Iwateke Resort Co., Ltd., the operator of Hakuba Iwatake Mountain Resort, recorded over 208,000 visitors during the 2024–2025 winter season (from December 20, 2024 to March 30, 2025), marking a significant increase of 141% compared to the previous season. Additionally, the total number of visitors for fiscal year 2024 (from April 19 to November 17, 2024, and December 20, 2024 to March 30, 2025) exceeded 463,000, reaching 125% of the previous year’s record, which had been the highest since 2000.
This growth is backed by the resort’s “World-Class All-Season Mountain Resort” initiative. Amid ongoing declines in domestic ski and snowboard participation and unstable snowfall caused by climate change, the company has focused on year-round customer attraction strategies that include the green season.
For skiers and snowboarders, improvements such as expanding snowmaking equipment and enhancing the slopes have been implemented. Early and extended operation of gondolas from the summit to the base has enhanced both safety and comfort. As a result, the number of inbound skiers and snowboarders rose to approximately 56,000, a 121% increase year-on-year, while domestic figures reached around 118,000, up 129%. For non-skiing tourists, the value of the visitor experience was also enhanced. The popular snow outdoor area “IWATAKE WHITE PARK” was renewed, and new tipi tents for relaxing around a bonfire were added to the summit area. These initiatives led to increases in tourism-focused visitors: approximately 4,700 in December, 10,400 in January, 9,600 in February, and 9,100 in March—totaling roughly 34,000 for the season, up significantly from around 22,000 the previous year.
Enhanced transport capacity also contributed to the rise in visitor numbers. The new gondola lift, introduced in the 2024–2025 season, significantly outperforms the previous model in capacity, wind resistance, and quiet operation. With a maximum capacity of 2,460 people per hour—1.8 times that of its predecessor—it also features a more spacious cabin that accommodates not only skis and snowboards but also two mountain bikes. This has reduced travel time to the summit.
Iwateke Resort’s all-season strategy has also yielded notable results during the green season. Since 2017, the company has accelerated its efforts to transform the area into a year-round tourist destination. New facilities have been introduced annually: “HAKUBA MOUNTAIN HARBOR” in 2018, “Iwatake Green Park” in 2019, “YAHHO! Swing” in 2020, “Hakuba Hitotokinomori” in 2022, and “Hakuba Giant Swing” in 2023. In 2024, yoga events were regularly held at Hakuba Hitotokinomori, and “Soup Stock Tokyo Hakuba” opened for the first time during the green season, adding new attractions for visitors. These initiatives brought the 2024 green season visitor count to a record-high of approximately 255,000 (including event visitors such as those from “HAKUBA YAHHO! FESTIVAL 2024”), marking the fourth consecutive year of record growth.
Looking ahead, the company plans to continue developing facilities that can be enjoyed not only by skiers and snowboarders but also by tourists and visitors with pets. While prioritizing environmental conservation and safety, Iwateke Resort aims to continue providing uniquely Hakuba Iwatake experiences.
