Beyond the slopes, where Japan’s next great resort investments are rising

Investors look beyond hotspots as Niseko’s surrounding zones offer strategic value 

Japan’s resort property market, once considered a niche segment, is steadily evolving into a globally competitive arena. Destinations like Niseko, famed for its winter allure, are now drawing attention for their year-round potential and strategic investment value. As interest from international buyers grows, experts caution that success in this space requires more than a scenic view. 

According to The Japan Times, Japan’s top resort regions have seen increasing development activity in response to higher tourism and infrastructure upgrades. However, with rising land and construction costs, reported by Powderlife, investors are looking beyond traditional prime zones. 

Smarter investments beyond the slopes 

“Japan’s resort property market is shifting from niche to globally competitive,” said Eddie Guillemette, CEO, Midori no Ki (MnK) and Chairperson of the Judging Panel of the PropertyGuru Asia Property Awards (Japan). “Destinations like Niseko are evolving into all-season investments. For investors, success depends on timing, careful asset selection, and local awareness.” 

He advised that early entry does not necessarily mean buying in the most popular zones. “In areas like Niseko, properties just a few kilometres from premium locations often offer better long-term value at more reasonable entry prices.” 

The balance between lifestyle and return 

Guillemette emphasised the importance of aligning asset choice with usage goals. “Choosing the right asset—whether land, an existing home, or new construction—requires clarity on costs, usage, and resale. For example, building a custom home offers design control but demands more capital and longer, uncertain timelines. Existing properties may offer lower entry levels but higher maintenance costs, depending on the building age and care provided.” 

The idea of resort property as a lucrative investment must be tempered with practical expectations. “Setting realistic expectations is important,” he said. “Resort properties are investments that you can enjoy and generating steady annual returns is challenged because of this.” 

This view aligns with insights from The Asahi Shimbun, which highlighted the growing appeal of Japan’s resorts but noted the seasonal nature of demand. 

“To increase the yield,” Guillemette added, “we suggest looking for properties that have on-site concierge, year-round appeal, and a management team actively trying to attract guests for you.” 

Awards spotlight standout developers 

Against this evolving landscape, several standout developers in Japan have received local and regional acclaim for innovative, design-led contributions to resort living. 

These innovative developers gained recognition at the 2024 PropertyGuru Asia Property Awards (Japan): 

• H2 Life, part of H2 Group KK, was awarded Best Property Management Portfolio, underlining the importance of strong operational support in resort investments. 

• Kisin by Yoichi Dreams also claimed multiple domestic awards including Best Resort Housing Development, Best Nature Integrated Development, and Best Resort Housing Architectural Design. 

• Grand Tsuru Niseko, through ABD Architecture LLC, earned Best Boutique Resort Housing Development and Top Luxury Private Villa (Greater Niseko), reinforcing its multifaceted appeal. 

At the 19th PropertyGuru Asia Property Awards Grand Final 2024, Japan secured high honours in key regional categories: 

• Grand Tsuru Niseko by Niseko Woodlands Limited was named Best Housing / Landed Development (Asia), showcasing the rising global appeal of Greater Niseko’s luxury market. 

• Kisin by Yoichi Dreams took home Best Resort Housing Architectural Design (Asia), applauded for its integration of natural elements and standout design language. 

Looking ahead with precision 

Despite increased competition and rising prices, there remains strong value in Niseko for investors who take a measured, localised approach, revealed Powderlife. 

Ultimately, Guillemette concluded that “Japan’s resort markets, Niseko in particular, have offered meaningful upside for investors who understand the local landscape and plan accordingly.” 

With buyers more informed and the market more competitive than ever, it is not about being the first—but about choosing wisely, adapting to seasonality, and building for longevity. As Japan continues to refine its global real estate appeal, its resort developments may be the next frontier for those seeking not just returns, but experience and sustainability in equal measure. 

This article was originally published on asiapropertyawards.com. Write to our editors at [email protected].