■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.
