Has Skiing Bounced Back From COVID? Global Skier Visit Numbers Suggest So

Why It Matters

The surge in skier visits confirms the sector’s post‑pandemic resilience and signals that demand can thrive despite climate variability, reshaping investment and operational strategies across the global ski market.

Key Takeaways

• 2024/25 season hit 399 million skier visits, surpassing 2018/19 record.
• Visits grew despite below‑average natural snowfall in North America and Europe.
• China, the US, Italy and Russia exceeded pre‑COVID five‑year averages.
• Season‑pass adoption rises while lift ticket prices outpace revenue per visit.
• Emerging ski destinations from Eastern Europe to Africa boost global growth.

Pulse Analysis

The International Report on Snow & Mountain Tourism, now in its 18th edition, shows that the ski sector has not only recovered from the pandemic shock but is setting new participation records. Global skier visits reached 399 million in the 2024/25 season, eclipsing the pre‑COVID high of 392 million recorded in 2018/19. This rebound reflects a broader consumer appetite for outdoor recreation after years of lockdowns, and it provides a data‑driven reassurance to investors that demand is resilient even when external shocks occur.

Perhaps more striking than the raw numbers is the diminishing role of natural snow in driving visitation. In both North America and Europe, snowfall fell below historical averages, yet lift‑ticket sales remained robust, aided by extensive snowmaking and aggressive holiday marketing. China emerged as the fastest grower, outpacing its pre‑COVID five‑year baseline, while traditional markets such as Japan and Germany lagged. At the same time, season‑pass models have reached an inflection point in the United States, boosting attendance even as per‑visit revenue and yield compress under rising price structures.

These trends carry strategic implications for ski‑area operators, equipment manufacturers and regional tourism boards. The decoupling of visitation from snow depth suggests that investment in snowmaking infrastructure and digital pass platforms can safeguard revenue streams against climate variability. Emerging destinations across Eastern Europe, the Middle East and Africa are adding diversification to the market, inviting capital into previously untapped terrain. However, the narrowing yield per skier signals pressure on profitability, urging operators to refine pricing, enhance ancillary services and explore sustainable practices to maintain growth without eroding margins.