Ghost of Yotei Inspires Tourism Campaign in Hokkaido, Japan, with Plans for Guided Tours of Game Locations

Towns near the real Mount Yotei in Hokkaido are capitalizing on the success of Sucker Punch's PlayStation 5 exclusive Ghost of Yotei to draw visitors outside the ski season. Initiatives include official merchandise collaborations with local artisans and curated tours of in-game locations.

Set in 17th-century Japan, Ghost of Yotei follows Atsu, a warrior seeking revenge on the six men who killed her family. The game showcases the natural beauty of Mount Yotei and its surroundings, thanks to Sucker Punch's research trips to Hokkaido. Since its release last October, it has earned praise from locals for its accurate depiction of the area.

Now, towns in the Niseko region around Mount Yotei aim to attract fans, as reported by Nikkei (via VGC). Mount Yotei is located in Shikotsu Toya National Park, near Niseko, a popular ski destination with a long season from November to May. Luxury hotels charge around 200,000 yen ($1,200) per night during peak months but drop to 10,000 yen ($60) in summer. The towns hope Ghost of Yotei will boost off-season tourism. "We hope players discover the area's spring, summer, and fall scenery, leading to actual visits," a local spokesperson told Nikkei.

With over 3.3 million copies sold by November 2025, a discussion group formed to explore tourism strategies. Seven towns and tourism associations joined. A Niseko representative said, "We want to focus on non-winter seasons."

Niseko has partnered with a Tokyo IP collaboration company to sell Ghost of Yotei T-shirts, with plans to expand licensed merch. Local businesses are also involved: Kumagera, which crafts sustainable wood products, has released Ghost of Yotei badges and magnets. Curated tours of game locations are in the works.

Sucker Punch's previous game, Ghost of Tsushima, boosted tourism to Tsushima Island, leading to its director Nate Fox and creative director Jason Connell being named cultural ambassadors. However, the influx was a double-edged sword: while fan donations repaired the Watazumi Shrine after a typhoon, the island banned tourists in March 2025 due to misbehavior.