Hakuba Iwatake Mountain Resort Achieves Over 475,000 Visitors in Fiscal 2025! Despite Light Snowfall, Winter Visitor Numbers Increased Thanks to Successful Initiatives for Non-Skiers.
Hakuba Iwatake Mountain Resort announced that its total visitor count for fiscal year 2025 surpassed 475,000, a 102% increase compared to the previous year and the highest since 2000. Despite a winter season with light snowfall, visitor numbers grew to over 219,000 (a 105% year-on-year increase), thanks to successful initiatives targeting non-skiers, which saw a 153% rise in tourists, and a 135% increase in inbound skiers. The resort's strategy to become a world-class all-season destination has also paid off, with green season visitors reaching a record 256,000, approximately ten times the number from 2016.
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- 📰 Published: April 14, 2026 at 20:00
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Hakuba Iwatake Mountain Resort, operated by Iwatake Resort Co., Ltd. (Headquarters: Hakuba, Kitaazumi District, Nagano Prefecture; President: Yuji Hoshino), which aims to become a world-class all-season mountain resort, announced that its visitor count for the 2025-2026 winter season (December 19, 2025 - March 29, 2026) exceeded 219,000, achieving 105% of the previous season's total. Furthermore, the total number of visitors for the 2025 fiscal year (April 24, 2025 - November 16, 2025, and December 19, 2025 - March 29, 2026) surpassed 475,000, reaching 102% compared to the previous fiscal year, which had recorded the highest number of visitors since 2000.
Against the backdrop of a declining domestic ski and snowboard population and a decrease in winter visitors due to unstable snowfall from climate change, Iwatake Resort has been planning and implementing various initiatives, primarily focused on the green season, with the goal of realizing a "world-class all-season mountain resort" that can be enjoyed year-round, not just in winter.
**Increase in Inbound and "Non-Skiing" Tourists**
For the 2025-2026 winter season, the base center, which serves as the resort's entrance, was renovated to enhance visitor comfort and convenience. Due to light snowfall, the number of skiable courses was limited, particularly immediately after opening in December and during the snowmelt in March, leading to a decrease in the number of skiers and snowboarders compared to the previous year. However, the peak months of January and February saw growth, and as a result, the number of inbound skiers and snowboarders reached approximately 70,000, a 135% increase year-on-year.
Furthermore, to help tourists not participating in winter sports like skiing and snowboarding better enjoy the snowy mountains, the perennially popular snow outdoor area "IWATAKE WHITE PARK" was operated again this season. Visitors enjoyed taking photographs against backdrops that included the Northern Alps, nature art featuring animal and human shapes molded from snow on tree trunks, and kamakura (snow huts).
These initiatives proved successful, and the number of tourists during the 2025-2026 winter season was over 10,100 in December (approx. 4,700 in the same month last year), over 12,400 in January (approx. 10,400), over 14,400 in February (approx. 9,600), and over 15,100 in March (approx. 9,100). The total for the season reached approximately 52,000 visitors (compared to approx. 34,000 in the same period last year).
For the 2025-2026 winter season, in addition to the steady growth in inbound visitors, the number of tourists increased by 153% year-on-year due to measures for non-skiers, which were implemented as a countermeasure for light snowfall. The entire season recorded over 219,000 visitors, achieving 105% compared to the previous year.
Iwatake Resort will continue to expand its diverse range of content so that it can be enjoyed by skiers and snowboarders, as well as non-skiing customers from both Japan and abroad.
**Green Season Initiatives Aimed at "Attracting Customers in Summer as well as Winter"**
Since 2017, Iwatake Resort has been actively implementing initiatives to enhance its green season. The company has aggressively rolled out new attractions one after another, including the scenic terrace and cafe "HAKUBA MOUNTAIN HARBOR" in 2018, "Iwatake Green Park" in 2019, "Yoo-Hoo! SWING presented by Nyanko Daisensou" in 2020, "Hakuba Hitotoki no Mori" in 2022, and the "Hakuba Giant Swing" in 2023.
In 2025, the resort operated with a variety of attractions, including regular scenic yoga events at "Hakuba Hitotoki no Mori," the inaugural green season operation of the new gondola lift, and the development and offering of limited-time menus at on-site cafes and restaurants.
As a result, the number of visitors during the 2025 green season (April 24 - November 16, 2025) reached a record high of approximately 256,000 (*1), setting a new record for the fifth consecutive period. This represents a roughly tenfold increase in visitor numbers compared to 2016 (approx. 25,000 visitors), before the resort began its push toward becoming a "world-class all-season mountain resort."
*1: Includes visitors to events such as "Alpen Outdoors Presents HAKUBA Yoo-Hoo! FESTIVAL 2025."
Iwatake Resort will continue to expand its content to be enjoyed by a wide range of visitors, evolving into a tourist destination where not only skiers and snowboarders but also sightseeing visitors and customers with pets can have an even more enjoyable experience. Additionally, we will continue to deliver the unique experiences and感動 (excitement/emotion) of Hakuba Iwatake while ensuring the safety of our customers and cherishing the natural environment.
Against the backdrop of a declining domestic ski and snowboard population and a decrease in winter visitors due to unstable snowfall from climate change, Iwatake Resort has been planning and implementing various initiatives, primarily focused on the green season, with the goal of realizing a "world-class all-season mountain resort" that can be enjoyed year-round, not just in winter.
**Increase in Inbound and "Non-Skiing" Tourists**
For the 2025-2026 winter season, the base center, which serves as the resort's entrance, was renovated to enhance visitor comfort and convenience. Due to light snowfall, the number of skiable courses was limited, particularly immediately after opening in December and during the snowmelt in March, leading to a decrease in the number of skiers and snowboarders compared to the previous year. However, the peak months of January and February saw growth, and as a result, the number of inbound skiers and snowboarders reached approximately 70,000, a 135% increase year-on-year.
Furthermore, to help tourists not participating in winter sports like skiing and snowboarding better enjoy the snowy mountains, the perennially popular snow outdoor area "IWATAKE WHITE PARK" was operated again this season. Visitors enjoyed taking photographs against backdrops that included the Northern Alps, nature art featuring animal and human shapes molded from snow on tree trunks, and kamakura (snow huts).
These initiatives proved successful, and the number of tourists during the 2025-2026 winter season was over 10,100 in December (approx. 4,700 in the same month last year), over 12,400 in January (approx. 10,400), over 14,400 in February (approx. 9,600), and over 15,100 in March (approx. 9,100). The total for the season reached approximately 52,000 visitors (compared to approx. 34,000 in the same period last year).
For the 2025-2026 winter season, in addition to the steady growth in inbound visitors, the number of tourists increased by 153% year-on-year due to measures for non-skiers, which were implemented as a countermeasure for light snowfall. The entire season recorded over 219,000 visitors, achieving 105% compared to the previous year.
Iwatake Resort will continue to expand its diverse range of content so that it can be enjoyed by skiers and snowboarders, as well as non-skiing customers from both Japan and abroad.
**Green Season Initiatives Aimed at "Attracting Customers in Summer as well as Winter"**
Since 2017, Iwatake Resort has been actively implementing initiatives to enhance its green season. The company has aggressively rolled out new attractions one after another, including the scenic terrace and cafe "HAKUBA MOUNTAIN HARBOR" in 2018, "Iwatake Green Park" in 2019, "Yoo-Hoo! SWING presented by Nyanko Daisensou" in 2020, "Hakuba Hitotoki no Mori" in 2022, and the "Hakuba Giant Swing" in 2023.
In 2025, the resort operated with a variety of attractions, including regular scenic yoga events at "Hakuba Hitotoki no Mori," the inaugural green season operation of the new gondola lift, and the development and offering of limited-time menus at on-site cafes and restaurants.
As a result, the number of visitors during the 2025 green season (April 24 - November 16, 2025) reached a record high of approximately 256,000 (*1), setting a new record for the fifth consecutive period. This represents a roughly tenfold increase in visitor numbers compared to 2016 (approx. 25,000 visitors), before the resort began its push toward becoming a "world-class all-season mountain resort."
*1: Includes visitors to events such as "Alpen Outdoors Presents HAKUBA Yoo-Hoo! FESTIVAL 2025."
Iwatake Resort will continue to expand its content to be enjoyed by a wide range of visitors, evolving into a tourist destination where not only skiers and snowboarders but also sightseeing visitors and customers with pets can have an even more enjoyable experience. Additionally, we will continue to deliver the unique experiences and感動 (excitement/emotion) of Hakuba Iwatake while ensuring the safety of our customers and cherishing the natural environment.