Japan’s Nagano sees nearly double Aussie travellers as 2024/25 snow season looms

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Edited by Travel Weekly


The Japan Tourism Agency has released figures showing that Australian’s rank No.1 among the long-haul markets to visit Japan’s Nagano region.

Figures were based on the number of days and nights spent in Nagano. Overall, Australia ranked number two behind Taiwan, with Hong Kong claiming the third spot.

In the first five months of 2024, the rise resulted in a staggering growth of more than 90 per cent compared with the same period last year.

Australian representative of the Nagano Tourism Organization, Helen Wong, said: “In all, Australians made up to 100,630 bed nights during that period. That’s quite an impressive jump from last year’s 52,700 and shows how treasured this region of Japan is to Australians seeking a Northern winter break.”

The region is home to some of Japan’s best ski resorts and offers a variety of experiences for all levels of skiers and snowboarders. The best time for skiers and snowboarders to visit is typically from late December to early March, with January and February the peak months for its deepest snow.

Adding to Nagano’s natural winter appeal are several special events, including the Nozawa Onsen Fire Festival. The Shiga Kogen ski resort also hosts a fun-filled Snow Monkey Beer Live which combines the tasting of craft beer with live music.

In mid-February, the Iiyama City features snow sculptures along with spectacular fireworks. Throughout the ski season, Hakuba Happo-One hosts several fireworks displays, lighting up the snowcapped mountains.

Hakuba Valley, at the base of the Northern Japan Alps, hosts a range of adventure activities beyond skiing and snowboarding. They include Snowshoeing, Ice Climbing and Snowmobiling. There are heli-skiing options available as well particularly during March and April.

Nagano is renowned for its traditional hot springs. Other highlights include Zenko-ji Temple, Matsumoto Castle, Jigokudani Monkey Park, famous for its snow monkeys that bathe in the springs.

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