Sapporo is uniquely positioned to cater to today’s Indian traveller who seeks authenticity, meaningful cultural exchange, and sustainable exploration. Yasuhiro Wada, Director General for Tourism & MICE Promotion Department of Sapporo City shares more.
How were the Indian tourist footfalls to your country in the last calendar year? Did you witness a significant rise compared to the previous year?
We were pleased to see encouraging growth in Indian visitor arrivals to Sapporo in 2024, reflecting the growing awareness and curiosity about Hokkaido’s unique offerings. While the Indian market is still emerging for us, the increase compared to 2023 has been noteworthy.
Indian travellers are increasingly venturing beyond traditional Japanese destinations, and Sapporo — with its distinct four seasons, wide-open natural landscapes, and vibrant cultural experiences — is fast gaining traction. The demand from India is driven by both leisure and niche interest segments such as adventure, gastronomy, and winter experiences.
What key promotional strategies and marketing campaigns have you rolled out in India to attract more outbound travellers, and which platforms or partnerships have proven most effective?
India is a high-potential and strategically important market for us. Our promotional approach has been a mix of destination branding, direct engagement with the travel trade, and high-visibility collaborations. In 2024, we partnered with All Nippon Airways and Global Destinations as our India representative, allowing us to build consistent visibility through B2B initiatives.
Key activities included a series of destination training webinars for Indian travel agents across India, organizing our own trade event introducing Sapporo to the agents in Mumbai and Delhi, B2B media collaborations, and digital storytelling across platforms. These initiatives have collectively highlighted Sapporo’s accessibility, adaptability, and wide-ranging appeal across diverse Indian traveller segments. The response from the Indian market has been heartening, and we aim to continue building on this momentum.
With Indian travellers increasingly seeking offbeat, immersive, and sustainable experiences, how is your destination evolving to cater to these changing preferences?
Sapporo is uniquely positioned to cater to today’s Indian traveller who seeks authenticity, meaningful cultural exchange, and sustainable exploration. Beyond our iconic winter festivals and snow sports, we offer immersive year-round experiences such as local brewery visits, cultural tours with expert guides, seasonal flower viewing, as well as a vibrant nightlife scene.
Sapporo is fast becoming a world-leading sustainable tourism destination. As a member of the Global Sustainable Tourism Council, we are continuingly pushing for improved eco-tourism practices – from a highly developed public transportation system to community-based initiatives. For Indian travellers seeking off-the-beaten-path journeys with substance and soul, Sapporo presents an ideal blend of nature, culture, and responsible travel.
Are there any new visa facilitation measures, direct air connections, or trade collaborations in place to make your destination more accessible and appealing to Indian travellers in 2025?
While direct air connectivity between India and Hokkaido is still in the planning stage, travellers from India can easily reach Sapporo via Tokyo, or other Asian hubs, with smooth domestic connections into New Chitose Airport with airlines including All Nippon Airways. We continue to work with Japanese national and regional authorities to improve route awareness and promote efficient access.
Building on last year’s success in promoting to the B2B market, and with the upcoming release of the anticipated Amil Khan Production set in Sapporo, we excited to expand our promotional activities into the B2C market in 2025. Through a variety of online and offline initiatives, our tourism department is looking to impactfully build Sapporo’s brand recognition in the Indian consumer market.
However, our efforts are focused on creating not just awareness, but aspiration—by showcasing Sapporo’s uniqueness as a year-round destination that blends charm, character, and comfort with immersive, authentic experiences.
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