Australians are addicted to powder and it's coming at a cost.
The thrill of "Japow", or Japanese powder, attracts more tourists from Australia than any other country to Japan's snow-covered slopes.
Skiers and snowboarders are drawn to the unique snow, which is softer and easier on the joints.
But it's not all fun and games.
The tragic deaths of three Australians on Japan's ski slopes already this year have reinforced the dangers of alpine sports.
Further underlining the risks, figures from two insurance companies suggest claims related to injuries from snow sports in Japan have spiked in recent years.
[claims graph]Southern Cross Travel Insurance's chief customer officer Jess Strange said the number of customers who claimed for skiing and snowboarding accidents in Japan increased 75 per cent between 2023 and 2025.
She said the average cost of each claim during that time was between $1,100 and $1,500.
Natalie Ball, 1Cover's chief operating officer, also said there was a "significant increase" over the past three years, including a 43 per cent spike in claims from 2024 to 2025.
"While overall Japan policy sales have grown strongly, winter sports add-ons are growing faster, indicating a rising number of travellers heading to Japan specifically for skiing and snowboarding," Ms Ball said.
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Visits peak in January where Australian tour operators and accommodation providers are booked up with tourists from all over the world — coining the term "Japanuary".
Owen Lansbury is the communications director from the Mountain Safety Collective, a not-for-profit that supports back-country skiers with condition reports and avalanche training.
"It's easily the best ski destination for Australians in terms of ease of travel, value for money, amazing food, fascinating culture, welcoming people, and of course the incredible snow," he said.
But the rise in foreigners hitting the slopes seems to be contributing to more accidents, said Makoto Takayanagi, the head of Japan's National Ski Safety Measures Council.
Just in Hokkaido, 48 of the 53 off-piste ski-related accidents from November 1 to February 2 involved foreigners, he said.
So what can Australians visiting Japan's snowfields do to stay safe both at resorts and in the back-country?
Respect nature
Compared to Australia, Japan receives much more "dry" snow throughout winter.
It is the result of frigid Siberian winds meeting the warm air from Sea of Japan and condensing into snow clouds that blow across Hokkaido and Japan's alps, blanketing them with fine powder.
Thomas Gellie, a ski coach and founder of Big Picture Skiing, said this made Japan's snow softer, more forgiving on the body and joints, and easy to ski on.
"Good snow quality makes skiing so much easier and it's why people travel to find it," Mr Gellie said.
But Mr Lansbury said soft, deep snow could also turn a minor accident like a face plant into a fatal incident if no help was close by.
Shota Tanaka, a wilderness medicine physician in Japan and back-country skier, said skiing and snowboarding were inherently dangerous sports regardless of which country people visit.
"It is essential to recognise that winter sports involve a continuous interaction with environmental stressors — cold exposure, altitude, terrain variability, and weather instability," Dr Tanaka said.
Compared to other winter sport destinations like Switzerland, the United States, and New Zealand, Japan has smaller mountains with smaller vertical drops which people can mistakenly perceive as less risky, he said.
But he added that although access to off-piste areas can feel easier in Japan, the country's terrain is often steep and heavily forested, and should not be underestimated.
Observe local culture
Mr Lansbury has been visiting Japan's snow fields for 20 years and said the differences in skiing there compared to Australia can be significant.
He said the weather and snow conditions can be more intense, with deeper snow and limited visibility even when skiing on-piste, mainly at resorts.
Some resort infrastructure like ski lifts might be less modern or well maintained than in Australia so people needed to take more responsibility for their personal safety than they would back home, he added.
"Be aware that the lift attendants may not speak fluent English to provide warnings and some warning signs may not be translated into English," he said.
Despite the many Australian tour operators and accommodation providers in Japan, ski coach Thomas Gellie urged people to look up and respect Japanese culture and etiquette.
Eating and drinking while walking might be fine in Australia but it's frowned upon in Japan, as was drinking too much and talking loudly, he said.
"It might not be for their safety but it is if we want to continue being welcomed in the country," Mr Gellie said.
Know your limitations
Experts stressed the importance of not overestimating one's abilities.
For those planning to ski off-piste or in deep powder, taking an avalanche education course was imperative to understand the risks and how to use a safety kit.
Mr Lansbury said skiing powder snow was its own skill that should not be rushed and to make use of local instructors to build skills and confidence.
"You can have 40 years of skiing experience and still be learning new things," he said.
"Accidents happen when people overestimate their abilities and underestimate the [potentially fatal] consequences of going into terrain without the required skills, experience and equipment."
Once skiing within resorts was mastered, Dr Shota said people looking to go off-piste should travel with a certified guide with extensive knowledge of the local terrain.
"I avoid pushing limits in poor weather and never hesitate to cancel plans when conditions are unfavourable," he said.
Understand travel insurance
Australians should ensure they check their travel insurance included snow sports and to take out additional cover if needed, insurance providers said.
"Failing to do so can turn a serious injury into an enormously expensive and highly stressful ordeal," said Ms Ball from 1Cover.
Mr Lansbury warned skiers about leaving a resort's boundary for fresh, unmarked snow, saying the consequences could be worse than in Australia because of the deeper volume of snow.
"The moment you go underneath a boundary rope there is no avalanche control and no ski patrol to help you if you get stuck or injured," he said.
He added that Japanese ski patrols will typically not go beyond the resort's boundary, leaving rescues to the police which can take much longer and cost thousands of dollars.
Ms Strange from Southern Cross Travel Insurance said skiers and snowboarders are likely to be covered when they stick to designated commercial ski areas that are open for use, follow resort rules and signage, and wear a helmet at all times.
She also said while medical expenses are covered by travel insurance, damage to equipment is generally not covered so this needed to be factored in.
"Understanding your cover before you travel means you can focus on enjoying Japan's amazing snow safely and confidently," she said.
