Phocuswright Research: Ski and Mountain Travel #Phocuswright Europe 2025

The history of mountain tourism in Europe runs deep, and skis presumed to be thousands of years old have surfaced in archaeological sites from snowy areas like Scandinavia. We’ve certainly come a long way from those days of skiing for wintertime hunting and gathering, but the continent still boasts a glittering array of destinations for winter and alpine travelers. Phocuswright research dissects this robust community of athletic tourists, with a focus on who is traveling from the U.S. to mountain destinations in Europe, what motivates them and how to best market and appeal to the source market.
Speaker
Madeline List
Manager, Research and Special Projects, Phocuswright