Japan’s Snow-Capped Peaks Are Becoming the Ultimate Destination for Winter Adventure Seekers in 2026

The Mountain and Snow Tourism market, a key segment within the broader travel and tourism industry, is projected to grow from $5.13 billion in 2025 to $5.47 billion in 2026, achieving a 6.6% compound annual growth rate (CAGR). This rapid growth comes on the back of increasing interest in winter sports, a rise in international tourism, and advancements in mountain resort infrastructure. By 2030, the market is set to reach $6.99 billion, driven by factors such as sustainable tourism, eco-friendly lodging, and the integration of smart technologies at resorts. These trends are shaping the market, bringing fresh opportunities and growth potential for key players in the sector.

The Allure of Mountain and Snow Tourism

Mountain and snow tourism has always captivated those seeking both adventure and relaxation amidst some of the world’s most stunning natural landscapes. The market for these types of travel experiences is flourishing, with ski resorts and winter activities leading the charge. The snow-covered peaks of regions such as the Alps, the Rockies, and Japan’s snowfields have attracted tourists year after year. But this market is now evolving with new innovations and an expanding interest in alternative activities like dog sledding, ice climbing, and snowshoeing.

Key trends driving growth include the growing demand for adventure-focused tourism. Travelers are increasingly seeking unique, immersive experiences that combine adventure with natural beauty. Family-friendly snow vacations have also emerged as a significant segment, alongside a surge in luxury mountain resorts designed for those looking to enjoy a high-end escape amidst the serene beauty of mountain landscapes.

Adventure Tourism: A Driving Force in Mountain and Snow Tourism

One of the main drivers of this market’s expansion is the rising demand for adventure tourism. Adventure travel is no longer just about physical challenge; it’s about a deep connection with nature and the culture of remote regions. According to recent data, the growing appeal of rugged destinations and extreme sports has led to an increase in participation, especially in activities like bushwalking, which saw a 15% increase in Australia’s national participation rate from 2022 to 2023.

Mountain and snow tourism perfectly fits within the adventure tourism sector, offering physically demanding activities such as skiing, snowboarding, and winter hiking. Moreover, the shift towards more experiential travel—where visitors prioritize cultural immersion and hands-on experiences over conventional sightseeing—has placed mountain and snow destinations at the forefront of tourism.

The Rise of Eco-Friendly Lodging and Smart Technologies in Resorts

As travelers become increasingly aware of their environmental impact, there’s a growing demand for sustainable tourism practices within the mountain and snow tourism industry. Resorts are investing heavily in eco-friendly initiatives, such as solar-powered lodges and water-saving technologies. Additionally, smart technologies are enhancing the experience for visitors, allowing them to book activities, navigate mountain trails, and check resort amenities through user-friendly apps.

Sustainable tourism in mountain regions is not only about reducing carbon footprints but also about preserving the delicate ecosystems that attract tourists in the first place. Resorts are implementing greener practices and promoting year-round mountain experiences, ensuring that destinations remain sustainable for future generations of travelers.

Asia-Pacific Region Leads the Market

The Asia-Pacific region is the dominant player in the global mountain and snow tourism market. With countries like Japan, China, and South Korea investing heavily in winter tourism infrastructure, this region has seen the most growth. The demand for ski resorts in places like Hokkaido, China’s Harbin, and Gangwon Province in South Korea is growing rapidly, driven by both local and international travelers.

In addition to the popularity of traditional winter sports, Asia-Pacific is also witnessing a rise in adventure tourism activities such as ice fishing and mountain trekking, making these destinations even more attractive for snow-seeking tourists.

Emerging Markets and Diversification of Activities

While the Asia-Pacific region currently leads, there is substantial growth potential in Eastern Europe, South America, and the Middle East, where countries are looking to diversify their tourism offerings. In the past decade, Eastern Europe has emerged as a competitive market for mountain and snow tourism, with countries like Slovenia and Romania boasting new resorts and expanding their snow-related activities.

Countries such as Argentina, Chile, and Peru are capitalizing on the global appetite for adventure tourism by developing new mountain trekking and skiing facilities in the Andes and Patagonian regions. The development of these destinations is poised to attract a significant influx of tourists seeking both winter sports and the natural beauty of these regions.

The Future Outlook for Mountain and Snow Tourism

As the mountain and snow tourism market continues to grow, the next few years are likely to witness even more changes. The sector’s continued expansion will be shaped by:

1. Increased digitalization and the growth of online booking platforms, which are making it easier for travelers to access mountain destinations and book tailored experiences.
2. Sustainable infrastructure development in snow-heavy regions, including green energy solutions and eco-friendly accommodations.
3. Experiential travel becoming more mainstream, with visitors seeking adventures that connect them to nature, local cultures, and the environment.
4. New market entrants focusing on innovative travel experiences that combine winter activities with local cultural events, such as winter festivals and culinary experiences.

This exciting growth trajectory positions mountain and snow tourism as a key player in the global travel industry, making it an increasingly attractive option for a wide range of travelers. As travelers continue to seek adventure, connection, and unique experiences, the mountain tourism sector is poised to see significant developments, ensuring it remains a cornerstone of global travel for years to come.

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Sun Life Kicks Off ‘The Big Bounce’ World Tour in Hong Kong with the World’s Largest Bounce House – A Must-See Event for Families This Chinese New Year!

The excitement in Hong Kong is reaching new heights as Sun Life proudly presents “The Big Bounce” World Tour, officially opening at the West Kowloon Cultural District. With a Guinness World Record-certified inflatable castle and a variety of family-friendly activities, this grand event offers a thrilling combination of sports, music, and anime, creating a unique atmosphere for the Chinese New Year festivities. The highly anticipated event kicked off today, welcoming students, families, and community members for an unforgettable bouncing experience.

The Event: A Huge Hit for Families and the Community

On February 6, 2026, the Great Lawn of the Art Park became the centre of an energetic celebration as Sun Life Hong Kong marked its milestone of approaching 135 years of service in the region. The opening ceremony featured a vibrant ribbon-cutting, led by Adley Low, Chief Client and Marketing Officer at Sun Life Hong Kong, and Jeffrey Li, Group President of INCUBASE Studio. These leaders symbolized the beginning of 17 days of fun-filled experiences at the World’s Biggest Bounce House, a spectacle that is set to attract thousands of visitors.

The event is designed to promote family engagement and encourage a healthy and active lifestyle during the festive season. More than 1,000 gift vouchers are being distributed as part of Sun Life’s commitment to spreading joy and happiness. Sun Life’s partnership with Yan Chai Hospital has also brought together children and parents from their affiliated kindergartens and childcare centers, allowing them to enjoy this event as part of a community-driven initiative.

The Attractions: Fun for All Ages

The centerpiece of this grand celebration is the Guinness World Record-certified Bounce House, the largest of its kind. Visitors can also experience four mega inflatable play zones, each designed to bring fun and excitement for everyone:

• The World’s Biggest Bounce House: Spanning over 16,000 square feet, this inflatable castle promises a gigantic playground for all ages.
• The Giant: Hong Kong’s longest inflatable obstacle course, measuring over 150 meters, perfect for those seeking a physical challenge.
• Sport Slam: A high-energy arena that will appeal to sports enthusiasts and those looking for fun physical activities.
• airSPACE Pink Alien: An out-of-this-world space-themed zone, filled with alien-inspired play areas for children.

These attractions, along with the lively atmosphere of the Chinese New Year, have made this event a must-visit destination for both residents and tourists in Hong Kong.

A Full Schedule of Events and Family Sessions

From 6 to 22 February 2026, the West Kowloon Cultural District will play host to a series of activities catering to every age group. The event offers a variety of ticketed sessions to ensure everyone has an opportunity to enjoy the attractions:

• Daytime Family Sessions: Ideal for families with young children, these sessions offer a more relaxed and enjoyable experience.
• After Dark Bigger Kids Sessions: Designed for older children and teenagers, these sessions bring the fun into the evening with an exciting atmosphere.
• CantoPop-Themed After Dark Party: A vibrant celebration for adults, featuring popular CantoPop music and entertainment for a lively night out.

Supporting the Community: A Special Partnership

A key part of Sun Life’s mission is to make a meaningful impact on the community, particularly on the health and well-being of the younger generation. In line with this goal, Yan Chai Hospital has expressed its deep appreciation for Sun Life’s generous donation of tickets to children and parents, allowing them to experience the joy of this unique event. Jason Leung, Chief Executive of the Yan Chai Hospital Board, shared his gratitude, noting that this event provides families with an opportunity to create lasting memories in a fun and healthy environment.

The collaboration between Sun Life and Yan Chai Hospital not only strengthens the community bond but also demonstrates Sun Life’s long-standing commitment to promoting well-being. This initiative is a perfect example of how businesses can positively contribute to social causes while providing enjoyable experiences for the public.

Celebrating Sun Life’s 135th Anniversary

In celebration of its upcoming 135th anniversary, Sun Life is launching a series of online game activities starting from 9 February on its social media channels. These activities will feature 1,350 vouchers for participants, ensuring that more members of the public can benefit from Sun Life’s offerings during this milestone year. By using online platforms to engage the community, Sun Life is encouraging interactive participation and deepening its connection with its customers.

A Memorable Start to the Year of the Dragon

The Sun Life “The Big Bounce” World Tour – Hong Kong is not just an event but a testament to the power of community involvement and celebration. By combining fun-filled activities with meaningful partnerships, the event provides a joyful atmosphere for families to connect and enjoy the festive spirit together. With the World’s Biggest Bounce House and a host of exciting activities, this event is expected to attract thousands of visitors and become a staple of Hong Kong’s Chinese New Year celebrations.

Whether you’re a local resident or a visitor, the event promises to bring energy, fun, and a sense of togetherness, setting the tone for a year of happiness and good health. Don’t miss out on this opportunity to experience a giant leap into the Year of the Dragon!

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