Iwatake Resort Co., Ltd.
Hakuba Iwatake Mountain Resort records the highest number of visitors during the green season for the third consecutive season! Succeeded in attracting approximately 222,000 people (*1) in 2023, 111% compared to the previous year
~The number of mountain bike users increased by 113% compared to the previous year, and the number of pet visitors also increased by 105% compared to the previous year, setting a new record high~
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The 2023 green season (April 28, 2023) of “Huma Iwatake Mountain Resort” operated by Iwatake Resort Co., Ltd. (Head office: Huma Village, Kitaazumi District, Nagano Prefecture, President and CEO: Yuji Hoshino, hereinafter “Iwatake Resort”) We are pleased to inform you that the number of visitors from November 12th to November 12th reached a record high of approximately 222,000 people (*1).
The number of visitors increased from the previous record of approximately 200,000 in 2022 to approximately 22,000, setting a record high for the third consecutive year. This is about 9 times the number of visitors compared to 2016 (approximately 25,000 visitors), before we started moving toward becoming a “world-class all-season mountain resort.”
*1‥Includes the number of visitors to events such as “Alpen Outdoors Presents HAKUBA Yahoo! FESTIVAL 2023”.
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Hakuba Iwatake Mountain Resort has seen a nine-fold increase in the number of visitors in seven years
Hakuba Iwatake Mountain Resort is a world-class all-season mountain resort despite facing unpredictable difficulties such as a decline in the ski and snowboard population in Japan, unstable snowfall due to climate change, and the unprecedented situation of the new
coronavirus. Since 2017, we have planned and implemented various initiatives that take advantage of the unique scenery and topography. Established “Iwatake Mountain Bike (MTB) Park” (2017), opened “HAKUBA MOUNTAIN HARBOR” with a spectacular view terrace and cafe (2018), and opened “Iwatake Green Park” (2019) ), the establishment of “Yahoo! Swing presented by Nyanko Daisen” (2020), and the grand opening of “Hakuba Hitokinomori” (2022). As a result, the number of visitors in the 2021 green season reached approximately 134,000, exceeding the number of visitors in the winter season, evolving into a “ski resort where more customers visit in the summer (green season) than in the winter.” did. In addition, in 2022, despite the impact of the coronavirus pandemic, the number of visitors increased to
approximately 200,000, far exceeding the previous year, and in 2023, the number of visitors increased to approximately 222,000, which is expected to increase as we aim to become an all-season mountain resort. This is approximately 9 times the number of visitors seven years before the event began (approximately 25,000 visitors in 2016). [Image 2
A variety of new areas, activities, festivals, and more will be held throughout spring, summer, and fall.
In 2023, we will open “CHUMS RIDGE” in collaboration with the casual outdoor brand “CHUMS” in Hakuba Hitokinomori from the opening day. Approximately 19,500 people visited during the Golden Week period (April 28th to May 7th), an increase of approximately 110% compared to the same period last year. In particular, during the holiday period from May 3rd to May 5th, approximately 13,000 people visited (up 30% compared to the previous year), and the mountaintop area, where the scenery of the Northern Alps with fresh green leaves and lingering snow spread out, was a lively Golden Week scene.
In May, the third “Alpen Outdoors Presents HAKUBA Yahoo! FESTIVAL 2023” will be held. The number of visitors during the event period (9 days) reached approximately 9,000, and the final two days of the music festival attracted approximately 2,000 people to the mountaintop. In addition, in the summer, we entered the first Obon holiday period after the new coronavirus infection was lowered to Category 5, and although it was significantly affected by typhoons compared to the previous year, we were blessed with good weather at the beginning of the period, and the period was much lower than before the coronavirus pandemic. In 2019 (13,700 visitors: August 11-16, 2019), the number of visitors reached 18,200, exceeding last year’s record high (17,800 visitors: August 11-16, 2022). .
In October, we opened Hakuba Giant Swing, one of the largest swings in Japan, in Hakuba Hitokinomori. This is Japan’s first “wind-up swing” that stands 10m above the ground, and can swing up to 6m forward. Anyone can enjoy the extraordinary floating feeling of diving into the rural scenery of Huma Village spreading out below, and it has become a hot topic as an experience that allows you to become a real-life “Heidi, a girl from the Northern Alps.” In addition, the spectacular view terrace “HAKUBA MONTAIN HARBOR” and “THE CITY BAKERY” will be holding commemorative projects to celebrate their 5th anniversary. During the fall foliage season, there are many days when the weather becomes fine after snowfall near the Northern Alps ridgeline, allowing many visitors to enjoy the “snow cap on the mountaintop,” “autumn foliage halfway up the mountain,” and “the greenery of the trees at the foot of the mountain” all at once. We enjoyed the “three-tiered autumn leaves,” which is rare even in Japan.
(C)ZUIYO official homepage http://www.heidi.ne.jp/
The number of MTB and pet visitors also hit a record high.
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The number of users of “Iwatake MTB PARK”, which is popular for its ability to enjoy a well-developed course environment while admiring the spectacular view of the Northern Alps, reached a record high of approximately 14,000 people, 113% compared to the previous year. Compared to 2016, the number of visitors was about 1,200, which is about 11 times more, and we are striving to revive the MTB sacred place.
In addition, for pets, the walking path “Nezuko no Mori” in the mountaintop area is open to pets, and a new dog run was opened in July, so the number of pet visitors increased by 5% compared to the previous year, reaching a record high of approximately 8,200 animals. have become. Thanks in part to the spread of social media posts and word-of-mouth, Hakuba Iwatake Mountain Resort has become recognized as a “mountain resort where you can spend time with your pets,” and one of the factors is the use of Hakuba Iwatake Mountain Resort as a community venue, such as offline meet-ups for dog breeds. I am. In addition, “Mountaincart”, a mountain activity that takes advantage of the slope of the mountain, attracted approximately 10,000 participants (123% compared to the previous period) throughout the period, and its popularity is increasing year by year.
We will continue to take on new challenges so that we can continue to provide our guests with excitement and excitement through the great nature of Hakuba.
【Company Profile】
Company name: IWATAKE RESORT Co., Ltd.
Representative: Yuji Hoshino, Representative Director and President Address: 6329-1 Hokujo, Hakuba Village, Kitaazumi District, Nagano Prefecture, 399-9301
Established: August 8, 1985 (Showa 60)
Business content: Ski resort general (cableway business, restaurant business) URL: https://iwatake-mountain-resort.com/
◆About Japan Ski Resort Development Co., Ltd.
Hakuba Iwatake Mountain Resort is a member of the Japan Ski Resort Development Group.
We operate a total of 8 ski resorts (6 in Nagano Prefecture, 1 in Gunma Prefecture, and 1 in Gifu Prefecture) and multiple rental shops. Our greatest mission is to help as many people as possible experience the wonders of nature and the fun of winter sports by creating an extraordinary time and space.
https://nippon-ski.jp/
Head office location: 6329-1 Hokujo, Hakuba Village, Kitaazumi District, Nagano Prefecture