This powder paradise in Japan is a magnet for tourists. Locals say the party is getting out of hand
By Sam Peters
Published on March 17, 2026.
Japan's Hakuba Valley, a ski destination in the Hakuba Alps, has been attracting tourists who complain about drunken, rowdy tourists. The influx has led to new fines introduced by the mayor of Hakuba village, Toshiro Maruyama, to curb the rise of antisocial behavior. The fines, which can be issued by police for offenses such as drinking alcohol while walking outside, being noisy at night or setting off fireworks, are an extension of an ordinance put in place 10 years ago banning such behaviors. However, not everyone agrees that these fines are necessary. The issue of overtourism in the village is also being addressed, with property management company, Hakuba Hospitality Group (HHG), CEO Marcus Bauder, who runs 10 hotels and 13 restaurants in the valley, calling the issue an overblown issue. The number of foreign tourists visiting the small town has increased, making it more expensive for dinner and buses are often crowded and noisy. The increasing number of foreigners driving prices for dinner has made restaurants and flights more crowded. However there are concerns that the high number of visitors to Hakuba is causing it to become too high for local businesses.
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