More than 180,000 mountain enthusiasts purchased the Magic Pass this season, a figure up 9%. The subscription offers eleven new destinations for the coming year, notably in France and, for the first time, in Italy.
In its seventh year of existence, sesame continues to attract new users. Magic Pass is delighted with this growth “which demonstrates the interest in a subscription which will offer unlimited access to 80 ski resorts and 37 summer destinations in Switzerland, France and Italy from next season”, he wrote on Tuesday in a statement.
During the 2023-2024 season, more than 180,000 people purchased a subscription, an increase of 9%. The progression is slowing down, however, since it was almost 17% during the previous season, and around 27% in 2021-2022.
Last year, the addition of six stations in Haut-Valais led to a doubling of holders in the region. The arrival of new Bernese stations also enabled a “strong” cantonal increase.
“We feared that [la fréquentation] stalls a little, but that’s not the case at all. People love skiing, we are in a society where the culture of skiing is very present”, indicates Pierre Besson, president of the Magic Mountains cooperative, Tuesday in the 12:45 p.m. of the RTS.
A step in Italy
The main novelty for the 2024-2025 season, the cooperative is opening up to new horizons and crossing a new frontier. It now hosts two Italian resorts, San Domenico (summit at 2500 meters) and Devero (summit at 2240 meters), located near Brig, one hour north of Milan.
Magic Pass is also enriched with five new French resorts: Monts Jura (Col de la Faucille), Jura sur Léman (La Dôle and les Rousses), Habère-Poche, Hirmentaz as well as Thollon-les-Mémises.
The ski lifts in the center of Saint-Cergue complete the offer, as do three Bernese resorts (Schwanden, Wilerallmi and Homberg). In total, eleven new destinations are included in the subscription.
With the acquisition of these new small resorts, most of them low altitude, Magic Pass’ strategy aims to develop customers in new geographic areas to attract new subscribers, including – and increasingly – in summer.
>> Read also: The Magic Pass ski pass increasingly attracts small resorts
Stable prices
The summer season is also strengthened and now includes 37 destinations, compared to 31 last season. “We have seen strong growth, there are people who buy the package only for the summer. This is where we have recorded the greatest progress,” underlines Pierre Besson.
During the 2023 summer season, more than 110,000 customers generated around 400,000 visits.
The price remains the same for the 2024-2025 season. The Magic Pass is on sale for 399 francs for adults and 269 francs for children. The offer is valid from Tuesday until April 9 at noon. Then the price increases in stages.
>> See the 12:45 p.m. topic: With 180,000 subscriptions sold for the 2023-2024 season, Magic Pass sales up 9%. / 12:45 p.m. / 1 min. / yesterday at 12:45
ct/iar with ats