The 2024-25 ski season proved to be a landmark period for the global snow sports industry, with a record-shattering 399 million skier visits documented. According to the "2026 International Report on Snow & Mountain Tourism" by researcher Laurent Vanat, these figures reflect a massive uptick in interest, with nine specific nations accounting for four out of every five visits worldwide.
A "skier visit" is defined as one person visiting a resort for one day; thus, a week-long trip equates to seven visits. This metric is the standard for gauging the health of the industry, and the latest data highlights significant shifts in travel patterns and market growth.
The Global Leaders
The United States maintains its dominance, recording 61.6 million visits—a 1.8% increase over the previous season. With 95% of its market derived from domestic travelers, the U.S. remains the most stable ski economy. France follows in second place with 54.8 million visits, while Austria holds third with 51.9 million.
Italy continues to be a standout performer in Europe, securing fourth place with 34.1 million visits. The growth in the Italian market is often attributed to a combination of competitive pricing, high-quality culinary experiences, and strategic partnerships with global pass programs. Japan rounds out the top five, seeing a dramatic 15.6% jump to 28.2 million visits, largely driven by international powder seekers, though the country faces ongoing challenges regarding domestic participation and overtourism in key hubs like Niseko.
Emerging Trends and Regional Growth
Switzerland (26.3 million) and China (26.1 million) follow closely behind. China’s growth remains aggressive, bolstered by new infrastructure and indoor facilities, though the nation continues to struggle with long-term retention of new skiers. Further down the list, Canada saw a robust recovery, reaching 19.8 million visits, while Russia moved into the ninth spot with 12.7 million visits, driven by heavy investment in artificial snowmaking capabilities.
The data suggests that the post-pandemic recovery is now fully realized, with international travel serving as a primary engine for growth in the Alpine and Asian markets. As the industry looks toward future seasons, the focus remains on balancing this surge in visitation with the logistical challenges of managing popular mountain destinations.
