Why for travellers in Japan’s Hokkaido region ski towns Niseko and Rusutsu still reign
As ski resort areas in Hokkaido draw growing numbers of international tourists, we drop in to catch up on the latest best dining options
If it was not the presence of the pouting influencers – striking a pose on the slopes in front of a yurt designed by luxury brand Louis Vuitton, no less – that had us convinced that a new era had arrived in once-humble Niseko in Japan, then it had to be the fact you can now buy bottles of chilled Krug and Dom Perignon at the local convenience store.
Dubbed “The St Moritz of the East” nearly a century ago following the visit of Japan’s Prince Chichibu, who sang the town’s praises, the ski resort in northern Hokkaido continues to draw visitors in their millions.
In the 2023 financial year, Niseko and the neighbouring town of Kutchan reported 2.9 million visitors, just 10 per cent short of pre-Covid numbers.
Investment in the area continues to grow, with luxury accommodation and high-end brands eager to cash in on growing interest from affluent international travellers.
In 2023, Singapore-based luxury rental management firm The Luxe Nomad became the main shareholder of Nisade, Hokkaido’s largest property management company, to grow its offering in Niseko as well as nearby Furano and Rusutsu.
Niseko’s remarkable rise to fame as a centre for skiing began as early as the 1910s, and in a rather unexpected way.