Alpine ski resorts pivot to summer golf for playcation tourism

Alpine ski areas in Switzerland and Austria are expanding into the summer market by promoting high‑altitude golf as part of a growing “playcation” trend. The resorts combine mountain scenery, luxury hotels and wellness facilities with outdoor activities such as hiking, mountain‑bike riding and trail running.

Key destinations include Crans‑Montana, where the Golf Club Crans‑sur‑Sierre hosts the DP World Tour’s Omega European Masters; Kitzbühel, which offers four courses and hosted the Austrian Alpine Open in May 2026; and Zell am See‑Kaprun, featuring a 36‑hole course at the foot of the glacier‑capped Hohe Tauern. Other Alpine venues such as Andermatt, the Bürgenstock Resort on Lake Lucerne and Gstaad also provide championship‑standard courses surrounded by panoramic peaks and upscale spa hotels. The combined offering aims to attract visitors seeking active, luxury vacations year‑round.