“New Niseko” Emerges in Hokkaido With Healthy Activities and Cuisine
Is central Hokkaido’s Furano set to challenge the booming Niseko area as the premier destination for outdoor enthusiasts and other travelers? On a recent visit to Furano, I found an active community keen to promote the area’s unique landscape and character to overseas and Japanese visitors without spoiling its natural assets and modern attractions.
Nozo Hotel, Hokkaido
At the contemporary Nozo Hotel, for example, pampered guests can enjoy breathtaking views east and west towards the Tokachi and Yubari mountains. Located in the heart of Furano, this stylish boutique hotel blends modern design with a warm, welcoming atmosphere that reflects the natural spirit of Hokkaido. The guest rooms are described as “contemporary simplicity. Compactly designed with the essential items to provide a functional and convenient space.”
The overall tone is characterized by light wood tones, representing the spirit of Hokkaido, bringing a clean and bright comfort even during long stays. Just a 3-minute walk from the Kitanomine ski slope, Nozo Hotel is ideally situated for snow lovers. But it’s not just the powder that draws visitors from Asia, Europe, the US and Australia. With its relaxing communal spaces, in-house restaurant and curated local experiences, Nozo Hotel offers a year-round haven for travelers looking to explore Furano’s charm and beauty beyond the slopes.
Furano: Year-Round Adventure, Authentic Charm, and Outdoor Escapes
Spring makes its mark by melting snow to create fresh, clear streams and rivers that meander throughout the area. Popular activities include cycling, rafting, trekking, paragliding, hot air balloon, walks, arts & crafts and golf. The land in summer, meanwhile, is adorned with a variety of colours, including the famous Furano lavender. Autumn welcomes the harvest festival as Furano prepares for the winter season.
Hospitality Consultant Nathalia Wilson says the Nozo Hotel is the perfect place to base yourself for all-year-round healthy fun, gourmet cuisine, adventure and relaxing experiences. Check out these videos:
Summer: https://www.facebook.com/nozohotel/videos/493451006531057/
Winter: https://nozohotel.com/wp-content/uploads/2024/11/NOZO-HOTEL-Winter-Short-F2-1.mp4
Nozo Hotel: https://www.facebook.com/nozohotel/videos/900812678500186/
One of Nozo Hotel’s most popular local partners is Cycle Japan, run by Londoner Gareth Evans, who has lived in Furano for more than 20 years. The company offers guided and self-guided tours using their premium, standard and E-hybrid bikes—or riders can bring their own.
“Cycle touring in Hokkaido offers smooth wide roads and rolling hills amidst a rural tapestry of curated pastures. Perfect blacktop beckons you on through this landscape as volcanoes, coastal villages, caldera lakes, world heritage wilderness and high peaks provide a stunning backdrop. And throughout, you stay in mixed accommodations and some traditional Japanese Inns. Paired with great local food and of course, in most places, muscle-relaxing natural hot spring baths.”
Furano vs. Niseko: A Quieter, Truer Hokkaido Experience
For those looking to connect with nature through guided outdoor experiences, Furano Nature Club offers year-round activities such as snowshoeing at Tokachidake during winter, and white-water rafting and nature walks in the warmer months. Their programs highlight the region’s natural beauty while encouraging responsible tourism and environmental appreciation.
Recent media reports in Japan and overseas about Niseko’s increasing commercialisation. Overcrowding and double-digit inflation can only help Furano’s offering as a new destination for investors, residents and tourists alike. Located in the heart of Hokkaido, Furano still has a small town feel, providing a more authentic Japanese skiing experience with fewer people.
Furano Tourism Association International Marketing Manager John Dyer prefers that Furano is not known as “the New Niseko.” But instead should preserve and promote its own distinct character rather than make comparisons. “Furano is unique in many ways and that’s why visitors, workers and investors find it attractive.”
Furano’s Farm-to-Table Flavors and Culinary Culture
Furano is also known for its high-quality agricultural products, produced in its fertile lands. The region’s climate and soil conditions favor the growth of various crops, including fruits, vegetables, award-winning dairy products and even wine. A number of local farmers welcome groups to see and sample their crops and dairy goods. Aki Okano showed me around her large greenhouse during the winter off-season for visitors. “We are proud to explain our operations and show you around our working farm.”
You can even learn how to make cheese, butter and ice cream made from fresh local milk at the Furano Cheese Factory, which also has tastings, a gourmet shop and a pizzeria.
Indeed, the food scene in Furano complements its natural beauty. Take, for example, its famed Furano melons—sweet, juicy and a staple of summer in the area. The Nozo Hotel and other dining establishments serve seasonal dishes that highlight local produce. Visitors can find delightful restaurants offering farm-to-table experiences. The combination of fresh ingredients and unique culinary options makes dining in Furano a great way to immerse oneself in the culture.
Furano in Full Bloom: A Seasonal Escape into Nature and Tranquility
As winter gives way to spring, Furano transforms into a haven for summer sports and activities. Outdoor enthusiasts can explore hiking trails that wind through stunning landscapes, showcasing vibrant flowers and alpine views. The Furano region is also known for its cycling routes, providing riders with scenic paths that meander through picturesque fields and mountains. One of the highlights of summer is the Furano Lavender Farm, which attracts tourists from all over the world. The sight of endless purple fields in full bloom is captivating, and the aromatic lavender is harvested for a variety of products, including essential oils and cosmetics.
For those seeking a more adventurous experience, Furano offers hot air balloon rides that provide breathtaking views of the countryside. Floating above the hills, visitors can gaze down at the rolling landscapes, rice paddies and endless fields of flowers. This unique perspective of Furano’s natural beauty is unforgettable and adds to the region’s charm. While in winter, the region is blanketed in pristine snow, spring and summer reveal lush fields and vibrant colors.
Furano’s captivating scenery is complemented by a sense of tranquility that sets it apart from the bustling tourist spots.
In conclusion, Furano stands as a testament to Hokkaido’s diverse offerings. With its outdoor activities, delicious local products and breathtaking landscapes, it successfully attracts visitors throughout the year. Whether you’re an avid skier in the winter or a flower admirer in the summer. Furano presents a perfect getaway destination, mirroring the essence of Hokkaido itself.