Hokkaido Tourism Statistics

Page last updated: 10 November 2025

Hokkaido is Japan’s northernmost island, known for its stunning natural landscapes, including expansive national parks, hot springs, and some of the country’s best skiing and snowboarding resorts.

How many people visit Hokkaido each year?

Over 8 million international visitors travel to Hokkaido each year.¹

• In 2019, Hokkaido welcomed 7.98 million international visitors, marking the highest number of recorded visitors in history at that time.

• When the pandemic started in 2020, this number dropped by 77% to 1.80 million visits.

• By 2021, Hokkaido experienced a further decrease (97%) in international tourists, with approximately 50,000 visitors.

• Inbound tourism began to rise with 741,410 visitors in 2022 and continued to recover in 2023 with 6.1 million visitors. But this was still 22% less than the 2019 figures (pre-pandemic).

• In 2024, Hokkaido achieved a remarkable recovery with 8.92 million international visitors, surpassing the previous 2019 record by 12% and representing a 44% increase from 2023.

How many people visited Hokkaido in 2024?

• Hokkaido welcomed 8.92 million international visitors in 2024, where the highest numbers in February (1,124,410) and January (1,108,620).

• Visitor numbers peaked in the winter months and declined in spring, with April recording the lowest at 452,980 tourists.

How many people visited Hokkaido in 2023?

• Hokkaido welcomed a total of 6.1 million international visitors in 2023. This represented a 23% decrease from the peak pre-pandemic year of 2019.

How much do tourists spend in Hokkaido every year?

Tourists spend over ¥1.59 trillion in Hokkaido each year.

• Tourist spending reached ¥1.5 trillion before the pandemic in 2019, and ¥1.28 trillion in total spending in 2023, 15% below 2019 levels.

• Tourist total spending continued to grow to ¥1.59 trillion in 2024, 6% higher than pre-pandemic figures.

How much do tourists spend in Hokkaido in 2024?

Tourists spend ¥1.59 trillion in Hokkaido in 2024.

• Domestic tourists contributed 85% (¥1.35 trillion), while international visitors accounted for 15% (¥240 billion) of total spending in 2024.

• The 2024 total of ¥1.59 trillion represents a 24% increase from 2023 and stands 6% higher than the pre-pandemic figure of ¥1.5 trillion in 2019.

How much is the average spending per capita in Hokkaido?

• Visitor spending reached ¥165,000 in 2024 while travelling to Hokkaido including accommodations, food, transportation and others.This increased from ¥158,531 in 2023, showing continued recovery. Pre-pandemic in 2019, average spending was ¥212,764 per capita.

Which countries visit Hokkaido the most?

The leading sources of foreign tourists to Hokkaido are South Korea, followed by Taiwan, Hong Kong, China, and Singapore in 2024. 

• South Korea was the top source of international visitors to Hokkaido, accounting for approximately 1.5 million visits with 24% of market share.

• Taiwan also contributed about 22%, with 1.35 million tourists.

• Hong Kong accounted for 602,670 international visits with a market share of approximately 10%. 

How many days do tourists spend in Hokkaido?

Generally, tourists spend a minimum of 3 days exploring Hokkaido’s popular cities and attractions.²

• Visitors stay varying lengths depending on their origin and purpose in 2024.
• International visitors: Stay approximately 4-5 nights on average, with ski tourists often staying 7+ nights.
• Domestic overnight visitors: Stay around 1-2 nights on average, typically for weekend trips or holidays.

Asia & Global Travel Resources

Why do people visit Hokkaido?

• People visit Hokkaido primarily for natural scenery and outdoor activities (35%), with tourists enjoying its landscapes, skiing, and unique seasonal beauty in 2024.

• Food and culinary tourism accounts for 25% of visitors, making it the second-largest travel destination, with Hokkaido known as “Japan’s gourmet kingdom.”

• Winter sports and snow festivals represent 20% of visitors, particularly drawn by the world-famous Sapporo Snow Festival.

• Hot springs and relaxation comprise 15% of visitors seeking wellness and traditional Japanese experiences.

• Cultural experiences and other purposes comprise the remaining 5% of visitors.

When is the best time to visit Hokkaido?

The best time to visit Hokkaido depends on preferences for activities and weather.

• December-February (Winter): Peak season for international tourists seeking world-class skiing and snow festivals.

• June-August (Summer): Ideal for domestic tourists with mild weather, lavender fields, and outdoor festivals.

• September-November (Autumn): Beautiful fall foliage with moderate crowds and pleasant weather.

• March-May (Spring): Quieter season with cherry blossoms in May, though cooler temperatures.

What are the peak tourist months in Hokkaido?

January and February were the peak months for Hokkaido tourism in 2024.

• February recorded the highest number of visitors at approximately 1.124 million, followed closely by January with 1.109 million travelers drawn to Hokkaido’s world-famous snow festivals and ski resorts.
  
• July also saw a strong turnout with around 938,000 visitors enjoying the region’s green landscapes and summer festivals.
  

• In contrast, April was the quietest month, attracting about 453,000 visitors as the island transitioned from winter to spring.

How popular is Hokkaido as a tourist destination?

Hokkaido consistently stands out in Japan’s tourism and regional-brand rankings, enjoying top-tier recognition for its natural beauty, cultural significance, and travel appeal.

2025 Awards & Recognitions

• Japan’s Most Attractive Prefecture (2025)
  • Ranked #1 for the 17th consecutive year in Japan’s Prefectural Attractiveness Rankings.
  • Recognized for its exceptional tourism appeal, natural beauty, regional branding, and overall visitor satisfaction.
    
• Top Destination for Winter Travel (2025)
  • Celebrated for world-class ski resorts such as Niseko, Furano, and Rusutsu.
  • Highlighted as Japan’s premier winter destination by multiple travel media outlets.
    
• High Visitor Satisfaction & Revisit Rate (2025)
  • Consistently rated above 90% satisfaction by domestic travelers.
  • High intention-to-return scores place Hokkaido among Japan’s most beloved destinations.

2024 Awards & Recognitions

• Japan’s Most Attractive Prefecture (2024)
  • Ranked #1 for the 16th consecutive year in Japan’s annual attractiveness survey.
  • Praised for its year-round tourism appeal, regional cuisine, and natural diversity, from flower fields to snow festivals.
    
• Lonely Planet “Best of Travel 2024” – Sustainability Category
  
  • Featured globally for its eco-friendly initiatives, cultural preservation efforts, and promotion of sustainable tourism practices.
    
• Top Nature & Outdoor Destination (2024)
  
  • Recognized for outstanding outdoor adventure opportunities, including national parks, mountain trekking, and wildlife experiences.

Economic Impact – Hokkaido Tourism Statistics 2024

• Tourism generated ¥2.07 trillion in total economic output (including multiplier effects) in 2024.

• The sector supports over 117,000 jobs across the region, representing a significant portion of employment.

• Tourism contributes approximately 5-6% of Hokkaido’s prefectural GDP.

• The economic multiplier effect is calculated at 1.36, meaning every yen spent by tourists generates an additional  ¥0.36 in economic activity.

• Tourism generates approximately ¥40 billion in local tax revenues annually.

• Hokkaido captures a significant share of Japan’s winter tourism market and leads in nature-based tourism.

Which attraction or destination is a must-visit in Hokkaido?

• Niseko: Japan’s top ski resort, famous for its light powder snow and popularised by international visitors, especially Australians.

• Furano & Biei: Central Hokkaido towns known for scenic rural landscapes and lavender fields in July; Furano is also a winter ski resort.

• Sapporo: Hokkaido’s capital and Japan’s fifth-largest city, with a history dating back to 1857.

• Noboribetsu Onsen: Hokkaido’s most famous hot spring resort, featuring dramatic hot springs in Jigokudani (“Hell Valley”).

• Hakodate: Hokkaido’s southernmost city, is known for stunning views from Mount Hakodate and fresh seafood.

Japan Travel Statistics Resources

• Japan Statistics
  • Okinawa Statistics
  • Osaka Statistics
  • Tokyo Statistics
    

Asia Travel Statistics Resources

• China Statistics
• Dubai Statistics
• Hong Kong Statistics
• India Statistics
• Indonesia Statistics (incl. Bali)
• Israel Statistics
• Malaysia Statistics
• Saudi Arabia Statistics
• Singapore Statistics
• South Korea Statistics
• Sri Lanka Statistics
• Thailand Statistics (incl. Bangkok)
• Turkey Statistics

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References

1. JNTO: Tourism Figures in Hokkaido ↩︎
2. VOJ: Minimum stay to explore Hokkaido ↩︎