Sapporo a top winter destination

In recent years, Indian travellers have shown a growing fascination with winter getaways, and Sapporo—with its enchanting snowscapes, vibrant festivals, and deep cultural charm—is quickly becoming a sought-after choice. No longer just about sightseeing, Indian tourists are now craving immersive seasonal experiences—playing in real snow, savouring steaming street food, soaking in onsen baths, and celebrating at winter festivals. What was once seen as a challenge—the cold—has now turned into a major draw for millennial families, honeymooners, and adventure seekers alike. Yasuhiro Wada, Director General for Tourism & MICE Promotion Department of Sapporo City, shares more details with TravTalk.

Hazel Jain

How are Indian travellers responding to winter travel in recent years?

Over the past few years, we’ve seen a remarkable rise in Indian interest in winter travel, and Sapporo—with its magical snow-covered landscapes, iconic festivals, and rich culture—is drawing increasing attention.

Indian travellers are now actively seeking out destinations that offer unique seasonal experiences beyond just sightseeing. The idea of playing in real snow, attending winter festivals, trying out local street food, and soaking in onsen baths is no longer considered niche. What once might have been a deterrent—cold weather—is now a key attraction for millennial families, honeymooners, and adventure seekers alike.

Which countries or regions are seeing the most demand from India for winter experiences—Norway, Finland, Switzerland, etc.?

While Switzerland, Finland, and Norway remain popular for their classic winter charm, we are witnessing a strong uptick in interest for Japan, particularly Hokkaido and Sapporo.

Sapporo offers an ideal mix for Indian travellers:

• The famous Sapporo Snow Festival with its massive ice sculptures and family-friendly atmosphere
• Delicious winter street food and warm bowls of miso ramen
• Powder snow for skiing and snowboarding, Sapporo is home to six ski resorts all accessible within one hour from the city centre. Hokkaido is also home to internationally renowned resorts like Niseko and Furano
• A culture that combines both traditional Japanese elements, with modern convenience.

India’s rising outbound curiosity, combined with increased flight connectivity to Japan, is helping Sapporo emerge as a top contender for winter holidays.

Which segments are looking most towards winter travel and why?

We are keen to promote Sapporo as a winter destination across the Indian market, with a particular focus on the following three markets:

• Young honeymooners – drawn to romantic winter visuals, snowfalls, and the unique cultural-culinary experiences of Japan
• Affluent families – especially families from metro cities, as well as affluent travellers from tier II cities are increasingly seeking educational and engaging snow-based activities for kids
• Experiential travellers and Gen Z couples – who want something “off the beaten track” and are interested in festivals, winter sports, and Instagram-worthy moments

These travellers are also spending more on local experiences, such as learning to make snow sculptures, guided snowshoe treks, and private hot spring experiences, rather than sticking to just sightseeing.

Is a winter holiday a second holiday, or is it replacing the summer holiday in Sapporo?

For most Indian travellers, a winter holiday in Sapporo could be seen as a second holiday, often taken between December and February as a shorter, more experience-driven trip. Especially among repeat Japan travellers or those looking for unique winter moments for their social media, Sapporo offers a charming, authentic, and exciting escape—whether it’s watching snow fall while relaxing in a hot spring bath, walking through illuminated snow paths, or enjoying a bowl of steaming ramen in a local market.