As part of your partnership with ANA and Global Destinations, what are your expectations from the Indian market?

We are excited about the potential of the Indian market in 2025, especially with our recent collaboration with ANA and Global Destinations. India is a key focus for us as we aim to showcase Sapporo’s unique appeal, from its breathtaking natural landscapes and world-class winter sports facilities to its rich cultural experiences and culinary delights.

Through this partnership, we anticipate fostering greater awareness of Sapporo as a year-round destination among Indian travellers. We expect increased interest in leisure travel, family vacations, and honeymoon packages, as well as niche segments like adventure tourism and cultural exploration. Additionally, we are eager to welcome MICE groups from India, given the country’s growing outbound market in this sector.

Sapporo Snow Festival is held every February

Which are the key attractions in Sapporo?

Sapporo, the vibrant capital and gateway city in Hokkaido, is a city that seamlessly blends natural beauty, urban sophistication and rich cultural heritage. Some of its standout attractions include the Sapporo Snow Festival which is held every February and features hundreds of stunning ice and snow sculptures, attracting visitors from around the globe. Another major attraction is Odori Park, a green oasis in the city centre, perfect for leisurely strolls and home to key events like the Snow Festival and the Summer Beer Garden.

Shiroi Koibito Park is a must-visit for chocolate lovers, this theme park offers interactive experiences and insights into the making of Hokkaido’s beloved confection. Another attraction is Mount Moiwa and visitors can access the top of this mountain via cable car to enjoy stunning views of the city below.

Tourists can also dive into Japan’s beer-brewing history with tastings of the iconic Sapporo beer at Sapporo Beer Museum and in Hokkaido Shrine, they can relish a serene and spiritual site surrounded by lush greenery, especially beautiful during the cherry blossom season.

With its stunning landscapes, Sapporo is a gateway to Hokkaido’s natural wonders. Visitors can explore nearby national parks, flower fields, and hot springs or onsen. It is also a paradise for winter sports enthusiasts, offering world-class skiing, snowboarding, and snowshoeing facilities. In summer, activities like hiking, cycling, and river rafting are popular.

Sapporo is rich in cultural experiences, from traditional Japanese festivals and crafts to historic landmarks and also offers upscale accommodations, fine dining experiences featuring Hokkaido’s renowned seafood and produce, and premium spa resorts for luxury travellers.

Lastly, Sapporo is a culinary delight, known for its ramen, Genghis Khan (grilled lamb), dairy products, and fresh seafood. The city also has several Indian and vegetarian-friendly restaurants too.

Which are major events or festivals in Sapporo in 2025?

Snow Festival, in February, is a globally renowned event featuring breathtaking snow and ice sculptures up to 15 metres tall, light displays, and interactive activities like snow slides and ice skating and is perfect for families, couples, and photography enthusiasts.

Celebrating the arrival of spring in May is Lilac Festival with vibrant lilac blossoms in Odori Park where one can enjoy flower displays, cultural performances, and local food and wine tastings.

Held in June is Yosakoi Soran Festival which is a dynamic dance festival where teams perform energetic routines combining traditional Japanese dance with modern elements. Next is Sapporo Summer Festival in July-August with a series of events including beer gardens, traditional Bon Odori dances, and fireworks. It is a great opportunity to experience Hokkaido’s summer charm.

In September, the Autumn Festival is a food lover’s paradise featuring the best of Hokkaido’s seasonal produce, seafood, and gourmet dishes. Held in Odori Park, it is a must-visit for culinary enthusiasts.

In November-December, Sapporo gets into the festive spirit with White Illumination and Munich Christmas Market, an authentic German Christmas market, alongside beautiful illuminations that transform the city into a sparkling winter paradise.

Celebrating the arrival of spring in May is Lilac Festival with vibrant lilac blossoms in Odori Park

Will you focus on B2B or take the B2C route to penetrate the Indian market?

In 2025, Sapporo will take the spotlight in an upcoming Bollywood blockbuster produced by Aamir Khan Productions, captivating Indian audiences with a visual journey through its snow-covered landscapes, vibrant festivals, and rich cultural heritage. This cinematic showcase offers an unparalleled opportunity to inspire travel aspirations as viewers experience the magical charm of Sapporo’s winter wonderland, romantic backdrops, and thrilling adventure activities. Catering to diverse demographics, from honeymooners seeking picturesque escapes to families and millennials craving unique travel experiences, the film serves as a powerful pull strategy. By leveraging Bollywood’s immense influence in India, it positions Sapporo as a dream destination, sparking wanderlust and creating demand in one of the world’s most dynamic outbound travel markets.

To complement this pull strategy, Sapporo City Tourism Board, in collaboration with Global Destinations and ANA, has implemented a robust push strategy targeting the B2B market. The partnership launched with networking events in Delhi and Mumbai, engaging agents and media to build awareness. Next in line are a series of webinars aimed at equipping front-line staff, the key touchpoints with consumers, with the knowledge to effectively sell Sapporo.

Additionally, strategic ad campaigns in print and digital B2B magazines are underway to ensure consistent visibility and engagement among travel trade professionals. This dual-pronged approach of push and pull strategies ensures a seamless alignment between supply and demand, maximising Sapporo’s appeal to Indian travellers. The next step, we are also looking forward to conduct B2C activities after the Bollywood film is released in 2025, as most of the shooting has taken place in Sapporo and Hokkaido.

How important is film tourism for Sapporo?

Film tourism has emerged as a pivotal focus for Sapporo, serving as a powerful avenue to showcase the city’s distinctive charm and appeal to a global audience.

Also, the Japanese government has started offering location incentive programme for international film productions when they shoot a film in Japan. We are keen, happy and welcome more Indian Bollywood movies to shoot in Sapporo and Hokkaido.

To capitalise on this momentum, we aim to promote itineraries based on iconic movie locations, offering travellers a chance to experience the magic of Sapporo as seen on the big screen. By leveraging the influence of celebrities and the reach of social media, we plan to position Sapporo as a must-visit destination for Indian travellers seeking unique, film-inspired journeys.