Colliers International Japan Co., Ltd. (Representative: Masahiro Tanikawa, Headquarters: Chiyoda-ku, Tokyo, NASDAQ and TSX: CIGI, hereinafter "Colliers Japan"), a leading global diversified professional services and investment management company, has published "Japan Snow Resort Insights Vol.1 | April 2026."

Japan's snow resorts are currently at a major turning point. Ski resorts, which once developed primarily around domestic ski populations, are now seeing the limits of their traditional business model as "domestic leisure facilities" become clear, against a backdrop of maturing domestic demand and changes in population structure. On the other hand, with the expansion of inbound tourism, the progress of hotel and real estate investment, and the acceleration of year-round resort development, Japanese snow resorts have entered a phase of being reconstructed as international tourism resources.

This report positions these environmental changes not merely as market contraction or a temporary boom, but as a structural shift towards "transformation into international resorts that provide experiential value." We believe that experiential value throughout the entire stay, including accommodation, dining, activities, events, and local culture, rather than just facilities like lifts and slopes, will determine the future competitiveness of snow resorts.

Against the backdrop of two major trends—maturing domestic demand and expanding inbound markets—this report organizes the conditions for sustainable growth of Japanese snow resorts from the perspectives of investment, development, and operation. It multi-dimensionally examines the direction Japanese snow resorts should aim for, from viewpoints such as pricing strategy, revenue structure, market connection, customer segments, and brand formation.

Key Points

・ The rise in lift ticket prices is not merely an increase, but a sign of a business model transformation accompanied by reinvestment in experiential value.

・ With the spread of global ski passes, Japanese snow resorts are beginning to connect to the global snow resort market.

・ The essence of strategies for affluent guests is not high pricing, but experience design that offers "superiority in time and space."

・ Events are not short-term crowd-pulling measures, but long-term assets that form a resort brand.

Source: Based on Skiresort Service International GmbH data

For Japanese snow resorts to evolve from merely "places to ski" to "chosen destinations," it is essential to strategically design who to provide what kind of experiential value to, beyond just updating prices and facilities.

Please refer to the full report for insights into the current state and future potential of snow resorts, as well as implications for investment, development, and operation.

The full text of "Japan Snow Resort Insights Vol.1 | April 2026" can be viewed from the link below.

Report Download Link

About Colliers

Colliers is a leading diversified professional services and investment management company. With operations in 70 countries, our 24,000 enterprising professionals work collaboratively to provide expert advice and services to maximize the value of property for clients. For more than 30 years, our experienced leadership with significant insider ownership has delivered an average annual compounded return of approximately 20% for shareholders. Our annual revenues are $5.5 billion, and we manage $108 billion of assets. We accelerate the success of our clients, investors, and people. Learn more at colliers.com/ja-jp (Japanese official website), X (formerly Twitter) @ColliersJapan, and LinkedIn.

About Colliers Japan

Colliers Japan has over 100 professionals in Tokyo and Osaka, providing advisory services to domestic and international investors, owners, and tenants in Office Leasing, Industrial Leasing, Leasing Management, Capital Markets, Investment Services, Project Management, Design & Build, Workplace Consulting, Consulting & Advisory, Valuation, and Hotels & Hospitality.

For the latest information on Colliers, please refer to our website.

https://www.colliers.com/ja-jp/about

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  • Source: PR TIMES
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