The first figures for ski resort visitor numbers have just been released by the ANMSM – Atout France National Mountain Resort Observatory for the 2024/2025 winter season. With an accommodation occupancy rate of 71%, visitor numbers remain stable compared to the previous season, showing a balance across the French mountain ranges. Resorts started the season on a positive note, particularly during the Christmas holidays, with an attendance rate of 85% (+3 points compared to 2024). The 2025 winter holidays also recorded solid results with a rate of 84% (+1 point compared to the previous year).
Fluctuations during the March half-term holidays
Despite the good performance at the start of the season, the periods in between were more varied. The March half-term holidays in particular saw a significant drop in visitor numbers, a trend that has been observed in recent years. This phenomenon is often linked to climatic factors and lower visitor numbers outside school holidays. However, resorts benefited from good snow conditions, which helped to maintain a certain level of stability.
According to data provided by Auvergne-Rhône-Alpes Tourisme, the occupancy rate for accommodation in resorts during the March 2025 mid-season holiday period stood at 58%, down 4 points on the previous year. This decrease can be partly explained by the shift in the British and Flemish Belgian holidays to early April, which reduced international visitor numbers at the end of March. In addition, the absence of the Easter weekend in March, unlike in 2024, deprived resorts of their traditional influx of visitors.
Despite these challenges, some types of accommodation fared better. Hotels and holiday villages recorded limited declines in occupancy of around 2 points, while tourist residences, although enjoying a high occupancy rate of nearly 73%, saw a 7-point decline compared to the previous year.
In addition, encouraging booking trends were observed, thanks in particular to favourable weather conditions in early March. The weeks of 8 and 15 March saw occupancy rates up by 1.6 and 1.4 points respectively compared with 2024, illustrating a growing trend towards last-minute bookings.
Growing influx of international holidaymakers to ski resorts
French mountain resorts recorded a significant increase in foreign visitors during the 2024-2025 winter season. According to the National Observatory of Mountain Resorts (ANMSM) and Atout France, 54% of resorts saw an increase in international visitors compared to the previous season.
This growth is particularly marked among non-European customers. American holidaymakers increased by 10.6%, while Canadians recorded a significant rise of 21.3%. These figures demonstrate the growing appeal of French resorts to North American markets, attracted by the quality of the infrastructure and the diversity of the offerings available.
Among European visitors, Scandinavians recorded an increase of 7.2%, Dutch visitors 4.2%, Germans 2.8% and Swiss visitors 0.8% . These increases reflect positive momentum in nearby markets, reinforced by targeted promotional campaigns and improved accessibility to resorts.
At the same time, French customers remain loyal to mountain resorts, with 57% of resorts reporting stable visitor numbers.
Efforts to diversify mountain resorts
Jean-Luc Boch, president of the ANMSM, highlighted the resorts’ efforts to diversify in order to attract a younger clientele. The aim is to offer skiing activities, but also alternative leisure activities that appeal to a wider audience. These efforts have helped to maintain a loyal clientele and attract new holidaymakers, mainly thanks to offers tailored to young people.
Non-skiing activities play a crucial role in the attractiveness of resorts. 52% of resorts have seen stable demand for these activities. Walking in particular has seen a sharp increase, with 64% of respondents reporting higher demand. These activities allow holidaymakers to enjoy the mountains in a gentler and more accessible way, thus attracting a more diverse clientele.
Nordic resorts make a strong comeback
Nordic ski resorts have also seen a strong recovery. After difficult seasons, they recorded results higher than those of the previous two years, thanks to an exceptional start during the Christmas holidays. This recovery reflects the growing appeal of Nordic sports, particularly cross-country skiing, which complements the traditional offering of Alpine resorts.
Booking trends: last minute and short stays
According to the National Observatory of Mountain Resorts (ANMSM) and Atout France, 52% of resorts saw an increase in last-minute bookings compared to the previous season. This trend reflects a growing desire among holidaymakers to ensure optimal snow conditions before committing, as well as an adaptation to the current economic uncertainties.
Short breaks: flexibility is key
At the same time, 55% of resorts have seen an increase in short breaks. This trend can be explained by holidaymakers’ desire for flexibility, as they seek to make the most of their time and budget. Short breaks also meet growing demand for more frequent but shorter getaways.
Package deals: reassuring stability
Despite these changes, package holidays remain popular. In fact, 57% of resorts report that these offers have remained stable compared to the previous year. Often perceived as more economical and practical, these packages continue to appeal to a wide range of customers.
The 2024-2025 winter season illustrates a shift in holidaymaker behaviour, with a desire for flexibility and reassuring solutions. Mountain resorts will need to continue diversifying their offerings to meet these evolving expectations.
Outlook for spring: a promising season
As the 2024/2025 winter season draws to a close, the outlook for spring remains encouraging for French mountain resorts. It is important to note that not all resorts have closed yet, and final visitor numbers are not yet available.
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Here are a few resorts in the French Alps that are extending their opening dates beyond mid-April:
- Les Deux Alpes: open until 4 May 2025, thanks to its glacier, which guarantees good snow conditions even at the end of the season.
- Val Thorens: located at an altitude of 2,300 metres, Europe’s highest resort remains open to skiers until 4 May 2025.
- Tignes: linked to Val d’Isère, it is open until 25 April 2025, benefiting from its high altitude and glacier.
- La Plagne: in the Paradiski area, La Plagne is scheduled to close on 26 April 2025.
- Les Arcs: also in the Paradiski area, Les Arcs will remain open until 21 April 2025.
- Courchevel: part of the Trois Vallées area, the resort of Courchevel will welcome skiers until 21 April 2025.
- Méribel: another resort in the Trois Vallées area, Méribel will be open until 21 April 2025.
- Avoriaz: in the Portes du Soleil ski area, Avoriaz will remain open until 21 April 2025.
- Flaine: this resort in the Grand Massif is scheduled to close on 21 April 2025.
- La Rosière: located on the Italian border, La Rosière will be open until 21 April 2025.
In the Pyrenees, the French resorts of Piau Engaly and Cauterets and the Spanish resorts of Baqueira Beret, Formigal and Cerler will remain open until 21 April 2025, taking advantage of recent snowfall and offering festive events to end the season.
