The U.S. ski industry continues to demonstrate its strength and resilience.
In 2019, we were already highlighting in I Love Ski how U.S. ski resorts had surpassed 59 million ski days, marking a significant milestone in the industry’s recent history. Today, six years later, preliminary data for the 2024-2025 season not only confirms the good health of the industry, but also places the country in front of one of its best winters in terms of affluence and structural consolidation.
From the 1991/92 season to the 2023/24 season, the number of operating ski resorts in the United States has gone from 546 to 486, representing a decrease of approximately 11%. Despite this contraction in the number of operating resorts, the results obtained in terms of traffic and economic performance have been remarkably positive.
Represents the number of operating ski resorts in each U.S. state, highlighting the high concentration in New York, Michigan, Wisconsin, Colorado and California.
This data highlights the capacity for adaptation, modernization and concentration of supply, as well as the success of strategies such as the generalization of season passes, customer loyalty and continuous investment in infrastructure. In other words, with fewer resorts, the overall performance of previous decades is being achieved – and even surpassed – reflecting a more efficient, resilient industry aligned with the new demands of the contemporary skier.
According to preliminary data published by the National Ski Areas Association (NSAA), the 2024-2025 season closed with 61.5 million skier visits, the second highest number ever recorded in the country. This result represents an increase of 1.7% over the previous season, confirming a sustained upward trend over the last few years.
A historic figure that consolidates the sector’s maturity
Although this new record is slightly below the exceptional year 2022-2023 – a season marked by a post-COVID rebound that is difficult to replicate – today’s figures reinforce the idea that the U.S. snow industry has found a new level of stability and growth.
“The goal of reaching a three-year rolling average of 60 million visits has now been surpassed for four consecutive seasons,”
, noted Michael Reitzell, president and CEO of NSAA. “Even if the notion of ‘normal’ continues to evolve, the 2024-2025 season provides us with a solid benchmark for what healthy, sustained growth means.”
Growth drivers: small and medium-sized resorts are the lungs of the industry
Although snow remains a key factor, this season’s performance indicators suggest a much more diversified dynamic. Among the reasons behind this remarkable result are:
- The increase in visits to small and medium-sized resorts, which are playing an increasingly important role in the democratization of skiing.
- An absolute record in the Pacific Northwest, with 4.7 million visits (+10.9%).
- A spectacular rebound in the Midwest, with growth of 21.8% after the decline of the previous season.
- Sustained growth in season passes and frequency-based products, ensuring loyalty and repeat visits.
- An increase in the number of operating resorts, from 484 to 492.
Snowfall, less decisive than before
Historically, the amount of snowfall had a direct correlation with the number of visits. However, in the 2024-2025 season, even though the national average snowfall (150″) has been below the 10-year average (175″), the industry has been able to adapt and thrive. While the Rocky Mountain and Pacific Coast regions had below average snowfall figures, other areas such as the Southeast and Midwest slightly exceeded the usual records, showing a geographic diversification that is increasingly resilient to the vagaries of the weather.
Million-dollar investments driving the future
Another fact that reinforces the good health of the sector is the volume of investment in infrastructure: U.S. resorts have invested $624.4 million this season, most of it in the development of ski lifts. A total of 97 new lifts or upgrades to existing lifts have been installed, and an additional $560.7 million is already committed for the upcoming 2025-2026 season, with 47 new lifts and 70 upgrades planned.
On average, each resort has reinvested $21.11 per skier visit, a figure that exceeds the average of the last five seasons ($20.37) and demonstrates the industry’s commitment to continuous improvement. Considering that the average price per visit is $75, more than a quarter of every dollar paid is directly reinvested in the customer experience.
Seasonal passes: the new industry driver
Seasonal ski passes continue to consolidate their position as the star product for access to resorts, accounting for 49% of domestic visits. This increasingly dominant model allows resorts to ensure recurring revenues and build skier loyalty. Daily tickets account for 32% of the total, while the rest corresponds to frequency products, off-shift employees, complimentary tickets, among others.
Recognition of excellence: sustainability and innovation in a historic season
On the backdrop of a 2024-2025 season that has consolidated the strength of the U.S. ski industry, the National Ski Areas Association (NSAA) held its traditional awards ceremony, recognizing resorts and professionals who have excelled in their commitment to sustainability, safety, marketing and inclusion.
“The ski industry has not only achieved record numbers in visitation, but is also advancing responsible and sustainable practices.”
Among the honorees, Arapahoe Basin Ski Area (arguably one of the best ski resorts in Colorado) received the Golden Eagle Award for Environmental Excellence for achieving 100% renewable electricity and carbon neutrality, meeting the goals of its 2017 sustainability plan. In the Climate Change Impact category, Vail Resorts was recognized for its Commitment to Zero program , which has achieved significant emissions reductions and advances in energy efficiency.
In Marketing, Keystone Resort (Colorado) was honored for its “Bergman Unlocked” social media campaign, which highlighted its alpine terrain expansion and new Bergman Express chairlift.
In addition, Vail Resorts received the “Mountains Are for Everyone ” award for its “Gondola Gallery by Epic” initiative, which promotes diversity and inclusion in skiing through art installations and audiovisual content.
These awards reflect how the ski industry has not only achieved record numbers of visitors, but is also advancing in responsible and sustainable practices, consolidating its commitment to the environment and the community.
An industry that looks to the future with optimism
The data revealed by the NSAA not only confirms the dynamism of the U.S. ski industry and demolishes the arguments of skibashing, but also shows that the business model is evolving in a sustainable, adaptable and customer-centric way.
The 2024-2025 season could be remembered not only for its numbers, but for setting a new standard for balancing economic growth, investment, innovation and regional diversification. In a global context where outdoor recreation continues to gain relevance, the U.S. ski industry seems more prepared than ever to face the challenges of the future with confidence.
