The 2025-26 ski season proved to be a test of resilience for the United States snowsports industry. According to preliminary data released by the National Ski Areas Association (NSAA), the season concluded with an estimated 52.6 million visits. This figure represents a 9.1% drop from the 10-year average and a total decline of roughly 9 million visits compared to the previous year, ranking it 32nd out of 48 years on record.
While the headlines were dominated by the struggles of the Rocky Mountain and Pacific regions, the narrative was not universally negative. NSAA President and CEO Michael Reitzell noted that the season highlighted the industry's extreme dependence on regional weather patterns. While the West grappled with slow starts, rain events, and unseasonable March warmth, regions east of the Rockies provided a much-needed buffer.
The Northeast and Southeast regions both reported their second-best seasons of the last decade. The Northeast benefited from an early, consistent start to winter, while Southeastern resorts leveraged advanced snowmaking technology to maintain operations. The Midwest also found success by focusing on operational efficiency and taking advantage of colder windows.
Snowfall data provides a clear explanation for the variability. Nationally, average snowfall hit 112 inches, well below the 10-year average of 169 inches. Every Western region fell significantly below their typical averages, whereas Eastern areas remained near or above their historical norms.
Despite the lack of natural snow, the industry remained financially aggressive. Reporting ski areas invested $569.3 million in capital expenditures, a figure that includes the installation of 45 new lifts and the upgrade of 52 existing ones. This averages out to roughly $22.24 reinvested per skier visit, signaling that operators are prioritizing guest experience and infrastructure longevity regardless of seasonal volatility.
Regarding access, the market shows signs of maturity. Season passes accounted for 49% of all visits, while daily and multi-day tickets comprised 31%. After years of rapid expansion in the pass market, the stabilization of these numbers suggests that the industry may be reaching a plateau in its current access model.
As the industry looks ahead, the economic footprint of the 2025-26 season remains critical. Ski areas continue to act as economic engines for rural mountain communities. History suggests that lower-snow years are often followed by strong rebounds, and the industry is already positioning itself for a recovery in the coming seasons.
