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The 2026 ski season is set to ignite an epic battle across Europe’s mountain resorts, with France joining Spain, Slovenia, Italy, and Ukraine in a fierce race for dominance. Each country is investing millions to elevate their ski destinations, transforming them into year-round paradises. France, with its vast resources, is stepping up with a record-breaking budget to compete against Spain’s high-tech upgrades, Slovenia’s ambitious cable-car plans, Italy’s quiet but strategic snow investments, and Ukraine’s bold resort gambit. The stakes are high, as these nations seek to dominate the Alps and attract tourists throughout the year. With new lifts, resorts, and activities rising at a rapid pace, 2026 promises to be a game-changing year for mountain tourism. Who will emerge victorious in this monumental competition? One thing is certain: the Alps are about to be transformed, and the world will be watching.
France: The Mega-Budget Mountain Miracle
France is setting the pace with an extraordinary €555 million investment, the largest of its kind in the country’s mountain tourism history. The government’s strategy, led by Atout France, aims to enhance not just the skiing experience but also the broader appeal of French mountain resorts throughout the year. With more than 50 million skier-days annually, France already dominates the European ski market, but officials are determined to solidify their position and create a truly four-season destination.
This massive budget will be used for various purposes, including upgrading aging infrastructure, introducing sustainable snow-making systems, and improving lifts and chalets. France’s approach focuses on diversifying mountain tourism, promoting not only skiing but also summer activities like hiking, mountain biking, and wellness retreats. Small mountain villages will be revitalized, turning sleepy towns into bustling hubs for adventure-seekers year-round. This game-changing initiative is designed to ensure that France’s ski resorts remain at the top of Europe’s mountain tourism ladder.
Spain’s 75-Million-Euro Avalanche of Ambition
Not far behind, Spain is pouring an impressive €75 million into modernizing its ski resorts. The country, home to the beautiful Pyrenees and Sierra Nevada mountains, is making a bold push to turn its ski resorts into year-round playgrounds. In the 2023–24 season alone, more than 5.8 million visitors flocked to Spain’s slopes. With the 2026 ski season on the horizon, the government is investing heavily in new infrastructure, including snow-making systems, chairlifts, and resort facilities.
Spain’s investment is designed to attract not just winter tourists but also hikers, cyclists, and thrill-seekers during the summer months. The country has always been seen as a challenger to France’s dominance, and with its record investments, Spain is hoping to establish itself as a strong contender in Europe’s mountain tourism race. The goal is clear: Spain wants to offer a truly multi-season experience that will keep visitors coming back throughout the year.
Slovenia’s Daredevil Cable-Car Plan to Revive Kanin
Slovenia is entering the race with an innovative plan to revive its highest ski domain, Kanin Sella Nevea, located near the Italian border. The government has signed a letter of intent to build new cable cars that will connect Bovec with Kanin, turning the resort into a four-season destination. The planned project could unlock up to €30 million in investment, with a focus on creating a sustainable, year-round tourism hub.
This ambitious plan not only aims to attract skiers in winter but also outdoor enthusiasts, climbers, and hikers in summer. Slovenia’s Kanin project stands out due to its cross-border appeal, with the potential to attract international visitors from neighbouring Italy. The government’s goal is to transform Kanin into a world-class destination that will compete with the likes of France and Italy, while also preserving the region’s natural beauty and heritage.
Italy’s Veneto Region: Playing the Long Game
While Italy may not be investing as aggressively as some of its rivals, the Veneto region is quietly laying the groundwork for a future mountain revolution. With a focus on safety, sustainability, and long-term planning, Veneto’s government is overseeing a variety of projects aimed at upgrading ski lifts, snow-making systems, and cable cars in the Dolomites. The region is carefully monitoring its existing infrastructure and providing financial support for ski resorts to modernize.
Italy’s approach is strategic, focusing on gradual improvements rather than flashy investments. The Veneto region’s investments in snow-making technology and lift upgrades will ensure that its resorts remain competitive in 2026 and beyond. While the investments may not be as dramatic as those in France or Spain, Italy’s careful planning and focus on sustainability could position Veneto as a leader in eco-friendly mountain tourism.
Ukraine’s 140-Million-Euro Surprise: The GORO Resort
Despite the ongoing conflict in Ukraine, the country is pushing ahead with plans to develop a massive €140 million all-season resort in the Carpathian region. The GORO resort, which will feature ski runs, hotels, and summer activity hubs, aims to transform the region into a year-round destination. With a focus on creating 25,000 new jobs, the GORO project is a testament to Ukraine’s resilience and determination to build a bright future for its mountain tourism sector, even in the face of adversity.
The GORO resort will provide visitors with a wide range of activities, from skiing and snowboarding in winter to hiking, spa treatments, and adventure tourism in the summer. This bold move signals Ukraine’s intention to become a major player in the European mountain tourism industry, positioning itself as an unexpected contender in the ski resort arms race.
The Rise of Four-Season Tourism Across Europe
One of the key trends emerging from these massive investments is the shift toward four-season tourism. In the past, many European ski resorts relied almost exclusively on winter tourism, with snow being the main attraction. However, climate change and shifting visitor preferences have prompted many countries to diversify their offerings.
France’s Atout France, for example, is prioritizing four-season tourism, encouraging ski resorts to cater to summer hikers, bikers, and wellness enthusiasts. Spain is adding zip lines and mountain roller coasters, while Slovenia is planning to host rock-climbing events. Italy’s snow plan includes funding for summer festivals and cultural events. Even Ukraine’s GORO resort is positioning itself as a year-round destination with hiking, wellness retreats, and adventure activities.
This shift towards four-season tourism is a response to both climate change and the need to create more stable, sustainable tourism economies. Resorts can no longer rely solely on winter sports to attract visitors. By offering diverse activities throughout the year, these countries are ensuring that their mountain destinations remain popular and profitable, no matter the season.
The Countdown to 2026: New Lifts and Resorts Rising
As the 2026 ski season approaches, new lifts, resorts, and activities are starting to take shape across Europe’s mountain ranges. France’s €555 million investment will bring high-speed gondolas, modern snow-making systems, and refurbished chalets. Spain is focusing on new chairlifts and digital lift passes, while Slovenia is developing a new cable car for the Kanin resort. Italy’s Veneto region is upgrading snow cannons and lifts to ensure its ski resorts remain competitive.
Ukraine’s GORO resort, which promises to be a major attraction in the Carpathians, is also set to break ground in 2026. These new developments will revolutionize the ski experience, making it faster, more efficient, and more enjoyable for visitors.
Economic Growth and Job Creation: A Boost for Mountain Communities
These massive investments are expected to create thousands of jobs across Europe. France’s four-season strategy will provide employment for hotel workers, guides, artisans, and ski instructors. Spain’s resort upgrades will keep visitors spending money on lodging, dining, and gear. Slovenia’s Kanin project will create jobs in construction, engineering, and hospitality. Even Italy’s Veneto region will see local contractors and lift manufacturers benefit from the region’s investments.
Perhaps most significantly, Ukraine’s GORO resort is expected to create 25,000 new jobs, helping to revitalize the Carpathian region and reduce rural migration. These projects are not just about building new resorts—they’re about transforming mountain economies and providing long-term employment opportunities for local communities.
Balancing Nature and Progress: The Sustainability Challenge
As these countries pour millions into their mountain resorts, environmental concerns are also at the forefront. France’s investment strategy emphasizes sustainability, with a focus on eco-friendly infrastructure and conservation. Spain is installing low-energy snow cannons and limiting deforestation, while Italy’s snow plan aims to reduce energy use and protect mountain ecosystems. Slovenia’s Kanin project must navigate protected areas and cross-border regulations, and Ukraine’s GORO resort raises questions about development in fragile Carpathian landscapes.
Balancing progress with environmental stewardship is crucial. If these countries are to maintain their appeal as mountain destinations, they must ensure that their investments do not harm the natural beauty that attracts visitors in the first place.
A Marketing Blitz: Attracting Visitors to Europe’s Transformed Peaks
To support these massive investments, marketing campaigns are already in full swing. France is promoting its mountains as the “world’s largest ski area,” while Spain is advertising new lifts and family-friendly resorts. Slovenia is showcasing its cross-border Kanin project, and Italy is highlighting safety and tradition. Ukraine is capitalizing on its resilience narrative to attract international visitors, and influencers are sharing videos of sunrise hikes and wine tastings.
These marketing blitzes are designed to attract millions of visitors and ensure that the billions of euros invested in Europe’s mountain resorts yield substantial returns. With such fierce competition, travelers can expect better prices, improved services, and more diverse activities in the coming years.
Europe’s Mountain Renaissance
Europe’s ski resorts are undergoing a dramatic transformation, fueled by billions of euros in investments. France, Spain, Slovenia, Italy, and Ukraine are all vying for supremacy in the ski arms race, with each country offering its own vision of the ultimate mountain destination. Whether it’s France’s record-breaking €555 million plan or Ukraine’s bold GORO resort, the next few years promise to reshape Europe’s mountain tourism industry.
While challenges like climate change and environmental sustainability remain, the investments being made now are laying the foundation for a new era in mountain tourism. Visitors can look forward to more diverse, sustainable, and accessible experiences, whether they’re skiing, hiking, or simply enjoying the beauty of Europe’s mountains. The race to 2026 is on—and it’s shaping up to be a thrilling ride.
Montenegro is emerging as one of Europe’s most exciting winter destinations. The government has recently launched a major initiative to build a new ski lift base station at the Hajla‑Štedim ski centre in the northern mountains. This €11 million investment is set to transform the region into a modern hub for ski tourism, attracting visitors from across the world. For travellers seeking authentic, uncrowded alpine experiences, this project signals an opportunity to explore Montenegro’s snow-covered peaks like never before.
With this development, Montenegro ski travel is entering a new era. The base station will provide better access to slopes, modern facilities, and scenic vantage points. Tourists can expect easier skiing experiences, comfortable amenities, and smooth connections to the surrounding mountain trails. The project reflects the government’s commitment to strengthening winter tourism while promoting regional development in northern Montenegro.
A New Era of Winter Tourism
The Hajla‑Štedim ski centre is positioned to become a standout destination for international travellers. Its location in the northern mountains offers wide, uncrowded slopes that appeal to skiers and snowboarders of all levels. The base station will act as the gateway to these alpine adventures, providing access to lifts, rental services, and visitor support.
This infrastructure development also highlights Montenegro’s ambition to become a premier winter tourism destination. By improving access and comfort, the country is positioning itself as a high-quality alternative to more crowded European ski resorts. Visitors can anticipate a blend of natural beauty, modern facilities, and the quiet charm of Montenegro’s mountain culture.
Why Hajla‑Štedim Is a Must-Visit for Travellers
Hajla‑Štedim offers travellers a unique mix of adventure and serenity. Unlike busy ski resorts in the Alps, it promises a tranquil environment surrounded by pristine nature. Visitors can enjoy sweeping mountain views, fresh powder snow, and peaceful trails. For global travellers, the centre represents a rare opportunity to experience untouched landscapes while benefiting from modern infrastructure.
The region also encourages exploration beyond skiing. Winter walks, snowshoeing tours, and scenic photography trips allow visitors to immerse themselves in Montenegro’s natural beauty. Families, solo travellers, and adventure seekers alike can find something to enjoy in this versatile winter playground.
Travel and Accessibility
Reaching Hajla‑Štedim is easier than ever thanks to recent road improvements connecting northern Montenegro to major cities. Podgorica, the capital, provides the nearest airport and serves as a gateway for international visitors. From there, scenic drives through forested landscapes lead to Rožaje and the ski centre.
Once at Hajla‑Štedim, tourists can combine skiing with cultural experiences. Local towns offer traditional cuisine, warm hospitality, and quaint lodging options. This combination of adventure and culture makes Montenegro an appealing destination for travellers seeking more than just snow sports.
Winter Tourism in Montenegro
Montenegro has steadily grown as a winter tourism hotspot. Resorts on Bjelasica and Durmitor mountains already attract tourists with their variety of slopes, cross-country trails, and winter activities. The Hajla‑Štedim project complements these established areas, offering another high-quality option for global ski enthusiasts.
The government’s strategy focuses on sustainable and year-round tourism. By improving infrastructure and accessibility, Montenegro aims to attract longer stays and repeat visits. The initiative highlights the country’s dedication to providing diverse experiences, from snow sports to cultural tours and mountain exploration.
Tips for Travellers
For those planning a visit, the best time to explore Hajla‑Štedim is during the winter months, from December to March, when snow conditions are ideal. The area is suitable for skiers of all levels, including beginners looking for gentle slopes and experts seeking challenging runs.
Accommodation options range from cosy guesthouses to modern mountain lodges. Travellers can also enjoy local culinary delights, including hearty stews, pastries, and traditional Balkan dishes. Combining skiing with cultural experiences in nearby towns creates a complete and memorable holiday.
The Future of Montenegro Ski Travel
The €11 million base station project at Hajla‑Štedim represents a significant step forward for Montenegro ski travel development. It promises modern facilities, better access, and a new, exciting destination for winter tourists.
With untouched landscapes, peaceful slopes, and growing infrastructure, Montenegro is emerging as a unique and attractive European ski destination. For travellers seeking adventure, culture, and natural beauty, Hajla‑Štedim is set to offer an unforgettable winter experience that rivals traditional Alpine resorts while maintaining an authentic, unspoiled charm.
Montenegro’s northern mountains are ready to welcome visitors, making now the perfect time for travellers worldwide to explore its winter treasures.
French ski resorts continued to demonstrate a strong commitment to infrastructure development in 2025, investing €555 million in modernisation, visitor facilities, and diversification projects. The annual survey conducted by Montagne Leaders, in collaboration with Atout France and Domaines Skiables de France, indicates that this level of spending is consistent with 2024 figures and represents 50% more than the ten-year average. This sustained investment underscores the sector’s long-term focus on enhancing visitor experience, modernising infrastructure, and strengthening financial resilience.
Measured as a proportion of turnover, these investments amount to 32% of pre-tax revenue, nine points above the decade-long average, reflecting a strategic approach where revenue is reinvested to maintain competitiveness, improve facilities, and expand service offerings.
Over the past decade, French ski areas have steadily increased the share of their revenue dedicated to capital projects. Rising project complexity, more stringent regulations, and higher costs for equipment and construction have contributed to this trend. Between 2019 and 2025, the price of installing new detachable chairlifts increased faster than ski pass prices, requiring resorts to carefully balance expansion and financial sustainability.
Ski area operators now measure performance not only in terms of skier numbers but also in their ability to maintain steady investment while managing climate variability, operational costs, and mature markets. Efficiency, long-term sustainability, and diversification of services have become central to the sector’s strategic planning.
Lift Installations Remain a Major Focus
New lift projects accounted for half of total 2025 investment, amounting to €281 million across 48 installations. Half of these were conveyor belts, reflecting an emphasis on beginner areas and learning zones designed to attract newcomers and families. These investments aim to broaden the visitor base, enhance accessibility, and encourage long-term engagement with mountain sports.
The remaining 24 projects included gondola lifts, chairlifts, and traditional ski lifts, averaging €11 million per project. The higher cost of these installations is due to the construction of associated stations and the increased share of gondola developments. Gondola lifts also offer multi-season functionality, enabling summer tourism activities such as hiking, biking, and sightseeing, supporting year-round revenue generation.
Reception and Multi-Service Buildings Expand Rapidly
Investment in reception and multi-service buildings reached €62 million in 2025, the most dynamic category of expenditure. Facilities included mountain restaurants, reception centres, restrooms, and lockers, designed to enhance visitor comfort, structure visitor flow, and extend dwell time.
Spending in this segment increased 80% above the five-year average and 125% above the ten-year average, indicating a strategic shift toward supporting ancillary revenue streams. Many of these facilities are designed for year-round use, supporting summer tourism and off-season events, reflecting the sector’s effort to become four-season destinations.
Maintenance and Optimisation Strengthen Existing Assets
In addition to new construction, ski resorts invested €71 million in optimising and maintaining existing infrastructure across nearly 100 stations. Over 220 interventions were carried out, focusing on safety, performance, and equipment longevity.
This selective approach prioritises reliability and operational efficiency over expansion, ensuring long-term sustainability while controlling operational costs. The combination of lift upgrades and enhanced reception infrastructure underlines the sector’s strategy to improve visitor accessibility and experience while extending the functional life of assets.
Economic Significance of Ski Areas
The ski sector remains a critical economic engine for mountain regions. More than 120,000 jobs are directly linked to ski area operations, with tens of thousands more in indirect roles across suppliers, equipment manufacturers, and service providers.
From 2016 to 2025, French ski resorts invested nearly €4 billion in infrastructure maintenance and development. France ranks second globally in skier days, recording 54.7 million during the 2024–2025 season. Annual winter visitor spending totals approximately €12 billion, with an additional €2 billion generated during the summer months.
Diversification and Leisure Investments
Non-skiing leisure infrastructure also expanded in 2025, with investment in this category rising by 40% compared with the average of the previous four years. Projects included adventure parks, mountain biking trails, wellness facilities, and family-focused attractions.
The multi-purpose design of new projects—including lifts, piste works, high-altitude reservoirs, and reception buildings—reflects an integrated approach where diversification is embedded in core infrastructure planning. Mountain resorts are increasingly positioning themselves as full-service destinations, attracting visitors year-round.
Regional Distribution of Investment
Investment remained concentrated in Alpine regions, with the following breakdown in 2025:
Savoie: €230.26 million
Haute-Savoie: €84 million
Isère: €80.16 million
Southern Alps: €71.84 million
Pyrenees: €34.9 million
Vosges: €0.88 million
Jura: €1.17 million
Massif Central: €5.61 million
Savoie accounted for over 40% of total national investment, reflecting its leading role in France’s ski industry.
Future Outlook
Upcoming renewals of public service delegations are expected to shape future investment priorities, particularly regarding transport infrastructure, climate adaptation, and diversification projects. Ski resorts are likely to continue balancing infrastructure modernisation, multi-season leisure development, and financial sustainability.
The €555 million invested in 2025 demonstrates that French ski resorts remain committed to evolving their offerings, improving visitor experience, and ensuring the long-term resilience of mountain tourism in a changing economic and climatic landscape.
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