Saudi Arabia luxury ski spend in Europe rises 113%

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Demand for luxury alpine escapes from the Middle East is surging for specialist operators, with more travellers from the GCC booking European ski breaks each season. Europe’s ski lesson marketplace Maison Sport has reported a 113% jump in booking revenue from Saudi Arabia for the 2024–25 winter season, making the kingdom its third-largest market worldwide by revenue.

Combined booking revenue from Middle Eastern countries, including the UAE, Qatar, Kuwait, Bahrain and Oman, is up 85%, underlining growing appetite across the region for winter sports and high-end alpine breaks.

This comes as Gulf outbound travel and tourism spend is projected to reach around US$81 billion in 2025, up roughly 15% from about US$70.5 billion in 2024, according to regional outbound tourism forecasts.

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Maison Sport data shows Middle Eastern travellers gravitating towards flagship French Alpine resorts, including Europe’s highest-altitude ski areas, with 32% of regional customers booking lessons in Courchevel 1850, the ultra-luxury French resort renowned for its upscale hotels, fine dining and elite clientele.

Megeve accounts for just over 13% of Middle Eastern lesson bookings, while Val d’Isère represents nearly 9% and Chamonix-Mont-Blanc a further 6%, underscoring the pull of established ultra-luxury destinations with strong name recognition in the Gulf.

Outside France, close to 7% of Middle Eastern skiers are opting for Zermatt, reflecting rising interest in exclusive Swiss alpine resorts among GCC travellers. Many of these marquee resorts combine advanced ski terrain with designer retail, fine dining and ultra-luxury accommodation, aligning with Gulf travellers’ preference for premium lifestyle-led winter holidays.

Zermatt, Switzerland

New luxury openings are expected to accelerate this growth. Rosewood Courchevel Le Jardin Alpin has recently opened in the Jardin Alpin enclave of Courchevel 1850, offering 51 keys, ski-in/ski-out access, elevated dining and curated wellness. Atmosphère 1850, with its triplex penthouse and private-apartment-style layouts, and the boutique Maya Hotel Courchevel 1850 have also opened, combining residential-style accommodation with full five-star services and spa-led facilities.

Meanwhile, in Gstaad – one of Switzerland’s most exclusive alpine destinations – Park Gstaad is set to reopen as a Four Seasons Hotel for the 2026–2027 winter season. Looking further ahead, the world’s largest private chalet, Chalet Oberbort, is expected to debut in 2028, featuring 19 bedrooms alongside a private cinema, library, Formula 1 simulator, dance floor, bowling alley, wine cellar, cigar lounge, and a full wellness retreat complete with a fitness centre and spa.

Chalet Oberbort, Gstaad

Maison Sport CEO and co-founder Nick Robinson said visitors from Saudi, the UAE and the wider Gulf region are increasingly drawn to Europe’s most “prestigious ski destinations”, seeking tailored on-mountain experiences and insider access to local gastronomy and viewpoints.

“Our customers value the exclusivity and personalisation of the experience – from hand-selecting their own expert instructor, to discovering hidden viewpoints, local dining experiences and bespoke on-mountain adventures guided by true experts,” he said.

Maison Sport’s model allows guests to hand-pick instructors from a network of more than 1,300 verified professionals across over 360 European resorts, with lessons offered in multiple languages and across all abilities, including freestyle skiing and snowboarding introduced this season.

For more information, visit visit maisonsport.com