※本リリースは、こちらの日本語のリリースを英訳したものです。This release is the English translation of the original Japanese release.

On November 27, 2024, Uber Japan signed a comprehensive partnership agreement with Hakuba Village to address local transportation challenges. Under this agreement and as part of the “Hakuba MaaS Project,” Uber Japan will collaborate with local taxi companies to provide Uber Taxi starting December 1, 2024 to March 31, 2025.

Hakuba Village is known as an “all-season resort,” attracting tourists from both Japan and abroad, with particularly high demand for skiing and snowboarding during the winter season. Between November 2023 and February 2024, the village recorded over 1.13 million visitors, marking the highest number in 20 years. The usage by international tourists has also skyrocketed, with a 256% increase compared to the previous season and a 141% increase compared to pre-pandemic levels in 2019-2020. However, the existing local transportation systems have been a challenge, particularly for international tourists.

According to Uber’s data, users visiting the Hakuba area have frequently accessed the Uber app in search of on-demand transportation options. During the winter season (December to March), the number of app accesses reached approximately six times the total for other seasons, with the majority being international tourists.

In response, Uber, through the public-private-academic collaborative “Challenge Hakuba” program, has partnered with local taxi companies to provide seamless taxi e-hailing services via the familiar Uber app for international tourists. This initiative aims to improve convenience for tourists, stimulate local economic growth, and expand tourism demand.

The Uber app is available in over 70 countries and supports 50 languages, allowing passengers to communicate with drivers in their native language. Features such as GPS tracking and a mutual rating system ensure a safe and convenient experience for both passengers and drivers.

Dom Taylor, General Manager, Mobility for the Asia-Pacific Region commented:

“I am thrilled to collaborate with Hakuba Village to provide taxi e-hailing services services via the Uber app. I am confident that this initiative will make Hakuba, a beautiful and beloved destination, even more convenient and appealing for tourists. In 2024, with record-breaking numbers of inbound tourists and spending, the Uber app has been used by travelers from around 130 countries. By improving local transportation, we aim to contribute to Hakuba’s economic growth and establish a model case for addressing regional transportation challenges across Japan. Uber is committed to accelerating its investments throughout Japan to support the development of local communities and economies.”

Toshiro Maruyama, Mayor of Hakuba Village, stated:

“We sincerely appreciate the support and cooperation of the ‘Hakuba MaaS Project,’ Alpico Kotsu Co., and the local taxi operators, as well as Uber, in making this initiative possible. Following the challenges posed by the pandemic, Hakuba Village has welcomed numerous domestic and international visitors, especially during the winter season. This year, by collaborating with Uber in addition to our ongoing public-private-academic initiatives, we aim to address secondary transportation challenges and resolve labor shortages through digital transformation.”

Uber Japan remains committed to using technology to eliminate transportation gaps and revitalize local communities, working toward a future where customers from Japan and around the world can travel seamlessly to any destination.

 

[Overview of Uber Taxi in the Hakuba Area]

Operating Area: Key areas in Hakuba Village, including ski resorts, sightseeing spots, and restaurants

Operating Hours: 24/7

Fares: Based on rates and dispatch fees set by the operating taxi companies

Taxi Companies: Alpico Taxi, Hakuba Kanko Taxi, Alps Daiichi Kotsu, Azumino Daiichi Kotsu, Minami An Taxi

Reservations and Dispatch: Available through the Uber app with icon designs catering to ski and snowboard users

＜白馬限定アプリアイコン＞

Fleet Size: Approximately 50 vehicles (planned to increase), with some featuring Hakuba-specific wraps

＜白馬限定カーラッピング＞

 

[Overview of the Comprehensive Partnership Agreement between Hakuba Village and Uber Japan]

Purpose:To improve mobility services and contribute to the growth and development of Hakuba Village through close collaboration between Uber and Hakuba Village.

Areas of Collaboration:To achieve this purpose, both parties will exchange information and collaborate on the following:

  1. Promoting awareness of services within the region
  2. Encouraging local businesses and stakeholders to promote service usage
  3. Facilitating service adoption and utilization through information sharing and introductions to local businesses
  4. Promoting service usage via websites and apps
  5. Disseminating service-related information to the media
  6. Providing data on service usage and related activities