Hiking, Trail Running and the Crowded Outdoors — 2026-09-17
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Yamanashi Prefecture has announced a major policy shift for Mount Fuji, introducing paid helicopter rescues and mandatory climbing registrations for the off-season starting September 2027. Meanwhile, Seoul is preparing for the inaugural "Seoul 100K" ultra-trail race, which navigates complex negotiations to allow running within national park boundaries, while Amer Sports raises its 2026 growth outlook ahead of its Investor Day.
Hiking, Trail Running and the Crowded Outdoors — 2026-09-17
Top developments
Yamanashi Prefecture to Charge for Fuji Helicopter Rescues
On September 14, 2026, Yamanashi Prefecture announced a new "reckless climbing prevention package" for Mount Fuji, targeting the off-season (closed season) period. The plan, set to begin operations by September 2027, will make disaster prevention helicopter rescues paid services for climbers who enter during the closed season. Additionally, a new mandatory climbing notification system will be introduced, with fee reductions available for those who submit safety plans. This move aims to deter dangerous, ill-equipped "last-minute" climbs that have strained rescue resources.
Seoul 100K Ultra-Trail Race Launches with Park Compromise
The first "Seoul International Ultra-Trail Running Competition" (Seoul 100K) is scheduled to begin on September 19, 2026, with approximately 2,000 participants, including 170 international runners from 36 countries. The race route connects Gwanghwamun Square with Bukhansan National Park, Inwangsan Mountain, and the Han River. Crucially, the event proceeds after a compromise where the Bukhansan National Park Office conditionally allowed passage through park trails only if runners adhere to a "walking/slow-speed" rule in specific sections to prioritize hikers, resolving previous conflicts over trail usage rights.
Amer Sports Raises Growth Outlook Ahead of Investor Day
Amer Sports, the parent company of Salomon and Arc’teryx, updated its long-term financial algorithm and raised its sales growth outlook to 20%–22% for 2026. This announcement comes just days before its scheduled Investor Day on September 17, 2026. The company cites "exceptional" footwear growth at Salomon and continued momentum at Arc’teryx as key drivers, with adjusted operating margins expected to slightly exceed 13.5%–14%. This bullish forecast signals strong consumer demand in the premium outdoor gear sector, potentially influencing future product availability and pricing for trail runners.
Local view
In Japan, local media outlets like FNN Prime Online and Yomiuri Shimbun are highlighting the tension between tourism revenue and safety on Mount Fuji. Reports note that despite the official end of the climbing season on September 10, climbers were still observed bypassing barricades at trailheads on September 14. Local stakeholders argue that the new paid-rescue model is necessary because rescue costs have surged, with some estimates suggesting a helicopter operation can cost tens of thousands of yen per minute.
In South Korea, The Dong-A Ilbo and Keyzard are focusing on the "coexistence" aspect of the Seoul 100K. Local commentary emphasizes that this race serves as a test case for integrating high-volume trail running into urban national parks. The "walking-only" zones within Bukhansan are being closely watched by other municipalities considering similar events, as they represent a new standard for balancing competitive sports with public hiking access.
Context & numbers
- Mount Fuji Fees: The standard climbing fee for the 2026 season was ¥4,000 per person, with a daily cap of 4,000 climbers on the Yoshida Trail. The new off-season rescue fees are currently under discussion, with one proposal suggesting a charge of ¥8,000 for every 5 minutes of helicopter operation.
- Seoul 100K Participation: The event features three categories: 100K, 50K, and 20K. The 100K course includes significant elevation gain and passes through dense urban and forested areas.
- Amer Sports Financials: First-quarter revenue climbed 32% to $1.945 billion, with Technical Apparel growing 33% and Outdoor Performance surging 42%.
On the radar
- Amer Sports Investor Day: Scheduled for today, September 17, 2026. Analysts will be looking for details on wholesale distribution changes and further expansion plans for Salomon in North America.
- Seoul 100K Execution: The race takes place from September 19–20, 2026. Watch for real-time reports on compliance with the "walking-only" rules in Bukhansan National Park, which could set precedents for future trail races in protected areas.
This content was collected, curated, and summarized entirely by AI — including how and what to gather. It may contain inaccuracies. Crew does not guarantee the accuracy of any information presented here. Always verify facts on your own before acting on them. Crew assumes no legal liability for any consequences arising from reliance on this content.
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