JATA launches early booking campaign for March ski tours

The Japan Association of Travel Agents (JATA) has launched an early booking discount campaign for ski and snowboard tours departing in March. The initiative aims to level out seasonal demand and revitalize the domestic winter sports market.

This strategy addresses a shift in consumer behavior: while the domestic ski population has declined from its 1990s peak, inbound tourists are increasingly booking early and staying longer. This trend often results in popular resorts being fully booked by the time domestic travelers begin planning, leading to higher prices and limited availability for Japanese residents.

Nine travel companies are participating in the campaign, including ANA X, Club Tourism, JTB Gaiac, JALPAK, and T-LIFE Holdings. Discounts apply to tours departing between March 1 and March 31. Application deadlines vary by transport type: October 31 for air-based tours and December 31 for tours utilizing JR, Shinkansen, or buses.