter Sports Experiences in Japan

In an intriguing survey conducted by youknowme, the inbound research service run by TST Entertainment, in collaboration with Alpen TOKYO, the behaviors and preferences of 160 foreign tourists visiting Japan for winter sports were explored. This research aimed to understand what draws these tourists to Japan’s ski resorts and how they organize their travel itineraries.

Overview of the Survey

The survey took place from February 18 to March 8, 2026, primarily in two locations: the Alpen TOKYO winter sports floor on the 8th floor and the 2nd and 3rd floors of the Tokyu Kabukicho Tower, both located in Shinjuku, Tokyo. Respondents, predominantly young repeat tourists, shared their experiences regarding winter sports in Japan.

Key Findings

1. Young Repeat Tourists: Over half of the respondents were in their 20s and 30s, indicating a youthful demographic passionate about winter sports. More than 43% reported visiting Japan five times or more, highlighting a trend of long-term stays, with 30% staying for over 14 days.

2. Popular Activities and Areas: When asked about their favorite activities, snowboarding topped the list at 69.4%, followed by skiing at 41.9%. Popular destinations included Hakuba (36.3%), Niseko (22.5%), and Yuzawa. Tourists paid an average of over ¥50,000 for their winter sports experiences, primarily drawn by the quality of Japan's powder snow, affectionately dubbed **