Kutchan, a town in Western Hokkaido just two hours by car from Sapporo, is boosting its business event hosting capabilities with the opening of new accommodations and launch of new products and services.
Home to the main resorts of the Niseko area, Niseko Grand Hirafu and Niseko Hanazono, Kutchan has long been renowned for snow sports, but business events stakeholders are intensifying efforts to enhance its appeal as a year-round destination, particularly to meetings and incentives.
Leading efforts is MICE Niseko, a DMO launched in 2020 to provide a one-stop service for business events, and Kutchan Tourism Association. Together, they aim to increase demand using a new framework that supports everything from facilities, activities and catering to entertainment, sustainability and guest speaker programmes.
“We are targeting incentive groups of 20 to 100 people and expect to see growth first from Thailand, Singapore, Taiwan, South Korea, North America and Hawaii,” said James Suzuki, director general of Kutchan Tourism Association, adding that Australia is a longer-term market, both for incentives, conferences, and conventions.
The association is also aiming for corporate management and shareholder meetings, as Kutchan offers high-end, yet competitively priced, accommodation as well as meeting rooms with impressive views of nature, explained Suzuki.
Luxury villa and chalet management provider Elite Havens hopes to welcome more business visitors to its six to eight person chalets in Hirafu and Niseko Village, which are clustered together.
“This setup offers an ideal balance for corporate groups – providing private spaces for relaxation and breakout sessions, while keeping the team connected and fostering collaboration,” said a spokesperson.
Hotel options, meanwhile, include the 87-key Chalet Ivy Weiss and the ski-in, ski-out Nikko Style Niseko Hanazono, which features a 122-seater all-day dining restaurant and a 136m2 banquet room that can accommodate 50 pax in banquet-style and 120 pax in theatre style.
Other new developments are also transforming Niseko Grand Hirafu as both a winter and summer destination.
Following the addition of a 10-seater gondola in the 2024/25 season, a six-seater chairlift is scheduled to be in operation by February 2026. Sanshoku, a restaurant and bar with 240 seats, opened in July 2025 for exclusive use by groups following a renovation, and two more F&B facilities, the 380-seat Nest813 and 270-seat Ace Center, were unveiled in December 2025.
At nearby Niseko Hanazono, two art installations by internationally renowned artist Bruce Munro have been added to the immersive outdoor artwork of 180,000 points of light, Mountain Lights, which is open from July to October.
Other new activities in the resort during Green Season range from high-octane ziplining and tree trekking to tranquil experiences such as afternoon tea by luxury pastry brand Pierre Hermé Paris, served in a boat on a lake.
Elsewhere, a performance called Fire Goddess introduces Ainu culture, which is native to Hokkaido, through dance, music and fireworks.
Suzuki hopes the activities, experiences and entertainment will appeal to groups seeking teambuilding and engagement with Japanese culture, while the year-round guest speaker programme comprising diverse speakers from 70 countries, is “ideal for education and insight” for corporate groups.
The private sector, too, is striving to increase arrivals during the warmer months.
“Collaboration is key to our Green Season strategy,” said the Elite Havens spokesperson. “We’re working closely with local partners, including tour operators and activity providers, to create compelling packages and seamless experiences for our guests throughout the warmer months.”
Efforts are already paying off, as Kutchan will welcome several international events in 2026 including Swatch Nines Snow, an action-packed snow sports event that will debut in Asia at Niskeo Grand Hirafu over April 6 to 11, and the UCI Gran Fondo World Series Championships, which will welcome amateur cyclists from around the world to Niseko in August.
His career includes senior roles with Marriott, Hyatt, InterContinental, and Stamford, bringing deep operational and commercial expertise to the group’s continued growth across Australia and Asia.
