American Express Travel recognizes the top 10 vacation destinations based on global membership bookings, as well as recommendations from a panel of 6,000 travel advisors.
Describing the only Asian city on the list, American Express Travel commented: "Japan's spectacular snowfalls and renowned traditions of hospitality make it a unique winter destination. Sapporo, the capital of the northernmost island of Hokkaido, boasts excellent museums and a famous Snow Festival, but for a better destination, head further afield to Niseko."
Niseko at night. Photo: Holiday Niseko
At a workshop in October 2023 in Hanoi, Mr. Katayama Kenya - Mayor of Niseko Town affirmed that the secret to sustainable tourism development of this destination is that local people are attached to and love the place where they live.
From there, local people will have the motivation to attract tourists. He believes that local authorities need to have many regulations to ensure that tourism activities do not create a burden on the environment and landscape, for example, limiting the height of hotels and buildings to less than 30 meters... This has been done in Niseko town.
Japan's Niseko is one of the top 10 trending destinations in 2024. It is the only representative from Asia. Photo: Tripadvisor
Niseko has terrain for all levels of skiers to try. Niseko United comprises four resorts with thirty lifts and numerous pistes. Unlike other areas of Japan, off-piste skiing is encouraged here, allowing advanced skiers to blast through bushes and thigh-deep snow.
The infrastructure is world-class, with cable cars and covered chairlifts providing a relaxing escape in snowy conditions, and a collection of friendly ski villages stretching from the smaller, less touristy Annupuri to the bustling, festival-filled Grand Hirafu.
This place is famous as a skiing paradise. Photo: Travel Japan
The ski resorts here offer dining options, famous for their rich Hokkaido seafood, handmade soba noodles, soup curry, and more. Bars offer a wide selection of excellent local beers and finely crafted Japanese whiskies, while traditional hot spring baths (onsen) complete a day of skiing in Niseko.
Besides Japan's Niseko, destinations around the world that made the list include: Bodrum (Türkiye), Adelaide Hills (Australia), Porto Cervo (Italy), Santa Fe (USA), Sey Chelles (Indian Ocean), Udaipur (India)...
