The much-loved ski season has always attracted many tourists seeking the thrill of soaring down brilliant snow-covered slopes. But today, there’s a significant transformation happening in European tourism.
Winter to early Spring months have historically been the busiest times of year for Alpine resorts. Climate change, however, is forcing this seasonal pastime to change. Receding snow levels are driving Alpine resorts to rethink their offerings.
Let it snow, let it snow, let it go
Snowfall in the Alps has decreased on average by more than a third (34%) in the last century, with a significantly more notable drop since 1980. The impact has been felt strongly by ski resorts.
Artificial snow-making began as early as the 1950s to try and compensate for the lack of natural snow. However, it’s now at to a point where resorts are completely reliant on artificial snow to be able to remain open operating as a ski resort. The reality is, the increasing water and electricity demand and related carbon footprint associated with snowmaking make this an unsustainable solution for the long-term.
While high-altitude resorts still offer skiing, many low-to-mid altitude locations are experiencing dramatic decreases in visitors. As a result, many ski resorts have had to close their doors, coining the term ‘ghost resorts’. In order to ensure survival, many resorts have pivoted their business model, embracing everything the sky-reaching landscape has to offer all year round.
Transformation for survival
Residing in one of the most spectacular mountain ranges in the world, many Alpine resorts have undergone a rapid transition from winter-only to year-round wellness-focused tourism models.
Utilising and repurposing existing ski infrastructure, resorts are building wellness assets that leverage the mountain environment for year-round use. As a result, they have evolved into summer tourism hubs with wellness retreats, biking trails, and eco-tourism. In places like Germany and Italy, old drag lifts are being converted into bike lifts for mountain bikers. Old lift stations and mountain huts are being turned into yoga platforms or meditation pods.
Often referred to as the year-round Alpine model, this economic diversification shift aims to maintain viability and avoid becoming another ghost resort, despite a lack of snow.
The pivot in action
As the traditional ski season faces the reality of a changing climate, a new era of high-altitude resorts is emerging. One that decouples prestige from the presence of snow and reclaims the ancient, year-round natural healing power of the mountains, paired with longevity science and architectural awe.
Rewilding and sustainable summer trails
Morzine ski resort in the French Alps has aggressively pursued the Flocon Vert (Green Snowflake) label. They are actively rewilding areas that are no longer viable for low-altitude skiing, turning those slopes into mountain-biking parks and sensory hiking trails that emphasise connection with nature rather than adrenaline.
Meanwhile in Switzerland, Saas-Fee resort has embraced car-free transit and focused on alpine wellness activities like high-altitude yoga and silent hiking. This ensures that when the snow isn’t present, the green silence of the mountains becomes the primary product.
Investing in year-round wellness tourism
The French town of Megève is an example of a world-class ski resort that successfully diversified to become a wellness hub. The goal was to ensure the town was thriving all-year round, even before the snow ran out.
The opening of Les Fermes de Marie in 1990 is considered a pivotal moment for the villag. Introducing a high-end spa concept set a new standard for relaxation, focusing on wellness rather than just skiing. Improving sustainable tourism and accessibility the village also earned the Flocon Vert label.
It is now host to multiple top-rated spa and wellness resorts, including Four Seasons Megève, L’Alpaga, a Beaumier Hotel, Zannier Le Chalet and more. In recent years, several of the luxury hotels have introduced advanced wellness treatments such as biohacking, cryotherapy, and longevity spas.
