Nasu Highland Park

What Nasu Highland Park does

Nasu Highland Park (那須ハイランドパーク) is a privately held, single-site amusement park and resort located in Nasu-machi, Tochigi Prefecture, Japan, established in 1969 and operated by Towa Nasu Resort Co. The company operates 40+ attractions — including roller coasters, themed rides, stage shows, and seasonal events — across one physical site, supplemented by an on-site hotel under the TOWA Pure Cottages (PUREコテージ) brand offering 100+ room types such as rental cottages, pet-friendly rooms, glamping, and trailer houses. A differentiated pet-friendly positioning anchors the brand: dogs can enter for a fee, ride designated attractions, stay in dedicated accommodation with private dog runs, and access a dog-only annual passport (Wandaful Annual Passport, 3,000 yen per dog). Recent 2025 product additions include the WanPod smart pet-stay box and a summer-limited water athletic course.

The business operates a multi-stream monetization model: per-visit entry tickets (1,600 yen adult) and full-day Fantasy Pass Set bundles (5,800 yen adult) account for one-time purchase revenue; annual passports (14,000 yen adult / 10,000 yen child, with renewal discounts of 11,000 / 8,000 yen) generate subscription-style recurring revenue; the official hotel captures lodging spend with bundled park-and-stay packages that include free admission, discounted ride passes, free parking, 30-minute early entry, and complimentary child stays; and on-site restaurants, shops, and event food stalls contribute food, beverage, and merchandise income. Distribution is via a direct WEB Ticket Store, a dedicated travel-agency portal for group bookings, LINE Official Account (used for event updates, birthday discount coupons, and branded stamps), and the official hotel channel.

Customer segments center on families with children (the primary segment), pet owners (a primary differentiator versus typical Japanese theme parks), and young adults and teenagers targeted through celebrity/influencer stage shows and nighttime events such as the Nasu High Night and Sky Lantern Festival. Marketing is event-driven: the park runs summer festivals, celebrity stage shows, and seasonal campaigns (e.g., a Kabaya Foods candy giveaway), and cross-promotes with nearby attractions including Rindo Lake Family Farm and NOZARU. The company maintains 51-100 employees, does not disclose revenue, has no venture capital or public-market backing identified, and shows no proprietary AI/ML capability. Operations remain anchored to a single domestic location in the Kanto region, with the parent/management relationship and broader corporate affiliation to Nippon Theme Park implied but not explicitly confirmed.

Name

Nasu Highland Park

Legal name

Towa Nasu Resort Co.

Website

https://nasuhai.co.jp

Company type

Private

Founded year

1969

Operating status

Operating

Headcount range

51–100 employees

Short description

Nasu Highland Park is a privately held, single-site amusement park resort in Tochigi, Japan offering 40+ attractions, on-site cottages and pet-friendly hotel accommodation under the TOWA Pure Cottages brand, and ticket, annual-pass, and event-driven revenue serving families, pet owners, and young-adult visitors in the Kanto region.

Ownership category

akta.pro rank

Product category

Amusement Park / Theme Park Operations

NAICS

Amusement and Theme Parks (71311), Amusement Parks and Arcades (7131)

akta.pro primary industry

Destination Theme Parks (Large-Scale, Multi-Attraction Parks) (THAJAEAA)

akta.pro secondary industry

Resort/Hotel-Integrated Parks (On-Property Theme/Water Parks) (THAJAEAF)

Keywords

• Amusement park operations
• Theme park attractions
• Family leisure services
• Pet-friendly resort
• Theme park ticketing

Headquarters

HQ city

Tochigi

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Revenue model

1. Theme Park Entry and Ride Tickets: Revenue from admission fees and individual attraction tickets. Adults pay 1,600 yen for entry only, with full-day ride passes (Fantasy Pass Set) at 5,800 yen for adults and 4,100 yen for children.
2. Annual Passports: Annual passport programs offering unlimited access. Regular annual passport at 14,000 yen for adults, with renewal discounts at 11,000 yen. Dog annual passport available at 5,000 yen.
3. Official Hotel (PUREコテージ): On-site accommodation through affiliated brand PUREコテージ, offering cottages, pet-friendly rooms, glamping, and trailer house options. Includes park admission benefits and priority entry for hotel guests.
4. Food, Beverage, and Merchandise: On-site restaurants and shops offering food, beverages, and souvenirs. Event-specific food stalls during summer festivals and special events.
5. Individual Attraction Tickets: Single attraction tickets for guests who purchased entry-only tickets. Individual ride prices range from 400 yen to 1,200 yen per attraction.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Nasu Highland Park operates a single-location theme park in Nasu, Tochigi Prefecture, Japan, offering admission to over 40 attractions including rides, shows, and experiences. It sells day tickets (entry-only or Fantasy Pass with unlimited rides), annual passports, and individual attraction tickets, supplemented by on-site food, beverage, and merchandise sales. An affiliated official hotel (TOWA Pure Cottages) provides accommodation with park admission privileges.

Product overview

Nasu Highland Park is an amusement park resort in Tochigi Prefecture, Japan offering a unified leisure experience. The core product is the Fantasy Pass (combined entry + unlimited rides), supplemented by individual attraction tickets, annual passports, and the pet-focused Wandaful Passport. The TOWA Pure Cottages serves as the official on-site hotel with cottages, glamping, and trailer accommodations. An online WEB Ticket Store provides advance purchase capabilities, while a LINE Official Account delivers promotional content. The park operates seasonal events including summer festivals with lantern displays and water attractions.

Differentiator

Problem solved

Functional benefit

Brands

• TOWAピュアコテージ (TOWA Pure Cottage): Official hotel adjacent to the theme park offering accommodation with park privileges.

Products and services

• Fantasy Pass Set (入園＋1日乗り放題パス) A combined day ticket offering park entry plus unlimited ride access. Adults (middle school+) pay 5,800 yen; children (3 years to elementary school) pay 4,100 yen; seniors (65+) pay 4,400 yen; dogs (entry + dog ride pass) pay 2,500 yen.
• Park Entry Ticket (入園券) Basic park admission ticket without ride access. Adults pay 1,600 yen, children 800 yen, dogs (entry only) 500 yen.

Quantifiable outcome

• Elementary school age and under children stay free when booking official hotel packages with adults
• +1 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• TOWA Nasu Resort Co. (東和那須リゾート)coreOthersParent company managing the resort operations. The copyright notice states '© Towa Nasu Resort Co. All Rights Reserved.'
• PUREコテージ (PURE Cottages)coreStrategic or Co-development PartnerOfficial hotel brand of Nasu Highland Park offering on-site accommodation including cottages, pet-friendly rooms, glamping, and trailer houses. Hotel guests receive park admission benefits including free entry, discounted ride passes, early entry, and free parking.
• NOZARUminorChannel Partner/ Reseller/ DistributorNearby attraction in Nasu area featured in partner links section. Cross-promotional relationship with linked branding.
• Rindo Lake Family Farm (りんどう湖ファミリー牧場)coreChannel Partner/ Reseller/ DistributorRelated attraction and partner offering joint annual passport discounts. Cross-promotional relationship and shared ticketing platform. Nasu Highland Park annual pass holders receive discounted admission to Rindo Lake.
• Kabaya Foods (カバヤ食品)minorGTM or Marketing PartnerPromotional partnership for summer campaign featuring Kabaya Foods 'Salt Charge Taberetts' candy giveaway campaign.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Yomiuriland: Yomiuriland is a long-established amusement park in Kawasaki, Kanagawa, serving Kanto families with rides, a pool, and seasonal events. Comparable as a regional Japanese theme park targeting family day-trip visitors with annual passport programs.
• Fuji-Q Highland: Fuji-Q Highland is a destination theme park in Fujiyoshida, Yamanashi, with thrill rides, family attractions, and on-site hotels — closely matching Nasu Highland Park's model of a regional Japanese theme park with integrated lodging and multi-attraction positioning.
• Tobu Zoo: Tobu Zoo is a regional Japanese amusement park and zoo operated by Tobu Railway in Miyashiro, Saitama. Comparable as a mid-sized Kanto-region destination with rides, animal attractions, and seasonal ticketed events serving families.
• Rusutsu Resort: Rusutsu Resort in Hokkaido combines a theme park with hotels and ski facilities — highly comparable to Nasu Highland Park's hotel-park integration model and year-round leisure positioning in a resort destination.
• Nagashima Spa Land: Nagashima Spa Land is one of Japan's largest theme parks in Mie Prefecture with extensive rides, on-site hotel, and an integrated spa/water park. Comparable as a multi-attraction destination park with bundled lodging that competes for similar domestic leisure demand.
• Hamanako Pal Pal: Hamanako Pal Pal is a regional amusement park in Shizuoka with rides and an integrated hotel, comparable to Nasu Highland Park's blend of mid-scale attractions and on-property accommodation serving Japanese domestic leisure travel.
• Parque España (Shima Spain Village): Shima Spain Village is a destination theme park in Mie Prefecture with themed attractions and on-site hotel. Comparable as a single-site destination park with bundled lodging targeting Japanese family and group visitors.

Broad incumbents

• Tokyo Disney Resort: Tokyo Disney Resort (Tokyo Disneyland and DisneySea) is the dominant Japanese theme park destination. Comparable as a Japanese theme park operator competing for the same Kanto leisure demand, but at vastly greater scale, IP depth, and marketing budget than Nasu Highland Park.
• Universal Studios Japan: Universal Studios Japan in Osaka is a major destination theme park competing for Japanese domestic tourism spend. Highly comparable business (ticketed park with rides, hotels, F&B) but at much larger scale and with global IP that Nasu Highland Park cannot match.

Regional players

• NOZARU: NOZARU is an adventure/outdoor attraction in the Nasu area formally partnered with Nasu Highland Park via cross-promotional links. Comparable as a Nasu-region leisure destination operator that shares the same catchment and customer base but focuses on adventure rather than theme-park attractions.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/nasuhai
• Facebookfacebook.com/nasuhighlandpark

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Nasu Highland Park