ABTA’s (Association of British Travel Agents) Destinations to Watch list for 2025 highlights emerging travel destinations based on the latest trends and customer sentiments, and Hokkaido was one of the spots named on the list for the year ahead. Many people may already be familiar with Hokkaido as a winter destination, with ski resort areas like Niseko hugely popular with international visitors. However, there is plenty to enjoy in this part of Japan outside the snow season.
The island’s national parks, such as Daisetsuzan, Akan-Mashu, and Shikotsu-Toya, were mentioned by ABTA as being perfect for hiking and camping, with stunning landscapes of mountains, volcanoes, forests, and pristine lakes like Mashu-Ko, often hailed as one of Japan’s most beautiful. Furano and Biei are a couple of other popular spots during the summer season, thanks to the myriad of colorful flowers that grow in abundance there.
The rich Ainu culture of Hokkaido was also mentioned by ABTA as a drawcard of visiting, and there are numerous ways to explore that across the prefecture. A couple of options are Upopoy (the National Ainu Museum and Park) and Kawamura Kaneto Ainu Kinenkan, the latter of which is Hokkaido's oldest Ainu museum.
Hokkaido’s culinary scene is another major attraction, with its exceptional seafood, fresh fruits and vegetables, and high-quality meats making it a food lover's dream. Destinations like the Hakodate Morning Market are a great way to start your day with some ultra-fresh catches for breakfast.
