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Hokkaido’s legendary powder snow has become a magnet for international skiers, drawing visitors from Europe, North America, and Oceania in record numbers. Visa Destination Insights reports that overseas travelers accounted for roughly 80% of all visitors to Japan’s ski regions during the 2024–25 season, with Australian tourists alone representing about 30%. The appeal of “Japow” is driving a tourism surge, but it is also exposing tensions between local communities and foreign backcountry skiers.
According to the Hokkaido Regional Transport Bureau’s Foreign Backcountry Skier Safety Verification Project Report from March 2025, accidents involving foreign skiers have increased sharply in recent years. Between 2019 and 2024, 225 backcountry incidents were recorded, with helicopter rescues required in 77 cases. Surveys reveal that many foreign skiers underestimate avalanche risks, fail to submit hiking plans, and do not always carry essential safety equipment like beacons, shovels, and probes. At popular sites such as Asahidake, 10–20% of visitors were observed leaving designated areas without proper equipment.
HokkaidoWilds.org analysis further distinguishes between lift-access and non-lift-access backcountry areas. While non-lift-access incidents remain relatively low, lift-access backcountry now accounts for 78% of search and rescue (SAR) callouts. Most callouts involve foreign visitors—up to 85% in some areas—and are primarily caused by skiers getting lost. Historically, Japan has had a comparably low avalanche death rate, however, an increase in foreign visitors has increased the number of visitors venturing into off-piste areas (lift-accessed or non-lift-accessed) resulting in a sharp increase in avalanche deaths in recent years. The trend is amplified by a weak yen and Hokkaido’s reputation for the world’s best powder, creating a “new normal” where foreign lift-access incidents dominate SAR resources.
The surge in rescues has triggered public outcry. Japanese news report that in the 2024–25 winter season, 48 of 58 backcountry rescues (82.8%) involved foreigners. Japanese taxpayers, who fund police, fire, and volunteer rescue services, are facing growing financial pressure. One Furano resort cited charges of 20,000 yen per man-hour and an additional 50,000 yen per hour for snowmobile use, with some rescues exceeding 1 million yen ($6,450).
The anger is not just financial. Many Japanese perceive that off-piste foreign skiers disregard local rules, contributing to rising costs and congestion while enjoying the benefits of Japan’s snow. Japan has a culture that centers around respect—something many Japanese find lacking in foreigners. This has led to numerous instances of frustration by local hosts, with locals becoming increasingly frustrated at the disrespectful and impolite behavior of foreign tourists. Japanese locals have been installing a slew of signs to give guidance to foreign guests, but increasingly find that many tourists will simply ignore signs. Therefore, many are asking for stricter rules, including the introduction of foreigner levies and taxes.
Experts, including Deep Dive Mountain Techniques, emphasize that the growing number of accidents is not due to incompetence alone but to a lack of preparation for Japan’s unique mountain conditions. Japanese mountains present deep powder, tree wells, volatile weather, and unstable snowpack that differ from the Rockies or Alps. On several occasions, backcountry skiers have fallen into rivers and waterfalls that would have been mapped if maps had been consulted. Mandatory safety measures include avalanche training, route planning, carrying proper rescue equipment, and submitting climbing plans (tozan todoke). Failing to follow these requirements can endanger both the skier and the broader community.
Hokkaido’s backcountry rescue project recommends centralizing information, promoting awareness internationally, and implementing visitor number management. Cross-agency councils and stronger volunteer mountain rescue funding are also suggested to supplement police resources. However, if trends continue, stricter access regulations for foreign skiers, including permit systems or financial liability for rescues, may become unavoidable.
In 2016, the Japanese government under Shinzo Abe issued a new tourism strategy to invigorate the Japanese economy. The strategy targeted an increase of foreign tourists to 40 million by 2020 and 60 million by 2030. The country was on track to reach this goal in 2020 when the pandemic hit, but after a three-year COVID dip, this target is back on track. In 2025, a record 42.6 million visitors flocked to Japan.
While the boost in tourism had brought an estimated 9.5 trillion Yen ($60-65 billion) to the Japanese economy, the strain on infrastructure and services in certain areas has caused the current government to revisit its tourism policy. Some regions in Japan, like Hokkaido, are very reliant on tourism income. Following advice from travel agencies that European and American tourists prefer traveling on their own and not with a tour guide, the government felt the pressure to consider amending the current policy. Certain areas have been experiencing considerable over-tourism, while other areas have not seen many foreign tourists. Even among ski resorts, the numbers are heavily skewed towards a few bigger resorts. Of the 24.4 million skier visits in Japanese resorts in 2023-24, nearly half were recorded in Niseko, which saw 10 million skier visits in 2023-24 alone. Last season, that number increased to a record 11.3 million while numbers for the current season are not yet available.
- Related: Canadian Snowboarder Dies After Falling into Waterfall in Muikamachi Hakkaisan Ski Resort, Japan
Visa Insights highlights that ski tourism contributes significantly to local economies, not just through skiing but through extended travel, lodging, and dining. International visitors average nine days of additional travel in Japan, spending substantially on experiences beyond the slopes. The challenge for authorities is balancing this economic boon with safety, environmental sustainability, and taxpayer equity. Diverting some of the skier visits to other resorts may be the answer. This could be achieved by restricting bed licenses and construction in Niseko or by providing economic stimulus for other, less well-known resorts.
Japan’s backcountry skiing boom illustrates a broader dilemma: as global tourism grows, so too does the pressure on local infrastructure and services. In addition, Japan’s culture can oftentimes be a riddle to foreigners, who commit faux pas without realizing they are doing so. The clash of cultures has not been limited to the ski fields but has also been observed in popular tourist destinations such as Tokyo, Kyoto, and Osaka. Perceived over-tourism in these popular areas has led to the introduction of a dual-pricing system where foreigners pay more for major tourist attractions. Key changes include higher entrance fees at temples and museums, access to Mount Fuji, as well as increased ski resort fees and higher accommodation taxes. Some visitors have also noticed a price discrepancy in restaurants between the Japanese and English menus.
While powder seekers from abroad flock to Niseko, Hakuba, and Furano, the responsibility to respect local culture, adhere to resort boundaries and backcountry gate closures, prepare adequately, and avoid unnecessary rescues becomes paramount—not just for personal safety, but to preserve access for future visitors and maintain goodwill with host communities.
