Number 9: Sweden — 10.5 Million Skier Visits
Sweden kicks off our countdown with 10.5 million skier visits, and here's what makes this figure remarkable - Sweden has a population of just 10.6 million people. They're achieving nearly one skier visit per resident, with only 15% coming from foreign tourists. That's domestic participation on a level most countries would envy.
The country operates over 200 ski areas, with the largest concentrated in central regions along the Scandinavian Mountains near the Norwegian border. Resorts like Åre, Sälen, and Idre Fjäll have led substantial infrastructure investments over the past decade, creating modern facilities that rival anywhere in Europe.
Climate change might actually work in Sweden's favour. As warmer temperatures threaten snow reliability in traditional European Alps, northern countries like Sweden could see increased demand from international visitors seeking guaranteed snow conditions. It's an interesting twist - whilst southern resorts worry about their future, Sweden sits pretty with reliable winters and growing recognition.
Number 8: Canada — 17.5 Million Skier Visits
Canada sits in eighth place with 17.5 million skier visits, though this represents a significant decline from their usual numbers. In strong winter seasons, Canada easily breaks the 20 million barrier - last year's visits were down almost 15% from the previous season due to below-average snow conditions.
About 12% of Canada's skiers are foreign visitors, predominantly Americans at 67%, followed by Mexicans at 4% and Australians at 2%. For American skiers, Canada offers a closer and more affordable alternative to domestic resorts, particularly with exchange rates often working in their favour.
However, last season's decline isn't just about poor snow or reduced foreign tourism - it's largely attributed to Canada's cost-of-living crisis affecting domestic participation. When mortgage payments and grocery bills squeeze household budgets, ski trips become luxury expenses. The most internationally recognised Canadian destinations remain Whistler and the Banff area resorts, but even these iconic locations felt the economic pinch.
Number 7: China — 23.1 Million Skier Visits
China takes seventh place with 23.08 million skier visits, marking a 16.3% increase from the previous season. This represents the fastest-growing ski market globally, with both skier numbers and resort count increasing steadily year after year.
Much of this growth comes from China's massive expansion of indoor ski centres, which alone attract close to 5 million visitors annually. Last season, China opened 30 new ski resorts - 15 indoor facilities and 15 outdoor resorts. The scale of development is staggering by any international standard.
But here's the challenge that keeps industry analysts awake at night: retention. China has 12.8 million skiers, but up to 70% of ski visitors are first-timers who often don't return. Poor instruction, high costs, and a lack of established ski culture mean many try skiing as a one-off novelty rather than developing it as a regular activity. Until China cracks the retention puzzle, it remains a market of massive potential rather than sustained growth.
Number 6: Switzerland — 23.1 Million Skier Visits
Switzerland narrowly beats China with 23.14 million skier visits - roughly 60,000 more visits. However, unlike China's growth trajectory, Switzerland's numbers continue declining from a peak of almost 35 million visits two decades ago. For a country synonymous with Alpine skiing, this decline tells a sobering story.
The culprit? The strong Swiss Franc has made Switzerland prohibitively expensive for foreign visitors, who increasingly choose cheaper Alpine alternatives in Austria, Italy, or France. This is particularly impactful since foreign tourists are crucial to the Swiss ski industry's economics - they typically spend more and stay longer than domestic visitors.
Despite these challenges, Switzerland still attracts significant American tourism, with 2023-24 marking a record year with 463,000 US winter guests - the second largest group of foreign visitors behind Germany's 676,000. American skiers seem willing to pay premium prices for Swiss prestige, though whether this continues as costs rise remains questionable.
Number 5: Japan — 24.4 Million Skier Visits
Japan rounds out our top five with 24.4 million skier visits, down from 26 million the previous year. However, early indicators suggest this season's exceptional snow conditions will drive numbers much higher - Japan's powder reputation continues growing internationally.
Japan faces an interesting paradox that mirrors broader demographic trends. Whilst the inbound market from Australia and America is booming, the domestic market is declining. An ageing demographic isn't being replaced by younger generations in sufficient numbers, creating long-term sustainability concerns.
This demographic shift has created tensions at some resorts. The Sales Manager for Nozawa Onsen stated they're experiencing "overtourism" due to increasing foreign tourists, with some resorts reaching fatigue over perceived disrespectful behaviour from international visitors. It's a delicate balance between economic necessity and cultural preservation.
Number 4: Italy — 32 Million Skier Visits
Italy claims fourth place with 32 million skier visits, representing 4% growth and bucking the trend of declining or stagnating numbers seen elsewhere in Europe. A decade ago, Switzerland had more skier visits than Italy - now Italy attracts almost 50% more visitors.
Italy recorded 54% foreign skier visits last season - the highest percentage of any ski country. The nation is particularly popular with Polish, Czech, American, British, and German tourists, attracted by great skiing, delicious food, reasonable prices, and the famous Italian approach to life.
American visitors have been particularly drawn by multi-resort passes like Epic and Ikon, which include Italian destinations. The combination of reliable Alpine conditions, excellent cuisine, and competitive pricing compared to Switzerland has made Italy the smart choice for value-conscious international skiers.
Number 3: Austria — 50.1 Million Skier Visits
Austria breaks into the exclusive 50-million club with 50.1 million skier visits. The country's hotel industry recorded 71 million overnight stays during the 2023-24 winter season, with 77% booked by foreign tourists - highlighting Austria's role as Europe's winter tourism powerhouse.
Germans make up by far the largest group of foreign visitors, followed by the Netherlands, UK, and Czech Republic. American visitors have been the strongest growing segment, with nearly 1 million recorded visits - a 13% increase from the previous season.
Austria has invested more than €6 billion in lift infrastructure over the past decade, establishing one of the world's most modern systems. High-speed, detachable chairs with bubble covers and seat heating are standard rather than exceptional - a stark contrast to many other ski destinations where such amenities remain luxury features.
Number 2: France — 51.9 Million Skier Visits
France takes second place with 51.9 million skier visits, beating Austria by just under 2 million visits. The country has seen a surge in American skiers, with some areas like Méribel reporting a 59% increase in US visitors - a trend driven partly by favourable exchange rates and aggressive marketing.
France's appeal to overseas tourists is partly economic - it's 11% cheaper than Austria and 17% cheaper than Switzerland. However, France relies less on foreign tourists than Austria, with almost 9 million domestic skiers comprising over 70% of visits. This domestic strength provides stability that purely tourism-dependent destinations lack.
Unlike Austria and Switzerland's traditionally locally-owned resorts, many French destinations are operated by Compagnie des Alpes, one of the world's largest ski resort operators managing famous resorts like La Plagne, Les Arcs, Tignes, Val d'Isère, and Méribel. This corporate consolidation brings efficiency but sometimes at the expense of local character.
Number 1: United States — 60.5 Million Skier Visits
The United States reigns supreme with 60.5 million skier visits in 2023-24, though this represents a 7.5% decrease from the record 65.4 million visits in 2022-23. Despite the decline, America's dominance remains unchallenged, with numbers that dwarf most other countries combined.
The American ski industry is overwhelmingly domestic, with 95-97% of visits from domestic skiers. High lift pass costs deter overseas visitors, with the small 3-5% foreign component primarily coming from English-speaking countries like Canada, the UK, and Australia, plus significant numbers from Mexico and Brazil.
Foreign visitors typically gravitate toward luxury destinations like Aspen or Deer Valley, which offer massive terrain and global recognition. The mega-pass revolution, led by Epic and Ikon passes, has reshaped how Americans ski, encouraging multi-resort visits and creating new travel patterns across the continent.
The Big Picture
These nine countries represent the powerhouses of global skiing, accounting for the vast majority of the world's 366 million skier visits in 2023-24. The top three Western countries alone - USA, France, and Austria - claimed 44% of all global skier visits, demonstrating just how concentrated this industry really is.
Interestingly, the expected decline from retiring baby boomers hasn't materialised as anticipated. Many older skiers continue participating due to improved longevity and health, even if skiing less frequently. This demographic resilience has helped maintain participation levels despite concerns about generational replacement.
China's emerging market bears watching as the biggest potential disruptor, though Western markets continue dominating for now. The data reveals fascinating regional dynamics - from Switzerland's price-driven decline to Italy's value-driven growth, Japan's demographic challenges, and America's domestic dominance.
The trends shaping tomorrow's ski industry are already visible in today's numbers. Climate change, economic pressures, demographic shifts, and changing travel patterns all influence where people choose to ski. Understanding these power dynamics becomes crucial for anyone following where the industry heads next.
