The allure of mountain ranges is set to eclipse traditional city breaks as the leading travel trend for 2025, according to Pinterest’s annual Trends report. With travellers seeking pristine snow and fresh alpine air, skiing holidays are gaining momentum, especially in lesser-known and affordable European and North American destinations.
New research by eurochange highlights a significant shift in British travellers’ preferences, with a 36% drop in interest for staple ski destinations like France and Italy in 2024 compared to the previous year. Instead, skiers are increasingly exploring budget-friendly alternatives such as Bulgaria, Slovenia, and Slovakia.
Laura Evans-Fisk, Head of Digital and Engagement at eurochange, remarked: “While it’s one of the best ways to experience some of the world’s most beautiful mountain ranges, skiing can be a very expensive holiday, especially for families. However, there are some fantastic resorts out there that offer particularly reasonable prices without compromising on those amazing views and superb ski runs.
“It’s not surprising to see interest in travel to ‘staple’ European destinations like France and Italy decline slightly, especially during the ski season. It’s likely to be largely down to the price tag. In Chamonix, for example, you can expect to pay over 70 euros for a daily ski pass.
“On the other hand, our research shows Borovets in Bulgaria is one of the cheapest ski resorts in Europe. It’s definitely an underrated destination, with unbelievably low prices for food and drink and a whole week lift pass for less than £180.”
Borovets, Bulgaria
Nestled in the Rila Mountains, Borovets offers unbeatable value. A six-day lift pass costs just £180, and après-ski staples like beer are as low as £1.80. The resort caters to both families and adults, combining gentle slopes with vibrant nightlife.
- Lift pass (6 days): £179.66
- Accommodation (per person, per night): £34
- Beer: £1.80
- Three-course meal: £16.17
Vogel, Slovenia
Tucked in the Julian Alps, Vogel is a hidden gem that balances affordability with stunning alpine vistas. Wine costs just £1.52, and a week-long ski trip, including lift passes and rentals, comes in far below the prices of its Austrian or Italian neighbours.
- Lift pass (6 days): £157.64
- Accommodation (per person, per night): £31.99
- Beer: £2.40
- Three-course meal: £19.04
Les Houches, France
For those seeking the Mont Blanc experience without the hefty price tag, Les Houches is an excellent choice. With a family-friendly atmosphere and ski passes at just over £200 for six days, this quaint village is an attractive alternative to Chamonix.
- Lift pass (6 days): £205.62
- Accommodation (per person, per night): £66.26
- Beer: £1.52
- Three-course meal: £15.23
Livigno, Italy
Livigno combines world-class skiing with the advantage of being a duty-free zone. Visitors enjoy premium amenities and an expansive range of slopes at prices considerably lower than other Alpine resorts.
- Lift pass (6 days): £164.50
- Accommodation (per person, per night): £80
- Beer: £2.48
- Three-course meal: £22.85
Grindelwald, Switzerland
Although Switzerland is known for its high costs, Grindelwald offers relative affordability in a postcard-perfect setting. Beyond skiing, visitors can enjoy tobogganing and winter hiking amid the breathtaking Jungfrau mountains.
- Lift pass (6 days): £312.46
- Accommodation (per person, per night): £48.71
- Beer: £5.03
- Three-course meal: £30.93
Eagle Point Resort, Utah
For skiers willing to venture further afield, Eagle Point Resort in the Tushar Mountains of Utah offers budget-friendly long-haul options. With discounts on lift passes and accommodation, it provides an excellent alternative to more crowded American resorts.
- Lift pass (6 days): £240.36
- Accommodation (per night): £34.43
- Beer: £4.33
- Three-course meal: £29.77
As the cost of traditional ski destinations continues to rise, the increasing appeal of lesser-known resorts offers a fresh perspective on travel. With their unbeatable combination of affordability, charm, and unique experiences, these destinations are paving the way for a new era of mountain holidays.
