Swiss ski resorts have started the 2024/2025 winter season with a record number of visitors. Fresh snow at low altitudes, sunny weather and the favourable timing of the holidays have attracted both day and overnight guests to the mountains. According to a survey by Switzerland Tourism (ST), there were around 3% more overnight stays during the festive season compared to the previous year, and day trips grew by over 3%.
Some ski resorts recorded historic highs. In the Schwyz ski resort of Hoch-Ybrig, for example, manager Wendelin Keller reported record numbers of guests and revenues: around 5,500 people flocked to the slopes every day. The figures for Arosa Lenzerheide were similarly encouraging, with a record 28,000 guests registered on 30 December. In Laax, visitor numbers between Christmas and New Year were 6.5% higher than in the previous year, with a peak day of 17,845 first-time admissions.
Davos, Klosters, Engelberg-Titlis and Flumserberg were also very busy. These areas benefited from perfect piste conditions, glorious weather and a high number of foreign tourists, particularly from English-speaking countries. Pizol and Sörenberg also saw impressive visitor numbers on peak days, with up to 6500 and 6000 guests per day respectively. New infrastructure, such as the world’s steepest aerial cableway in Mürren, also contributed to the attractiveness.
Western Switzerland also reported record figures: Grimentz-Zinal recorded the best December in history, and in Verbier there were over 20,000 skiers on the slopes every day. In Anzère, the visitor record of 5,723 daily admissions was exceeded twice.
Lower-lying regions also performed well.
The increased demand led to capacity bottlenecks in some areas, particularly in the catering industry. Nevertheless, the industry proved well equipped to deal with the situation, and initial feedback suggests that guests were mostly satisfied. The Swiss cable car companies are also optimistic about the future: the industry association reported an 18% increase in visitor numbers compared to the previous season, and a 31% increase over the last five years. The lower-lying regions of eastern and central Switzerland benefited particularly well.
Winter holidays were also popular with international guests. Switzerland Travel Centre (STC) reported a 20% increase in hotel bookings compared to the previous year. Martin Nydegger, director of Switzerland Tourism, is delighted: ‘This is how it should be: the holidays, with lots of guests and great weather, ensure a brilliant start to the winter season.’ Nydegger emphasises that international marketing of Swiss winters among new target groups will be further intensified.
One decisive factor for this success was the early onset of the snow season: snow fell as early as November, triggering an early wave of bookings. The dynamic pricing models of many destinations also helped to boost demand, although some areas such as Andermatt-Sedrun switched back to fixed prices. The entire winter sports industry benefited from the stable weather conditions, which particularly attracted day visitors to the ski resorts.
In addition to the mountains, urban destinations also recorded slight gains, mainly due to Christmas markets and art exhibitions. Overall, it is shaping up to be a successful winter season, which not only provides economic impetus but also further strengthens snow sports in Switzerland.