Swapping Snow for Summer
New data shows that there's a lot of interest among snowsport enthusiasts for mountain activities outside of ski season. Here's how mountain destinations are tempting them – and everyone else – back in warmer months.
Words and photography by Olly Beckett
According to recent Ski Club of Great Britain data 3.2 million Britons take snowsport trips every year, of these 1 million have also been on an Alpine summer holiday. Key activities on these holidays were, in order of preference: hiking (not surprising as there's been a 40% increase in hill and mountain walking among Brits since 2015/16*); mountain biking; road cycling; general sporting activities, and; water sports*. How, then, are mountain resorts trying to entice you to visit in warmer months?
One of the main messages coming from Alpine resorts was that, unlike in winter when they compete among themselves, in summer they unite to compete with overall holiday types, such as beach holidays, city breaks, cruises etc. Mountain destinations have an obvious attraction for hikers and bikers, and they're increasingly using the equivalents of ski passes and city cards to provide additional incentives to visit, particularly in shoulder seasons.
When I visited the Lötschental Valley in September, because I was staying in a hotel for at least two nights I was given a pass which included free bus travel throughout the valley, free rides on the Lauchernalp cable cars and free entry to attractions such as the Lötschental Museum. In that same month I spent two nights in St Moritz, enough time to qualify me for a similar pass which I used on buses, funiculars and cable cars. For an expensive country such as Switzerland, passes such as these are enormously attractive and should tempt skiers back to the mountains outside of the winter season.
It's not just Switzerland, either. In Ischgl, Austria, for example, if you stay in a hotel in the Paznaun Valley for one night you'll be given the Silvretta Card Premium card which comes with free access to cable cars, buses and mountain railways, as well as discounts for a variety of activities.
The Canadian resort of Whistler reduced hotel prices by up to 50% in summer to tempt back skiers, a tactic that worked well enough for those prices to start creeping back up. In my experience well-known ski resorts still offer amazing value for accommodation outside of winter months. Because of the current lack of demand, golf in the mountains remains relatively good value for money too, according to Golfbreaks.
Snowsport enthusiasts who are looking for more adrenaline-inducing activities are being targeted with passes such as the Gravity Card. Launched in 2007, this card now offers mountain bikers access to 30 bike parks in seven countries. It costs €659 for adults, with unlimited use between 5 April and 9 November 2025.
All those who wish to visit the Alps can therefore benefit from these attempts to lure skiers outside of snowsport season. I made that September trip to Switzerland on a very strict budget (and an Interrail pass). I don't think I spent more than £100/day, and that included accommodation, transport, food and the many benefits gained from being given a free pass. But it's not just the money saving aspects being used to lure people back to the Alps.
There is a wealth of mountain activities to enjoy after the snow has melted. In fact, all that snow melt creates perfect white water rafting conditions. Yes, you can be flung down raging Grade V rapids, but there are also plenty of mountain rivers which are a little more sedate yet still provide an exciting rush. All that meltwater gives you the choice.
Once the ice has cleared from mountain lakes many more activities become available. Stand-up paddle boarding has sprung up throughout the Alps. Some mountain destinations are even starting to position themselves as alternative beach holidays, their message is clear: why swelter on increasingly hot Mediterranean beaches, where temperatures now regularly exceed 40°C, when you can lay on a sandy lakeside beach with perfectly clear water and views of mountains beyond?
So, don't feel glum about the end of ski season. There are plenty of ways in which to get your thrills - or simply chill - on the slopes and, thanks to the generous passes on offer and the possibility of reduced hotel costs, this is your opportunity to have a second mountain holiday at more affordable prices.
*Ski Club of Great Britain data, following a recent survey of their 30,000+ members.
