Nagano

As of June 2026, Nagano, Hakuba, Nozawa Onsen have 500 active Airbnb and VRBO listings. This represents a 3% decrease from the previous year.

The average Airbnb or VRBO in Nagano generates ¥7M per year. High-performing properties earn ¥21M/year, while low-performing properties earn ¥3M/year. Declining supply paired with flat revenue suggests tightening availability isn't translating to pricing power, indicating a buyer's market. The threefold gap between high and low performers at 38% occupancy reveals significant operational or positioning variance among hosts.

Airbnb and VRBO can be profitable in nagano. Average annual revenue is ¥7M with 38% occupancy. High-performing properties earn up to ¥21M/year. Declining supply coupled with flat revenue growth suggests tightening availability without corresponding demand increases, indicating a maturing market with moderate competition where performance variance reflects significant differentiation among listings.

The average occupancy rate for Airbnbs and VRBOs in nagano is 38%. This occupancy level, combined with an average nightly rate of ¥70K, results in a RevPAR (revenue per available room) of ¥15K per day.

4+ bedroom properties demonstrate the strongest performance in nagano, with annual revenue of ¥13M. These properties balance operating costs and rental demand most effectively in the nagano market. Property performance varies significantly by location, amenities, and management quality.

Short-term rental regulations vary by jurisdiction in the nagano area. Nagano: Moderate. Minpaku registration required under national law, fire safety compliance, 180-day cap. Standard enforcement through prefectural system. Hakuba: Lenient. Basic minpaku registration needed, but ski resort area with established STR culture. Light enforcement, many operate informally or as pensions. Nozawa Onsen: Lenient. Registration required but traditional onsen town tolerates STRs. Minimal enforcement, hosts commonly operate through established ryokan frameworks. Always verify current regulations with local authorities and obtain necessary permits before operating a short-term rental.

The nagano Airbnb and VRBO market is currently showing balanced with strong demand conditions. Supply has declined 3% year-over-year, while RevPAR has increased 6%. This indicates healthy demand growth outpacing supply. The wide revenue disparity—with top performers earning three times the average—suggests a bifurcated market where property differentiation significantly impacts returns, while modest 38% occupancy indicates room for volume-based growth opportunities.

Launch around November, 2-3 months before peak winter season (February peaks). This pre-peak timing lets you build reviews when competition is 74% lower than peak months. Avoid launching during peak season when established listings dominate, or slow months (May-June) when gaining traction is harder.

The most common amenities in nagano listings include: Heating (93%), Kitchen (91%), Air Conditioning (89%), Washing Machine (87%), Tv (84%). Amenities that boost revenue the most include Hot Tub, Ski In Out, Tv, with Hot Tub properties earning approximately 131% more (¥26M/year vs ¥11M/year).

Monthly estimated revenue per listing in nagano over the last 12 months: May: ¥224K, June: ¥155K, July: ¥232K, August: ¥374K, September: ¥185K, October: ¥231K, November: ¥271K, December: ¥667K, January: ¥882K, February: ¥1M, March: ¥659K, April: ¥278K. These figures are based on RevPAR (revenue per available room) multiplied by the number of days in each month.

The overall average nightly rate in nagano is ¥70K, up 23% year-over-year. By property size: 1-bedroom properties average ¥33K/night, 2-bedroom properties average ¥63K/night, 3-bedroom properties average ¥98K/night, 4+ bedroom properties average ¥145K/night. Rates peak in February and are lowest in June.

Guests in nagano book an average of 36 days in advance, down 7% from last year. By property size: 1-bedroom: 36 days, 2-bedroom: 37 days, 3-bedroom: 35 days, 4+ bedroom: 34 days. Larger properties tend to have longer booking windows as guests plan group trips further ahead.

Over the past year, the nagano Airbnb and VRBO market has seen the following changes: supply declined 3%, revenue per listing increased 6%, occupancy fell 21%, average nightly rates increased 23%, and lead time decreased 7%. Despite shrinking supply, the 21% occupancy decline signals weakening demand that outpaces inventory reduction, creating a buyer's market. The substantial gap between average and high-performing revenues indicates significant performance variance, suggesting market consolidation around premium properties.

In nagano, Saturday sees the highest booking demand while Monday has the lowest. Nightly rates peak on Friday and are lowest on Tuesday. Weekends show 12% higher occupancy than weekdays.