NSAA: U.S. Ski Industry Reports Visitor data from 2025-26 SEASON

LAKEWOOD, Colo. – Preliminary data from the National Ski Areas Association (NSAA) indicates that the 2025-26 season saw an estimated 52.6 million snowsports visits at U.S. ski areas, representing a 9.1% decrease from the 10-year average, a decline of approximately 9 million visits from last season, and ranking 32nd out of 48 seasons on record. While challenging weather in the West drove the overall decline, regions east of the Rockies delivered strong seasons.

The 2025-26 season reflects how strongly snowsports participation trends with regional weather patterns. Despite challenging and highly variable weather throughout the West, total visitation was comparable to other lower-snow benchmark seasons.

“Few seasons demonstrate as clearly as this one how dependent our industry remains on regional weather patterns,” said NSAA President and CEO Michael Reitzell. “Challenging conditions across much of the West—including a slow start, rain events, and record March warmth—significantly impacted visitation throughout the season.”

While Western conditions weighed heavily on national visitation, strong performance in regions east of the Rockies, particularly in the Northeast and Southeast, helped support the overall result. More consistent temperatures and snowfall in these areas supported solid participation throughout the season.

“Strong seasons across the Northeast and Southeast played a critical role in shaping the national picture,” said Reitzell. “When conditions are favorable, we continue to see strong demand for skiing and snowboarding, which speaks to the enduring appeal of the sport.”

NSAA divides the country into six regions. In 2025-26, the Rocky Mountain region led with 20.1 million visits, followed by the Northeast (12.9 million), Midwest (5.8 million), Pacific Southwest (5.7 million), Southeast (4.8 million), and Pacific Northwest (3.2 million).

The Northeast and Southeast each delivered their second-best seasons of the past decade, with the Northeast benefiting from an early start and consistent snowfall. Ski areas in the Southeast also continued to demonstrate the effectiveness of extensive snowmaking coverage, while the Midwest capitalized on colder temperatures and operational efficiency.

Snowfall trends have long influenced visitation, and the 2025-26 season was no exception. Average snowfall nationally totaled 112 inches, falling well below the 10-year average of 169 inches and the lowest in more than a decade. While regions east of the Rockies were near or above average, every Western region fell well below average. Even so, operating days nationally declined only modestly, despite snowfall totals falling 33% below average, reflecting continued investment in snowmaking and infrastructure.

Capital investment by U.S. ski areas remained strong despite a challenging winter. Reporting ski areas invested a total of $569.3 million in capital expenditures, including 45 new and 52 upgraded lifts.

On average, responding ski areas reinvested approximately $22.24 per skier visit back into operations. This continued level of investment underscores the industry’s commitment to long-term improvements, even in more volatile seasons.

Season passes remained the dominant access product at 49% of visits nationally, while daily and multi-day tickets made up 31%. After several years of rapid growth, season pass usage has begun to stabilize over the past two seasons, signaling a maturing market.

The shift toward a more consistent mix of access products provides greater predictability for ski areas and helps support operations through variable weather conditions.

The 2025-26 season highlights both the challenges and resilience of the U.S. ski industry. While increasing weather variability remains a defining factor, ski areas continue to adapt through investments in infrastructure, snowmaking, and guest experience. In a year with below-average snowfall, the industry demonstrated its ability to maintain operations, sustain demand, and position itself for future growth.

Beyond visitation, the ski industry plays a critical role in mountain and rural economies across the country. Ski areas support thousands of jobs and drive significant economic activity for local businesses, from lodging and restaurants to retail and transportation. Seasons with reduced visitation can have meaningful impacts on these communities.

Historical trends show that lower-snow seasons are often followed by stronger years.

“We’ve seen time and again that a lower-snow season is often followed by a strong rebound,” said Reitzell. “With continued investment, a stable base of participants, and the passion that drives skiers and snowboarders, we’re already looking ahead to next season.”