#7 China - 26.1 million (+13.0%)
China added nearly three million visits year-on-year, driven by new resort development and the continued expansion of indoor ski facilities. The retention problem remains significant - a high proportion of first-time skiers do not return to the sport. China's long-term impact on the global ski market depends heavily on whether it can convert casual interest into repeat participation.
#6 Switzerland - 26.3 million (+13.7%)
A meaningful rebound after years of stagnation. A weaker Swiss franc helped bring international visitors back, and the inclusion of Swiss resorts on the Epic and Ikon passes has clearly contributed to driving transatlantic traffic. Switzerland remains expensive by any measure, but the demand is evidently still there.
#5 Japan - 28.2 million (+15.6%)
The biggest percentage jump of any country in the top nine. Japan rebounded from 24.4 million visits the prior season, with the surge driven almost entirely by international tourism - particularly from Australia and North America. For Australian skiers, Japan has become a genuinely significant destination, and the numbers reflect that.
The growth is not without friction. Popular resorts like Niseko and Hakuba are grappling with overtourism, and some areas have introduced fines and foreigner-specific pricing in response. Worth keeping an eye on as a practical trip-planning consideration.
#4 Italy - 34.1 million (+6.6%)
Italy continues a decade-long upward trend, now clearly ahead of Switzerland in total visits - the two countries were roughly equal a decade ago. Affordability relative to other Alpine destinations, food culture, and growing pass partnerships are all contributing factors. The Dolomites in particular have become a major draw for international visitors.
#3 Austria - 51.9 million (+3.6%)
Austria's ski industry is among the most internationally dependent in the world, with over two-thirds of visits coming from abroad. Growth is steady rather than dramatic, underpinned by strong inbound demand from Germany, the Netherlands, and a growing US market. Infrastructure investment continues, and Austria remains one of the most reliable destinations in the Alps.
#2 France - 54.8 million (+5.6%)
France moves clearly ahead of Austria this season. Strong domestic participation provides a solid base, and large interconnected ski areas with competitive pricing relative to Switzerland continue to attract international visitors. France is the Alps' volume play.
#1 United States - 61.6 million (+1.8%)
The US holds the top spot comfortably, adding just over a million visits on last season's 60.5 million. The market is overwhelmingly domestic - roughly 95% of visits come from within the country - which insulates it from the swings in international travel that affect other markets. Large multi-resort operators and strong regional demand keep the numbers consistent.
What the data suggests
The 2024-25 season shows growth returning across most major markets, with Japan, Switzerland, and Canada all posting double-digit increases. For an industry that has spent years worrying about an ageing participant base and declining visits, a record total is a reasonable cause for quiet optimism.
The US, France, and Austria remain the anchors. China's trajectory is interesting but dependent on retention. And Japan's boom is real - though whether the infrastructure can absorb the demand without eroding the experience is a question Australian visitors are probably already asking.
