A growing number of people are heading to France’s mountains but choosing not to ski or snowboard in favour of a host of other activities such as wellness breaks at spas and hiking.
The trend could point towards part of the answer for some resorts that are suffering from a lack of snowfall, and may force others to pivot to attract this new kind of traveller.
Close to a third (28%) of all visitors to the slopes during the 2025-26 winter season were not planning to ski at all, according to a report into winter mountain tourism trends by market research company Discurv released in November 2025.
This was particularly marked among those aged 35-49 (33%) and those aged 65 and over (50%), and eight out of 10 tourists said they were interested in mountain holidays specifically designed for non-skiers.
Some of the most popular non-skiing activities include hiking and snowshoeing (63%), exploring local cuisine (55%), wellness, including spas and thermal baths (43%), and exploring local culture (29%).
The report said the data highlighted the need for resorts to place greater emphasis on non-skiing activities.
‘Winter is no longer synonymous with skiing alone’
The trend is something that has been evident in the alpine village of Brides-les-Bains, nestled at the foot of the Trois Vallées ski area and known for its thermal spa.
“We have absolutely noticed a growing number of visitors coming to Brides-les-Bains in winter who are not exclusively here to ski,” Benoit Jocallaz, deputy director of Brides-les-Bains Tourism Office, told The Connexion.
“This trend has been building steadily over recent years, and winter is no longer synonymous with skiing alone.”
Many tourists base themselves in Brides-les-Bains, at 600 metres, and ascend by cable car to Méribel and the Trois Vallées ski area.
But Mr Jocallaz said more and more guests were drawn to the area for its combination of mountain experiences, rather than just skiing.
“Many guests enjoy activities such as snowshoeing, winter walks and scenic hikes, paired with wellness and recovery.”
Brides-les-Bains is home to the largest thermal spa in the Alps, so welcomes many visitors who are looking for relaxation rather than racing down ski runs.
It is also becoming more common to pair skiing with other activities, according to Mr Jocallaz.
“Visitors increasingly come specifically to combine the mountain setting with a full wellness retreat, time on the slopes in the morning, and relaxation in our thermal waters in the afternoon. It is a pairing that has proven very appealing.”
France is the world’s second-largest ski market and is home to the world’s largest ski area – the Trois Vallées, with over 600km of linked ski slopes.
Some of this popular area’s resorts have already been expanding their offerings, including a range of activities for visitors who prefer to avoid the slopes.
Méribel has snowshoeing and ice-skating, as well as the Olympic Park complex for indoor activities like swimming, while Val Thorens has wellness spaces, sledging, a zip line, and the Cosmojet toboggan run, the longest toboggan run in France.
Ski stations at risk of closure may benefit
This trend of visitors coming to France’s mountains in winter for activities other than skiing is “excellent news” for the winter tourism industry, said Mr Jocallaz.
“It allows mountain destinations to attract a much wider audience: families, couples and travellers who may not ski at all, but who are drawn by the scenery, the fresh air, and the wellness offering.”
And importantly, as some resorts struggle with less snow, attracting visitors for activities other than skiing or snowboarding means their business model is less dependent on, and at the whim of, the weather and quality of the snow.
Snow cover is becoming less predictable, especially for resorts at mid-altitudes, generally located at between around 1,000 metres and 1,600 metres high.
Some are using methods such as artificial snow to ensure cover is adequate for skiing and snowboarding, but others have been forced to close because of a lack of snow.
The Alpe du Grande Serre station, in La Morte, Isère, closed in 2025 after local officials stopped subsidies.
An increase in unpredictable weather, caused by global warming, had led to a lack of snow at the 1,370-metre resort, resulting in a cut in opening days over the past few years.
In early 2026, a ski station close to Nice was forced to close because of a lack of snow.
Audibergue, Alpes-Maritimes, located at 1,640 metres, closed in late February, in the middle of France’s school holidays; traditionally one of the busiest periods for the country’s ski resorts.
Climate change and lack of good snow are not the only threats to France’s ski resorts. A growing number are facing closure due to rising costs or financial difficulties.
For many, this makes diversifying and being able to offer a range of different experiences all the more important.
