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  • Writer's pictureAdam German

Niseko only Japan based destination on American Express 2024 top travel list

Updated: 4 days ago

American Express Travel's 2024 Trending Destinations list showcases Japan's winter wonderland – Niseko, nestled on the northernmost island of Hokkaido. 


Amex selects the destinations based on global American Express Card Member bookings through American Express Travel, looking at year-over-year travel growth between 2019 and 2023.


Released on November 14th, this year’s list – 2024 Trending Destinations: Off the Beaten Path – goes beyond the traditional, well-known vacation spots to uncover hidden gems and new experiences that travellers, particularly Millennials and Gen-Z, are looking for.


Niseko was the only Japan based destination in the top ten amongst other global destinations such as Santa Fe in New Mexico, St. Kitts and Nevis in the Caribbean Sea and Zermatt in Switzerland amongst others.


“People are looking for new experiences and to immerse themselves in the local culture when they travel,” said Audrey Hendley, President of American Express Travel.


Within Niseko, diversity defines the terrain. Niseko United encompasses four resorts with over 2,000 skiable acres serviced by thirty lifts. A departure from conventional skiing in Japan, Niseko encourages off-piste exploration, allowing advanced skiers to navigate through enchanting tree groves and pristine champagne powder.


According to American Express, what distinguishes Niseko is its world-class infrastructure catering to skiing enthusiasts. State-of-the-art gondolas and hooded chair lifts provide respite from the picturesque snow-covered landscapes. The ski villages within Niseko cater to various preferences, ranging from the intimate and less crowded Annupuri to the bustling Grand Hirafu, known for its vibrant international après-ski scene.


The scene includes ample hot-spring baths, Hokkaido sourced cuisine, otherwise known as Japan’s breadbasket paired with local craft beers and whiskies. 


American Express Travel's recognition of Niseko in its 2024 Trending Destinations list underscores the area's global appeal and its status as a premier destination for travellers seeking an unforgettable winter escapade.


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