Indian skiers begin to pack pistes across world

From James Bond to Johnny English, adventures in the mountains have made frequent appearances in films for decades, so much so that a battle on skiis has almost become a routine fixture in a James Bond movie. Watching the action scenes with the thrills of Bond racing downhill, leaving a trail of powdery snow behind, or going at nerve-racking speeds on snowmobiles that seem to fly, are enough to send a lot of adrenaline pumping collectively in cinema halls.

Even though very popular in action movies for nearly a century, in the real world skiing and winter sports still remain a niche, accounting for less than 0.14 pc of the overall tourism industry that is estimated to have reached USD 11.1 trillion in 2024. But it is one of the fastest growing segments in the world, recording a steadily high growth rate of over 10 pc every year in the post-pandemic era.

Data about the global value of ski and mountain tourism is patchy, says United Nations Tourism, the global tourism body under the UN, but various estimates by market research firms place global ski tourism to have grown to around USD 15.7 billion in 2024. It is expected to grow further at 11 pc every year for the next decade to reach the market size of USD 49.2 billion by 2035.

This growth is influenced by multiple factors such as an increased demand for winter sports tourism, adventure travel and eco-friendly resort experiences that propel the industry forward. Most of these trends are driven by the younger travellers, a segment that has witnessed a spike in the past five years. Coming with higher disposable income and a greater interest in travelling, especially exploring outdoors around the world, the Gen Z and Millennial travellers are also heading in droves to mountains at home and overseas to get a piece of action.

Due to a combination of remote work and flexible working hours, this segment is also able to travel around the year and at a short notice, propelling year-round travel and the shift toward year-round tourism has led resorts to diversify their offerings toward hiking, spa retreats, and other sustainability-focused travel options beyond the winter seasons.

Luxury resorts have capitalised on this trend through personalised services and high-end amenities, while midrange and budget resorts have increased to accommodate the larger number of tourists. Given the increasing investment in technology, infrastructure, and sustainability initiatives, the mountain and ski resort market is poised to experience strong, sustained growth for the next 10 years.

Top ski destinations

The Alps are host to the world’s largest ski market, being home to 35 pc of the world’s ski resorts and attracting 44 pc of global ski visitors annually. The dominant position of the Alps is evident when considering that these European mountains are also home to 82 pc of world’s ski resorts that attract over 1 million visitors each year.

However, the United States remains the largest single destination in terms of skiers each year, followed by France and Switzerland, though Switzerland attracts the world’s highest number of premium or luxury travellers for skiing.

Other major destinations for skiing include Italy, Austria and Germany and in Asia, South Korea and Japan are popular with skiers. There are a few emerging destinations in Eurasia and Central Asia, notably Georgia, Azerbaijan, Kazakhstan, Uzbekistan and Tajikistan that are gaining traction due to their novelty appeal, but more so because of their competitive pricing.

Indian travellers discover global slopes

The growth in skiing and mountain tourism worldwide is driven more by rising demand from emerging source markets rather than the mature markets in Europe, East Asia, United States and Canada. One of the markets that is among the fastest growing, though on a relatively small base, is India as an increasing number of Indian travellers take to skiing and winter tourism, both domestic and overseas.

For long, many Indian travellers and trade professionals had kept away from this aspect of tourism as they were worried about handling the extreme temperatures and skiing, especially in the United States or Europe, was largely restricted to the Ultra High Net Worth Individuals (UHNIs) who mainly added a ski break to their business or leisure visits overseas. For instance, each year after attending the World Economic Forum, a gathering of the world’s richest and mightiest persons held at Davos in Switzerland, dozens of Indian participants would head off to St Moritz, a chic Swiss ski destination, for a few days of skiing.

But the last few years, notably in the post-pandemic era, there has been a big rise in the number of Indian visitors headed for winter tourism and this increase has been noticed by travel trade as well as the leading destinations.

Abhay Jaipuria

Abhay Jaipuria, Owner, Travel Oyster India, a travel firm based in New Delhi, is a leading player in the segment and sends clients to a large number of destinations around the world for skiing and other winter vacation activities.

“There is a spurt in tourists wanting to go for winter tourism. In the current year, we have seen similar revenue in winters as in summers. It does not mean that similar number of people went but primarily because of ski resorts or winter resorts are usually two to three times more expensive than in summers. Ski holiday has become a fashion in high society. There are families who book many months in advance, example reserve hotels in March for December-January for next winter holiday. Further as their key aim is to ski or learn ski a bit, such stays are usually for a week and not for two or three nights,” Jaipuria tells India Outbound.

A ski instructor at Aletsch Arena in Swiss Alps (Photo: Switzerland Tourism)

“Also, honeymooners who get married in winters make snow holiday as their first preference. As a result, in the last four years, winter and ski holidays have multiplied many folds,’’ Jaipuria says, adding that in 2018, his company promoted and partnered with organisers of Ice Cricket in Switzerland. The matches were played on snow in St Moritz between two teams, led by Shoaib Akhtar, a retired pace bowler from Pakistan, and Virender Sehwag, a retired Indian batsman.

Harjit Singh is Founder of Travel Twist, another Delhi-based travel firm that specialises in luxury travel from India. Singh also acknowledges the rising number of Indians headed for winter tourism.

Harjit Singh

“Yes, the demand for ski and winter sports tourism from India has grown significantly in recent years. Over the past decade, increased exposure to international winter destinations, driven by social media, adventure influencers, and Bollywood films, has sparked greater interest. Additionally, improvements in domestic ski infrastructure and a rising preference for experiential travel have further fuelled this trend. This demand is no longer limited to seasoned skiers, it now includes first-time travellers seeking unique snow experiences such as snowboarding, heli-skiing, and snow trekking,’’ Singh tells India Outbound.

Rajesh Kakade, Founder and Global Director of Red Carpet Travels, a Mumbai-based travel firm that is a specialist of United States, says that there are many destinations within the United States that hold a lot of appeal for Indian travellers.

“Mammoth Lakes in California is a stunning mountain town nestled in the Eastern Sierra region. Known for its breathtaking landscapes, year-round outdoor activities, and proximity to Yosemite National Park, Mammoth Lakes attracts nature lovers, adventurers, and travellers seeking relaxation in an alpine setting. It is a world-class ski resort with over 1,420 hectares of skiable terrain and a season that often lasts into June, one of the longest ski seasons in North America. Besides Mammoth Lakes region, Eagle Point in Utah, Silverton Mountain, Colorado Grand Targhee and Wyoming are a few other emerging ski destinations,’’ Kakade tells India Outbound.

Rajesh Kakade

Besides travel companies, many destinations have also detected a rising interest in India for winter tourism and skiing. Three European nations top the list of Indian and even global travellers when it comes to ski, France, Switzerland and Italy and they agree on the growth in the market as well as the immense potential that India holds for keeping ski and winter tourism business booming for years to come.

“Winter holidays at large are on the upswing. Indian travellers are increasingly diversifying seasonality and travelling pretty much throughout the year. The added attraction of winter wonderland holidays including Christmas markets, experiential ski learning expeditions are becoming very popular mainly with families. In addition to learning to ski or skiing for the ones who are already skiing Indians are happy to explore a winter escapade to France including other winter sports such as sledding, tobogganing, paragliding, snowshoeing and of course the famous après-ski activities. The most popular ski resorts remain the ski resorts in the French Alps such as Courchevel, Megève, Méribel, Chamonix Mont-Blanc and Val Thorens to name a few. Winter Tomorrowland at Alpes d’Huez also has a niche audience from India,’’ Sheetal Munshaw, Director, Atout France India, the French tourism board, tells India Outbound.

Snowboarding at Laax (Photo:Switzerland Tourism)

Being one of the top aspirational destinations for most Indian travellers and blessed generously with Alpine landscapes, Switzerland is a key magnet for Indian tourists seeking winter adventures.

Sheetal Munshaw

“Definitely, we are experiencing a growing demand from Indian travellers for winter experiences. December remains a popular month with visitors coming for the Christmas markets, followed by a strong interest in first-time skiing experiences. The allure of winter in Switzerland is certainly capturing the imagination of Indian guests. In December 2024 we have seen a growth of 29 pc hotel overnights from Indian guests comparing to December 2023. Most Indian travellers tend to travel to iconic destinations such as Zurich, Interlaken, and Lucerne, which offer a perfect blend of stunning landscapes and cultural diversity. For skiing, St Moritz and Zermatt are the go-to destinations, renowned for their world-class ski resorts. Additionally, Laax is emerging as a hidden gem in the Swiss Alps, gaining popularity among those seeking a more exclusive and adventourous experience,’’ Christian Schoch, Director, Switzerland Tourism in India tells India Outbound.

Schoch adds that to promote the destination further in India, Switzerland Tourism Board has appointed Neeraj Chopra, who has bagged two Olympic medals for javelin throw, as its brand ambassador and has run campaigns with him.

Christian Schoch

“We have launched specific winter campaigns in collaboration with our brand ambassador, Neeraj Chopra, to capture the Swiss winter. Additionally, we are actively engaging with the travel trade in India through training sessions and webinars, showcasing the wide array of activities available in Switzerland during winter. The potential for growth is immense, as more and more Indian travellers are discovering the magic of a Swiss winter holiday,’’ says Schoch.

Across the border, Italy too has long been favoured by Indian travellers, especially the well-heeled ones and ENIT, the Italian tourism promotion organisation, has also noticed an uptick in Indian arrivals in Italy.

Ivana Jelinic

“The Indian market, in general, is growing and therefore every sector benefits from these positive signals, including the one linked to the world of skiing, which is mainly active in the winter months. Over 90.5 pc of Indian tourists who choose Italy visit our ‘cities of art’. Italy is a popular destination for places such as Rome, Florence, Venice, Naples, just to name a few. Indian tourism is in line with many other markets in this respect. Thanks to targetted synergies, we make our pearls known and we are repaid by the incoming flows. But we also intend to work hard on those destinations that are still considered ‘minor’ but are not at all. Our country has numerous destinations that have not yet been explored but which can contribute significantly to the growth of the sector and the territory,” Ivana Jelinic, CEO, ENIT, tells India Outbound.

“We are working hard on “outdoor” tourism to direct tourist flows. Winter tourism, and ski resorts, make an important contribution and despite climate change, we are able to capture tourist interest. We have facilities equipped to offer increasingly innovative experiences and, in view of the 2026 Milan–Cortina Winter Olympics, the entire country is working on modernising the facilities to accommodate large flows. We know that this event, on which the spotlights of the entire world will be focussed, represents an incredible opportunity for Italy. I am convinced that we will be able to seize what it will offer us, presenting our excellence to the world, first and foremost the winter resorts but the positive effects will touch the entire country,’’ adds Jelinic.

Skiers at Lake Tahoe in California (Photo: Brand USA)

Though not many Indians may realise it, but Germany, too, offers some great skiing options, notably in the southern region of Bavaria which has a decent share of the Alps.

Romit Theophilus

“Regarding the demand for ski and winter travel from India, we have observed a significant uptick. While traditional sightseeing and cultural tours remain popular, there is a clear trend towards experiential travel, particularly during the winter months. Affluent travellers, adventure enthusiasts, and families seeking unique experiences are increasingly drawn to Germany’s winter offerings. They are interested in skiing and snowboarding in the Bavarian Alps, engaging in snowshoeing and cross-country skiing, and immersing themselves in the enchanting atmosphere of Christmas Markets in cities like Nuremberg, Dresden, and Munich. Our annual campaigns from time to time do highlight the accessibility and enjoyment of German winter activities,” Romit Theophilus, Director, German National Tourist Office, New Delhi, tells India Outbound.

Not just the destinations, but even resort operators are waking up to the potential of the Indian market. Compagnie des Alpes, a French company, is the largest operator of ski resorts in the Alps. It manages 10 skiing domains and 21 hotels and residences in these domains and receives clients from all over the world.

“Today, the demand from India is still low for our ski destinations, but we do see the arrival of Indian customers mainly on the resorts of Val d’Isère as well as the Trois Vallées, that is Méribel, Les Menuires and St Martin de Belleville. We have also noticed that the Indian customers appreciate the French art de vivre or the French lifestyle that we offer in our resorts, be it a hotel, a restaurant, the landscapes or the culture,” Jean Charles Perino, Chief Marketing Officer, Compagnie des Alpes (CDA) tells India Outbound.

Jean Charles Perino

Not far from CDA resorts is Forestis, a family-run luxury ski resort in the Dolomites region of Italy, which has recently begun to focus on the high-end travellers from India.

“Forestis is a ski-in and ski-out resort in Plose ski area in the Dolomites. For our guests, we not only arrange all equipment, but also instructors and everything they need to have a most wonderful day on the slopes. Once they come back from skiing, the equipment can be stored in their locker in the ski room. Snowshoeing is also very popular with our guests. They can start directly from the property and for example reach beautiful rifugios (shelters) for lunch with their snowshoes. Winter is generally a very popular season to visit Forestis and the Dolomites. We see a constant increase in travellers from India, not only in winter, but generally year round. In winter we see a lot of guests who make their first skiing attempts staying with us,’’ Teresa Unterthiner, Owner, Forestis, tells India Outbound.

Teresa Unterthiner

While Europe and the United States have been popular hunting grounds for the Indian winter and ski tourists, there are other destinations that are also appearing on the radar of Indian travellers and who have begun to focus on India for their winter tourist arrivals. One such destination is Sapporo in northern Japan, which has appointed a local representation firm for enhancing its visibility in India. Sapporo enjoys a unique advantage over many other destinations as it is one of the few metropolises in the world that receives very heavy snowfall each year, getting close to 5 m of snowfall during an average season.

Tomonori Aoyama

“In Japan, Hokkaido, and particularly Sapporo, has been gaining attention among Indian visitors looking for an authentic winter experience. The city is well known for the Sapporo Snow Festival, a major attraction that draws international travellers, including Indian tourists fascinated by its massive snow and ice sculptures. Additionally, winter activities like skiing, snowboarding, and snowmobiling at nearby resorts such as Teine, Kokusai, and Niseko appeal to adventure-seekers. Beyond winter sports, Indian travellers appreciate the combination of onsen, or hot springs, local cuisine and unique cultural experiences that Sapporo offers,” Tomonori Aoyama, Director General for Tourism & MICE Promotion Department of Sapporo City, tells India Outbound.

“As direct air connectivity and awareness grow, we anticipate further interest from India in visiting Sapporo as a premier winter destination,” Aoyama adds.

Thanks to heavy snowfalls, Sapporo is a major draw for skiers from around the world (Photo: Visit Sapporo)

But it is not just the established destinations that are getting attention of Indian skiers. Singh of Travel Twist reels out a long list of other emerging destinations being favoured by Indian travellers. “In Georgia, notably Gudauri and Bakuriani offer budget-friendly skiing with excellent slopes and European-style resorts. In South Korea, Pyeongchang, Alpensia, and Yongpyong are gaining popularity post-Winter Olympics 2018, with well-developed ski infrastructure. In Europe, countries like Bulgaria with Bansko, Borovets and Pamporovo which are also affordable alternatives to Western European ski resorts as well as Erciyes and Palandöken in Turkiye are increasingly popular among Indian tourists,’’ he says.

“Across the Atlantic, Whistler, Banff and Mont Tremblant in Canada are known for breathtaking landscapes and world-class ski facilities and hence are attracting a growing number of Indian adventure travellers,’’ adds Singh.

Left: Being located in the Dolomites makes Forestis an attractive option (Photo: Forestis); Right: Mammoth Lake is a major destination for skiers (Photo: Mammoth Ski Resort)

“The most popular destination for winter sports is Saint Moritz in Switzerland and for winter holiday is Gstaad, also in Switzerland. Austria is also a very popular destination, however we have been selling Switzerland in winters as hot cakes. Destination like Lap Land in Finland is very popular for Northern Lights. Tourists going there also undertake dogsledding and horse riding. Another very popular destination for winter tourism for high end travellers is Courchevel in France. Apart from ski, at Courchevel we have seen groups of young rich people go to celebrate bachelorette parties as the night clubs are open in Courchevel until dawn. Ski resorts in Japan and in the US are very good as well. However, the US is too far for someone to make such holidays there and due to language barrier in Japan, people shy away from going there,’’ says Jaipuria, of Travel Oyster India.

Broadening customer base

With the changing market, the profile of most of the Indian travellers for ski tourism has also been evolving. While decades ago, these were mainly highly successful business persons and UHNWIs in their 50s and 60s, of late the market profile has shifted towards younger age groups, though the market remains dominated by leisure, rather than any other segment of tourism.

“The profile of Indian travellers interested in ski and winter sports has evolved significantly over the years, driven by rising disposable incomes, increasing global exposure, and improved infrastructure. Today, mostly 25-45 years old, with young professionals, adventure seekers, and affluent families lead the trend. Their income bracket puts them in upper-middle-class and affluent segments as skiing is still considered a premium experience. Finally, there are also adventure and thrill seeking individuals,’’ says Kakade of Red Carpet Travels.

Singh of Travel Twist also says that the profile of traveller for ski tourism is evolving. “In the past, skiing and winter sports were primarily limited to a niche audience, consisting of elite travellers and adventure sports enthusiasts. However, the profile of Indian winter travellers has evolved significantly over the years, now encompassing a diverse range of segments, namely young professionals and millennials, seeking Instagram-worthy snow experiences and adventure-driven winter getaways. There are also families and groups looking for winter holidays that offer activities beyond skiing, such as snowmobile rides, snow treks and hot springs. Then there are luxury travellers opting for high-end ski resorts in Switzerland, France and Japan, with premium accommodations and curated winter experiences,” says Singh.

Munshaw of Atout France says that while traveller profile is mainly leisure, there is growing interest in MICE and corporate travel. “It is mainly families, honeymooners, friends on a holiday or couples with double income no kids (DINKS) who travel for winter tourism. The demand remains largely leisure but in the recent past, we received an EO group in Chamonix Mont Blanc. We believe that in the future the demand for incentives will increase in as our ski resorts are truly lifestyle destinations showcasing a slew of team-building activities, immersive experiences across food, wine, wellness, nightlife et al as well as a variety of accommodation options and other facilities ideal for hosting small/medium sized incentive groups,” she says.

Switzerland too has detected a growth in corporate and MICE travel segment from India for the winter tours. “We are also observing an increase in interest from the MICE and corporate sectors. Companies are increasingly choosing Switzerland for unique incentive trips, leveraging the beauty and serenity of a Swiss winter for unforgettable experiences,’’ says Schoch of Switzerland Tourism.

The tourism flow to Italy from India appears to be heavily skewed towards younger travellers, however. “They are mostly young people. The 25-34 age group is the most interested in travelling to Italy, representing 38.6 pc of the total Indian travellers. The 35-44 and 45-64 age groups follow, with respective shares of 26.4 pc and 24.3 pc,’’ says Jelenic of ENIT.

The travellers to Germany, however, are a more mixed community. “The profile of Indian travellers interested in German winter tourism is diverse, they are often affluent individuals and families, young professionals, and experienced travellers seeking unique and adventurous vacations. They exhibit a strong interest in culture and history, and there is a growing inclination towards trying new activities. Importantly, multi-generational families are also travelling more and more together and are seeking experiences that everyone can enjoy. They are also very active and influenced by social media, and online trends,” says Theophilus.

For resort operators like CDA, the main segment is family. “The profile of the Indian clientele we welcome is mainly a family clientele, which combines the French Alps mountains with a longer stay in Europe. These customers stay on average 2.5 days in the resort. They appreciate the 4 and 5-star hotels offered by our ski destinations and Indian customers love the French Alps, in winter as in summer,’’ says Peroni.

Big budget travels

A ski break is an expensive proposition, even for a developed world resident, but Indians who do go for skiing are seemingly unencumbered by any budgetary limitations, with a break costing as much as USD 25,000.

“A family of four going to Europe, Switzerland or France, at a ski resort must be ready to spend about USD 10,000 to USD 25,000 depending on seasons as many resorts apply minimum stay conditions,’’ says Jaipuria of Travel Oyster India, adding that a similar holiday in Shahdag, Azerbaijan, which has no minimum stay may spend as low as USD 1,000 for 2-3 days. This is for accommodation only, activities cost extra depending on what they do.

According to Harjit Singh, a per capita budget between INR 200,000-600,000 is needed for a week-long vacation in destinations like Europe, Japan, or North America, covering flights, accommodation, gear rental, and ski passes. “But UHNWI travellers can spend upwards of INR 1 million per head, especially for premium ski resorts, private chalets, and exclusive experiences like heli-skiing,’’ he says.

Challenges of climate change

Left: With extensive footprint across the Alps, Compagnie des Alpes gets visitors from all over the world (Photo: Compagnie des Alpes); Right: France is one of the most popular skiing destinations (Photo: Atout France)

The growth in the Indian market for skiing has come at a time when the world is increasingly facing climate change and global warming which can damage skiing dramatically as several countries register either too little or too much snow, hurting skiers as well as resorts. Almost every destination and resort acknowledges the challenge.

Schoch of Switzerland Tourism says that the geography and the location of Switzerland is helping in softening the impact of climate change.

“Switzerland is fortunate that many of its ski resorts, such as Titlis and Zermatt, are situated at higher altitudes and benefit from glacier skiing, ensuring year-round snow and a reliable skiing experience,’’ says Schoch.

“The French mountains cover 25 pc of the country, their six main massifs dotted with 5,600 local councils, villages and towns. Many initiatives are protecting the mountains and making skiing more sustainable, such as the Flocon Vert (‘Green Snowflake’) label, which guarantees the sustainable commitment of mountain tourist destinations and is awarded to candidate resorts following a demanding audit. Resorts include Chatel, Chamonix-Mont Blanc and Chamrousse,’’ says Munshaw of Atout France.

“Measures include using renewable energy sources, as at least 48 ski lift companies in the French Alps have committed to a sustainable approach to reduce their carbon emissions. Alongside this are other biodiversity initiatives such as ‘Be part of the mountain’, a scheme offering workshops, naturalist observation points and educational approaches in the Vanoise National Park and other regional parks. In response to climate change, the French mountains are also significantly developing their summer activities to allow and encourage year-round visitors,’’ she adds.

“Indeed, climate change has impacted on our segment at all levels of our business. We have decided at the Compagnie des Alpes to accelerate the ecological transition by respecting the uniqueness of our environments and focusing everyone’s actions on responsible practices, such as carbon neutrality, waste reduction and circular economy, resource management and biodiversity. We aim to use our capacity for innovation in service of a sustainable development model. As proof, I can list two measures. One is that we have changed all our ‘historic’ shuttle to electric shuttles in our ski resorts and we have eliminated fossil fuels for all its snow groomers in all of our ski areas,’’ says Peroni of CDA.

“Climate change is a global concern, however, we are working with our partners to promote eco-friendly accommodations and activities. Our goal is to ensure the long-term sustainability by focusing on responsible travel and adapting to the changing climate,’’ says Theophilus of GNTO India.

While Europe and parts of the Americas may be struggling with poor snowfall, Sapporo seems to be protected, at least currently.

“A recent study by a Hokkaido University research team predicts that global warming will lead to heavier snowfall in Hokkaido during winter. The research indicates that under current warming conditions, snowfall could increase by up to 20 pc compared to a scenario without warming, primarily due to higher atmospheric water vapour levels. While many European destinations are expected to experience reduced snowfall, forecasts suggest that Sapporo will see an increase. Leveraging this advantage, we aim to further promote winter sports and tourism by highlighting Sapporo’s unique blend of city life and natural winter experiences,” says Ayoma of Sapporo Tourism.

Uncertainties of climate notwithstanding, one thing is certain. The appeal of skiing is set to continue to rise for the foreseeable future in India and, for destinations as well as resorts, developing the Indian market will be no different to a ski down a green run. For a long while, to catch the Indian travellers, they may not need to ape Bond chasing a villain down a ski slope!