It’s winter, which means many travelers to Japan are flooding into the country to hit the ski slopes. Only one problem: some are finding it hard to book a reservation. The problem? As demand spikes due to record tourism, Japan’s aging population has left popular ski areas like Nagano Prefecture’s Hakuba without the facilities to accommodate them.
As with every other area of Japan, tourism to Nagano has exploded. Data from the prefecture says that it welcomed 951,217 visitors in 2023 – a 7.1x increase from the previous year. The majority of those come from Taiwan, Australia, and Hong Kong. Many visitors, particularly from Australia, start booking reservations as soon as spring ends.
The result is that many facilities such as Nozawaonsen are booked for January and February well before the winter hits. One ski lodge owner says they have to refuse requests from people who call near end of the year who don’t understand how quickly everything books up.
The problem is that, while demand is high, supply is dwindling. As facility owners age out, the lodges close if they don’t have anyone to pass on their legacy to. (We’re seeing the same phenomenon with ramen restaurants closing because the owners have no heir.)
A company that looked at the number of lodges in the Hakuba area found that there are 44 ski lodge facilities in the area – a reduction of 39 since 1998. They estimate that, by 2035, there will only be 24 lodges left.
Experts say that, without additional investment in ski resorts, it’ll be hard both to keep visitors coming in and to preserve the area’s charm and beauty. Foreign investors are starting to snap up lodges that don’t have heirs. However, that’s also led to a temporary dip in available lodging as the new owners close rooms for renovation.
What does this mean for the future? Lodging in Nagano ski areas will likely remain tight for several years to come. Additionally, it’s gonna cost you. Once known as an affordable vacation area, areas such as Nozawaonsen are getting pricier as inbound tourists search out ritzier, more stylish facilities.
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