The “dynamic pricing” of ski tickets sparked plenty of debate within the tourism sector and among the general public, as this article (in German) in 20 Minuten shows. Several resorts began introducing dynamic pricing on mountain cableways for the first time in the winter seasons 2017/2018 and 2018/2019 as a way of driving up demand on days when capacity utilisation is low. Dynamic pricing has also accelerated digital know-how transfer in the tourism industry – a welcome development, as Switzerland Tourism ST has found.

But in its national marketing, the marketing organisation has taken a different approach to halting the decline in skier days. Here, it is focusing on offers with added value, such as “Upgrade Your Ski Day”, where those buying a ticket can start enjoying the slopes from 3 p.m. the previous day. A good solution that has come from within the sector itself is the cooperation between neighbouring ski areas on offers such as the Magic Pass and the Top4 ski pass.