Banff Ski Boom: US Skiers Flock to Alberta

Banff, Alberta ski resorts are seeing a significant increase in American visitors as western U.S. resorts face challenging conditions. SkiBig3 and Travel Alberta report substantial growth in American tourism, driven by plentiful snow and targeted marketing efforts.

Exceptional Snowfall in Banff

Sunshine Village, one of three ski resorts in Banff National Park – alongside Mount Norquay and Lake Louise – has recorded 948 centimetres of snow this season. This is comparable to the height of a three-story building and the most snowfall since the 2021-22 season, and before that, 1956-57.

American Skiers Seek Powder

Luke Glaser, a skier from Ohio, lamented a disappointing season in Colorado. “So we went to Colorado and they had no snow. Unfortunately, it’s been a bit of a bad season,” he said. He then booked a last-minute trip to Banff, his first time skiing in the Canadian Rockies, and found it to be a positive experience. “It’s a great time. These mountains are beautiful. The skiing is great,” Glaser stated.

Steve Merchant, visiting from California, echoed this sentiment. “We were just looking for something a little more adventurous. And we were just lucky that you had snow up here, since California wasn’t great this year,” he said.

Shift in Ski Destinations

The surge in American visitors is a direct result of the snow drought impacting many western U.S. states, leading to poor conditions and early resort closures. This season has seen a noticeable shift in where American tourists choose to ski.

Marketing and Increased Visitors

Rachel Wilson, director of marketing at SkiBig3, explained that they anticipated an increase due to U.S. marketing campaigns, but the exceptional snowfall amplified the results. “So word really spread quickly, and people wanted to save their ski season,” she said. SkiBig3 reported a 50-per-cent increase in American visitors this year compared to the previous year.

Lake Louise experienced its snowiest December since 1970, with 282 centimetres of snowfall in December 2025. The majority of U.S. visitors came from California, New York, Colorado, Washington, and Massachusetts, with a significant increase from Washington state.

Alberta's Tourism Boost

Tannis Gaffney, chief marketing officer for Travel Alberta, highlighted the agency’s promotion of winter travel and the U.S. as a key market. Data from Travel Alberta shows approximately 977,000 visitors from the U.S. in 2025, a roughly five per cent increase from 2024. Alberta saw the highest number of American visitors compared to other Canadian provinces.

“We knew that there was going to be momentum going into this year, but we are absolutely thrilled to see a number like that,” Gaffney said. Luke Glaser plans to return next year with his family, stating, “My dad wants to come up next time. He’s pretty jealous.”