The annual Snow Travel Expo was held at the International Convention Centre on May 25, 2025. In this article, one of our Nichigo Press interns reports on their experience, as they visit the snow expo for the first time.
(Words & Photos: Sachi Kobayashi)
There’s something quietly surreal about stepping out of Sydney’s grey weather and into the prospect of snow-covered travel. Snow Travel Expo brought together over 70 resorts from around the world, including Japan, Canada, France, New Zealand and South Korea. As I walked through the expo, it became incredibly apparent that over a third of the exhibitors were Japanese ski resorts and cultural information centres, a reflection of the country’s enduring appeal amongst Australian snow-goers. Booths spanned ski resorts, gear brands, accommodation and airlines such as ANA. The sheer abundance of information available, from brochures detailing resort offerings to staff providing personalised advice, was enough to encourage attendees to get out their phones and start taking notes for their next winter trip.
A free event designed with accessibility in mind, with affordable ticketing, ramp and lift access, and large signage, the Snow Travel Expo 2025 welcomed a diverse audience. Young adults enjoyed interactive information booths and advice regarding working holidays and cultural exchange. Families with young children enjoyed photo ops, ninja-themed games to win prizes and information regarding family-friendly resorts with ski-in and ski-out access. Older individuals could seek out plenty of in-depth advice from industry veterans, as well as insight into which resorts prioritise comfort and luxury.
Having had a hand in editing the 2025 issue of jSnow, Nichigo Press’s very own guide to the snow season across Japan, a highlight of the expo included speaking to people whose articles I was familiar with. Madarao Kogen, Shiga Kogen, and Hakuba Valley, all located within Nagano Prefecture, were each represented, and staff were warm and enthusiastic. Located on the border of Nagano and Niigata Prefectures, Madarao is renowned for its extensive tree-run terrain and powder snow. With 60% of its 31 courses ungroomed, it offers authentic off-piste appeal. As one of Japan’s most prominent ski destinations, Hakuba offers a diverse range of resorts, including Tsugaike Mountain Resort. Gaining international recognition during the 1998 Winter Olympics, it continues to attract skiers worldwide. Shiga Koen spans over 80 kilometres, and offers countless hiking trails in the green season. Other areas represented at the travel expo included Niseko, Aomori Hakkoda, Hokkaido’s hidden gems; Minamifurano, Eniwa, and Naganuma, as well as Fukushima, advertised as Japan’s last ski frontier.
For more information regarding resort locations in Japan, follow this link:
https://snowtravelexpo.com.au/location/japan
The Expo’s highlight for many, though, was the appearance of a special guest, Kenji Ogiwara. The mayor of Nagano City, he spoke on behalf of the Nagano Mountain Resort Network, alongside the mayors of Matsumoto City, Yoshinao Gaun, and Yamanouchi Town, Gaku Hirasawa. Both Ogiwara and Hirasawa were Olympic skiers, with Ogiwara being a two-time gold medallist in the Nordic combined team events at the 1992 and 1994 Winter Olympics. Ogiwara spoke of his love for skiing, evoking nostalgia for the beauty of Nagano when blanketed in snow. The fact that a sportsman now serving his community in civic leadership took the time to attend an expo in Sydney underscores the strong relationship between Japan and Australia through snow tourism.
Reminiscent of the relationship between Australians and the ocean
A memorable conversation came from the booth for Togari Snow Resort, where I spoke with a cheerful representative who shared that she had been skiing since the age of five. As part of her school curriculum, she went every winter. Much like the relationship between many young Australians and swimming in the ocean, she spoke of skiing not only as a luxury or seasonal diversion, but as something more foundational. Her story was echoed by many of the Japanese exhibitors. Hearing of the joys that can be found in small-town skiing reiterated the vastness of options available to Australian travellers.
Technology was not left behind in this event. Inawashiro Resort introduced its turn of the century, AI-powered ski tracking system, which not only map your runs, it maps your falls. Dressed in beautiful traditional kimono, one staff member explained how the data helps improve technique and prevent injury. The experience reflected Japan’s celebrated ability to balance new technology with an appreciation for its rich cultural history. For skiers used to strapping on a GoPro and hoping for the best, the software is a glimpse into snow sport’s increasingly tech-savvy future.
At one booth, brochures spanned every square centimetre of the table. Maps, schedules, dining options, transport logistics and accommodation choices all vied for attention, which in its excess felt both overwhelming and oddly comforting. Planning a first-time ski holiday can sometimes feel inaccessibly complicated. In order to avoid that initial stress, planning a second ski holiday can involve many repeated decisions. As I stood near the table, looking over the piles of brochures, one exhibitor immediately came to my assistance. After asking a few precise questions, she immediately streamlined all the information in front of me. With the insight of a representative from Japan, the minute details and comparisons of different resorts, in different towns, in different prefectures, all suddenly felt incredibly digestible.
Perhaps that’s the true power of the Snow Travel Expo
We ended the day with coffee from a modest food truck near the main stage. The coffee was fragrant and delicious. That being said, as I looked around, I couldn’t help but imagine myself drinking it instead at a ski lodge in Madarao Kogen, as snow softly fell outside.
Perhaps that’s the true power of the Snow Travel Expo. It isn’t about deals or the perfectly maximised holiday, it’s about meeting new people and imagining yourselves somewhere else. Whether its standing on a quiet mountain slope in Hokkaido, navigating a bustling lift queue in Whistler, or drinking Korean soups in a small resort village, in the middle of Sydney, at the start of a mild winter, the Expo reminded us of what lies just one flight, and one lift ride, away.
