HAKUBAVALLEY TOURISM, a local DMO in the Hakuba area, Nagano Prefecture, announced that the total number of visitors to 10 ski resorts in the area in the 2025-2026 winter season were up 3% year on year to record-high 1,925,000 in the last decade.
Out of the total, the number of international visitors was up 17% to 925,000, accounting for 48% of the total.
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While visitors to the Hakuba area increase every year, the small village have been facing tourism challenges, such as shortage of work forces, traffic environment, co-existence with local communities or seasonality of demands.
HAKUBAVALLEY TOURISM, as a local DMO, is trying to attract visitors in the summer season as well to become a mountain resort through a year.
