Maison Sport, Europe’s leading ski lesson booking platform, has reported a major increase in bookings from the Middle Eastern region for the 2024/25 season, signalling a growing appetite for snow sports among visitors.
Maison Sport recorded a 113 per cent increase in booking revenue from Saudi Arabia, now its third-largest market by revenue, and an 85 per cent rise in combined booking revenue from Middle Eastern countries, including the UAE, Qatar, Kuwait, Bahrain and Oman. This growth reflects a broader trend of increasing participation in winter sports from the Middle East, supported by improved access to European resorts, as well as an interest in luxury, personalised experiences.
Maison Sport has observed a strong preference for the French Alps amongst Middle Eastern skiers, with 32 per cent choosing to book lessons in Courchevel 1850. Megeve follows as the second most popular resort with over 13 per cent, while Val d’lsère accounts for nearly 9 per cent of Middle Eastern ski visits and Chamonix-Mont-Blanc captures a further 6 per cent. Outside France, close to 7 per cent of Middle Eastern skiers booked lessons in Zermatt, highlighting the growing appeal of luxury Swiss alpine destinations for global winter sports enthusiasts.
Many of these resorts are renowned not only for their world-class skiing, but also for their designer boutiques and luxury hotels, reflecting a strong demand for high-end, lifestyle-focused winter escapes.
“Visitors from the United Arab Emirates and wider Middle East are increasingly discovering the unique appeal of Europe’s most prestigious ski destinations,” said Nick Robinson, CEO and Co-Founder of Maison Sport. “Our customers value the exclusivity and personalisation of the experience - from hand-selecting their own expert instructor, to discovering hidden viewpoints, local dining experiences and bespoke on-mountain adventures guided by true experts.”
“Maison Sport instructors operate in many of Europe's highest and most luxurious resorts - including Val d’Isere, Zermatt and Courchevel - ensuring guests enjoy reliable snow conditions, world-class service and a seamless, tailored skiing experience from start to finish.”