The Magic Mountains Cooperation ski pass network has achieved a record-breaking season with 383’0000 passes sold, while simultaneously outlining strategic plans to expand into the canton of Zurich and surrounding regions. Sébastien Travelletti, the pass issuer, revealed that the pass currently grants access to 47 smaller and medium-sized ski resorts across Switzerland, primarily in the western and central regions. Adult passes cost 576 Franken during the current period, though buyers purchasing early between March and April secure the pass for 419 Franken.
Expansion Plans in Zurich and Surrounding Regions
Travelletti stated that the greatest potential for future network growth lies within the canton of Zurich and adjacent cantons including Schwyz, Glarus, Uri, and St. Gallen. Discussions are actively underway with potential new member resorts ahead of the upcoming general assembly in March, where existing members must approve any additions by a two-thirds majority. The chief executive emphasized that expanding the network in eastern Switzerland is necessary to attract more guests, ruling out expansion into Bündnerland until intermediate connecting regions join. Conversely, Travelletti noted that the network cannot absorb additional resorts in Valais and Bern, citing the rejection of the Saas-Grund application due to high integration costs that fail to generate proportional pass sales.
Did You Know? Participating ski resorts share in the total revenue generated by the Magic Pass, with their respective revenue shares calculated according to the lowest available ticket price offered by each individual resort.
Financial Impact on Partner Ski Resorts
Smaller ski resorts participating in the network have registered substantial revenue increases since joining the pass system. Properties that joined at the inception of the program, such as Villars-Gryon and Grimentz-Zinal, reported revenue surges between 70 and 90 percent. Meanwhile, the Gstaad resort recorded a 42 percent increase in revenue after completing its first year in the network. Travelletti projects that general pass prices will increase by 5 to 8 percent over the next five years to balance revenue growth while retaining budget-conscious visitors.
Magic Pass Travel launches public transit feature
Beginning November 1, passholders gain access to the new Magic Pass Travel feature, which provides five free public transit trips per year to participating ski destinations. Magic Mountains Cooperation invested 3.8 million Franken into the initiative, targeting 100’000 total bookings directly through the Magic Pass website rather than through the Swiss Federal Railways. Travelletti noted that only 5 percent of guests currently travel to ski areas via public transit. Summer utilization has grown significantly, with 69 percent of guests using the pass during the summer months, accounting for more than 20 percent of total usage.
Frequently Asked Questions
How much does the Magic Pass cost for adults?
The standard adult price is 576 Franken, but early buyers purchasing between March and April pay a discounted rate of 419 Franken, while prices increase to 944 Franken by mid-December.
Why is Zermatt not included in the Magic Pass network?
Sébastien Travelletti noted that Zermatt operates at a different tier of resort prestige, stating that Zermatt plays in the Champions League while the Magic Pass plays in the Europa League.
How do passholders use the new public transit benefit?
Passholders can book up to five free public transportation trips per year directly through the Magic Pass website, subject to seven-day advance booking requirements and specific capacity limits.
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