When Jonathan Martin first turned his sights to Niseko, he wasn’t just seeking snow — he was seizing opportunity. At a time when the northern Hokkaido resort was largely underdeveloped compared to global ski destinations, Martin made a move that would shape the future of Niseko property investment. His decision to invest sight unseen was nothing short of audacious.
“I said yes before I even came to Niseko to see the project. But I knew snow and I knew property in ski resorts,” he recalls.
Today, NISADE manages or develops over 20 properties across Hirafu, Hanazono, and beyond, with expansion into Hakuba, Myoko, Furano, and Tokyo. Martin’s pioneering vision helped transform Niseko from a hidden gem into a globally recognized mountain destination — and now, a new wave of development offers opportunities for the next generation of investors.
The Bold Early Leap
Investing in Niseko in its early days required more than capital; it demanded instinct. It demanded saying “yes” before the world understood what Niseko could become.
Martin remembers those early hurdles vividly: “Everything from contracts to permitting to building codes was a complete new journey… we had to learn everything the hard way.”
That slow climb — understanding regulations, navigating cultural nuance, building meaningful local relationships — became the foundation for long-term success. It’s also the kind of groundwork that gives seasoned developers an edge in Niseko property investment today. What began as a leap of faith has become a roadmap for investors who know that growth stories this promising rarely stay quiet for long.
Niseko’s Next Wave: Infrastructure, Lifestyle, and Development
Niseko’s transformation hasn’t plateaued — far from it. The resort is now entering its most ambitious chapter yet, connecting infrastructure upgrades, lifestyle diversification, and large-scale development into one cohesive next wave.
Lift renewals are underway. On-hill facilities are being modernized. Planning and zoning have stabilized. And Japan’s favorable currency climate continues to create a tailwind for foreign buyers evaluating Niseko property investment opportunities.
“Capella, Metroply, Six Senses — these developments mark the next chapter for Niseko,” Martin explains. “Off the back of that, infill development is well underway: wellness tourism, cycling infrastructure, farm-to-table hospitality, and creative retreats.”
Mountain biking has already positioned Niseko as a world-class destination, attracting elite athletes such as UCI world champion Loïc Bruni. But beyond snow and trails, the resort is evolving into a year-round lifestyle destination, appealing to families, creatives, and investors alike. The extension of the bullet train and other access improvements will only amplify this growth.
Why Investors Should Take Notice
Niseko’s allure lies in its combination of natural beauty, cultural depth, global accessibility, and reliable snow. Positioned in northern Japan, the region’s snow patterns are less vulnerable to climate change than many global resorts. Martin emphasizes that Niseko has matured into a premium destination backed by major international developers and hotel brands — a strong foundation for future growth.
“In winter 2024, we saw ultra-high-net-worth investors entering the market. Like attracts like — this is the beginning of the second rising of the Niseko tide,” he notes. For new buyers, this is a chance to engage with the next phase of development, where opportunities remain but the market is discerning.
With careful alignment, patience, and engagement with local stakeholders, investors can still secure high-quality properties in Niseko. “Niseko isn’t a trend. It’s a generational story in the making,” Martin says.
“In winter 2024, we saw ultra-high-net-worth investors entering the market. Like attracts like — this is the beginning of the second rising of the Niseko tide.”
– Nisade Real Estate Founder,
Jonathan Martin
In winter 2024, we saw ultra-high-net-worth investors entering the market. Like attracts like — this is the beginning of the second rising of the Niseko tide.
– Nisade Real Estate Founder, Jonathan Martin
From Legacy to Long-Term Investment Opportunity in Niseko
Martin’s story demonstrates that Niseko rewards bold vision. Today, his focus is on fostering partnerships with the next generation of leaders and buyers, ensuring the resort’s story continues to unfold. For those considering Niseko property investment, the message is clear: the dream is real, the infrastructure is improving, and the next wave of opportunity is now.
“The community here is evolving, the resort is diversifying, and Niseko’s potential remains enormous. If you invest with care and insight, you can be part of this generational story,” he concludes.