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Swiss Market Insight – Spring 2026. Strong Boardsports Retail Performance and High Tourism Rates
Switzerland’s overall economic environment has remained stable but subdued. GDP growth is modest, at around 1–1.3%, reflecting a slowdown compared to previous years. Inflation eased but continued to rely on consumer sentiment, while high living costs limited disposable income. The labour market remained resilient, with a low unemployment rate of around 2–2.3%, supporting baseline consumption. However, consumer confidence stayed cautious, particularly in discretionary categories such as sports and outdoor goods. In addition, the strong Swiss franc continued to encourage cross-border shopping, putting further pressure on domestic retailers.
The 2024/25 winter season in Switzerland can overall be described as successful, yet structurally challenging. With around 18.5 million overnight hotel stays between November and April, a new record was reached, driven primarily by international guests whose demand increased significantly. Occupancy rates in tourism regions remained high, particularly in the classic Alpine destinations. Even though there has been some positive development, a certain divergence became apparent: while accommodation and tourism infrastructure were highly utilised, the use of traditional winter sports offerings did not develop equally everywhere.
In the snow segment (ski & snowboard), the season benefited from generally solid snow conditions and stable international demand. In particular, early snowfall at the beginning of the season helped the market gain momentum early and remain relatively stable throughout the winter. Mountain railways reported good to very good frequency levels in many areas, especially in high-altitude resorts. At the same time, market observations indicate a shift in demand: fewer peak volumes on the slopes, combined with high accommodation occupancy, suggest that guests are increasingly diversifying their time, making greater use of wellness, gastronomy, and alternative activities.
From a retail perspective, many retailers describe an overall positive winter for hardware, with skis, snowboards, and technical equipment selling well. In contrast, the apparel segment proved much more challenging, characterised by strong competition, pricing pressure, and high promotional activity across the market. At the same time, the industry continues to face structural challenges, including succession planning, the difficulty of finding qualified staff, weather uncertainty in the late winter period, and a generally more cautious and selective consumer mindset.
The rental of winter sports equipment developed relatively positively, albeit with clear structural shifts over time. Rental offerings remain particularly popular among international guests and occasional users, while equipment purchases are under increasing pressure in many regions. This reflects a broader trend toward greater flexibility and lower entry costs. High-quality rental products and premium service offerings performed well, while entry-level products showed less momentum and therefore got less attention from consumers. In addition, immediate product availability is becoming increasingly important in purchasing decisions.
The surf segment naturally plays a smaller role during winter in Switzerland, but remains part of the broader board sports system and industry landscape. Disciplines such as foil, wing, windsurfing, and wakeboarding remain very relevant, but are highly dependent on stable spring weather conditions and reliable wind conditions, as well as suitable infrastructure, making demand overall quite volatile and somewhat unpredictable. In addition, river surfing, surf parks, and travel-related consumption (surf trips) continue to be important parts of the scene. In retail, there is a clear focus on functional products such as neoprene, accessories, and versatile equipment. Traditional surf fashion, on the other hand, remains under pressure as consumers are increasingly prioritising functionality over style.
In summary, the winter season in Switzerland was characterised by record tourism figures, high occupancy rates, and an overall stable snow market. At the same time, clear structural trends are emerging: a growing dependence on international guests, a shift in consumer behaviour toward rental and experience-based consumption, and increasing differentiation across product categories and price segments. These developments affect all three segments – snow, surf, and skate – and are likely to shape the industry in the seasons ahead.
Alain Frei