The Magic Pass multi-resort season pass is in its ninth season.
Keystone-SDA
The “Magic Pass” multi‑resort season ski pass, which offers unlimited lift access across western Switzerland and select areas in France and Italy, boosted its turnover to CHF128 million ($165 million) in the 2025/26 season, selling 321,400 passes. This 63% increase marks a new record for the Swiss cooperative.
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The Magic Pass cooperative, which is currently enjoying its ninth season, exceeded its growth target of 35%, it said in a press release on Tuesday.
The season pass continued to appeal to many people in canton Vaud: 70,655 customers, a rise of 19% compared to the previous year. It was closely followed by canton Bern, where Magic Pass grew by 186%, recording 69,881 subscribers. The service also increased significantly in cantons Lucerne and Obwalden.
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The Magic Pass also increased in popularity in summer. In 2025, it recorded 961,201 admissions compared to 425,190 the previous year. Summer now accounts for 20% of all annual admissions.
Next season the Magic Pass will include a number of new resorts: Klewenalp Stockhütte (canton Nidwalden), Sattel Hochstuckli (canton Schwyz), Hohe Winde (canton Solothurn) and Valbirse (canton Bern). The Bernex area in France and Domobianca in Italy will also be available.
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Magic Pass is also entering into a collaboration with Railaway and the Alliance Swisspass. From November 1, customers will be able to use the pass for five-day trips taking public transport from their home to the ski resort of their choice during the winter season.
The Magic Pass has been available since 2017; the pass for the 2026/27 season is now on sale.
Adapted from French by AI/sb
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