JTTTI Vietnam Tourism Symposium

Sustainable Tourism for Niseko Town
October 23, 2023
Kenya Katayama, Mayor of Niseko Town

Niseko in WinterNiseko Hanazono Resort

Niseko Moiwa
Ski Resort

Niseko Annupuri
International Ski Area

Grand Hirafu

KutchanNiseko Village Ski Resort

Niseko Town

Niseko

出展：Powder Snow Hokkaido※一部編集

https://www.skiing-hokkaido.com/about-hokkaido/ニセコ NISEKO 新雪谷

Situation of Niseko Town

SapporoNisekoArea: 197 km2
Population: 5,000
Visiting tourists: 1.7 million

Enjoy the clear riverNiseko has attractions for every season

View of Mount Yotei from the top of Mount Niseko-Annupuri

7

Hot spring bath in a guest room at Ritz-Carlton Niseko

White desert / Hilton Niseko Village Resort

1. Establishment of the Niseko Resort Tourist Association, thefirst incorporated tourist association in Japan (1999–2003)
2. Residents established the “International Tourism
Promotion Council”

Niseko has been widely covered by overseas media
CNN

CNN

Financial Times

Brazilian TV program

Luxury travel magazine in UK

Wall Street Journal

Visiting Tourists (Niseko Town)

2020 – 22
COVID-19Pandemic

2008 Global
financial crisisInbound Tourists (Niseko Town, from 2002)

Niseko Tourism Zone (3 municipalities)

Niseko: Enjoyed by the WorldNISEKO, My Extremeo Best Ski Resort： Niseko Unitedo Best Ski Hotel: Hilton Niseko Village
Ranked No.1 in World Ski Awards 2014*
Dominated all categories in Japan and also received
the Outstanding Contribution to Ski Tourism Award*The World Ski Award is part of the World Travel Awards program, equivalent to the “Oscars” for the travel and tourism industry.
Considered the most prestigious award for the ski tourism industry, it selects winners for four categories in each country.

Sustainable Tourism Initiatives by Niseko Town
Won placement among the Green Destinations Top 100
Destination Sustainability Stories for two consecutive years

Won placement among the Top 100
Destination Sustainability Stories
sponsored by Green Destinations, aninternational certification organization
for sustainable tourism, for two
consecutive years.
The 2021 award recognized Niseko
Town’s efforts to address climatechange.

Sustainable Tourism Initiatives by Niseko Town
United Nations World Tourism Organization (UNTWO)Best Tourism Village Award

Promote innovative and transformative approaches to the development of tourism in rural destinations that
contribute to the three pillars of sustainability—economic, social and environmental—in line with the Sustainable
Development Goals (SDGs). Also aims to advance the role of tourism in valuing and safeguarding rural villages.

Sustainable Tourism Initiatives by Niseko Town
Signatory of the Glasgow Declaration

COP26: The Glasgow Declaration on Climate Action in Tourism
The Glasgow Declaration aims to accelerate climate action in tourism, halve
emissions over the next decade, and reach Net Zero emissions before 2050.
Niseko Town was the only Japanese municipality among the inauguralsignatories.

SWOT Analysis for Niseko Town Tourism(Niseko Town Tourism Vision)
強み (Strength)•Internal Factors••

Powder snow is renowned among domestic
and foreign skiers and snowboarders, andthe strength of the international resort brandRich natural environment, including themagnificent view of Mount Yotei, Mount
Annupuri and Japan’s purest stream,Shiribetsu River
Various tourist attractions: Climbing, skiing,rafting, golf, horseback riding, trekking,gourmet, and hot springs

弱み (Weaknesses)•••

今後の機会 (Opportunities)•
External Factors••

Extension of the Hokkaido Shinkansen andexpressways
Winter Olympic and Paralympic Games tobe held in Sapporo, Hokkaido (Alpine ski)
New opening of accommodation and tourist
facilities

Located about two hours by car from theNew Chitose Airport and Sapporo City
Poor access to Niseko Town and limited
transport methods (secondary and areatransport) in the area (80% of tourists use
their own or hired cars)
Lack of services that satisfy a wide range oftourist needs (types and quality of services,restaurants, etc.)
今後の脅威 (Threats)•••

Intensified competition among regions(particularly in winter, compete with global
ski resorts in addition to Japanese resorts)
Sharp decrease in inbound tourists due totourism risks (infectious diseases, climate
crisis, natural disaster, war, recession, etc.)
Increased burden on the naturalenvironment from excessive tourism
development, etc., and overtourism(overcrowding and decreasedsatisfaction)17

Niseko Town Tourism Vision KPIs
The Vision sets numerical targets indicating our goals for 2028. Using the results for 2019 as thebenchmark, we set initiatives to achieve our goals. We will aim to increase average spending per
customer by boosting the number of overnight guests during off-peak season (including attracting newcustomers) and increase tourism spending accordingly. We also aim to create a ripple effect for theregional economy from tourism spending to provide positive economic effects for residents, improvesatisfaction for tourists, while reducing CO2 emissions per guest per overnight stay.

Numerical Targets

FY2019FY202840.79 billion yen

53.00 billion yen

473,000

800,000

Indicator 3: Tourist satisfaction

21.3%

30.0%

Indicator 4: Repeater ratio

80.9%

70.0%

Indicator 5: CO2 emissions per guest perovernight stay

34.5kg44% reduction

Indicator 1: Tourism spending
Indicator 2: Totalnights stays
Totalnumber
numberguestof overnight

Indicator 6: Ratio of residents that feel positive
economic effect from tourism

Source: FY2022 Monitoring Survey

40.0%

Niseko Town Tourism Vision

60.0%

Strict, progressive landscape & environmental regulations thatgenerate empathy-based quality investment

19

Next stage – Japanism
Japanese style architecture is increasing.

21

Measures against Overtourism
Preventive Measures
1. Prevent random development: Landscape Ordinance, Basic Plan for
the Environment
2. Control development based on discussions with residents
Current Measures
1. For taxi shortage, started a pilot program of the “Niseko Model,”increasing the number of taxis dispatched from urban areas
2. Plan to introduce “accommodation tax” as the source of funds tobecome a sustainable tourist area
3. Promote understanding of SDGs and reduction of environmental
burdens
4. Implement measures to attract businesses to resolve restaurant
shortage
5. Enhance public transport and consider the introduction of IT22

Niseko Town
Developmento Compact global city
(Fourth Comprehensive Plan)o Environment Creation City Niseko(Fifth Comprehensive Plan)o Underground Water Conservation
Ordinance and Water Resource
Protection Ordinanceo Basic Plan for the Environmento Landscape Ordinanceo Bolstering the economic cycleo Mutual Aid and Compassionate
Society

Eco-Model City
SDGs Future City
Zero-Carbon Declaration City

⇒ Concious Capital Society"Smart City" Niseko, where people from around the world meet

A city with an open-minded community wherepeople are treated with respect23

We look forward to your visit.
Thank you for your attention.

NISEKO
新雪谷
ニセコ町