Hokkaido Tourism Statistics

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 do tourists spend in Hokkaido in 2023?

Tourists spend ¥1.28 trillion in Hokkaido in 2023.

• Domestic tourists contributed 81% (¥1.04 trillion), while international visitors accounted for 19% (¥240 billion) of total spending in 2023.
• This represents a 3% increase over the previous year but remains 15% below the pre-pandemic level of ¥1.5 trillion in 2019.

How much does it cost to visit 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.

• 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.

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.

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.

• 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.