Hakuba Iwatake Mountain Resort, operated by Iwatake Resort Co., Ltd., announced that the number of visitors during the Obon holiday period from August 13 to 16, 2025, reached approximately 17,800, marking a record high. This represented a 133% increase compared to the same period last year. On August 14 alone, 5,620 visitors were recorded, setting a new single-day attendance record for the green season (109% year-on-year).
Aiming to become a “world-class all-season mountain resort,” Hakuba Iwatake has continuously enhanced its green season appeal. In 2017, the resort established the Iwatake Mountain Bike Park, followed in 2018 by the opening of “HAKUBA MOUNTAIN HARBOR,” a scenic deck offering panoramic views of the Northern Alps. Subsequent developments included “Iwatake Green Park” and the popular attraction “YAHHO! Swing presented by Nyanko Daisensou.”
Since 2021, the resort has expanded its activities by introducing the “Mountaincart” course and launching mountain bike rentals at the summit. In 2022, it opened “Hakuba Hitotoki no Mori,” which features horseback riding experiences and horse trekking tours. In autumn 2023, the “Hakuba Giant Swing” was introduced, and in winter 2023, “Soup Stock Tokyo” opened its first location in Nagano Prefecture. Furthermore, in December 2024, a new 10-passenger gondola lift began operation, reducing waiting times and providing more comfortable transportation.
(Based on materials from Iwatake Resort Co., Ltd.)
As a result, the 2024 green season (April 19 – November 17) welcomed a record-breaking 255,000 visitors. Including the winter season (December 20, 2024 – March 30, 2025), the total annual visitor count exceeded 463,000, the highest since 2000.
This summer, the area surrounding the “Hakuba Giant Swing” was renewed under the branding of outdoor lifestyle company CHUMS. The resort hosted an experiential event, “Scenic Hands-Free Relaxation Yoga,” and introduced the reservation-only “CHUMS RIDGE Private Deck,” offering visitors a relaxing space even during peak periods.
In the food and beverage sector, limited-time menus were introduced. “CHAVATY HAKUBA” featured items such as the “Summer Lyrical Matcha Soda” and “Kumazasa Scone” made with locally grown summer strawberries, while “THE CITY BAKERY” offered the “CB Cookie Shake Choco Mint” and “Chocolate Berry.” At “Soup Stock Tokyo Hakuba,” menu highlights included “Chilled Corn and Sweet Potato Soup” and “Chilled Italian Ripe Tomato Cream Potage,” all of which were enjoyed by many visitors.
As a result, visitor numbers from August 13 to 16 reached about 17,800, up 133% year-on-year. Participation in activities also increased: the renewed “Hakuba Giant Swing presented by CHUMS” was experienced by 671 visitors (147% year-on-year), Mountaincart usage reached 1,346 (122%), and mountain bike rentals totaled 804 (127%). In addition, pet visitors increased by 137% to 872. The growth in attendance is attributed to rising demand for cooler mountain resorts as an escape from the extreme summer heat, combined with the success of initiatives tailored to visitor needs.
