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The Future of Niseko

Updated: Jun 9, 2023

Author: Jo Lodder, Founding Partner at JNW Properties


Niseko is a popular ski resort located in Hokkaido, Japan, known for its world-class powder snow and its vibrant nightlife. In recent years, Niseko has become a popular destination for corporations, high-net-worth investors and people looking for their own home away from home property that they can also earn an income from.

The JAPOW of Niseko - The Aspen of Asia


There are a number of factors that are driving the growth of Niseko as an investment destination.

  1. The resort is located in a beautiful part of Hokkaido, which is known for its natural beauty and its abundance of outdoor activities.

  2. Niseko is easily accessible from major cities in Japan and Asia.

  3. The resort has a strong infrastructure, including hotels, restaurants, and shops.

  4. Niseko is a popular destination for both domestic and international tourists.

The growth of Niseko as an investment destination has led to a surge in land prices. In the past five years, land prices in Niseko have increased by more than 50%. This trend is likely to continue in the future, as more and more investors are attracted to the resort.

Mount Yotei and the beautiful spring flowers of Niseko


Niseko is a great place to invest for the future. The resort has a lot to offer investors, including its natural beauty, its easy accessibility, its strong infrastructure, and its popularity with tourists. If you are an investor, interested in property or just looking, Niseko is a great place to consider investing in.


SnowDog Village - Offering strong rental returns and a ski-in home away from home experience


The Potential of the Tourism Market in Niseko

The tourism market in Niseko is growing rapidly. In 2019, the resort welcomed over 3 million visitors, a 15% increase from the previous year and a 300% increase since 2010. The growth of the tourism market is being driven by a number of factors, including:

  • The increasing popularity of winter sports, such as snowboarding and skiing.

  • The growth of the Asian middle class, which has more disposable income to spend on travel.

  • The increasing ease of travel to Niseko, thanks to direct flights from major cities in Asia.


This graph shows the correlation of tourist numbers against land prices in Niseko


The resilience of the tourism market in Niseko has been demonstrated by the fact that visitor numbers have bounced back strongly after the COVID-19 pandemic. In 2020, visitor numbers dropped to just 200,000 due to closed international borders and fear of domestic travel. By 2021, numbers had increased a little to 500,000 tourists, all from the domestic market, which was good news as this is an area that has huge potential growth. In 2022, numbers increased to 1 million as borders and travel restrictions eased. So far we have seen numbers increasing to 1.2 million by April 2023 with a forecast of over 2 million and to be back on track for 3 million by 2024 with a continuation of the tourism curve growth that had been seen from 2010.



The growth of the domestic market is a positive sign for the future of Niseko tourism. The Japanese market has a lot of potential for growth, and the pandemic has helped to raise awareness of Niseko among Japanese tourists. As confidence grows and travel restrictions ease, we can expect to see even more Japanese tourists visiting Niseko in the years to come.



The combination of a growing domestic market and a recovering international market is very positive for the future of Niseko tourism. The resort is well-positioned to continue to grow in the years to come.

Investing in the tourism market in Niseko is a wise decision because it is a growing market with a lot of potential. The resort has a lot to offer tourists, including:

  • World-class powder snow.

  • A vibrant nightlife.

  • A beautiful setting in Hokkaido.

  • Spring and summer in Niseko is amazing

  • Easy access from major cities in Japan and Asia.

  • Strong government support in helping promote tourism

There are a number of ways to invest in the tourism market in Niseko. One way is to purchase land in Niseko as they are still relatively affordable, and there is a lot of potential for capital appreciation. Another way to invest in Niseko is to purchase a hotel or a condominium. This can be a good way to generate income from tourism, and it can also be a good way to build equity in the property.



The risks of investing in the tourism market in Niseko are relatively low. The resort is located in a stable country with a strong economy. The resort also has a strong infrastructure, which makes it a safe and attractive destination for tourists.

Overall, investing in the tourism market in Niseko is a wise decision. The resort is a growing market with a lot of potential. The risks of investing in the resort are relatively low. If you are looking for a wise investment, the tourism market in Niseko is a great option.


Join our Snowdog family and own a ski-in property in Niseko starting at just 520k USD. With our company's commitment to the environment, animals, and community, you can be a part of something that not only talks about making a difference but actually takes action. Don't miss out on the last remaining apartments for sale and help us give back to the community.


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Jo Lodder is a trailblazer in every sense of the word. As the co-founder of JNW Asia, a property marketing company focused on Niseko projects, and the first person in history to complete the HK5Trails, Jo has proven time and time again that he's not afraid to take on new challenges. But what sets Jo apart is his heart for philanthropy and his dedication to helping others. Through his work with the Run for Freedom movement, Jo is making a real difference in the lives of disabled individuals around the world. Jo is a true inspiration, and we're proud to have him leading the charge at JNW Asia.

Run for Freedom Donation Page www.give.asia/run4freedom

Jo's quote for today "Life is a canvas, and you are the painter. Don't just exist, create a masterpiece with every stroke of your brush." Our Businesses SnowDog Village: www.snowdogniseko.com SnowDog Chalets: www.snowdogchaletsniseko.com Raku Ichi Residences: www.rakuichiniseko.com Follow me: Running - this is my training blog: Strava: www.strava.com/athletes/jo_lodder Blog: https://www.jolodder.com/ LinkedIn: https://www.linkedin.com/in/jo-lodder/ Instagram: www.instagram.com/runforfreedomhk/ Facebook: https://www.facebook.com/jo.lodder1 #JapaneseTourism #HotelManagement #InvestmentOpportunities #CulturalExperience #GuestSatisfaction #TourismGrowth #CompetitiveAdvantage #HospitalityIndustry #TravelTips#SnowDogVillage #SuccessfulHotelManagement #BoutiqueHotel#DogFriendly #FunInitiatives #LocalDomesticMarket #JapanTourism #MemorableStays #jnwasia #NisekoGolf #GolfingParadise #NisekoVillage #SnowDogVillage #GolfAdventure #ArnoldPalmerDesign #MtYotei #ScenicFairways #CulinaryDelights #UpashiSetaRestaurant #UnforgettableExperience


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