10 years of MAGIC PASS: Over 100 destinations and public transport integrated
26/March/2026
Magic Pass celebrates its first decade by entering a new strategic phase. Following a record-breaking 9th edition with a 63% sales increase, the cooperative is enhancing its appeal without raising prices. The major innovation is the integration of public transport into the subscription through the Magic Travel offer. With the addition of new destinations in Switzerland, France, and Italy, the subscription now provides access to more than 100 ski resorts in winter and 53 in summer.
A YEAR FULL OF RECORDS
The 9th edition (2025/2026) will be remembered as a breakthrough. With 321,400 subscriptions sold, Magic Pass significantly exceeded its initial target of +35%, achieving exceptional growth of 63%. This success brought revenue to over 128 million Swiss francs. The geographical distribution shows a massive conquest of new markets: While the canton of Vaud remains in the lead with 70,655 customers (+19% compared to the previous year), the canton of Bern now follows very closely with 69,881 subscribers (+186% compared to the previous year). The significant increases in Lucerne and Obwalden confirm the subscription's strong presence in Central Switzerland.
Sébastien Travelletti, director of Magic Pass, emphasizes the significance of this national development: “This 63% growth demonstrates the widespread acceptance of our product in German-speaking Switzerland. A concept that originated in French-speaking Switzerland is now captivating the entire country. The record visitor numbers in the ski resorts of the Bernese Oberland are visible proof.”
MAGIC TRAVEL: INTEGRATION OF PUBLIC TRANSPORT
Easy and attractive access via public transport is becoming increasingly important for new generations of tourists. Magic Mountains Cooperation has been working for five years on mobility solutions to meet this expectation. While previous offerings have only met with partial success, the current project aims to integrate public transport into the Magic Pass experience.
To mark its anniversary, Magic Pass is expanding its offerings with Magic Travel, taking another step towards integrated mobility. Thanks to a collaboration with RailAway and the Alliance SwissPass, all subscribers can use five day trips on public transport from their place of residence to their chosen Magic Pass destination throughout the winter season, starting November 1, 2026 – at no extra cost. This pilot project not only saves customers money but also benefits destinations by creating an attractive alternative to private car use and enabling comfortable, sustainable travel.
The cantons of Vaud and Valais support this project with integrated mobility initiatives. Together, these two cantons account for the majority of winter guest arrivals and, consequently, the vast majority of road traffic associated with the member destinations. Building on this strong foundation, Magic Pass has already initiated discussions with other cantons where partner destinations are located. The goal is to gradually extend this support to the entire network and further promote the development of mobility in all participating regions.
Pierre Besson, president of the cooperative, emphasizes the strategic importance of this progress: “Mobility is a central pillar of our vision. To meet the climate and access-related challenges, we need integrated solutions. This project would not have been possible without the close and innovative collaboration between the industry and the cantons. Only by pooling our resources can we sustainably shift transportation habits towards the mountains.”
GEOGRAPHIC EXPANSION AND WINTER DYNAMICS
Magic Pass continues its strategic development in the Zurich, Solothurn, Geneva, Évian, and Domodossola regions. For the 2026/2027 season, new destinations are joining the network: Klewenalp Stockhütte (NW), Sattel Hochstuckli (SZ), Hohe Winde (SO), and Valbirse (BE). With Bernex in the French Chablais region, Magic Pass further expands its presence in France, which now boasts ten partner resorts. Italy is also represented with the addition of Domobianca, bringing the total number of Italian destinations in the network to three, all located south of the Simplon Pass.
SUMMER AS THE ENGINE OF FOUR-SEASON TOURISM
The model of year-round mountain tourism is a reality. In the summer of 2025, 961,201 entries were registered, compared to 425,190 the previous year. Summer visitors now account for 20% of total annual entries. The percentage of customers using their passes in the summer rose to 67% (compared to 57% in the summer of 2024), and pass holders use their passes an average of 2.99 times during the summer season. Of the 215,814 summer visitors, 94,067 were new customers, confirming the appeal of the mountain offerings in the summer.
BEMAGIC'S LOYALTY PROGRAM IS GROWING STRONGLY
The BeMagic by Magic Pass program is experiencing impressive growth and now boasts 85,700 members, representing a 57% increase year-on-year. Nearly a third of Magic Pass holders are now active on the platform. Over the past twelve months, CHF 200,000 in cashback has been refunded to members, highlighting their commitment to the offers from regional retailers and partners.
GOAL 2026/2027: STABILIZATION AND IMPROVEMENT OF THE SERVICES OFFERED
Following a period of historic expansion, Magic Pass is adopting a consolidation strategy for the new season. The goal for the 2026/2027 edition is to stabilize the number of subscribers with moderate growth of 3%. This phase will allow for targeted improvements to the customer experience and the overall offering, while
keeping prices stable in CHF as a thank you to the loyal community.
BATHROOMS
To extend the experience with a moment of relaxation, the "Baths" option grants access to 18 thermal baths and swimming pools. The introductory price remains unchanged at CHF 259 / €281 for adults and from CHF 155 / €168 for children.
SPRING SKIING
New Magic Pass customers can use the Spring Ski option at the Magic Pass stations that are still open from March 17th to April 30th, 2026. Price: CHF 104.- / €113 for adults and CHF 69.- / €75 for children.
