How an Award-Winning Ski Travel Business was Built in Japan
What began as a love for powder snow and a curiosity about life in Japan has grown into one of the most respected ski travel businesses in the country. Lindsay Colbert, founder of Japan Ski Experience, made the leap from English teacher to entrepreneur while living in Niigata, Japan – a region known for its heavy snowfall and scenic mountains.
Colbert first came to Japan to teach English a year after friend and fellow winter sports enthusiast Ben Thorpe. Their shared passion for skiing and snowboarding, paired with a deep appreciation for Japanese culture, planted the seeds of what would eventually become a successful travel agency catering to snow-seeking tourists.
“There are so many great ski areas in Japan,” Lindsay recalls. “When we first started out, it was hard for tourists coming from overseas to navigate the resorts and book local accommodation and services. We wanted to bridge that gap and make sure visitors could get the best experience.”
In 2007, Japan Ski Experience was born – initially a small-scale operation designed to help international skiers discover and navigate the Japanese slopes. Japan’s ski scene was starting to gain traction with foreign visitors, but many still struggled with the language barrier, cultural differences, and fragmented booking systems.
“What we offered was something I felt was really missing at the time – curated travel experiences with local insight and bilingual support, tailored specifically for English-speaking travellers,” says Lindsay. “It was about making Japan’s amazing ski culture accessible without the stress or confusion.”
The number of British tourists visiting Japan has steadily increased, with over 437,000 UK visitors recorded in 2024, and Japan being one of the most desirable long-haul destinations for ski enthusiasts. Niseko accommodation is among the top services offered, with the resort being a leading ski destination for UK travellers.
But behind the growth and success of Japan Ski Experience lies a story of resilience, overcoming significant turbulence that affected the entire industry, including financial crises, natural disasters, Brexit and a global pandemic. “Somehow we managed, not only to navigate through the hard times, but to use them as an opportunity to learn, grow, and futureproof the business as well as possible”, says Lindsay.
While continuing to build the business, Lindsay also raised three young boys – a balancing act that demanded every ounce of focus, creativity, and time management she could muster.
“It was certainly a challenge,” Lindsay says. “There were moments of exhaustion, but also joy. I think being a mum made me even more driven to make the business work. I wanted to build something sustainable – not just financially, but something that gave me flexibility and allowed me to be present for my family.”
Living and working in Japan brought its own unique rewards and challenges. The country’s sense of community, safety, and nature-oriented lifestyle made it a wonderful place to live. At the same time, navigating the cultural nuances of running a business as a foreign woman required patience and adaptability.
“Japan is an incredibly welcoming country, but there are certainly cultural differences in how business is done – more formality, more attention to hierarchy and etiquette,” she explains. “But those differences are things I came to appreciate. The Japanese approach to service and attention to detail has shaped how we operate as a company.”
For Lindsay, Japan was more than just the place where her business began, even after leaving Japan to start her family. “Japan shaped so much of who I am,” she says. “It’s still a part of me, and a big part of the business – even from afar.”
Today, the UK based business has clients from around the world and is not only an award-winning agency but a testament to what’s possible when passion meets perseverance. Lindsay Colbert’s story is one of quiet tenacity and bold vision – proof that you don’t have to choose between family and ambition.