Niseko, a ski resort on the northern island of Hokkaido, Japan, is experiencing growing unease among residents as the area becomes increasingly popular with international tourists, seasonal workers and investors. This surge in global acclaim is occurring at a time when Prime Minister Sanae Takaichi has publicly addressed concerns about immigration.
Rising Prices and Foreign Investment
Land prices in Hirafu, one of the four resorts comprising Niseko, jumped 70 percent between 2020 and 2025. This increase is linked to investment from overseas, initially from Australians in the 1990s, and later from investors in Hong Kong, Malaysia, and Singapore.
The resort’s popularity increased after the September 11th, 2001 terrorist attacks, as travelers sought alternatives to destinations in the United States. Foreigners have gradually opened shops and acquired property in the area.
A Popular Destination, But at What Cost?
Despite the economic benefits of tourism, some residents are expressing resentment over the extent to which the area caters to foreign tastes. Gideon Masters, a 29-year-vintage Australian tourist, described the snow as “the best in the world,” calling it “soft, powder fluff.” Still, he similarly noted, “It’s just a shame that it’s become so populated.”
Built in the 1960s, Niseko now attracts a large number of seasonal workers each year to support the growing tourism industry.
Frequently Asked Questions
When did Niseko begin attracting foreign tourists?
Niseko began attracting foreign tourists, mainly from Australia, in the 1990s.
What happened after the 9/11 attacks?
After the 9/11 terrorist attacks in 2001, Niseko became a popular destination for those wanting to avoid the United States.
What has happened to land prices in Hirafu?
Land prices in Hirafu jumped 70 percent between 2020 and 2025.
As Niseko continues to grow in popularity, it remains to be seen how the local community will navigate the challenges of balancing economic development with the preservation of its unique character and affordability for residents.
