Described as the “perfect basecamp” to experience a variety of skiing activities, Furano is in the geographic centre of Japan’s most northern island of Hokkaido.

As land values in Niseko continue to skyrocket, affordable ski locations around Hokkaido, like Furano are gaining more attention from investors -- which is seeing an influx in foreign investment and foreign tourists. The city is located 110 kilometers north-east of Sapporo and about a two-hour drive from there. 

At a glance:

• Furano has become a hot skiing destination for tourists
• Snow quality is said to beat other Japanese ski resorts
• Tourism infrastructure in Furano already in place

In 2017, foreign tourists spent 131,637 nights in Furano, up 270% from 2012, and up 2200% from 2003, increasingly these tourists are coming during the winter season.

It wasn’t that long ago that the city’s high season was summer when its famous lavender fields are in full bloom. However with the growth of foreign ski tourists the high season has switched to winter. Furano receives about 30 feet of snow per season on average, although less than other regions, snow storms regularly drop anywhere from knee to chest-deep powder. It’s also the quality of snow is what sets Furano apart, as the resort’s central location ensures powder is light and fluffy.

Many local restaurants in Furano are provided with the freshest local produce because the city has an agricultural and tourism-based economy. The city also boasts a top rate tourism infrastructure in place to accommodate domestic and international visitors, who come to experience the areas renowned natural assets. 

A search of property titles showed as many as 50 lots in the Kitanominecho district near the ski slopes are owned by foreigners. This neighbourhood is mostly smaller lots filled with pensions and private homes. 

As the original pension owners and operators reach retirement age, they are selling off their operations creating opportunities for new, enterprising owners. This is a similar phenomenon to what Niseko went through in the 1990s.

Hong Kong developer Zekkei Properties is building a 33-unit ski-in-ski-out condo in this district. Completion is expected in 2020. A 72 sqm apartment in this development is priced at approximately 121 million Yen (around 1.1 million USD), which is not too different from apartment prices in central Tokyo.

Source: Nikkei Style, Furano Tourism Association, AU Ski.Com

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