Magic Pass 2025-26: Rapid Start With Record Sales

Magic Pass is launching its ninth edition with record numbers. Between March 11 and April 8, 277,000 subscriptions were sold, generating revenue of more than CHF 108 million. This represents a 64% increase over the 168,500 sales in the same period last year and significantly exceeds the original expectation of 35%. The 112,000 new customer threshold was exceeded after just a few weeks, clear evidence of the growing popularity of Magic Pass.

A SUCCESS LEADED BY GERMAN-SPEAKING SWITZERLAND

The Magic Pass's upswing in German-speaking Switzerland is impressive: This region now accounts for 43% of sales, up from 24% last year, putting it almost on par with French-speaking Switzerland (50%). The increase is particularly striking in the canton of Bern, which, with 62,000 subscriptions sold, became the market leader for the first time, overtaking the canton of Vaud (58,500). Lucerne and Obwalden also recorded strong growth: Lucerne climbed into the top 5 cantons by sales, while Obwalden is hot on the heels of the canton of Neuchâtel.

THE IMPACT OF THE NEW STATIONS IS ALREADY VISIBLE

The addition of new partner resorts has led to a noticeable sales boost. In Upper Valais, the Magic Pass recorded an increase of 4,300 subscriptions thanks to the addition of Belalp alone. In western Vaud, Geneva, and the border regions, the new ski resorts in Haute-Savoie, Le Grand-Bornand, Praz de Lys-Sommand, and the Massif des Brasses also generated 18,000 new customers. This development underscores the strong interest in the new destinations. The addition of Gstaad, Meiringen-Hasliberg, Melchsee-Frutt, Mörlialp, and Sörenberg has also been met with a very positive response.

"These results confirm a clear trend: as the Magic Pass offering expands, demand also increases. The attractiveness of skiing in the local area plays a key role, motivating more and more skiers and other new destinations to join the Magic Pass adventure," emphasizes Sebastien Travelletti, Director of Magic Pass.

FIRST PRICE INCREASE SINCE APRIL 8

The Magic Pass has been available since April 8th at the new price of CHF 450 for adults and CHF 282 for children. This offer is valid until May 6th at 12 noon.

With this remarkable momentum, the Magic Pass meets the expectations of a constantly growing and diverse clientele seeking a simple, flexible, and unlimited experience. This opens up the opportunity to fully enjoy the mountains of Switzerland, France, and Italy—both in summer and winter