Austrian Ski Lift Boss Defends €79 Ticket Prices Amid Criticism

Ski Industry Faces Backlash Over Rising Ticket Costs

The annual debate about escalating ski pass prices in Austria has intensified as day tickets in major resorts now reach €79 per adult. This means a family of four could spend approximately €250 for a single day of skiing. Despite record visitor numbers in premium destinations like Saalbach-Hinterglemm, the price increases continue to frustrate winter sports enthusiasts across Europe.

Industry Leader Questions the Controversy

Isabella Dschulnigg-Geissler, General Director of Saalbacher Bergbahnen, expressed bewilderment at the ongoing price discussions. 'I really don't understand why this is a topic every year,' she told Salzburg24. 'A day ticket for a thermal spa where you can jump in water and enjoy slides costs almost the same. It's comparable to flying - you could also complain that first-class tickets have become so expensive. Daily ski passes represent only a small portion of our offerings, used by about 15 percent of all guests.'

While acknowledging that €79 is 'a substantial price,' Dschulnigg-Geissler emphasized the 'mountain experience and inflation' as key factors, along with the economic responsibility ski lift companies bear for their regions.

Breaking Down the Cost Increases

Erich Egger, CEO of Schmittenhöhebahn and spokesperson for the cable car industry, explained the price hikes as direct consequences of inflation and rising operational costs. According to Egger, personnel expenses represent the largest cost factor, while energy costs have surged to 25-30 percent of total expenses.

'The Schmittenhöhe cable car in Zell am See saw energy costs increase by approximately €500,000 last year alone,' Egger revealed. 'These costs must be absorbed somewhere.'

Thomas Maierhofer of Gletscherbahnen Kaprun pointed to international comparisons, noting that Austrian ski passes offer 'a very good deal' compared to Switzerland or the Dolomites, where day tickets can reach €86 during peak season.

Economic Context and Industry Challenges

The ski industry faces multiple economic pressures in 2025. According to The Local Austria, Austrian ski resorts are implementing price increases of 3-10% on average, with Tyrolean resorts seeing the steepest hikes. Some areas have experienced nearly 40% price increases over the past five years.

The situation is compounded by climate change shortening ski seasons and forcing resorts to maximize revenue during limited operating periods. Energy costs remain a significant burden, with electricity prices in Austria averaging €0.268 per kWh according to Statistics Austria.

Alternative Offers and International Partnerships

To mitigate the annual price debate, lift companies are promoting alternative and attractive offerings:

• Alpin Card: A combination ticket for three regions (408 km of slopes) costs €840 for an entire season, rising to €1005 after December 9
• Youth Discounts: Young people under 19 can ski for just €15 on Saturdays
• Family Bonus: Ski passes for the third and subsequent children are free

The Alpin Card has also partnered with the international Epic Card, providing access to more than 80 ski areas worldwide in an effort to attract more visitors from the United States to Austria, benefiting local economies.

Industry Outlook and Visitor Trends

Despite the price increases, premium destinations like Saalbach-Hinterglemm continue to break visitor records, with 900,000 overnight stays reported. The resilience of demand suggests that while price sensitivity exists, many winter sports enthusiasts remain willing to pay for premium mountain experiences.

As the 2025/26 winter season approaches, the ski industry faces the dual challenge of maintaining profitability while addressing customer concerns about affordability. The ongoing debate highlights the broader tension between luxury tourism experiences and accessibility for average families seeking winter sports adventures.