Glacier 3000 has surpassed its previous record of 255,000 visitors, with the company expecting around 265,000 visitors by September 30, 2026. This increase is roughly two-thirds compared to the 2015/2016 business year, which saw 158,000 visitors.
Bernhard Tschannen, CEO of Glacier 3000, states that exceeding their previous record before the end of the business year is a strong signal. He notes that the absolute number of visitors is not the only important factor, as Glacier 3000 now attracts different groups of guests throughout the year, providing a solid foundation for the company. They have a diverse range of visitors, which helps to stabilize their business.
The winter business has contributed significantly to the growth, with the Magic Pass playing a key role. Since Gstaad joined, the expanded ski area from Gstaad to Glacier 3000 and Diablerets-Villars has been included in the Magic Pass during the winter months. The pass is valid at Glacier 3000 from November to the end of April, and in the 2025/2026 season, around 100,000 visitors used the pass, compared to 70,000 the previous year. This increase in pass usage has helped to boost visitor numbers.
The visitor structure shows that Glacier 3000 is increasingly attracting guests beyond traditional winter sports. Around 52% of the expected annual frequency are hikers, while 48% are skiers. Even in winter, around a quarter of visitors do not focus on snow sports. It offers various activities like the Peak Walk by Tissot, the Alpine Coaster, the Glacier Walk, and gastronomy to support its positioning as a year-round destination.
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Despite a weaker summer, with visitor numbers down around 12% between May and August compared to the previous year, Glacier 3000 has still achieved a record number of visitors. The company attributes this to geopolitical developments in the Middle East affecting international markets, although a decline in demand from Asia was partially offset by visitors from North America and Switzerland. The Swiss domestic market remains an important and stable success factor for Glacier 3000, helping to mitigate the impact of international fluctuations.
Glacier 3000’s summer season runs until October 18, 2026.
The 2026/2027 winter season begins on November 7, 2026.