Naeba Prince Hotel and Naeba Ski Resort (Location: 202 Mikuni, Yuzawa-machi, Minamiuonuma-gun, Niigata Prefecture; Managers: Ken Kawata, Yuji Otsuka) are pleased to announce the new vision for the Naeba area, "NAEBA SCALE." With the tagline "Let's Play with Nature on the Naeba Scale," we aim to create new experiential value set against the backdrop of majestic mountains and vast natural environments. We aspire to be a resort that unleashes visitors' curiosity and allows everyone, from children to adults, to fully enjoy the charms of nature.

Leveraging our accessibility, approximately 2 hours from the Tokyo metropolitan area, and our refreshing highland environment at an altitude of about 900m, we will further expand activities in the summer of 2026 that families and children can enjoy all day long. By enhancing the appeal of the green season, we will evolve into a mountain resort that can be enjoyed year-round.

Expanding Activities,

Evolving into a Mountain Resort Enjoyable Year-Round

~ From 2026 onwards, we will continue to expand activities to create new experiential value ~

Naeba has long been loved by many as one of Japan's leading snow resorts. However, in recent years, travel styles and leisure activities have diversified, increasing the demand for enjoying nature throughout the four seasons. In response to these changes, we have formulated the new vision "NAEBA SCALE" to evolve the magnificent nature that Naeba boasts into a value that can be enjoyed not only in winter but throughout the year. Moving beyond the framework of a "ski resort," we view nature itself as a playground and are expanding a variety of activities and nature experiences such as trekking, mountain biking, and disc golf. We aim to become Japan's largest mountain all-season resort by 2030, evolving into a destination resort where everyone, from children to adults, can experience the charms of each season.

Activities Scheduled for FY2026 (Partial)

- Various Trekking Courses

Choose from a variety of trekking courses, including beginner courses in front of the hotel, a 4-hour course to the summit of Mt. Takeyama, the "Hiraoka-yama" known for its alpine plants, and "Mt. Naeba," one of Japan's Top 100 Mountains.

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- Mountain Bike Courses

Courses are available for beginners to advanced riders. Experience the exhilaration of riding through the great outdoors.

- Disc Golf

An outdoor sport played with flying discs.

Enjoyable for all ages, from children to adults, in the rich natural environment.

- Pickleball

A popular new sport originating in the United States. It's enjoyable for beginners, making it attractive for three generations of families to play together.

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Aiming to be Japan's Largest Mountain All-Season Resort by 2030

Towards a Naeba Enjoyable Year-Round

Naeba will evolve into a "Nature Experience Theme Park" beyond the scope of a ski resort.

Spring: Fresh greenery and flowers Summer: Activities Autumn: Autumn foliage Winter: Snow resort

We will expand content that allows visitors to fully enjoy the charms of each season, creating a place where they can fully experience the scale of nature itself.

We aim to become a leading mountain all-season resort in Japan where new experiences are born with every visit.

[Spring] Fresh Greenery and Flowers

The mountains are adorned with budding nature and colorful flowers.

[Summer] Activities

Packed with activities to enjoy to the fullest in the refreshing highland air.

[Autumn] Autumn Foliage

The entire mountain turns colorful, offering a healing time amidst spectacular views.

[Winter] Snow Resort

Enjoy to your heart's content with high-quality snow and diverse courses.

New Vision NAEBA SCALE

Tagline

"Let's Play with Nature on the Naeba Scale."

Statement

Play in the mountains.

Feel the sky.

Immerse your whole body

in the vastness of nature.

Naeba's charm lies in

being able to fully enjoy

the overwhelming scale of nature itself.

Naeba will be a place that excites the heart,

liberating human senses.

NAEBA SCALE

We will continue to expand activities and nature experience content, aiming to become one of Japan's leading mountain resorts enjoyable for all ages, year-round.

Summer Vacation: "NAEBA SCALE" for All-Day Family Fun

Set against Naeba's rich natural landscape, we offer a variety of activities for the whole family to enjoy, day and night. During the day, immerse yourselves in active outdoor pursuits, and at night, enjoy the starry sky and illuminations, providing a time to foster special memories for parents and children.

*Photos are for illustrative purposes. Please check in advance for operating periods, hours, and content.

[Adventure Buggy]

A popular activity where you can race through a course with varied terrain. Parents and children can enjoy an active experience together.

[Rainbow Slider]

A large slider exceeding 100m in length. The thrill and exhilaration of sliding down the colorful course are very popular.

[Electric Mountain Bike]

Capable of light riding not only on off-road but also on paved roads. [Target: Ages 16 and up]

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[HOSHIZORA TERRACE]

A popular spot where you can enjoy fantastic illuminations and a sky full of stars at night. A unique Naeba attraction enjoyable both day and night.

[Electric Bike]

Experience European high-brand electric bikes. [Target: Ages 8 and up - children who can ride a bicycle only]

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[ATV]

A fun tour to adventure through the mountains on a 500cc buggy. [Target: Drivers must be 16 years or older]

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[Electric Kickboard]

An electric kickboard designed for off-road capability. [Target: Height 145cm and above]

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[Naeba Sauna Field]

"Naeba Sauna Field," surrounded by the highland breeze and clear air. A special experience of "getting into the zone" while becoming one with nature.

[Indoor Activities]

Safe even in sudden rain. Enjoy without worrying about the weather, recommended for families with small children.

Inquiries from Customers

Naeba Prince Hotel / TEL: 025-789-2211 (9:00 A.M. - 6:00 P.M.)

FACT BOX

  • Source: PR TIMES
  • Category: ビジョン発表