Record Breaking Summer Tourism Numbers Sparks A New Era For The Alps According To Alpine Property Finders' Summer Report
The iconic European Alps, historically a winter playground, are undergoing a remarkable tourism transformation. As global travel preferences shift, the Alps are emerging as a leading summer destination, drawing travellers and property buyers in search of nature, cooler summer temperatures, wellness retreats, outdoor adventures, and cultural experiences.
- In 2024, Switzerland recorded a record 23.7 million overnight stays during the summer season
- Since 2023 summer tourism in Austria now accounts for over 50% of its EUR 29.5 billion annual tourism revenue
- In 2024 Chamonix’s summer visitor numbers exceeded winter for first time with nearly 4.5m overnight stays
This week leading Alpine real estate specialist, Alpine Property Finders, launches its first Alpine Summer Report which examines the key factors that have contributed to this reinvention:
- Wellness tourism takes centre stage
The Alps are amid a wellness revolution, with luxury spa hotels, natural swimming lakes, and yoga retreats redefining summer travel. In France income generated by wellness tourism is expected to more than double to $149.7 billion by 2030.
In Switzerland wellness tourism is currently growing by 12.2% per annum. Resorts such as Crans Montana are leading the way and has recently become home to a new Six Senses luxury spa hotel with over 2000 sqm of spa and wellness space. Read more on this case study here.
Austria has been building on its well-established summer tourism business. State of the art facilities such as Tyrol’s Aqua Dome which has attracted seven million visitors since its opening. In Leogang the new Naturhotel Forsthofgut, with its incredible wellness facilities, is now Austria’s most followed Instagram account with over 900,000 followers.
- Guest Cards Initiatives Drive Value-Driven Tourism
Alpine resorts are attracting summer stays with all-inclusive guest cards which bundle together transport, lift access, and activities. Switzerland’s Magic Pass holders now account for approximately 60% of summer visitors in certain resorts, securing cash flow and boosting occupancy. Lech and Saalbach-Hinterglemm in Austria have centred their summer marketing around the "Lech Card" and "Joker Card". In France The Portes du Soleil’s Multi Pass grants access to 70+ activities for just €3/day, supporting a 46% surge in lift pass sales since 2021.
These all help make the Alps a highly attractive option for active family holidays.
- Alpine Resorts combine to invest in Future Infrastructure
Faced with the threat of global warming many alpine resorts have been racing to join forces over recent years. The ‘bigger is better’ mentality has seen many smaller resorts join larger linked ski areas where the cost of new infrastructure projects such as new lifts and snow making facilities can be shared. This has led to an investment boom across the Alps where forward-thinking resorts are upgrading lift systems, creating inter-valley connections, and expanding accessibility for non-winter sports.
Chamonix is leading the way with a €477 million, 40-year infrastructure plan to reshape the valley, extending gondola operations into summer and redefining the rest as a truly year-round destination.
- E-Bikes Fuel Mountain Biking Boom
E-bikes have revolutionised alpine biking, increasing accessibility for all. Resorts are adapting with new trail networks, lifts, events, and charging stations. The Epic Bikepark Leogang has set a new benchmark for mountain bike tourism in Europe and has helped mountain biker days surge by 70% in the resort since 2018.
- Cultural and Sporting Events on the Rise
A warmer, drier climate has transformed the Alps into a summer stage for cultural festivals and international sporting events. The Alps’ natural beauty provides a spectacular backdrop for cultural and sporting events. From marathons and jazz on Lake Geneva, classic car rallies and Red Bull X Alps in Kitzbühel and multi-resort cycling events like Pass’Portes du Soleil in France.
What this means for the Alpine Property Market
The boom in alpine summer tourism, fuelled by wellness retreats, mountain biking, cultural events, and new infrastructure investment, has created a robust and diversified property market. The demand for second homes remains strong, driven by the Alps’ expanded summer appeal and pivot to year-round tourism to help resorts future-proof themselves against the decreasing ski seasons.
Giles Gale, MD of Alpine Property Finders explains: “The growth in summer alpine tourism has been spectacular since the Covid pandemic. Perversely, global warming has actually increased the appeal of the Alps as a second home destination for many of our clients. A more balanced, year-round income is the icing on the cake for investors looking to rent out their properties. Just be aware of any local second home laws and make sure that you are on top of any recent changes in legislation.”
For more information on these insights, further data and case studies please visit the Alpine Summer Report.
