Mountain Barometer 2026: France at the top of the slope [Infographic]

The new edition of the Mountain Barometer 2026 confirms it: the French mountains retain strong appeal, but still need to strengthen their positioning with international clientele. Conducted by Atout France and its partners, this study provides a detailed overview of the practices and perceptions of French, British, Dutch, and German visitors. It offers strategic insights for tourism professionals facing rapidly evolving expectations.

A strategic barometer for tourism stakeholders

According to Atout France, this second edition of the Mountain Barometer aims "to observe the evolution of customer behavior in order to support the continuous adaptation of the tourism offerings in mountain regions." The study, conducted with Toluna Harris Interactive, is based on interviews with nearly 2,000 visitors between September 17 and 29, 2025, in four European countries.

A key feature this year is the expansion of the survey to include German, British, and Dutch visitors, in addition to French holidaymakers, who are surveyed exclusively as "stayers" (excluding day-trippers). This provides valuable management tools in the context of climate change, economic pressure, and increased international competition.

The French mountains remain popular despite the challenges

Despite a context marked by climate and economic changes, snow-related activities remain central to the winter experience. The barometer reveals that 84% of visitors participate in at least one snow activity (skiing, sledding, snowshoeing) and that 82% plan to continue, or even increase, their skiing in the coming years, an indicator showing a slight increase compared to 2024.

Skiing remains a central activity for the French: one in five French people report having practiced alpine skiing (12%) or Nordic skiing (7%) during a winter holiday in the last three years. These figures are reassuring for mountain regions, while also highlighting the need to strengthen activities that complement skiing.

A strong image, but room for improvement internationally

For the French, Germans, Dutch, and British, the triad of "nature, landscapes, and relaxation" remains inseparable from the French mountains. They are also recognized as a destination offering a rich and varied range of accommodation and dining options. Nevertheless, price remains the main obstacle to travel, particularly for international visitors.

The study highlights significant differences in perception across markets. France ranks 4th among the British, almost tied with Canada, Switzerland, and Austria, 2nd among the Dutch, but only 5th among the Germans. This is a notable gap, especially considering that Germany is the world's second-largest source market for skiers after the United States.

The British stand out for their very positive perception of the French mountains, followed by the Dutch, who are particularly sensitive to ease of access and value for money. Conversely, nature conservation, accommodation quality, hospitality, and cultural offerings appear as areas for improvement, especially from the perspective of German tourists.

For the French, furnished rentals remain king

The French book nearly two-thirds of their winter holidays (64%) independently. Nearly a quarter of holidaymakers (24%) prefer furnished tourist accommodations rented through platforms like Airbnb or Booking, which have become the leading form of accommodation in winter.

This preference stems from a desire for flexibility, autonomy, and budget control. Furnished tourist accommodations thus confirm their structuring role in the economy of mountain regions.

Infographic: Key figures from the 2026 Mountain Barometer

A potential that needs strengthening to attract foreign customers

This second edition of the Mountain Barometer highlights France's strong structural advantages: accessibility, value for money, and preserved landscapes and environment. However, continued efforts to improve quality, diversify offerings, and enhance the overall experience are essential to sustainably consolidate the international appeal of mountain ranges.

Key takeaways

• 84% of the visitors participate in a snow activity and 82% wish to continue.
• The British and the Dutch have a very positive view of the French mountains.
• France remains behind in the German market, where it only appears in 5th position.
• Price, reception and cultural offerings are the main areas for improvement.
• Tourist accommodation accounts for 24% of winter stays.

And now ?

In my view, the 2026 Mountain Barometer marks a turning point. International visitors appreciate the French mountain ranges, but expect greater consistency, quality of service, and clarity in the experiences offered. The competitiveness of French resorts by 2030 will depend on their ability to combine sustainability, innovation, and genuine promotion of the regions.

Sources

Atout France

Toluna Harris Interactive – survey conducted from September 17 to 29, 2025

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