October 2025

■Introduction

In this month’s local report, we feature Singapore and Malaysia, highlighting popular travel destinations within Hokkaido and how visitors from these countries prefer to spend their time during their stay. The insights are based on feedback gathered from visitors at recent travel fairs our office participated in.
The number of foreign tourists who visited Japan and Hokkaido from each country in FY2024 is as follows:

■Singapore

Singapore, which is smaller in area than Sapporo and enjoys a warm climate all year round, is known for its strong enthusiasm for travel. Many Singaporeans travel abroad in search of seasonal scenery and activities, and numerous travel fairs and tourism promotion events are held throughout the year.

Among the various destinations, Hokkaido — with its vast land, rich natural environment, and cool climate — is one of the most popular choices for Singaporean travelers. For first-time visitors, areas such as Sapporo, Noboribetsu, Hakodate, and Furano are especially favored for their famous Hokkaido cuisine, snow activities, and flower fields.

For repeat visitors, however, there is growing interest in exploring destinations that cater more to personal preferences, such as the Northern and Eastern Hokkaido regions. At “NATAS Holidays,” Singapore’s largest travel fair held this August, inquiries included topics such as how to reach remote islands and available accommodations there, recommended areas for camping, and places with beautiful stargazing opportunities.

In addition, many Singaporeans enjoy self-drive trips, citing reasons such as “I want to experience driving on Hokkaido’s wide roads” and “It’s more convenient to travel by car when bringing along three generations of my family.”

▲Hokkaido Booth at NATAS Holidays 2025

■Malaysia

Like Singapore, Malaysia has a tropical climate with little seasonal variation, making Hokkaido, with its snowy landscapes and flower fields, a highly appealing travel destination.
According to the Japan National Tourism Organization (JNTO), most Malaysians have not yet travelled to Japan, and at “MATTA Fair,” Malaysia’s largest travel exhibition held in September, many visitors expressed interest in visiting Hokkaido for the first time. Popular experiences included not only snow activities, which are impossible to enjoy in Malaysia, but also flower fields, which drew strong interest from many who saw them featured in brochures.
As approximately 60% of Malaysia’s population is Malay, many travellers are mindful of halal dining options when choosing their destinations. Therefore, urban areas with more restaurants and accessible information often better meet their needs. In Hokkaido, there are ramen shops, dessert stores, and other establishments that cater to halal requirements, and some travellers mentioned that they researched these options in advance so they could fully enjoy Hokkaido’s local cuisine.

▲Hokkaido Booth at MATTA Fair 2025

■Findings

As ASEAN countries are generally hot and humid throughout the year, many people find Hokkaido — with its completely different climate and environment — especially appealing. Our office will continue to actively promote the attractions of Hokkaido to further expand inbound tourism from the region.

■Introduction

“NATAS Holidays 2025,” held from August 15 (Fri) to 17 (Sun), is Singapore’s largest travel fair, where tourism professionals from around the world gather to promote destinations from various countries and regions. Representing Hokkaido, the Hokkaido Tourism Organization, along with many local governments and related companies, participated in the event to showcase the charm of Hokkaido to Singaporeans searching for holiday destinations. This local report brings you a closer look at the event’s highlights.

■Tourism Promotion at the Hokkaido Booth

In Singapore’s year-round warm climate, there is strong interest in snow activities and seasonal flowers, making Hokkaido one of the most popular travel destinations among Singaporeans. At the Hokkaido Tourism Organization’s booth, a total of 13 organizations — including our office — participated to promote tourism in Hokkaido to event visitors.

Many attendees were repeat travelers who had already visited Hokkaido, and we received numerous specific inquiries about travel itineraries, timing, and transportation options. At the same time, there was also great enthusiasm for exploring new areas, with many visitors seeking information about Northern and Eastern Hokkaido. When we explained that there are direct flights from Haneda Airport to regional airports across Hokkaido, many showed strong interest.

In addition to snow activities and gardens, visitors expressed diverse travel interests such as enjoying hot springs, camping, and stargazing. Meanwhile, some Muslim visitors voiced concerns about the availability of halal food at travel destinations, reminding us of the importance of greater consideration and preparedness on the receiving side.

■Presentation by Hokkaido Smile Ambassador, Mr. George Lim

At both the main stage and the Hokkaido booth stage, a presentation was delivered by Mr. George Lim, a Hokkaido Smile Ambassador and VISIT JAPAN Ambassador appointed by the Japan National Tourism Agency.

Focusing on the theme of summer in Hokkaido, Mr. Lim introduced visitors to the attractions of Northern and Eastern Hokkaido — including outdoor activities, natural scenery, and local cuisine — effectively showcasing the lesser-known charms of the region.

■Conclusion

Although Singapore is known for having a high rate of FIT (Free Independent Travelers), this event once again reaffirmed the effectiveness of B2C promotions in the local market, as many Singaporeans were actively gathering information on their own.

Our office will continue to collaborate with relevant organizations and partners to make the most of various event opportunities, steadily promoting the many attractions of Hokkaido to the public.

（Picture 1 & 2）Hokkaido Booth　（Picture 3）Presentation by Mr. George Lim