Record Visits, Broken Business Models: Why the Ski Industry Needs to Remember What it’s Selling
The numbers seem impossible to square. U.S. ski resorts logged 61.5 million visits in 2024-25, the second-highest season on record. Globally, we hit 399 million skier visits. Demand has never been higher. And yet, Vail Resorts—the behemoth that supposedly owns the industry—reported skier visits down 14.