LAKEWOOD, Colo. — American ski resorts saw a significant dip in attendance during the 2025-26 season as a snow drought in the West offset record-level performances in the East, according to preliminary data released by the National Ski Areas Association (NSAA).
The industry recorded an estimated 52.6 million skier visits, a decline of approximately 9 million from the previous season. The figure represents a 9.1% decrease from the 10-year average and ranks the season 32nd out of 48 years of recorded data.
“Few seasons demonstrate as clearly as this one how dependent our industry remains on regional weather patterns. Challenging conditions across much of the West—including a slow start, rain events, and record March warmth—significantly impacted visitation throughout the season.” -NSAA President and CEO Michael Reitzell
A Regional Divide
The national decline was driven almost entirely by the West. Every Western region reported snowfall totals well below average. Nationally, average snowfall was 112 inches, a 33% drop from the 10-year average of 169 inches and the lowest mark in more than a decade.
Despite the dry winter in the Rockies and Pacific regions, areas east of the Rockies thrived. The Northeast and Southeast both recorded their second-best seasons of the last decade.
“Strong seasons across the Northeast and Southeast played a critical role in shaping the national picture. When conditions are favorable, we continue to see strong demand for skiing and snowboarding, which speaks to the enduring appeal of the sport.” -NSAA President and CEO Michael Reitzell
2025-26 Regional Visitation Breakdown:
- Rocky Mountain: 20.1 million
- Northeast: 12.9 million
- Midwest: 5.8 million
- Pacific Southwest: 5.7 million
- Southeast: 4.8 million
- Pacific Northwest: 3.2 million
Infrastructure and Investment
Resort operators mitigated the lack of natural snow through aggressive snowmaking and infrastructure improvements. Despite the 33% drop in snowfall, national operating days declined only modestly.
Capital investment remained high at $569.3 million. These expenditures included the installation of 45 new lifts and 52 upgraded lifts. On average, ski areas reinvested $22.24 per skier visit into their operations.
Industry leaders say this continued spending is a hedge against weather volatility.
The Maturing Pass Market
The data suggests the explosive growth of season passes has begun to level off. Passes accounted for 49% of national visits, while daily and multi-day tickets made up 31%.
The NSAA noted that season pass usage has stabilized over the last two years, signaling a “maturing market” that provides resorts with more financial predictability during low-snow years.
Economic Outlook
While the 2025-26 season was a struggle for many Western mountain towns that rely on ski tourism for jobs and retail revenue, the NSAA remains optimistic about a recovery.
“We’ve seen time and again that a lower-snow season is often followed by a strong rebound. With continued investment, a stable base of participants, and the passion that drives skiers and snowboarders, we’re already looking ahead to next season.”
