Tourists Spend An Average of Almost $4,000 on Trips to Niseko, Japan

Niseko, Japan, is a bucket-list destination for any skier. Four ski resorts with consistent waist-deep, feather-light powder, along with delicious food, beautiful views, lively nightlife, and vibrant Japanese culture all make for an unforgettable experience on Japan’s northernmost main island of Hokkaido. But for travelers thinking of a trip to Niseko, one important thing to consider is the cost.

During the 2025-26 winter season, overseas tourists traveling to Niseko spent an average of $3,700 per traveler, according to a tourism trends report completed by the Niseko Promotion Board. For comparison, Japanese visitors to Hokkaido spent an average of $810, about four-and-a-half times less than overseas travelers.

• Related: Ikon Pass Adds More Resorts in the United States, Japan, and China for 2026-27

The main contributor to the high costs for overseas travelers is the length of stay. With flights typically running once or twice weekly, overseas travelers are forced to stay overnight. A longer stay also gives tourists more time to explore an area far from home, with multiple night stays being more worthwhile for overseas travelers. The report also details that overseas travelers are more likely to spend multiple nights in the Niseko area itself, leaving them spending more money on lodging, food, and other costs in an area where tourism is a primary economic engine.

In total, Niseko attracted 2.14 million domestic and international visitors in the fiscal year 2025, according to Niseko Tourism. American travelers topped the list of overseas overnight visitors with 40,504, making up 17.4%. Travelers from Australia were not too far behind, with 37,134 overnight visitors contributing to 15.9%. Despite the high costs of traveling to Niseko, traveling to the area remains exceedingly popular for skiers. The total number of international guests staying overnight in the area came to 973,798, up by 8.4% from the 2024-25 season. Overnight inbound guest stays also increased to 233,000 people, up 11.8% from around 213,500. The United States alone saw a 15% increase from 2024 in travel to Niseko.

Travelers have been happy with their experiences, too. Overseas tourists gave the Niseko area an overall satisfaction rating of 95.2 %, and 93.5 % of them said they would like to recommend the area to their friends. 84.7 % also said they want to visit the area again within a year.

“The foundation of returning tourists is also expanding,” the report said.

• Related: United Airlines Adds Direct Flights to Japan’s Hottest Ski Destinations

The number of travelers to Niseko is expected to continue its increase during the 2026-27 season. Major airlines in both the United States and Australia are adding more winter flights to Hokkaido this season, and the ever-popular IKON Pass recently added the four Niseko United resorts to its member resorts to account for an increase in Japanese tourism.

With a strong El Niño season looming in North America, Niseko could experience record-setting numbers of visitors from the United States. The weather phenomenon still weakens Japanese winters, bringing slightly warmer winter temperatures and marginally reduced snowfall to Hokkaido. However, El Niño affects American winters significantly more. El Niño commonly brings warmer temperatures to northern parts of the Rocky Mountains where popular ski resorts are located. This year’s El Niño is already breaking heat records in the Pacific Ocean, with many scientists referring to it as a “Super El Niño.” While El Niño does not guarantee highly reduced snowfall, many American skiers are bracing for an unusual season, and many could find themselves powder chasing in Japan.

While the 2026-27 season in the United States could potentially prove disappointing, the 2026 Australian season already has. The country’s biggest resorts were forced to close up to a month early, leaving skiers missing out on precious days on the hill. With an unsatisfied ski itch, they could join American travelers and head for Japan once its season kicks off in late November.

Despite the high cost of traveling to Niseko, overseas travelers who want a premier skiing experience do not seem to mind. Niseko consistently offers some of the world’s best powder skiing, and with the poor Australian season and a looming unusual North American season, the region could see more visitors than ever.