白馬滑雪場預訂量首超二世古，日本滑雪旅遊格局生變
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最新數據顯示，2025-2026雪季，白馬滑雪場的預訂量歷史上首次超過長期佔據榜首的二世古，標誌着國際滑雪者對日本滑雪目的地的偏好出現顯著轉變。
歷史性轉折
根據日本滑雪體驗機構JSF的數據，白馬在2025-2026年度的住宿預訂量佔日本滑雪體驗總預訂量的58%，二世古則爲42%。這是白馬首次在預訂量上超越二世古，成爲國際遊客中最受歡迎的日本滑雪目的地。
十年趨勢與疫情影響
過去十年間，二世古一直是日本最受國際遊客歡迎的滑雪勝地。然而白馬的市場份額持續穩步增長，至2019-2020雪季時，兩者已接近持平。疫情導致日本邊境關閉，暫時中斷了這一趨勢。邊境重新開放後，預訂比例一度回落到2016-2017年水平，但隨後白馬再度開啓增長態勢，且二世古的份額下降速度較疫情前更爲明顯。
並行增長的市場
儘管市場份額此消彼長，日本滑雪旅遊整體需求仍在強勁增長。2024-2025雪季，白馬滑雪場接待冬季遊客約170萬人次，同比增長12%，創下該地歷史新高。同期，二世古也以約220萬人次的遊客量刷新紀錄，略高於2018-2019雪季水平。這表明日本滑雪市場整體仍在擴張，而非單純競爭替代。
體驗差異成關鍵因素
許多滑雪愛好者在體驗過二世古後，開始尋求更具日本文化特色的滑雪目的地，白馬因此成爲理想選擇。與高度西化、開發成熟的二世古不同，白馬保留了更濃厚的日本地方文化氛圍，同時擁有廣闊的地形和壯觀的高山景觀。遊客可在同一山谷中體驗從傳統日式到國際化的多樣風情，這種獨特性成爲其吸引力快速增長的重要原因。
未來展望
行業觀察指出，白馬預訂量的超越並不意味二世古的吸引力下降——後者仍是世界級的滑雪勝地，以優質粉雪、穩定的雪況和先進基礎設施著稱。然而，這一變化清晰反映了滑雪遊客體驗需求的多元化趨勢，以及白馬在國內外知名度上的顯著提升。
隨着2025-2026雪季預訂數據的公佈，日本滑雪旅遊市場正式進入白馬與二世古雙雄並立的新階段，也爲尋求不同體驗的滑雪者提供了更豐富的選擇。
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