According to the 2026 International Report on Snow & Mountain Tourism authored by Laurent Vanat, the global ski industry has achieved its most successful season in history. The 2024-25 season saw an impressive 399 million skier visits, a 9% increase over the previous year and a significant leap over the 2018-19 benchmark of 392 million.
Perhaps the most compelling finding in the report is the industry's newfound immunity to poor snowpack. Historically, ski visitation was tethered to natural snowfall; however, global investment in snowmaking infrastructure has allowed resorts to provide consistent terrain regardless of weather trends, effectively stabilizing the industry.
China: Rapid Expansion and New Participants
China continues to be a primary engine for growth, boasting 26.1 million skier visits this past season. Since the 2022 Winter Olympics, the country has transformed from a minor player—with only 50 resorts at the turn of the century—to a powerhouse with 748 operational ski areas, including 66 indoor facilities. The challenge for China remains retention; while millions are trying the sport for the first time, converting these one-day participants into lifelong skiers remains a work in progress.
The United States: The Era of the Mega-Pass
In contrast to China’s new-participant boom, the United States is seeing growth driven by existing skiers utilizing mega-passes like the Epic and Ikon passes. After a slight dip in the 2023-24 season, US visitation rebounded by 1.93%. The data indicates that while mega-passes successfully incentivize frequent visits—with US participants averaging 5.8 days per season—they have struggled to bring new, younger skiers into the fold due to rising costs.
To address this, major operators like Vail Resorts are rolling out targeted pricing, such as a 20% discount on pass products for the 13-30 age demographic. CEO Rob Katz noted that fostering this next generation is essential for the long-term health of the sport, as current pricing models have created a high barrier to entry for many younger travelers.
