Ski Resorts in the U.S. Gear Up for Domestic Tourism Surge Amid International Travel Slowdown

Published on December 3, 2025

As the winter season approaches, ski resorts across the United States, including Whitefish Mountain Resort in Montana, are preparing for what could be a difficult ski season ahead. In a typical year, international travellers would flock to some of the U.S.’s most popular ski destinations, contributing significantly to the winter tourism economy. However, with global political tensions escalating, U.S. ski resorts are bracing for a steep decline in international visitors, especially from key markets in Europe, Canada, and Asia.

This change is particularly concerning for ski resorts that have historically relied on international guests to fill their slopes and accommodations. With visa restrictions, diplomatic tensions, and fluctuating travel policies, the global ski market is facing challenges that are having a direct impact on the winter tourism industry.

At Whitefish Mountain Resort, for example, the typical pre-season training for ski patrollers includes evacuation drills and safety checks on chairlifts. While the resort is gearing up for another season of snow and slopes, the situation feels different this year. Typically a bustling hub of international guests, this season the resort, along with others across the country, is facing uncertainty over how many international travelers will make their way to the U.S. to enjoy the ski season.

Political Tensions and Its Impact on International Tourism

Political factors, including the ongoing tensions between the U.S. and certain countries, are contributing to a decline in international travel to U.S. ski resorts. Issues such as increased visa restrictions, strained diplomatic relations, and changes in travel policy have created an environment where potential visitors from abroad are either hesitant to travel to the U.S. or face significant hurdles when trying to visit.

Countries like China, Russia, and certain European nations are seeing lower numbers of outbound tourists to the U.S. due to these political issues. For ski resorts that depend on international visitors, this decline is a serious concern. The U.S. has traditionally drawn large numbers of ski tourists from countries such as Germany, the UK, Canada, and Japan. However, in the current climate, resorts are struggling to secure bookings from these regions.

For resorts like Whitefish Mountain Resort, which has a history of welcoming guests from Europe, Canada, and even South Korea, the absence of international tourists could lead to lower overall revenue. With fewer international visitors, resorts will need to rely more heavily on domestic travelers to fill the gaps.

Changing Trends in U.S. Ski Tourism

While U.S. ski resorts are dealing with the decline in international visitors, domestic tourism remains a critical segment. Ski resorts are focusing more on attracting U.S.-based travelers, offering deals, packages, and targeted marketing campaigns to encourage more domestic tourism. These efforts are aimed at making ski vacations accessible to American families, millennials, and adventure seekers who may not traditionally travel internationally for skiing.

Additionally, ski resorts are pivoting to adapt to changing consumer preferences. Many resorts are offering more year-round experiences that blend skiing with other activities, such as snowboarding, hiking, and luxury winter retreats, to make destinations more appealing even for domestic visitors. For example, Whitefish Mountain Resort has been marketing its year-round appeal with expanded outdoor activities and wellness services that could cater to those looking for more than just skiing.

In addition to attracting new domestic travelers, U.S. ski resorts are placing more focus on sustainability, eco-tourism, and wellness tourism to maintain their appeal. With environmental concerns gaining prominence, resorts are increasingly offering green travel packages, promoting their efforts to reduce their carbon footprints, and ensuring that their facilities are eco-friendly. These changes aim to make resorts more attractive to travelers concerned about sustainability and environmental impact.

The Need for Diversification in the Ski Industry

The ski industry, especially in regions like Montana and Colorado, has always been susceptible to fluctuations in international tourism. To address the growing concerns of political tensions affecting international travel, ski resorts are diversifying their services. Resorts are now emphasizing not only skiing but also other aspects of winter tourism, such as snowshoeing, ice climbing, snowmobiling, and winter festivals.

By offering a wider variety of experiences beyond skiing, resorts are able to reach a broader audience and offset some of the revenue losses due to the lack of international travelers. This diversification is seen as a way to stay competitive in the evolving tourism landscape, where travelers are increasingly seeking unique and diverse experiences.

Looking Ahead: Recovery for U.S. Ski Resorts

As the winter season unfolds, U.S. ski resorts are working hard to adapt to the changing tourism dynamics. Though international travel to the U.S. may face ongoing challenges, the industry remains hopeful that domestic tourism can help sustain the sector through the 2025 ski season and beyond.

Furthermore, U.S. ski resorts are investing in infrastructure upgrades, enhancing guest experiences, and promoting new attractions to attract both domestic and international tourists. The hope is that as political tensions stabilize and travel policies evolve, international visitors will once again flock to U.S. resorts, bringing back the robust tourism numbers of past seasons.

In conclusion, while U.S. ski resorts face a tough winter ahead due to declining international travel, the sector’s efforts to focus on domestic tourism, diversify offerings, and enhance sustainability initiatives may provide the foundation for a strong recovery. The success of U.S. ski resorts this season will depend on their ability to adapt to the current tourism landscape and cater to the changing needs of travelers in an increasingly interconnected world.