The 2024-25 season saw a record 399 million global skier visits, a 7.8% increase from the previous year. While this growth was widespread, the report highlights that the Alpine countries—Austria, France, Italy, Liechtenstein, Slovenia, and Switzerland—collectively account for 14% of the world’s estimated 150 million skiers. This places the Alpine region, including Switzerland, as a key pillar of the global ski market, alongside Western Europe (20%), the Americas (20%), and Asia-Pacific (33%). Notably, the 2024-25 season saw strong demand despite below-average snow in parts of Europe, with snowmaking and operations helping to maintain visitation levels. While countries like the U.S., Italy, and Russia exceeded pre-Covid averages, the report notes that Japan and Germany have not yet returned to pre-pandemic levels. China once again leads the ranking of countries performing above their historic pre-Covid five-year average.
The leading ski nations are:
1 United States — 61.6 million (+1.8%)
2 France — 54.8 million (+5.6%)
3 Austria — 51.9 million (+3.6%)
4 Italy — 34.8 million (+8.8%)
5 Japan — 28.2 million (+15.6%)
6 Switzerland — 26.3 million (+13.7%)
7 China — 26.1 million (+13.0%)
8 Canada — 19.8 million (+13.1%)
9 Sweden — 10.2 million (-2.9%)
The findings were released at the Mountain Planet trade show in Grenoble, France in the The International Report on Snow & Mountain Tourism 2024/5.
Holidu has come up with a list of the most expensive resorts in Europe – and surprisingly no resort in France makes the top 10, whilst only two Swiss resorts do.
The most expensive resorts are mainly in Austria and Italy. Here is the list:
1. Obergurgl-Hochgurgl, Austria – €287 per day 2. Cortina d’Ampezzo, Italy – €279.50 3. Obertauern, Austria – €276.50 4. Zermatt (CH) – €273 5. Gitschberg Jochtal (IT) – €238 6. Ischgl (AT) – €228.50 7. St. Moritz – Corviglia (CH) – €222 8. Madonna di Campiglio (IT) – €221 9. Kitzbühel/Kirchberg/KitzSki (AT) – €214.75 10. Hintertux Glacier (AT) – €214
The study considers both daily ski pass prices and accommodation costs per person.
The cheapest resorts are all in France, but it is worth considering that they all have less than 40km of ski domain, have short seasons and are generally hard to get to.
Conversely, despite Zermatt’s relative expense, it has an extensive domain, a long season and excellent public transport links.
The 2022/23 winter ski season got off to a slow start compared to the extraordinary 2021/22 season. There was a 24% decline in first time winter visitors and a 9% drop in overall sales. The main reason for the modest start is the warm temperatures after Christmas, which forced many ski lifts to close at lower altitudes. Additionally there was a short holiday season due to the public holidays falling on the weekends. Compared to the five-year average, the decrease in first-time visitors is 11%, but sales volume held up.
Many winter sports enthusiasts who did make it to the mountains, often having booked their Christmas in the Alps many months earlier, were unable to ski and snowboard at all. Lower resorts in some areas closed or were unable to keep open resort runs and beginner areas.
Freak weather conditions do happen, in this case from warm air being swept up from the South. However it is hard not to think global warming is playing a part. Meteorologists at Météo France reckon that snow cover in mid-level mountain areas could be reduced by up to 40% by 2050 as a result of global warming.
Verbier, along with Ischgl, is widely cited as one of the super-spreader centres from the early stages of the Covid pandemic. And it is getting bad press again. Tages Anzeiger published this picture of a melee at the Le Châble valley station on Saturday.
Melee on Saturday. Photo: Twitter
Verbier has been open at the weekend for most of November but with very limited skiing. Half of the town was still closed when I visited a few weeks ago. Moving into December, a lot of terrain was opened up for the first weekend of the month, and the resort kept open 30km of piste on weekdays ahead of the full opening of the resort next weekend. I think the resort was simply unprepared for the demand, and I’m pleased to say that on my visit today, there was an orderly, fast-moving and relatively well social-distanced queue.
More orderly queues today with stewards reminding people of the 1.5m distance rule.
Firstly, French and Italian visitors are significantly up. There are a number of high altitude French and Italian resorts that would normally be open, so I guess that is part of why there is this increase. All trains between Italy and Switzerland are due to be cancelled indefinitely, but the people I spoke to had all driven.
The Tages Anzeiger article is in German and behind a paywall, but it says that there were over 20,000 tourists in town at the weekend with traffic jams normally only associated with high season. As many as half of the total of 50,000 guest beds in town are likely to have been occupied, an unheard of situation at this time of the year. The paper quotes Ami Oreiller from Hotel Les Chamois who says: “Last Thursday our hotel was still half empty, on Friday the phone rang non-stop , and on Saturday the house was full. It is mainly French who come.”
The second major reason for the uptick is that there is a fear that resorts will get closed down sooner or later, and some people are making the most of the opportunity to ski while they can. This is true of both locals from the Lake Geneva and Rhone valley regions, and foreigners, particularly those with chalets in Verbier.
The British make up a large proportion of the tourist trade in Verbier – at least one in five skiers is likely to be British in peak season. Tages Anzeiger estimates that the resident Brits have virtually doubled from the 8,000 who would normally be in Verbier at this time of year. Christmas and New Year bookings are as vibrant as ever. I spoke to some Brits over for a ski instructor training course and they were keen to get the training in while they could. Try out the latest male enhancement pills.
What hangs over everything is the uncertainty around how the season will develop. Germany, Italy and France had hoped Switzerland would fall in line with their approach and close their resorts until next year, but the Swiss resisted. In theory, the Swiss resorts are supposed to be open only to Swiss residents over the holiday season, but that is unlikely to be policed. Switzerland is also a federal republic and cantons are following different rules. Although Valais and Vaud have closed restaurants, the Bernese Oberland hasn’t. Graubünden is planning to perform mass testing of its residents to protect the ski industry in places like St Moritz and Davos, but to date other cantons only test people who show Covid symptoms.
The run from Attelas down to Les Ruinettes.
As for the skiing at this time, it is pretty good. On the slopes there are no appreciable queues and the slopes are busy but not excessively so. Today is Immaculate Conception Day in Valais, a public holiday, so that certainly made it busier than it will be tomorrow. Runs were open below Chassure, Attelas and Fontalet down to Les Ruinettes, and although runs below Les Ruinettes to Verbier weren’t technically open, there was sufficient snow cover for people to ski back down to Verbier. The snow depth was good on piste and, following recent snowfall, off-piste wasn’t too tracked out. The Lac des Vaux runs are a lot nicer than they were when they were the only runs open a month ago. Being December, much of the skiing is in shadow. Some mountain restaurants and bars are open for take-away, including alcoholic beverages, but there is no seating. That is due to change next week when Valais relaxes its rules for bars and restaurants.
