Norway’s largest ski resorts are reporting a sharp decline in domestic visitors this season, with foreign tourists now dominating slopes and lifts. Industry leaders cite economic pressure and shifting travel habits as key drivers behind the trend, raising concerns about the future of Norway’s winter tourism sector. Data from major resorts such as Trysil, Hemsedal, and Geilo show a 15-20% drop in Norwegian skiers compared to pre-pandemic levels, while international bookings have surged by up to 30%.
The shift is particularly noticeable during peak periods like Christmas and New Year, traditionally dominated by Norwegian families. Resort operators describe a noticeable demographic shift, with German, Dutch, and British tourists filling the gaps left by fewer local visitors. Several factors contribute to the decline: rising cost of living, expensive lift passes, and competition from cheaper alpine destinations in Europe. “People feel the pinch,” said a spokesperson for Trysil Ski Resort, Norway’s largest. “When every krone counts, discretionary spending on skiing takes a backseat.”
Industry analysts warn the trend could have long-term consequences. Norway’s ski industry has long relied on domestic loyalty, but with inflation squeezing household budgets and staycations losing appeal, resorts are scrambling to adapt. Some are introducing early-bird discounts, family packages, and off-peak promotions to lure back Norwegian skiers. Others are expanding marketing efforts in Scandinavia’s major cities and Northern Europe, targeting budget-conscious travelers who still prioritize quality snow and reliable infrastructure.
The economic ripple effect is already visible. Local businesses—from rental shops to après-ski bars—report lower turnover, especially in smaller resorts outside the main hubs. “We’re seeing fewer Norwegians, and that means less revenue circulating in our communities,” said a café owner in Hemsedal. While international visitors help sustain operations, they often spend less per capita and may not return as frequently.
As the season progresses, the industry faces a critical question: Can Norway’s ski resorts reconnect with their core market—or will this season mark a permanent shift toward a more globalized winter tourism model?
Read more: e24.no