Market overview

Ski tourism has largely returned to normal, more than four years after the upheaval caused by Covid-19. The 2022–2023 winter season recorded more than 370 million skier days internationally, according to Laurent Vanat, marking a return to the pre-pandemic average.

Skiing continues to play a vital role in many mountain economies worldwide and visitors to these destinations provide significant economic benefit. Mindful of the climate challenges, the winter sports industry is striving to adopt a sustainable four-season approach where possible. Resorts around the world continue to invest heavily in infrastructure, from new lifts to snow machines, in an effort to support both their sustainability goals and the ever-increasing numbers of skiers globally.

Many markets were affected by warmer temperatures and lower snowfall as a result of the El Niño weather pattern during the 2023–2024 ski season, but as the 2024–2025 ski season approaches, meteorologists are forecasting that a La Niña winter is approaching along with it. La Niña typically brings colder temperatures; while not guaranteeing snow, it potentially bodes well for the coming season.

Regional trends

According to data released by the National Ski Areas Association (NSAA), the 2023–2024 winter season was the fifth busiest on record for ski resorts in the US, with 60.4 million skier visits during the 2023–2024 ski season. Collectively, ski resorts in the US experienced slightly less snow overall, historically linked to lower annual visitor numbers by the NSAA. However, skiers still crowded into the resorts, contributing to a total number of visitors that would have been considered high, even pre-pandemic.

Europe’s ski season presented a mixed picture. Many resorts faced variable weather patterns, limiting season length in 2023–2024, even though overall season lengths are growing. The market is driven by both domestic and international visitors, with Europe being a year-round tourist destination. However, climate change and rising temperatures pose challenges to lower-altitude resorts, leading to increasing investment in snowmaking technology and all-season tourism to sustain growth. Overall, the 2023–2024 season reflected a resilient ski industry, adapting to challenges and offering a promising outlook for ski enthusiasts in Europe.

The Asia-Pacific ski market has grown significantly in recent years, driven by rising disposable incomes, expanding tourism, and increasing regional interest in winter sports. Japan, South Korea, and China are leading the region, offering world-class ski resorts with modern facilities. Japan’s resorts, particularly in Hokkaido and Nagano, are famous for their high-quality powder snow, attracting international tourists, especially from Australia and across Asia. China is a rapidly growing player, investing heavily in ski infrastructure and fostering a domestic skiing culture, with resorts catering to all skill levels.

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