Discover Hokkaido: Nature, Culture, and Adventure Await

Known for its breathtaking natural landscapes, rich culinary traditions, and vibrant seasonal changes, Hokkaido has become one of Japan’s most sought-after destinations. In your opinion, what makes Hokkaido such a unique and immersive place for both foreign and domestic tourists to visit throughout the year?

Hokkaido is a region that captivates the senses across all four seasons, with each offering a distinct and unforgettable experience. What sets Hokkaido apart is not only its dramatic seasonal changes but also its ability to stimulate all five senses—sight, sound, touch, taste, and smell—creating a deeply immersive connection with nature. Even for travelers with sensory impairments, Hokkaido offers meaningful ways to engage with the environment. This multisensory engagement lies at the heart of what is now known as wellness tourism.

In spring, as the snow melts and the landscape awakens, cherry blossoms bloom across the island, painting the scenery in delicate pink. Rivers swell with fresh meltwater, making it the perfect season for rafting, while farms begin to yield the first vegetables and crops of the year. Spring also marks the start of winery activities, with wine tastings accompanied by the freshest local ingredients.

Summer transforms Hokkaido into a natural paradise. Vast fields of colorful flowers—especially vibrant sunflowers—create postcard-perfect views. Seasonal fruits reach their peak, offering a perfect balance of sweetness and acidity. The surrounding seas produce large, flavorful scallops, while Hokkaido’s dairy products, such as cheese, ice cream, and yogurt, are prized across Japan. The season also invites visitors to embrace outdoor adventures, from hiking through expansive forests to cycling along scenic routes.

Autumn in Hokkaido is relatively short but deeply rewarding. Streets are lined with golden ginkgo trees, and natural hot springs become the perfect retreat as the air turns crisp. It’s also a time when local cuisine shines—every dish tastes fresher, more vibrant, and full of seasonal richness. A beloved local custom, shime parfait—a “closing parfait” enjoyed after a meal—captures the region’s culinary charm. Autumn also offers cultural depth, with cycling events and opportunities to engage with the heritage of the indigenous Ainu people.

Winter, though not covered here, naturally brings its own magic—with powder snow, world-renowned ski resorts, and warm local dishes that define the season.

Altogether, Hokkaido offers far more than a scenic destination—it provides a holistic, year-round experience that blends nature, wellness, cuisine, and culture. It’s a place where travelers can reset, reconnect, and rediscover the joy of each season in its purest form.

In winter, Hokkaido transforms into one of the snowiest regions in the world—a true haven for seasonal experiences. It’s the perfect time for skiing, snow trekking, and attending the island’s many snow and ice festivals. One of the most breathtaking sights is the elegant dance of red-crowned cranes across snow-covered fields—a symbol of the region’s serene beauty. The season also brings with it warm, comforting cuisine, with dishes like Ishikari nabe, a beloved salmon-based hot pot, offering a taste of Hokkaido’s culinary soul.

Throughout all four seasons, Hokkaido is unified by four defining elements: nature, food, activities, and culture. Recently, more travelers have begun to appreciate not just the island’s natural splendor, but also its rich history—particularly the heritage and traditions of the indigenous Ainu people. This growing interest reflects a deeper desire among visitors to connect with the cultural fabric that makes Hokkaido truly unique.

Kaisendon, also known as a Japanese seafood rice bowl

Miso Ramen

When it comes to winter tourism, Hokkaido is globally renowned for its snow and world-class ski resorts—especially Niseko. Looking ahead, how are you encouraging tourists to explore other regions of Hokkaido beyond Niseko to experience the island’s broader offerings?

Overtourism has become an increasing concern in Niseko and other parts of Hokkaido. It’s not just about the strain on infrastructure—it also affects the well-being of local communities and the preservation of our natural environment. To address this, we’re committed to a balanced, sustainable approach to tourism development.

Part of our strategy involves educating visitors about local life and culture. We encourage tourists to go beyond sightseeing and truly experience how people live here. By promoting a wider range of destinations across the island, we aim to disperse visitor traffic and highlight the rich diversity Hokkaido offers beyond the more well-known areas.

In many cases, overtourism is linked to a lack of awareness around proper visitor behavior. But with the right approach, tourism can be a force for good—positively impacting local communities. Our mission is to manage capacity both carefully and creatively. In Otaru, for instance, our security staff are dressed in ninja-style attire, which delights visitors while still serving a critical operational role. We also emphasize education through friendly, approachable messaging.

Additionally, we collaborate closely with local governments to promote visitor education campaigns that encourage responsible and respectful tourism. By combining creativity with community engagement, we believe we can create a more sustainable and enriching experience for both travelers and residents alike.

You mentioned the importance of encouraging travel beyond the well-known areas. In your view, which regions or towns in Hokkaido hold strong potential for tourism but are currently underserved or overlooked?

The Asahikawa and Kamikawa areas, located in the eastern and northern parts of Hokkaido, remain relatively undiscovered by international tourists. These regions offer excellent ski slopes and the same light, powdery snow that Hokkaido is renowned for, yet they haven’t received the same level of global attention as places like Niseko.

What sets them apart is the opportunity to enjoy a different kind of experience—less commercialized, more local, and equally rich in skiing potential. There’s a lot waiting to be explored in these areas, and we see strong potential for growth as more international visitors seek authentic and off-the-beaten-path winter destinations.

Mount Asahi, the tallest moutain in Hokkaido

What is your strategy for unlocking the tourism potential of these lesser-known areas, such as Asahikawa and Kamikawa, and improving access for both domestic and international visitors?

Yes, we do, and I’m happy to share our strategy. It’s built around two main pillars: first, easing congestion in heavily visited areas like Niseko by redirecting some visitor flow; and second, actively attracting tourists to lesser-known regions across Hokkaido. Timing is critical—introducing fresh information about emerging destinations at just the right moment, especially during peak travel seasons, is key to spreading visitor traffic more evenly.

Let me explain some of the specific initiatives we’re implementing. One is a stamp rally campaign, where visitors collect stamps at designated locations. Once they complete the rally, they receive a special prize. It’s a fun, interactive way to encourage exploration of more remote or under-visited areas.

We’re also focused on the migration of two powerful cultural elements: food and film. A good example is our Food Film Festival, which blends regional culinary experiences with cinema to highlight local attractions and deepen cultural engagement.

Sustainability is another core theme of our strategy. We are promoting eco-tourism programs that encourage visitors to explore Hokkaido’s national parks in a respectful and environmentally conscious way. At the same time, we’re working to improve transportation infrastructure and mobility—particularly during peak seasons—to make these destinations more accessible and convenient for travelers.

Currently, we are also developing comprehensive regional information campaigns aimed at showcasing the full breadth of what Hokkaido has to offer, ensuring that tourism is both inclusive and sustainable across all areas of the island.

How are you collaborating with hotels, restaurants, transportation providers, and other key infrastructure partners to drive investment and enhance services in Hokkaido’s lesser-known regions?

One of our biggest current challenges is collecting and consolidating reliable information. We're actively working to gather data from a wide range of sources—hotels, transportation providers, and infrastructure networks—to better understand and support the overall visitor experience. Many travelers rely on platforms like Google Maps, so we complement those tools by introducing digital services that highlight recommended destinations, provide Wi-Fi access, showcase local cuisine, and offer convenient features such as online payment options.

Currently, rental cars are the most popular mode of transportation for visitors to Hokkaido. While many travelers rent vehicles upon arriving at the airport, we are also encouraging the adoption of more eco-friendly alternatives, such as trains and taxis, in an effort to reduce CO₂ emissions and help preserve Hokkaido’s natural environment. Promoting sustainable transportation is a core part of our strategy.

Another important initiative is the deployment of certified guides. Guided tours—including those via buses—are one of the most effective ways to help visitors discover lesser-known regions. Unlike in areas where standards may be inconsistent, we are working to ensure that guides in Hokkaido are properly certified, enabling them to deliver reliable, high-quality information and enriching the travel experience.

Our top priority is to combine premium travel experiences with the sustainable consumption of local products and services. It’s not just about seeing beautiful landscapes—it’s about immersing oneself in the local culture, enjoying regional cuisine, and forming lasting memories. When travelers leave Hokkaido with meaningful experiences, they’re more likely to return. This philosophy lies at the heart of our slogan and long-term vision.

We’re constantly introducing new destinations for people to explore, because human nature drives the desire for discovery. Take Furano, for example—a region that has recently drawn attention from foreign tourists due to its stunning natural scenery, including diverse trees and flower fields. However, Furano still faces structural challenges: there are limited opportunities for tourists to make purchases or contribute to the local economy.

This is where our role extends beyond simply attracting visitors. We focus on broader regional revitalization initiatives, such as introducing free parking facilities, encouraging the opening of new restaurants, and supporting investment into local businesses. It's essential to strike a balance—creating attractive experiences for visitors while ensuring that local communities benefit economically.

Across Hokkaido, we are bringing together local businesses, residents, and stakeholders to co-develop solutions that promote more sustainable, efficient, and economically viable tourism. Together, we're addressing challenges such as overtourism, CO₂ reduction, and improving access—all with the goal of making Hokkaido’s lesser-known regions more vibrant, appealing, and resilient for the future. Achieving that balance—between visitor satisfaction and local vitality—is the real challenge we are committed to meeting.

Can you tell us more about your collaboration with the Japan National Tourism Organization (JNTO)? How do you leverage this partnership to promote Hokkaido both domestically and internationally?

While we currently do not have overseas offices of our own, HTO is represented by dedicated agencies in key markets such as the U.S., Europe, and Australia, and we also collaborate closely with the Japan National Tourism Organization (JNTO). Through these partnerships, we’re able to raise global awareness of Hokkaido by working closely with local travel agencies—helping potential travelers become familiar with the region even before they arrive.

This year, we’re expanding our efforts into Southeast Asia, beginning with Thailand. Our partnership with JNTO plays a vital role in this expansion, enabling us to tap into new audiences with greater cultural relevance and local insight.

The core benefits of this collaboration include enhancing Hokkaido’s visibility, building strong relationships with travel agencies, and promoting Hokkaido-made products and experiences. We also participate actively in international travel expos, ensuring that all of our activities consistently highlight the unique appeal, culture, and natural beauty of Hokkaido to a global audience.

How do you adapt your promotional strategies to align with the diverse interests and preferences of travelers from different regions, such as Southeast Asia, Europe, and North America?

We’re currently in a strong position thanks to the wealth of data available to us—from both open sources and first-hand insights—regarding the types of travelers coming to Hokkaido. Even before visitors arrive, we’re able to gather valuable information about their interests and behavior.

The primary reason most travelers are drawn to Hokkaido is its breathtaking natural beauty and diverse landscapes. This is followed by interest in history and culture, then well-known sightseeing spots. Positive evaluations of local attractions—such as regional cuisine, wineries, and alcoholic beverages—also rank highly. Activities like shopping and enjoying hot springs are frequently cited as well.

By analyzing this data, we can segment audiences by country and region to tailor our promotional strategies more effectively. We’re able to detect shifts in traveler preferences and adjust our messaging accordingly. For example, American tourists tend to favor Abashiri, particularly for its seafood, including snow crab. Australians are especially drawn to Niseko, largely for its world-class skiing. Visitors from Taiwan, on the other hand, often choose Hakodate due to the convenience of direct flights.

This level of data-driven segmentation enables us to design targeted campaigns that resonate more deeply with each market’s specific interests and expectations.

Hokkaido also holds strong potential as a destination for corporate travel and business events. What strategies are you pursuing to promote infrastructure development and support the growth of business opportunities in the region?

We are actively promoting Hokkaido as a premier destination for MICE events—Meetings, Incentives, Conferences, and Exhibitions—with Sapporo being a particularly popular choice. Hokkaido offers a unique blend of vibrant nightlife and adventurous outdoor experiences, making it an ideal setting where business, relaxation, and nature coexist seamlessly.

Our strategy focuses on targeted PR efforts aimed at MICE travelers, highlighting not only the practical business infrastructure but also the wide range of opportunities for networking, team building, and leisure. We believe that immersing visitors in Hokkaido’s rich culture adds tremendous value to the overall experience and sets the region apart from other business destinations.

Importantly, MICE promotion also contributes to the broader development of infrastructure across the region, particularly in transportation and event facilities. For instance, the Hokkaido MICE homepage serves as a comprehensive resource—not only showcasing venues and business services but also introducing cultural experiences such as karate and kendo. This approach encourages business travelers to engage more deeply with the region, extending their stay and their connection to Hokkaido beyond the confines of business alone.

Can you share more about your long-term tourism vision for Hokkaido, and how it aligns with broader trends and national tourism strategies in Japan?

Our tourism vision for Hokkaido is built around three core pillars that guide all of our promotional efforts globally: nature, culture, and activities. Each season in Hokkaido offers a distinct and captivating experience, and we believe it’s essential to showcase the region’s natural beauty to international audiences. From our world-renowned ski slopes to the rich diversity of landscapes across the island, nature remains at the heart of our messaging.

Culture is another key focus, particularly the growing interest in the heritage of Hokkaido’s indigenous Ainu people. We are committed to introducing visitors to this vibrant cultural legacy as part of a deeper, more meaningful experience.

The third pillar—activities—highlights the wide array of offerings that blend adventure and relaxation. From snow sports and hiking to food tours and wellness experiences, we aim to provide options that appeal to every type of traveler.

Tying all of this together are two overarching themes: sustainable tourism and regional revitalization. Our long-term goal is to create an authentic, immersive Hokkaido experience that not only resonates with global travelers but also contributes to the well-being of local communities and the preservation of our natural and cultural resources.

For someone visiting Hokkaido for the first time, what kind of tour or travel experience would you recommend to best capture the essence of the region?

If someone is visiting in September, I would recommend the Blue Pond in Shirogane, Biei Town. The water has a magical, vibrant blue color that’s truly captivating. It’s a stunning and peaceful spot—an ideal introduction to the natural beauty Hokkaido has to offer.

Could you tell us about the strategies you use to appeal to different types of travelers—such as solo female travelers, couples, and families? Are there specific experiences or messaging you focus on for each group?

Our website is designed to offer a wide variety of options tailored to different types of travelers, providing customized experiences based on individual needs and interests. For example, we promote seasonal events like fireworks festivals, which are especially popular with couples and small groups seeking romantic or festive outings.

We also consider regional travel trends. Korean visitors, for instance, often travel in small groups and tend to prefer more budget-conscious options. In response, we highlight affordable destinations that offer diverse and engaging activities. In contrast, travelers from Taiwan or Thailand frequently visit with extended families, so we focus on experiences and accommodations that can comfortably support larger groups.

One destination I’d like to highlight is Takinoue, known for its commitment to universal tourism. It’s especially famous for its breathtaking shibazakura (pink moss flowers) and locally grown herbs, offering scenic beauty with a strong sense of place. Importantly, Takinoue has made significant strides in accessibility, with wheelchair-friendly parks and inclusive activities that ensure all visitors, including those with disabilities, can enjoy the area.

We are also working to obtain various hospitality certifications to better serve elderly visitors, children, pregnant women, and travelers with special needs. For example, we offer sensory-focused experiences for visually impaired tourists that emphasize sound, scent, and tactile engagement.

In short, our strategy is to provide a rich and inclusive array of travel experiences—whether for solo adventurers, couples, or families. We’re committed to ensuring that every visitor can enjoy a safe, welcoming, and memorable journey across Hokkaido.

The Japanese government has set an ambitious target of welcoming 60 million international visitors by 2030. Do you believe this goal is achievable, and what role do you envision Hokkaido playing in helping the country reach that milestone?

We already have a foundational strategy in place to help prepare Hokkaido for Japan’s ambitious tourism goals for 2030. While the approach isn’t entirely new, it emphasizes three key focus areas.

First, we are promoting both domestic and inbound tourism throughout Hokkaido. Using detailed simulations, we’ve estimated the visitor volume we can accommodate, and it’s important to note that we are not concentrating solely on overseas travelers—domestic tourism continues to play a vital role in our growth strategy.

Through initiatives like participation-based campaigns, we aim to encourage visitors to explore different parts of Hokkaido, helping to disperse traffic more evenly across the region. We’re also actively targeting domestic tourists from outside of Hokkaido to broaden our visitor base.

Second, to ease congestion at New Chitose Airport, we are promoting the use of Hokkaido’s seven regional airports. This not only helps distribute arrivals more efficiently but also improves access to less-traveled areas of the island.

Third, we’re implementing a “comparison tourism” strategy. For example, many visitors come to Japan to see Mt. Fuji—but Hokkaido offers a similar experience with Mt. Yotei, often called “Ezo Fuji” due to its resemblance. By highlighting these kinds of alternative destinations, we can spark interest among both international and domestic travelers.

Hokkaido also has an abundance of hot springs, volcanic terrain, and outdoor experiences. These are already popular with Japanese tourists, and we see great potential in sharing them more widely with international audiences.

In short, while the government’s goal of 60 million visitors by 2030 is ambitious, it’s not just about achieving a number. It’s about showcasing Japan’s natural richness in a sustainable and meaningful way. For Hokkaido, that means promoting our seven national parks and countless immersive experiences that connect visitors to the environment, culture, and local communities.

To support this vision, we launched the HTO Reform Project two and a half years ago. Led by our chairman, the initiative focuses on four key pillars: developing new business fields, strengthening destination management, enhancing marketing and promotion, and improving financial efficiency. One example of this initiative’s success is the merchandise you see here, which represents our refreshed branding and promotional strategy. We’re also renewing facilities across the region as part of this reform, which is now nearing its final stage.

For more information, please visit our website: https://www.visit-hokkaido.jp/en/