Global ski industry stronger than ever according to new research
Global ski industry stronger than ever according to new research
Published : 29-Apr-2026 06:38
The global ski industry has not only recovered from the shock of the Covid-19 pandemic but is now stronger than at any point this century, according to the latest International Report on Snow & Mountain Tourism by industry consultant Laurent Vanat.
The 18th edition of the annual report, presented by Laurent Vanat earlier this month at the 'Mountain Planet' conference in Grenoble, paints a picture of resilience and renewed growth across global ski markets during the 2024/25 winter season.
The report reflects on a turbulent period that saw global skier visits collapse by nearly 50% in 2020/21 due to pandemic restrictions. At the time, concerns mounted over whether an industry already under pressure from climate change could recover.
However, the report records 399 million skier visits worldwide for the 2024/25 season - the highest figure of the century so far, and above the previous peak of 392 million in 2018/19.
Most markets have now matched or exceeded their pre-pandemic performance, signalling a clear return to long-term growth trends.
According to the report, climate change has yet to trigger widespread decline, with strong visitor numbers as resorts have adapted their operations and investment strategies.
The season also revealed signs that demand is less dependent on natural snowfall. Across much of Europe, below-average snow conditions did little to deter visitors. Improved snowmaking, efficient resort management and favourable weather helped maintain strong attendance, with Switzerland enjoying its best season in more than 15 years.
In North America, visitation also remained robust despite inconsistent snowfall, while in Asia the return of international travellers boosted demand, particularly in Japan.
China continues to lead global growth, outperforming pre-pandemic averages for a second consecutive year, while the United States, Italy and Russia also posted strong results.
The report notes that around 2,000 ski areas exist in 68 countries globally.
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