With 17 new destinations joining, the Magic Pass now includes nearly 100 ski resorts—and Gstaad is right in the middle of them. BDG is excited to welcome new guests and sees the move as a step toward a broader year-round appeal.

Now in its ninth edition, the Magic Pass continues to grow, adding 17 new destinations – including Gstaad (as previously reported). This brings the total number of participating ski areas to almost 100. But what does that mean for our region and skiers here?

More Variety for Locals and Guests
Since its launch in 2017, the Magic Pass has become a cornerstone in the Swiss ski scene. The idea is simple: a single pass that provides access to numerous resorts, both in winter and summer. According to Magic Pass officials, the concept evidently functions well; over 197,000 passes were sold this season, marking a 9.5% increase compared to the previous year.

Starting this summer, Gstaad will also be part of the Magic Pass network. Matthias In-Albon, CEO of Bergbahnen Destination Gstaad AG (BDG), sees clear benefits: “Many of our locals and guests are looking for variety and don’t want to ski in just one resort. For day visitors especially, exploring different destinations and broadening their horizons is attractive.”

Price Increases by CHF 20
The price is going up for the first time since the Magic Pass was introduced. The starting price for adults is now CHF 419 – compared to CHF 399 last year – and CHF 282 for children. The price adjustment is attributed to the expanded offer. In the end, a CHF 20 increase can be considered moderate. How is this sustainable? “By bringing new resorts on board, we tap into new catchment areas and new potential customers,” explains In-Albon. “With Meiringen-Hasliberg, for instance, we’re now reaching the Thun region, and with Melchsee-Frutt and Sörenberg, we gain access to Emmental and Central Switzerland. Prices can only remain stable if each new resort also brings in a new customer base.”

A Changing Ski Pass Landscape
Gstaad’s move to join the Magic Pass has also reshaped the regional ski pass market. Previously, the resort was part of the “Top4” ski pass, collaborating with several other large ski areas. With Gstaad and Meiringen-Hasliberg now switching to Magic Pass, a new pass – the “AlpsPass” – has emerged in response, aimed at high-frequency skiers who plan full ski holidays and multiple weekends on the slopes.

While some in the industry have questioned whether the Magic Pass fits more “premium” resort profiles, In-Albon emphasises the value of a flexible, all-season offering. “It’s a bit like a season ticket for active lifestyles,” he says. “It appeals to families and leisure skiers as well as summer guests who enjoy hiking or biking.”

Ultimately, the shift reflects evolving guest expectations and diverse skier needs – and In-Albon welcomes the increased competition: “It keeps everyone on their toes.”

MAGIC PASS – Quick Facts
According to Magic Pass officials, 17 new ski areas are joining the pass network this year, including Gstaad, Le Grand-Bornand, Meiringen-Hasliberg, Melchsee-Frutt, and Sörenberg. They expect a 35% growth for the upcoming season and revenue surpassing CHF 100 million.

The Magic Pass model also includes summer access. Last summer saw 424,818 "first entries," while the current winter season recorded more than 1.91 million entries as of February 28. For reference, a "first entry" is counted when a guest accesses a resort for the first time that day – a key figure used to determine revenue distribution within the Magic Pass system.

The MagicPass 2025/26 is valid from 1 May 2025 until 30 April 2026. Purchase your card before 8 April 2025 for only CHF 419. More information and other offers can be found at www.magicpass.ch