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The global ski industry remains one of tourism’s most resilient and high-value sectors—anchored by just nine nations that dominate skier visits, infrastructure investment, and international appeal. According to the 2025 report by Laurent Vanat and data from the NSAA and FIANET, more than 366 million skier visits were recorded worldwide during the 2023–24 winter season. Despite climate volatility, currency challenges, and aging domestic markets, the snow business is not slowing down—it’s evolving.
Below is a look at the top nine ski destination countries shaping the global snow economy and defining where the business of skiing is headed.
#9 Sweden — 10.5 Million Skier Visits
Sweden represents the northern frontier of ski growth. With over 200 resorts and a stable domestic market, it’s attracting renewed attention from European investors and climate-resilient tourism models. Resorts like Åre, Sälen, and Idre Fjäll are positioning Sweden as a snow-sure alternative to the Alps. Foreign visitation remains modest at 15%, but that number is expected to rise as international operators eye Scandinavia’s long-term potential.
#8 Canada — 17.5 Million Skier Visits
Canada’s ski tourism is a cornerstone of its $100-billion-plus winter economy. Though last year’s numbers dipped slightly, the market remains robust, led by global icons like Whistler Blackcomb and Banff. With roughly 12% of visits from abroad—mainly from the U.S.—Canada continues to appeal to travelers seeking value, accessibility, and wide-open wilderness. For operators, the challenge remains balancing affordability with infrastructure investment amid rising costs.
#7 China — 23.1 Million Skier Visits
No market is transforming faster than China’s. Driven by government policy, Olympic legacy, and a rapid build-out of indoor ski centers, China’s snow sector is scaling at unprecedented speed. Thirty new resorts opened last year alone, half of them indoors. The key question is sustainability—retention remains low, with up to 70% of skiers being first-timers. Yet the market’s long-term potential is unmatched, with an emerging middle class eager for leisure and winter recreation.
#6 Switzerland — 23.1 Million Skier Visits
Switzerland, the birthplace of modern ski tourism, faces the challenge of remaining premium while competing with its more affordable neighbors. Despite a decline from its 35-million-visit peak two decades ago, the Swiss brand still commands global prestige. High-value international guests from Germany, the U.S., and the U.K. continue to sustain a luxury-driven model that emphasizes quality over quantity. The strong Swiss franc remains both a strength and a hurdle.
#5 Japan — 24.4 Million Skier Visits
Japan’s powder remains legendary—and so does its allure to international markets. Resorts in Hokkaido and Honshu have become global icons, especially among Australians and North Americans. While domestic participation is declining due to demographic shifts, inbound growth keeps the industry healthy. The business opportunity now lies in balancing authentic local culture with sustainable, respectful tourism as Japan confronts overtourism in some regions.
#4 Italy — 32 Million Skier Visits
Italy has quietly become Europe’s rising ski powerhouse. With 54% of its skier visits from abroad—the highest share globally—Italy benefits from competitive pricing, accessible luxury, and a growing connection to North American pass products like Epic and Ikon. Long-term investments in Dolomiti Superski and Cortina d’Ampezzo are paying off, making Italy the new darling of the European ski travel market.
#3 Austria — 50.1 Million Skier Visits
Austria remains the heartbeat of European ski tourism. With 77% of winter hotel stays from foreign guests and over €6 billion invested in lift infrastructure over the past decade, it’s a model of efficiency and international marketing. Germany continues to supply the largest share of visitors, but U.S. numbers are rising fast. Austria’s ability to merge tradition with technology—heated chairlifts, automated snowmaking, and extensive lodging networks—keeps it at the top.
#2 France — 51.9 Million Skier Visits
France edges out Austria for second place, anchored by the massive ski domains of Les Trois Vallées and Paradiski. A strong domestic base accounts for 70% of skier visits, yet international traffic—especially from the U.S.—is surging. The global operator Compagnie des Alpes oversees many of the country’s largest resorts, reinforcing France’s position as the most corporatized and globally connected ski market in Europe.
#1 United States — 60.5 Million Skier Visits
The U.S. remains the undisputed leader in global skier visits. With 95% domestic participation, the American ski industry is driven by consolidation, season-pass economics, and an unparalleled diversity of terrain—from the Rockies to New England. The business model pioneered by Vail Resorts and Alterra Mountain Company continues to influence global pricing and access strategies. While visitation dipped slightly from record highs, the U.S. ski economy remains the most powerful on earth.
The Global View
Together, the U.S., France, and Austria account for 44% of all skier visits worldwide, underscoring the concentration of wealth and infrastructure in the Western market. But the future will be increasingly influenced by emerging regions like China and Scandinavia, where growth potential outpaces maturity.
Demographics and climate will drive the next decade of change. As aging Baby Boomers continue to ski longer, and younger generations seek experiential, sustainable travel, the global ski economy is poised for transformation—not decline.
At SkiTheWorld.com, we track these trends, investments, and emerging markets to help businesses, destinations, and skiers understand where the snow industry is heading next.
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