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American Express Travel recognizes the top 10 vacation destinations based on travel bookings made through its global membership card, as well as recommendations from a group of 6,000 travel consultants.
Describing the only city from an Asian country on the list, American Express Travel commented: "Spectacular snowfalls and Japan's renowned tradition of hospitality make this a truly unique winter destination. Sapporo, the capital of the northernmost island of Hokkaido, boasts excellent museums and the famous Snow Festival, but if you're looking for something even better, head further afield to Niseko."
Niseko at night. Photo: Holiday Niseko
At a seminar in Hanoi in October 2023, Mr. Katayama Kenya, mayor of Niseko town, affirmed that the secret to the sustainable tourism development of this destination lies in the local people's attachment to and love for the place where they live.
From there, locals will be motivated to attract tourists. He believes that local authorities need many regulations to ensure that tourism activities do not burden the environment and landscape, for example, limiting the height of hotels and buildings to under 30 meters... This has already been implemented in the town of Niseko.
Niseko in Japan is one of the top 10 trending destinations in 2024. It is the only representative from Asia. Photo: Tripadvisor
Niseko boasts terrain suitable for skiers of all skill levels. Niseko United comprises four resorts with thirty lifts and numerous ski slopes. Unlike other areas of Japan, off-piste skiing is encouraged here, allowing even high-level athletes to dash through thickets and thigh-deep snow.
The infrastructure here is considered world-class. Cable cars and covered chairlifts offer a relaxing and comfortable experience in snowy weather. At the same time, there's a collection of friendly ski villages stretching from Annupuri – a smaller, less-visited area – to the bustling Grand Hirafu with its many festivals.
This place is famous as a skiing paradise. Photo: Travel Japan
The ski resorts here offer dining options, renowned for Hokkaido's abundant seafood, handcrafted soba noodles, curry soups, and more. Bars provide a wide selection of excellent local beers and finely crafted Japanese whiskies. Traditional hot spring baths (onsen) are a highlight, perfect for a day of skiing in Niseko.
Besides Niseko in Japan, other 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)...
