More People Heading to Swiss Alps in the Summer
18th August 2026
29% more people are using the ski lifts in the summer than five years ago. As resorts focus on summer business with expanded activities it also seems people are heading high to avoid the extreme heat. NEW
From the beginning of the season to the end of July, first-time visitors across Switzerland were 7% higher than last year.
Compared to the average of the last five years, this represents an increase of 29%.
Cooler temperatures are making excursions to higher altitudes attractive.
The Swiss Cable Car Association, SBS, has analysed the number of visitors from over 140 members throughout Switzerland.
July 2026 saw high temperatures, prolonged drought, and above-average sunshine.
New temperature records were measured in many parts of Switzerland.
Consequently, many people sought relief from the heat and relaxation in the mountains.
“The developments in July show that Swiss mountain railways can count on diverse demand,” said the Director of Swiss Cableways, Berno Stoffel.
“The combination of domestic guests, European markets and long-haul markets contributes to the overall positive development of the summer business.
“This increases the stability of the industry in a challenging environment.”
With worries over dwindling snow in the winter many resorts are taking a long-term view to increase summer business.
They are stressing the range of activities on offer.
Crans-Montana in the summer. Image c/o Patrick Guller.
In recent years, the summer business has been heavily influenced by a few large mountain railway companies with a strong focus on the international market.
However, the political situation in the Middle East is having an impact on the markets.
Switzerland continues to benefit from its international reputation as a safe, reliable, and high-quality travel destination.
Some Europeans are avoiding long-haul trips and staying closer to home.
The number of visitors from India, South Korea, Southeast Asia, and the Middle East has fallen significantly due to political uncertainty.
Visitors from North America and independent travellers remain important drivers of demand and show above-average interest in easily accessible experiences and adventures.
The Bernese Oberland saw particularly strong growth with 24% more first-time visitors than in the previous year, significantly exceeding the Swiss average.
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