Resilience and Recovery: The 18th International Report on Snow and Mountain Tourism

Written By: Arpita Bhowmick

Arpita Bhowmick

I'm from Jamshedpur, Jharkhand. Raised in Tatanagar, I carry the balanced spirit of the Steel City and greenery of the city with me- resilient, gritty,grounded, and committed to excellence yet calm and composed in times of tenacity. I value integrity, teamwork, and delivering results with honesty. Sacred Heart Convent School was the place where I built my foundation of discipline and curiosity and completed schooling. Then moved to Bhawanipur Education Society College, Kolkata, there I broadened my perspective and developed strong academic roots and also got first big exposure to a metro city & diverse cultural heritage. Currently I'm a student of ICFAI Business School, Mumbai , where I'm evolving my business acumen and leadership skills and working for your company Travel and tour world as a freelancer. I love to watch movies and travel, through them I collect stories, not just memories. They shape my personality by making me curious, creative, adaptive and more understanding of people. I'm always eager to learn, explore and contribute to organizations that prioritize people, purpose, and performance and keep learning and growing.

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April 22, 2026 2:47 AM

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The 2024/25 winter season is recognized as a transformative period for the global ski industry, marking the strongest performance recorded in the first quarter of the 21st century. Total skier visits reached a staggering 399 million worldwide, a figure that significantly exceeds the previous benchmark of 392 million set during the 2018/19 cycle. This data was formally introduced in the 18th edition of the International Report on Snow & Mountain Tourism, presented by Laurent Vanat at the Mountain Planet exhibition in Grenoble.

The narrative of the 2024/25 season is defined by a remarkable recovery following the unprecedented disruptions caused by the Covid-19 pandemic. It is noted that during the 2020/21 winter, global visitation plummeted by nearly 50%, raising concerns regarding the long-term viability of mountain tourism in an era of climate change. However, the current findings suggest that these concerns have been met with robust operational strategies and a sustained public appetite for winter sports.

Resilience in the Face of Environmental Challenges

The industry’s ability to adapt to shifting environmental conditions is highlighted as a primary driver of recent success. It is observed that ski resorts have proactively integrated climate adaptation into their core business models. Rather than a collapse, the sector has demonstrated that skier visits remain high even when natural snowfall is inconsistent. This decoupling of attendance from weather patterns is attributed to advanced snowmaking technology and highly efficient resort management.

In regions such as Europe and North America, visitation levels remained stable or increased despite snowfall being recorded below historical averages in several areas. Specifically, the 2024/25 season saw Switzerland achieving its most successful results in over fifteen years. Similarly, Italy, France, Austria, Spain, and Andorra reported positive growth. It is suggested that the reliability provided by technical snow production and favorable holiday scheduling allowed these markets to flourish regardless of meteorological variability.

Regional Performance and Market Dynamics

A detailed analysis of individual markets reveals that the majority of countries have now surpassed their pre-pandemic five-year averages. For the second consecutive year, China is identified as the leading growth market. Strong positive dynamics are also confirmed in the United States, Russia, and Italy. While most regions are experiencing an upward trajectory, Japan and Germany are noted as exceptions where the return to pre-pandemic visitation levels remains less certain.

The 2024/25 winter highlights several critical industry trends. While the total number of ski areas and lifts worldwide has remained stable, the financial landscape is evolving. It is observed that while “window prices” for lift tickets continue to rise, the actual revenue per skier visit is growing at a slower pace, leading to a decrease in overall yield. Additionally, the season-pass model, which has revolutionized demand in the United States, is suggested to have reached an inflection point in that specific market.

Global Footprint and Emerging Destinations

The report identifies 68 countries currently offering equipped outdoor ski areas. While major destinations continue to dominate the statistics, smaller players are increasingly contributing to the global total. Emerging markets are noted in Eastern Europe and Asia, with a total of approximately 2,000 ski resorts being tracked globally. The diversity of the industry is further evidenced by the continued operation of facilities in locations as varied as Cyprus, Greece, India, Iran, Lebanon, Morocco, New Zealand, Pakistan, and Turkey.

It is reported that only two countries, Israel and South Africa, did not offer skiing during the 2024/25 winter. Notably, these absences were attributed to geopolitical and economic factors rather than climatic limitations. This distinction underscores the fact that the industry’s challenges are multifaceted, involving more than just environmental sustainability.

The Role of Independent Research in Industry Strategy

The publication of this report by Laurent Vanat, an independent consultant and alumnus of the University of Geneva, provides the industry with a vital benchmarking resource. Since 2009, this annual review has been utilized by organizations such as UN Tourism, the FIS, OITAF, and IMTA to understand market evolution. The methodology focuses on business strategy and market analysis, ensuring that the findings remain objective and data-driven.

The continued relevance of the International Report on Snow & Mountain Tourism is supported by its ability to challenge mainstream narratives. By documenting the record-breaking 399 million visits, the report provides a counter-narrative to claims of industry decline. It is concluded that through technological investment and strategic planning, the global ski industry has not only recovered from a global health crisis but has entered a new phase of growth and resilience at the conclusion of the first quarter of the 21st century.

Future Outlook and Technological Integration

Looking forward, the reliance on high-quality snowmaking and diverse revenue streams is expected to intensify. The 2024/25 season serves as a blueprint for how mountain tourism can thrive by focusing on guest experience and operational reliability. As skier visits continue to climb, the industry’s focus is anticipated to shift toward maximizing yield and managing the balance between high-volume attendance and environmental stewardship.

The success of the 2024/25 season is viewed as a testament to the enduring appeal of the mountains. Despite the complexities of the modern global environment, the data indicates that the desire for alpine recreation is stronger than ever. The resilience shown by operators in North America, Europe, and the emerging markets of Asia suggests a stable foundation for the remainder of the century.