The siren song of serene snow-clad mountains has long inspired countless books, films, and dreams, painting vivid images of powdery snow, cosy log cabins, and roaring fires. Add the exhilaration of skiing down pristine trails; the pull is magnetic. What was once the exclusive domain of the privileged is now becoming increasingly accessible, bringing the joys of mountain retreats to a larger audience. TTJ explores the factors fuelling the rapid ascent of ski tourism in India and its growing presence on the global stage.
In recent years, India has witnessed a surge in winter tourism, with ski holidays carving a niche in the travel itineraries of both domestic and international explorers. From thrilling adventures on snowy slopes to luxurious stays and culinary delights, ski tourism is transforming into a wholesome experience that combines adventure and comfort in the lap of nature.
Do Indians Ski?
Ski tourism is steadily gaining popularity among Indian travellers, though it remains a niche segment compared to mainstream activities like beach vacations, city breaks or cultural tourism.
Harjit Singh, Founder, Travel Twist, with 24 years of experience in the travel and tourism sector, explains, “During the 2023-24 winter season, approximately 30,000 Indians travelled overseas for ski tourism, reflecting the rapid rise of this emerging niche in the Indian travel industry. This growth is fuelled by rising demand for immersive adventure-driven experiences, increasing affluence of upper-middle-class Indians, and aspirational social media content. Better infrastructure at domestic ski resorts and easier access to international destinations, supported by direct flights and relaxed visa policies, are making skiing holidays more feasible.
Rohit Shorey, Founder and CEO, Kazin DMC, backed by his expertise in Commonwealth of Independent States (CIS) countries, adds, “Increasing disposable incomes and exposure to global travel experiences is encouraging more Indians to consider skiing holidays abroad, especially to the CIS countries. Their affordability compared to European Ski holidays, world-class ski facilities, improved flight connectivity, and simplified visa processes make these destinations more accessible. At the same time, unique cultural experiences and family-friendly activities add to their charm. Tailored services like Indian cuisine and Hindi-speaking guides attract Indians to CIS ski resorts.
Dilshad Master, Director, Bull’s Adventures, hailing from the first family of skiers, reminisces, “When we first started our family ski programmes in 2010, the takers were mostly friends and family. It was passion prevailing over profit! The programme picked up in 2015, and I admit, I used my four-year-old as my marketing icon! She learned to ski at three and a half years of age and influenced many others, which is how our groups grew. By 2019, we had run two ski groups in Gulmarg, each with 24 -26 guests. I do not like taking large groups, as we like to focus on the progress of our guests.”
The Winter Wonderland Experience
While some seek the thrill of skiing and other adventures, most Indian travellers are interested in the overall ambience, including picturesque landscapes, cultural experiences, shopping, and après-ski options. Rohit notes a growing trend: “Indian parents want to introduce their children to exotic sports like skiing and snowboarding, and destinations offering family-friendly facilities, beginner lessons, and engaging child-centric activities align perfectly with this trend.”
Harjit points out, “While interest in skiing as an activity is growing, for Indian travellers, it is the combination of adventure, scenic beauty, cultural exploration, and après-ski indulgence that truly enhances the appeal of ski holidays. Destinations showcasing a diverse array of winter experiences are more likely to attract Indian travellers.
Après-Ski literally means ‘After-Ski’ as the end of a skiing day is celebrated with friends in lively bars, enjoying warming drinks. Dilshad asserts, “The concept of après-ski does not exist in India. There is no partying or champagne toast on the slopes! Once we wrap up our skiing for the day – everyone settles down in the common room for hot chocolate and Kahwa while the kids step out for snowball fights. Our groups are family-centric with kids, so the après-ski is focused on what they would like to do. Our guests have fun bonding with their families while everyone learns a new sport.
Indian Skiers on International Slopes
Europe remains a timeless favourite for ski enthusiasts, offering a charismatic blend of prestige and luxury at iconic destinations. Naming the most popular destinations, Harjit shares, “Switzerland offers ski hotspots like Zermatt, St. Moritz, and Jungfrau, France weaves icy magic with Chamonix and Courchevel, and Austria presents high-end resorts like St. Anton and Kitzbühel. Additionally, resorts such as Whistler in British Columbia are drawing Indian travellers who wish to combine skiing with their broader North American travel plans. These winter playgrounds are celebrated for their expansive slopes, top-notch facilities, spectacular gastronomy, colourful après-ski scene, and rich cultural experiences.”
Highlighting several up-and-coming ski destinations gaining global admiration, Harjit names Gudauri in Georgia, Andorra nestled between Spain and France, Niseko and Hakuba in Japan, and Erciyes and Uluda in Turkey. These emerging newbies offer exceptional snow, top-tier facilities, less crowded slopes against rich cultural backdrops and also offer compelling alternatives to traditional ski hubs with competitive pricing and direct connections from India. Dilshad recalls a ski location in Italy and shares, “We did a ski trip to the Dolomites in Italy in December 2019 with many returning guests who now regularly join us in Gulmarg.”
Rohit identifies the CIS countries as the next big thing in ski tourism. Destinations like Shymbulak in Kazakhstan, Shahdag in Azerbaijan, and Gudauri in Georgia are emerging as attractive alternatives to pricier European options. They offer modern facilities, diverse terrains suitable for various skill levels, and unique cultural experiences, all at competitive prices. Improved connectivity, simplified visa processes, and a growing interest in offbeat winter destinations increase their popularity.
Beloved Indian Ski Destinations
Gulmarg in Jammu and Kashmir easily tops the list of popular skiing destinations in India, closely followed by Auli in Uttarakhand and Solang in Himachal Pradesh. Harjit believes Gulmarg is the heart of skiing in India. “The Gulmarg Gondola, one of the highest cable cars in the world, attracts both beginners and seasoned skiers. Auli is gaining fame as a family-friendly destination, offering stunning views of Nanda Devi and easy-to-learn beginner slopes. Its relatively low cost and growing infrastructure make it highly appealing to domestic travellers.”
Rohit emphasises, “Gulmarg and Auli’s rising popularity is due to their affordability, improved infrastructure, and accessibility compared to international destinations. Growing media coverage and government promotions have fuelled interest, making these destinations attractive and affordable. Dilshad proudly shares, “Our next ski trip in Gulmarg is scheduled for the end of February 2025, and we have already started signing up guests who know this is an annual pilgrimage for us!
Domestic Market Challenges
India’s emerging ski market faces significant challenges, particularly in infrastructure, weather conditions, and environmental impact caused by overcrowding. Harjit highlights critical obstacles, including the limited availability of well-developed ski resorts, inadequate access to advanced equipment, and poor connectivity to high-potential locations. Additionally, low participation rates due to a lack of familiarity with skiing among many Indians, shortage of structured learning programs for beginners and unpredictable snowfall due to climate change further complicate these issues.
However, Harjit sees great opportunities ahead with the rise of more ski schools and organised training programs. Many Indians returning from international ski trips aim to refine their skills locally. Government and private investments in winter sports infrastructure, along with events like ski festivals, are driving awareness and participation.
Rohit asserts that India’s winter sports tourism market is growing, driven by rising adventure tourism demand and government initiatives like the Khelo India Winter Games. However, challenges such as limited facilities, safety concerns, and environmental impact require to be addressed.
Outlining key on-ground challenges, Dilshad explains, “To be serious about winter sports, we need serious infrastructure in India, and I do not see anything happening for the next 10 – 15 years at least. The Gulmarg Gondola to Station 1 at Kongdori was built in 1998 and Apharwat in 2005 – no further ski lift networks have been constructed for the past 20 years! In 2010, we only saw serious skiers on the slopes, but today, holiday tourists have surpassed the skiing crowd by 10x, and getting on to the Gondola to Kongdori is such a fight!”
Offering solutions, Dilshad further clarifies, “We need to spread out the skiing activity. Build more ski destinations in Kashmir to take the pressure off Gulmarg. Today, the beginner slopes in Gulmarg are so crowded with wandering holidaymakers that sometimes I fear for my guest’s safety. Earlier, Gulmarg received a good three months of ski weather from December to March – today, it has come down to one month!” She proposes an innovative remedy, explaining, “There are snow-making machines used in renowned destinations like the Swiss Alps to supplement natural snowfall. If we aim to extend the ski season and compete globally in creating world-class ski destinations, the ability to produce artificial snow is essential. The technology is already in place—artificial snow played a pivotal role in delivering optimal conditions during the Winter Olympics in Sochi (2014), Pyeongchang (2018), and Beijing (2022).”
The Future Ahead is Snowy!
As more Indian travellers discover the thrill of skiing and snowboarding, the country is steadily carving its niche in the global winter sports arena. With a focused push in promotion, training, and state-of-the-art infrastructure, alongside collaborative efforts of the government and private enterprises, India’s snow-laden slopes are poised to become a hotspot for adventure enthusiasts.
