Niseko―a name that has become synonymous with the world’s best powder snow and, for investors, a story of phenomenal success in winter real estate. But the most discerning investors are now shifting their gaze to a different time of year: the sun-drenched, vibrant Green Season.
The old wisdom that “Niseko is a winter-only play” is now officially obsolete. Niseko’s summer is undergoing a dramatic transformation from a quiet mountain retreat into a dynamic, profitable “second season.” In this article, we will use hard data and concrete numbers to illuminate the immense potential of the Green Season and explain why it is such a compelling investment opportunity.
### The Explosive Growth of the Green Season, Proven by Data
These aren’t just words. The numbers clearly demonstrate the powerful growth trajectory of Niseko in summer.
According to tourism statistics published by Kutchan Town, visitor arrivals in the Niseko area during the summer months (July-September) reached approximately **450,000** in fiscal year 2018, pre-pandemic, rivaling the numbers seen during the peak winter ski season. What’s most remarkable is the composition of these visitors.
* **A Surge in International Tourists:** While summer in Niseko was once dominated by domestic travelers, recent years have seen a rapid increase in affluent visitors from Asia (especially Hong Kong, Taiwan, and Singapore) and long-stay guests from Europe and North America seeking cool weather and outdoor adventure. These are not just tourists; they are the ideal clientele for property owners, willing to spend on high-quality accommodations and experiences.
* **Longer Stays Than in Winter:** Unlike the winter season, which is often focused on the single purpose of skiing, summer offers a diverse array of activities: golf, rafting, cycling, hiking, and gourmet dining. This variety encourages **longer stays**, driving demand for weekly and monthly rentals of condominiums and villas.
### Strategic Investments in “Experience Value” Are Accelerating Summer Profitability
This summer growth is no accident. It is the result of deliberate, large-scale strategic investments designed to create compelling reasons to visit Niseko year-round.
The projects launched in July 2025 are a testament to this strategy. Niseko Village saw the opening of the **”Fuwa Fuwa Adventure Area,”** one of Hokkaido’s largest outdoor playgrounds, instantly creating a new destination for families. Initiatives to host music festivals and food events on its vast grounds have also begun. This investment in “experiential content” does more than just attract visitors―it directly drives up **hotel occupancy rates and Average Daily Rates (ADR)**.
Consider this: just as the winter season has ski passes, the summer season is developing its own revenue streams through golf memberships and “summer activity passes.” As a property owner, you can directly benefit from this increase in regional value.
### The Verdict for Investors: How “Summer Niseko” Maximizes Your ROI
To our valued investors, both domestic and international: the case for investing in Niseko’s Green Season is both simple and powerful.
1. **Income Stabilization with Dual-Season Revenue:**
The summer, once considered the off-season for many properties, now provides a robust second pillar of income. This **dramatically improves annual cash flow** and significantly reduces vacancy risk. By supplementing peak winter profits with steady summer revenue, your investment portfolio becomes exponentially stronger.
2. **A Paradigm Shift in Asset Value:**
Niseko is evolving from a “ski resort” into a “global, all-season mountain resort.” This brand enhancement is the single most important factor that will drive the long-term **capital appreciation** of your property. Just as Zermatt in Switzerland and Whistler in Canada thrive with summer tourism, Niseko is now entering that elite league.
3. **The Final Opportunity for First-Mover Advantage:**
The greatest opportunity exists now, before the market fully awakens to the value of summer. The time to act is before high summer occupancy rates and ADRs are fully priced into rental rolls and, subsequently, property valuations. This is the definition of a smart investment.
The investors who succeeded in “Winter Niseko” were celebrated for their foresight. But the true winners of the next chapter may be those who recognized the value of the vibrant Green Season while everyone else was still dreaming of snow.
With powerful growth backed by data and a clear strategy for the future, Niseko’s Green Season is the “treasure trove” that will bring unprecedented stability and explosive growth to your real estate portfolio.
