How is climate change reshaping winter tourism? KPMG and Solved to develop a new study

Winter tourism is facing increasing pressure from climate change, shorter and less predictable snow seasons, rising operational costs and evolving visitor expectations. At the same time, these challenges are creating opportunities for innovation, new investment and more sustainable models for mountain destinations.

The study will combine climate data, market research, industry perspectives and business analysis. It will focus primarily on Central and Eastern Europe, the Alpine region and Northern Europe. The research will examine the climate and environmental impacts on winter tourism, the economic and investment implications, changing visitor behaviour, as well as opportunities for adaptation and diversification of mountain destinations.

Solved will engage ski resorts and other industry stakeholders through the White Winters network, while KPMG will contribute its expertise in sustainability, climate risk, economics, investment, valuation and business strategy.

“The White Winters programme was created to connect the challenges facing winter sports with solutions that can address them. This research is a natural next step. By combining the White Winters network with KPMG’s analytical, financial and sustainability expertise, we can turn industry insights into practical recommendations for the future,” says Santtu Hulkkonen, CEO of Solved and Program Director of White Winters.

The research will involve ski resorts, tourism operators, investors, industry associations, solution providers and other relevant stakeholders through interviews and a survey. Their insights will help identify practical approaches to adaptation and building the long-term resilience of winter destinations. The study is planned for publication in 2027.