The 2025–26 season has been a clear demonstration of the resilience and adaptability of the US ski industry. With total revenue of $4.4 billion and a compound annual growth rate of 1.6% through to 2026, the sector continues to demonstrate its economic strength despite the challenges.
However, preliminary data provided by the NSAA reveals an overall decline in visitor numbers, with a total of 52.6 million visits recorded for the snow sports season. This represents a drop of approximately 9 million visits compared to the previous season and is 9.1% below the average for the last decade, placing this winter in 32nd place out of the 48 seasons recorded historically.
Climate change and a lack of snow: the major challenge facing US ski resorts
As industry experts, we know that the viability of operations is closely linked to regional weather patterns. Climate change continues to take its toll on our industry, gradually reducing snowfall, shortening winter seasons and dramatically increasing operating costs. In the United States, the average snowfall was just 112 inches (284.5 cm), the lowest figure in over a decade and well below the historical average of 169 inches (429.26 cm). As Michael Reitzell, president and CEO of the NSAA, stated:
“Few seasons highlight so clearly just how much our sector still depends on regional weather conditions”
This severe lack of snow hit the western part of the country hard, which experienced a slow start to the season, unusual rainfall and a March marked by record-breaking high temperatures. Despite these difficult conditions, the Rocky Mountains region managed to lead the national figures with 20.1 million visits, followed by the Pacific Southwest with 5.7 million and the Pacific Northwest with 3.2 million.
The other side of the coin can be found east of the Rockies, where more consistent weather saved the overall figures and showed that demand for the sport remains strong when conditions are favourable.
“The North-East and South-East regions recorded their second-best season in the last ten years”
Thanks to more favourable temperatures and an early start to the season, the North-East recorded 12.9 million visitors, whilst the South-East recorded 4.8 million and the Mid-West 5.8 million.
Millions spent on ski lifts and snowmaking to ensure the viability of the ski industry
Against this backdrop of global warming, the pressure on ski resorts to invest heavily in snowmaking and keep their operations viable is enormous. What is truly remarkable about the 2025–26 season is that, although snowfall was 33% below average, the number of days the resorts were open and operating fell only slightly. This demonstrates the resounding success of ongoing investment in snowmaking systems and technological advances that optimise efficiency, enhance the skier’s experience and foster loyalty.
Despite a meteorologically challenging winter in the United States, capital investment by US broadcasters remained extremely robust.
“The capital injection into stations in the United States exceeded $569.3 million”
This impressive figure included the installation of 45 brand-new ski lifts and the upgrading of a further 52, equating to a reinvestment in the business of $22.24 for every skier visit.
From a commercial perspective, the season ticket model provides operators with high financial predictability to cope with constant weather fluctuations. After several years of rapid growth, the use of these passes has stabilised and currently accounts for 49% of all admissions nationwide, whilst single-day and multi-day tickets make up 31%.
At the same time, the industry is undergoing a period of aggressive consolidation, with large corporate firms acquiring resorts and dominating the market through multi-resort passes, leaving smaller, independent ski resorts in a highly vulnerable position.
Socio-economic impact and future prospects
We must not forget that our industry is a key economic driver for mountain communities and rural areas, supporting thousands of jobs and sustaining local businesses ranging from the hospitality sector and restaurants to retail and transport. As might be expected, a season with fewer skiers has a direct and significant impact on these fragile economies. Even so, the sector’s resilience is unquestionable.
Over the decades, the history of the industry has repeatedly shown us that a season of low snowfall is usually followed by a sharp upturn in visitor numbers the following year. With a stable and passionate base of participants, ongoing technological integration and a firm commitment to infrastructure investment, the ski industry is poised not only to weather the vagaries of the weather, but also to position itself strategically for sustained growth in the future.
