Eligible departure dates are March 1–31, 2027. The booking period for air tours ends on October 31, 2026, while the booking period for JR and Shinkansen tours, bus tours, and accommodations-only reservations ends on December 31, 2026.
The target audience includes students on spring break and those who want to ski at a more leisurely pace by avoiding the peak season in January and February. While the specifics of the perks vary by operator, they say that “early bookings” made before the season gets into full swing will qualify customers for special prices and discount coupons.
This is the first time that nine travel agencies have joined forces to simultaneously announce information on accommodation packages and tours (including JR and airfare plus lodging) departing in March—marking the end of the ski season—on a special website.
Participating Travel Agencies (9 companies)
ANA X (ANA Travelers), Orion Tours, Club Tourism, JTB Gaia Rec, J-Trip, JAL Pack, T-LIFE Holdings (Travel In Tour), Tobu Top Tours, Big Holiday
At first glance, this initiative may appear to be a measure to stimulate demand for spring skiing and snowboarding, but behind it lies a serious issue: Japanese travelers are finding it increasingly difficult to secure reservations due to the declining number of domestic skiers and snowboarders and the rapid increase in foreign visitors to Japan (inbound tourism).
According to Mr. Nonami, the number of Japanese skiers and snowboarders has been declining since peaking at just over 18 million in the late 1990s, and is expected to remain at around 4 million in 2024–2025.
On the other hand, the number of international visitors participating in skiing and snowboarding has surged—from approximately 900,000 in 2019 (before the pandemic) to an estimated 1.5 to 2 million in the most recent period following the pandemic. Since international visitors tend to stay for longer periods and book well in advance, demand is reportedly already becoming more evenly distributed throughout the season.
In contrast, Japanese travelers have a deeply ingrained tendency to make last-minute reservations and to concentrate their travel plans on weekends and long holidays, making them more likely to face situations such as “unable to secure a reservation” or “skyrocketing airfare and lodging costs” even when they make plans at the last minute.
The reason JATA focused on March departures in this initiative is that, compared to the peak season of January and February, there are still available slots that have not been fully booked by inbound travelers, meaning there is still capacity to accommodate more visitors. Additionally, JATA highlights the following attractions and benefits of spring skiing and snowboarding.
Comfortable Conditions: The weather and temperature are stable, and the risk of blizzards and other severe weather is low.
Enjoy at a Leisurely Pace: Crowds on the slopes, at the lifts, and around the facilities are reduced
Student Demand During Spring Break: It’s easier to attract young people taking advantage of graduation trips and spring break.
Mr. Nonami emphasized, “When should we take time off, and what kind of travel style should we adopt? In line with a global perspective, Japanese people also need to gradually change their mindset and behavior.”
The company stated that it hopes this campaign will not only highlight the appeal of spring skiing but also serve as the first step in a movement to encourage “early bookings” and “weekday visits.”
© Source travel watch