Hakuba Valley: Looking Back at 5 Years of SDGs Promotion and Moving to the Next Stage

HAKUBAVALLEY TOURISM (HVT), a destination management organization (DMO) covering Omachi City, Hakuba Village, and Otari Village in Nagano Prefecture, conducted a survey reviewing its five-year initiatives toward sustainable tourism development. The results revealed that while daily efforts in energy saving and waste reduction are steadily expanding within the region, large-scale investments, such as the introduction of renewable energy, have not progressed sufficiently.

Moving forward, Hakuba Valley aims to transition from merely "undertaking initiatives" to "creating value through its initiatives," striving for the realization of its vision.

Background

Hakuba Valley is a mountain tourism region supported by the rich nature of the Northern Alps, attracting many visitors seeking its seasonal charms. However, in recent years, fluctuations in snowfall and the impact of abnormal weather have been observed, making it crucial to continuously protect tourism, the local natural environment, and the community's way of life.

In 2020, HVT established the SDGs Subcommittee and has been promoting concrete initiatives, such as creating an action list with local businesses, aiming to become a "sanctuary of mountain ecotourism." Based on the insights gained from the survey results presented below, HVT has considered future policies for achieving its vision.

Details of the vision can be found here.

Survey Results Highlights

- Spread of Awareness and Practice

73% awareness of the SDGs action list, with half of them actively utilizing it.

- Low-Cost Measures are Widespread, Investment Areas are Limited

Over 50% of businesses implement low-cost measures like energy saving and waste reduction.

On the other hand, many items involving investment, such as switching to renewable energy or introducing composting, have implementation rates below 10%.

Out of 13 lift operators* (operators involved in the management of 10 ski resorts in Hakuba Valley), 5 companies have introduced renewable energy (including partial switching).

Examples:

Able Hakuba Goryu Ski Resort: 100% conversion of electricity for all operating facilities, including ski resorts in the Goryu area, to renewable energy (photo shows LED lighting for night skiing). Happo-one Ski Resort: Promotes decarbonization by converting electricity for lifts, snowmaking equipment, and restaurants within the slopes to renewable energy (photo shows solar panels at a hot spring facility).

The mid-term goal of introducing renewable energy at all lift operators was not achieved. Cost uncertainty and decision-making priorities are cited as obstacles.

- Economic Rationality is Key to Widespread Adoption and Continuation

68% of businesses report feeling cost reduction effects through their initiatives.

Meanwhile, 32% report high initial costs as an obstacle, and 33% report difficulty in seeing the effects.

Many voices suggest that "environmental considerations and business management are not in opposition but can only continue if they are compatible."

Survey Outline

Questionnaire Survey

Period: October 1, 2025 – November 10, 2025

Target: Approximately 1,550 businesses/organizations/facilities in Hakuba Valley

Responses: 162

Interview Survey

Period: March 15, 2026 – March 18, 2026

Target: 10 businesses/organizations/facilities in Hakuba Valley

Conducted by: Chiba University of Commerce student interns

Scenes from student interns interviewing businesses. Scenes from the student interns' results presentation.

Future Direction

What became clear through the survey was the reality that "doing what seems good" alone is not sustainable. It became evident that pursuing sustainability requires transforming environmental considerations from a "burden" into initiatives that enhance the unique value of the region, together with residents, businesses, and visitors.

To achieve this, Hakuba Valley must return to the values it has cultivated over time.

From ancient times, Hakuba Valley developed as a "Salt Road" connecting the Sea of Japan and the inland areas of Shinshu, with people and goods coming and going. Later, with the spread of mountain tourism, accommodation and guide functions were established. Through the expansion of ski culture, international exchange, and the hosting of the Olympics, it has grown into a world-class mountain resort.

What has been cultivated through this journey is a mountain lifestyle that welcomes visitors while coexisting with nature. This is the foundation of Hakuba Valley's brand value and a strength that should be protected and developed in the future.

Going forward, Hakuba Valley will work on disseminating information and creating experiences where visitors, residents, and businesses can share this brand value, and establish mechanisms where environmental considerations lead to further value and profit. It will take the next step toward realizing a true "sanctuary of mountain ecotourism."

The challenges faced in Hakuba Valley are also common themes for tourist destinations nationwide. We hope that our efforts will contribute to considering the ideal form of sustainable tourism. We ask for your interest in these initiatives and your support as partners in building the future together.