Results for the recent Mountain Trade Network survey announced at SASTEX (Summer Alpine Sports Trade Exchange, London March 13, 2026) that took place at the Red Bull UK headquarters in Covent Garden, London, shows a significant increase in active holidays taken outside of the ski season in mountain areas – much of the growth is driven by the 18-35 age group.
- The UK outbound market for alpine travel outside the winter season has grown rapidly, now estimated to be close to 5 million trips per year, significantly larger than the 1.9 million snowsports market
- The market is broadening quickly from core winter destinations to lower altitude valley resorts and regions (EG: Slovenia)
- 71% of active travellers are now actively seeking high-altitude ‘coolcation’ destinations during summer
- Adventure and active travel is growing at over 13% annually, far outpacing general travel growth of 2–4%
- 31% of UK travellers now prefer adventure-focused holidays, up from 20% the previous year
- Hiking remains the dominant activity (65%), followed by mountain biking (33%) and water sports (23%)
- The 35–54 age group dominates the market (65%), but younger travellers (18–34) are the fastest-growing segment
- September is emerging as the key travel month, driven by better weather conditions, lower prices and increased demand for shoulder season travel
New Research Highlights Rapid Growth In UK Demand For Summer And Non-winter Mountain Holidays
New data released at SASTEX 2026 reveals a significant shift in UK travel habits, with non-winter alpine holidays emerging as one of the fastest-growing sectors in the outbound travel market.
The research, presented by James Gambrill of the Mountain Trade Network, estimates that UK travellers are now taking approximately 5 million trips to mountain destinations during the spring, summer and autumn months. This marks a substantial increase from previous estimates and positions the market at more than double the size of the UK snowsports sector.
The growth is being driven by a combination of factors, including rising participation in activity-based holidays and changing climate conditions in traditional summer destinations. A key trend identified in the report is the rise of ‘coolcations’, with 71% of active travellers now actively seeking higher-altitude destinations offering more comfortable summer temperatures.
Adventure travel is also moving into the mainstream. The report shows that 31% of UK travellers now prefer holidays centred around activity and outdoor experiences, up from 20% the previous year, with the sector growing at over 13% annually.
Hiking remains the most popular activity, attracting 65% of travellers, followed by mountain biking and a broader mix of multi-sport experiences. This shift towards combining activities reflects a broader move away from traditional single-focus holidays.
The research also highlights changing patterns around when and how people travel. While July and August remain key months, September is now emerging as a peak period, driven by more favourable weather, lower costs and increased flexibility.
Families aged 35–54 continue to make up the largest segment of the market, but younger travellers are driving the fastest growth, particularly in social and event-led trips.
The findings point to a longer-term structural change in the UK travel market, with mountain destinations increasingly operating as year-round tourism hubs rather than winter-only resorts.
James Gambrill said:
“UK travellers are changing how they think about the mountains. What was once a winter-only proposition is now a genuine multi-season market, and it’s growing quickly. The rise of active travel, combined with the demand for cooler summer destinations, means alpine regions are increasingly relevant from spring through to autumn. For the industry, the opportunity now is to adapt to that shift and develop products that reflect how people actually want to travel today.”
Dates For The Diary
The Mountain Trade Network organises industry events, including:
SASTEX: March 13, 2026, Covent Garden completed – Event Page
LISTEX Luxury: June 24, 2026, County Hall – Event Page
LISTEX: October 15 & 16, 2026, Hilton Kensington – Event Page
London Snow Show: October 17 & 18, London Olympia – Event Page
Photo Credits: Ross Woodhall
