North American skiers are chasing Japan’s powder

New booking data from evo shows North American demand for Japanese ski trips surging, especially for guided backcountry experiences in Niseko and other Hokkaido destinations. The shift could reshape winter travel as higher costs and less predictable snow push skiers farther from home.

Why it matters: - North American skiers and snowboarders are looking beyond traditional resorts for more reliable snow, better value and more adventurous trips. - Japan is emerging as a stronger winter destination because it combines deep powder, local culture and easier access than it had in the past. - The trend matters for ski travel operators, mountain towns and airlines as demand shifts toward guided experiences and long-haul winter trips.

What happened: - evo says booking data from Rhythm Japan, which evo has owned since 2022, shows rapid growth in North American interest in Japan-bound ski travel. - North American bookings for Rhythm Japan’s Niseko lessons and guiding business grew 103% between the 2023/24 and 2025/26 seasons, compared with 19% growth across all guests. - North Americans made up 23% of Rhythm Rides bookings last winter, up from 14% two seasons earlier, making them Rhythm Rides’ largest guest market. - Early 2026/27 booking data shows North American advance booking revenue up 105% year over year, with booking volume up 66%. - U.S. equipment rental pre-booking revenue rose 37% as of mid-October. - North Americans accounted for 26% of Christmas and New Year Rhythm Rides bookings last winter, overtaking Australia. - Rhythm’s research says the United States became Niseko’s largest overseas source market for overnight guests in fiscal 2025, ahead of Australia and Hong Kong. - Rebecca Heard, evo’s chief commercial officer, said customers are chasing snow farther from home and Japan offers a mix of powder, culture and adventure.

The details: - North American travelers are showing the strongest interest in guided powder trips, including resort off-piste terrain, lift-accessed backcountry and touring. - During the 2025/26 winter, six in 10 North American Rhythm Rides bookings included resort or backcountry guiding, compared with about one in six among other guests. - North Americans accounted for 53% of all guided and backcountry bookings delivered by Rhythm Rides in Niseko. - North American travelers booked lift-accessed backcountry guiding at nearly four times the rate of other international visitors. - Sixty-eight percent of North American bookings fell in January and February, Hokkaido’s prime powder months, compared with 53% across all guests. - Matt Hampton, president of Rhythm Japan, said the company is seeing more guests seeking powder, terrain beyond the resorts and experienced local guides. - The shift is happening as North Americans weigh the cost of lift tickets, lodging and other mountain expenses at home against Japan’s on-the-ground value. - Japan also offers onsens, local cuisine and Japanese hospitality alongside skiing. - Flights remain a major cost, but competitive local prices and favorable exchange rates can improve the overall value of a trip. - Beginning in December 2026, United Airlines plans nonstop flights from San Francisco to Sapporo’s New Chitose Airport. - Air Canada also plans nonstop service from Vancouver, which would make Hokkaido destinations such as Niseko and Furano easier to reach. - North American interest is expanding beyond Niseko to Furano, where Rhythm sees growing U.S. engagement with equipment services, lodging, onsens and dining. - Japan’s mountain options include Niseko’s international ski scene, Furano’s powder and mountain-town feel, Hakuba’s alpine terrain and Myoko’s traditional ski culture.

Between the lines: - The data points to a change in what winter travelers want, not just where they go. - Skiers are increasingly shopping for snow quality, local expertise and a fuller travel experience, not just the cheapest lift ticket. - evo is positioned to benefit across the entire trip, from gear sales and trip planning in North America to rentals, lessons and guiding in Japan. - The company’s North American stores, evoTrip business and Rhythm Japan operations give it a cross-Pacific view of the market shift.

What’s next: - More nonstop flights to Hokkaido could accelerate demand if they hold up to schedule and pricing expectations. - North American interest may continue spreading from Niseko into other Japanese ski markets as travelers look for different terrain and trip styles. - Rhythm and evo are likely to keep leaning into guided experiences, rentals and planning support as the category grows.

The bottom line: - Japan is becoming a bigger answer for North Americans who want more reliable snow, better value and a more adventurous ski trip.