Industry News
Brains
Last season marked a special milestone for skiers and snowboarders globally. With 399 million skier visits counted globally, more people were sliding down mountains than ever before. A skier visit is defined as the days every skier or boarder visits a resort. So a skier or snowboarder visiting a resort for a whole week, equals seven skier visits. It does not reflect the number of skiers but rather the days skied.
Swiss researcher Laurent Vanat each year compiles an extensive report on the global ski industry. We have used his data from his “2026 International Report on Snow & Mountain Tourism” to compile the list of the top nine countries with the most skier visits in 2024-25. These nine countries together make up nearly 80% of the global ski market or four out of five skier visits.
The latest 2024–25 skier visit data reveals not just who leads, but also who’s growing. From the Alps to Asia, here are the to nine 9 most visited ski countries in the world, ranked by total skier visits, with year-over-year change.
#9 Russia — 12.7 million (28.3%)
Russia jumped ahead of Sweden in the 2024-25 season with a growth of nearly a third in skier visits. Despite some weather challenges, artificial snow making ensured timely opening across all regions. Russia has the largest number of mountain ranges in the world but only 3% of the population ski. However, its annual skier visits have now doubled from before the Sochi Winter Games.
#8 Canada — 19.8 million (+13.1%)
Canada rebounds sharply from a down year (17.5 million), returning closer to its long-term average. Strong snow conditions and a recovery in visitation helped drive double-digit growth. International visitors, especially from neighboring USA, remain a key part of the market.
#7 China — 26.1 million (+13.0%)
China continues its rapid expansion, adding nearly 3 million skier visits year-over-year. Growth is driven by both new resort development and the expansion of indoor ski facilities. However, retention remains a major issue, with a high percentage of first-time skiers not returning to the sport.
#6 Switzerland — 26.3 million (+13.7%)
After years of stagnation, Switzerland posts a strong rebound. A weaker Swiss franc and improved snow conditions have helped bring visitors back, particularly from international markets. Despite its high costs, Switzerland remains one of the most iconic ski destinations globally. The addition of several Swiss resorts to American multi-pass products, such as Epic and Ikon passes, has most likely been driving visits from across the Atlantic.
#5 Japan — 28.2 million (+15.6%)
Japan records one of the biggest jumps this season, rebounding strongly from 24.4 million visits last year. The surge is largely driven by international tourism, particularly from Australia and North America, drawn by Japan’s legendary powder. The long-term challenge remains domestic participation, which continues to decline. While the growth in itself is great news for the Japanese ski industry, popular destination resorts like Niseko or Hakuba are reporting issues with overtourism and disrespectful foreigners, which has been leading to the introduction of fines and increased prices for foreigners.
#4 Italy — 34.1 million (+6.6%)
Italy is one of the fastest-growing major ski markets in Europe. Its nearly 7% increase builds on a decade-long upward trend, driven by affordability, food culture, and increasing international exposure through global pass partnerships. Italy now firmly separates itself from Switzerland in total visits, when just a decade ago these countries were tied for skier visits.
#3 Austria — 51.9 million (+3.6%)
Austria remains one of the most tourism-driven ski industries in the world, with over two-thirds of visitors coming from abroad. Growth continues steadily, supported by world-class infrastructure and strong inbound markets, particularly from Germany, the Netherlands, and increasingly the United States.
#2 France — 54.8 million (+5.6%)
France jumps firmly ahead of Austria this season, fueled by strong domestic participation and growing international demand. With vast interconnected ski areas and relatively competitive pricing compared to neighboring Alpine nations, France continues to attract both European and overseas skiers.
#1 United States — 61.6 million (+1.8%)
The U.S. remains the undisputed leader, adding over a million visits compared to last season’s 60.5 million. The industry is overwhelmingly domestic — roughly 95% of skier visits come from within the U.S. — which provides stability even as international travel fluctuates. Large multi-resort operators and strong regional markets continue to drive consistent demand.
The 2024–25 season shows a clear trend: growth is returning across most major ski markets, particularly in countries reliant on international tourism. Japan, Switzerland, and Canada all posted double-digit increases, signaling a strong rebound in global travel and demand for ski experiences. China’s post-Olympic upwards trajectory continunes, although mainly driven by indoor ski centers. Nevertheless, the strong growth in Chinese skiers and snowboarders offers opportunities for many outbound destinations overseas to target this growing market segment. China’s long-term impact on the global ski market could be significant, if it can convert first-time visitors into lifelong skiers.
At the same time, the dominance of the top three — United States, France, and Austria — remains intact. Together, they continue to anchor the global industry, supported by infrastructure, scale, and deeply embedded ski cultures. After years of worries about aging boomers falling away and predictions of declining skier visits, the global ski industry is instead reaching new highs — a promising development.
