British ski holiday trends show growth in Italy and Austria

A report from WeSki analyzing data from the 2024/25 and 2025/26 ski seasons reveals shifting travel patterns among British skiers and snowboarders. While France remains the dominant destination, there is a noticeable redistribution of travelers toward other Alpine regions. Italy recorded the largest country-level increase at 1.4%, followed by Austria at 0.9% and Switzerland at 0.6%.

At the resort level, Pas de la Casa in Andorra saw a 12.8% increase, while Sestriere in Italy grew by 12.6%. Additionally, Zakopane in Poland recorded significant gains. The data also indicates that British travelers are visiting more frequently, with the proportion of people taking two or more trips per year rising from approximately one in five to more than one in three.