In Nagano Prefecture's Hakuba village, a post-COVID tourism boom drew 2.9 million visitors in 2025, revitalizing the economy. Yet rising costs, crowds, and cultural clashes have sparked resident unease. Local officials are introducing measures to manage the influx without overwhelming the community.
Hakuba village, a mountain community of fewer than 10,000 residents, has long depended on seasonal tourists. Since Japan lifted COVID-19 restrictions three years ago, visitor numbers have doubled to 2.9 million in 2025. This surge has driven up prices for food, housing, and transport, while fueling concerns over nighttime disturbances from drunken tourists.
Mayor Toshiro Maruyama states, “Everyone knows that tourism is important. We must ensure that it will lead to the well-being of the community.” Of the visitors, 1.18 million came to ski across five areas, supported by about 1,500 international workers from November to March.
Hakuba's hospitality roots trace to the Meiji Era (1868-1912), as the birthplace of minshuku inns, welcoming researchers as guides. Skiing arrived around 110 years ago, transforming harsh winters. After booming in the 1980s bubble and the 1998 Nagano Olympics, it declined but revived in the 2000s through promotion by figures like Dave Enright of Evergreen Outdoor Center.
Australians dominate international arrivals at nearly 200,000 out of 450,000, drawn by powder snow and time-zone convenience. The post-COVID rebound was abrupt, overwhelming shuttles and taxis, and creating “dinner refugees” as minshuku decline in favor of rentals. Wadano district land values rose 32.4% last year.
To cope, Hakuba will impose an accommodation tax from June—¥100 to ¥1,800 per person—to fund transport, waste management, and multilingual disaster info. A revised manner ordinance passed in December bans graffiti, noise, and street drinking, with fines up to ¥50,000 from July. Restaurant owner Hidefumi Hasui welcomes it: “This is really about what to do when people won't listen to requests.”
Tourism Commission Director Yojiro Fukushima argues for year-round visitors to build repeat business and residency. Local operators like Yutaka Wada of Zukutochie emphasize reinvesting profits in Hakuba for sustainable growth.
