Founder of Japan’s top ski travel agency on the country’s most popular resorts and winter tourism trends

Fresh from winning Japan’s Best Ski Travel Agency at the 2025 Ski Asia Awards, Lindsay Colbert of Japan Ski Experience talks passion, powder, and the future of ski tourism.

When Lindsay Colbert first arrived in Japan as an English teacher in Niigata Prefecture, she had no idea that her almost daily ski trips would spark the beginnings of a career. Two decades later, the company she co-founded, Japan Ski Experience, has just been crowned Japan’s Best Ski Travel Agency in the 2025 Ski Asia Awards – recognition for nearly 20 years spent helping international travelers navigate the country’s powder-rich resorts.

In this interview, Colbert shares how Japan Ski Experience grew from grassroots beginnings into a trusted name across Hakuba, Rusutsu, Furano and beyond; why Hakuba is edging in front of Niseko as the go-to destination; her perspective on overtourism and responsible development; and what’s next for the agency.

Lindsay Colbert

Congratulations on your recent win in the Ski Asia Awards. What do you think sets Japan Ski Experience apart from other travel agencies focused on ski trips in Japan?

Japan Ski Experience was born out of a genuine love for skiing in Japan. My business partner Ben Thorpe and I were both English teachers in Niigata Prefecture back in the early 2000s. We spent years skiing and snowboarding there – I’m a skier, he’s a snowboarder – and eventually, he moved to Niseko to work in ground services for ski companies.

Meanwhile, I went back to the UK to finish my legal training, but I just couldn’t imagine a future that didn’t involve Japan’s slopes. So we started Japan Ski Experience in 2007, back when international ski tourism in Japan was virtually non-existent outside of Niseko.

That passion is at the heart of everything we do. The business grew slowly and organically, and we only hired people who shared that same enthusiasm. For instance, Sarah Mulholland (Japan Ski Experience’s Hakuba Area Manager) has spent around 20 seasons in Hakuba – she knows the resort inside out and shares her love and knowledge with every guest. Justine Anbeek, who’s also part of our team, was skiing with us back in 2004 in Niigata.

We’ve always prioritized customer service and sharing that passion for Japan’s ski scene with our guests. I think that authenticity and experience really set us apart.

The Japan Ski Experience team

What do you think is driving the recent surge in tourism to Japanese ski resorts?

A few things. First, post-pandemic, people are really prioritizing their bucket list destinations. That sense of urgency to travel and make up for lost time is very real.

Second, the Japanese yen has been quite weak, which made Japan more affordable for many tourists – though rising prices have balanced that out a bit. The media coverage around the favourable exchange rate definitely played a role in boosting interest.

There’s also been a shift in the kind of travel people are seeking – more luxury, more splurging – and Japan’s ski resorts have responded with high-end developments. The accommodations being built now are mostly luxurious, which aligns well with that demand.

On top of that, interest from markets like the U.S. has grown significantly in recent years. It all adds up.

Are British skiers especially interested in Japan?

Absolutely. And that’s despite the amazing terrain British skiers already have access to in Europe. But Japan offers consistent snowfall, which is much harder to find in Europe unless you go high – and then you’re dealing with very expensive resorts and bigger crowds.

For families like mine, Japan is far more relaxed and manageable. Even Niseko, which is one of the busiest Japanese resorts, feels calm compared to much of Europe.

Which Japanese ski resorts do you personally love, and which ones do you recommend to your clients?

Personally, my heart’s still in Niseko. It might sound boring, but I just love the vibe – both on and off the slopes. Every time I visit, I’m energized by how it’s evolved. It’s busier, yes, but the infrastructure and accommodations are world-class.

“Personally, my heart’s still in Niseko. It might sound boring, but I just love the vibe – both on and off the slopes.”

That said, the resort with the most untapped potential is probably Rusutsu. The snow conditions are phenomenal – similar to Niseko, but it’s more sheltered and there’s tons of accessible powder right off the runs. It’s an exciting resort that hasn’t yet seen the same level of international attention.

Furano is another up-and-comer with new accommodations and growing infrastructure. If I were traveling with my kids, I’d probably go to Furano or Hakuba – Hakuba has many smaller, less-known resorts that are perfect for families.

Niigata also holds a special place in my heart. That’s where I started – just me, a few school kids, and the Japanese army practicing vintage telemarking skills! Many of those traditional, undiscovered resorts still exist throughout northern Japan. Even in Hakuba Valley there are still small resorts that give you that nostalgic, old-school Japan feel.

Are more guests asking for “off the beaten path” destinations, or are mainstream resorts still most popular?

That’s an interesting question as we are currently seeing Hakuba overtaking Niseko for the first time this season, in terms of both demand and bookings. That trend had been building for a while, but this season it really solidified.

“People still appreciate Niseko for its powder, unmatched facilities and fantastic vibe”

People still appreciate Niseko for its powder, unmatched facilities and fantastic vibe, but given Hakuba’s record breaking snowfall last season, interest has definitely spiked! Also, repeat travellers to Japan are now looking to try something a bit different.

In terms of whether guests are really looking for “off the beaten path” destinations, I would have give a ‘yes’ and ‘no’ response. Chasing untracked powder holds massive appeal, and the volume of traditional ski resorts in Japan has generated a lot of interest. But in our experience, most international ski tourists are looking to base themselves in a resort which offers Western-style beds, ensuite bathrooms, services in English, and a mix of Western and Japanese food; so a cultural experience balanced with home comforts. That’s best delivered in more developed resorts, with day trips to smaller resorts always possible. Hakuba probably offers that balance better than any other ski area in Japan, which helps to explain its current appeal.

“Hakuba probably offers that balance better than any other ski area in Japan, which helps to explain its current appeal.”

There’s been some discussion about overtourism and the ethics of promoting lesser-known resorts. What’s your take?

It’s definitely a conversation worth having, but from my perspective, “keeping places secret” isn’t the answer – many of the smaller resorts are struggling or even closing. That’s heartbreaking. I’ve seen it happen to some of my favourites.

Snow Japan tracks these closures, and it’s a growing list. Even resorts that are welcoming international tourists are often operating under financial strain.

That said, I fully support responsible tourism – initiatives that ensure development benefits local communities, not just foreign investors. In Niseko, so much of the investment has come from abroad, which hasn’t always helped locals as much as it could. Hakuba has handled this better by being more deliberate and community-focused in its development approach.

Hakuba’s Starry Residence

In recent years, sustainable tourism has become a major focus in Japan, with growing awareness that protecting ski areas is essential to preserving the incredible powder snow for future generations. Hakuba Goryu has taken a leading role, for example, it now operates on 100% renewable energy. At Japan Ski Experience, we want to do more in coming years to highlight and support such initiatives so they gain the recognition they deserve, helping to pave the way for lesser-known ski areas to pursue sustainable development.

What are Japan Ski Experience’s plans for the future? Anything new coming this season?

We’re always working to improve our service. Right now, we’re preparing to launch a new booking platform. It’s going to give our guests a much more seamless experience, allowing them to manage their bookings entirely online in one place with all of the support they need from our team of local experts.

We’re in the process of expanding our services in-resort. We already have staff on the ground in Niseko and provide support throughout a guest’s stay, but we’d like to grow that presence. Having knowledgeable staff on-site gives guests added confidence and peace of mind when booking with us.

In this series, we talk to the people behind the ski properties, businesses, and resorts that won at this year’s Ski Asia Awards. Click here for the full list of winners.