{"id":29115,"date":"2026-03-10T15:21:13","date_gmt":"2026-03-10T15:21:13","guid":{"rendered":"https:\/\/www.europesays.com\/ch\/29115\/"},"modified":"2026-03-10T15:21:13","modified_gmt":"2026-03-10T15:21:13","slug":"swiss-magic-pass-breaks-record-with-321400-sold-2","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/ch\/29115\/","title":{"rendered":"Swiss ‘Magic Pass’ breaks record with 321,400 sold"},"content":{"rendered":"

\"Magic<\/p>\n

The Magic Pass multi-resort season pass is in its ninth season. <\/p>\n

Keystone-SDA <\/p>\n

The \u201cMagic Pass\u201d multi\u2011resort 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.\n<\/p>\n

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Generated with artificial intelligence. <\/p>\n

This content was published on <\/p>\n

March 10, 2026 – 12:33\n<\/p>\n

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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.<\/p>\n

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.<\/p>\n

\n More<\/p>\n

\"Four<\/p>\n

More <\/p>\n

Four major Swiss ski areas offer single ski pass <\/p>\n

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This content was published on <\/p>\n

Feb 28, 2025 <\/p>\n

A single ski pass is being offered for four major ski areas in the Bernese Oberland, Valais and Central Switzerland. <\/p>\n

<\/p>\n

Read more: Four major Swiss ski areas offer single ski pass
\n <\/a><\/p>\n

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.<\/p>\n

Next season the Magic Pass will include a number of new resorts: Klewenalp Stockh\u00fctte (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.<\/p>\n

\n More<\/p>\n

<\/p>\n

More <\/p>\n

Dynamic pricing of Swiss ski tickets criticised <\/p>\n

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This content was published on <\/p>\n

Jan 23, 2026 <\/p>\n

In Switzerland, numerous ski resorts rely on a dynamic pricing system when selling ski tickets. These models lack transparency and are often used to covertly increase prices, criticises the Consumer Protection Foundation. <\/p>\n

<\/p>\n

Read more: Dynamic pricing of Swiss ski tickets criticised
\n <\/a><\/p>\n

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.<\/p>\n

The Magic Pass has been available since 2017; the pass for the 2026\/27 season is now on sale.<\/p>\n

Adapted from French by AI\/sb<\/p>\n

How we work <\/p>\n

We select the most relevant news for an international audience and use automatic translation tools to translate them into English. A journalist then reviews the translation for clarity and accuracy before publication.\u00a0\u00a0<\/p>\n

Providing you with automatically translated news gives us the time to write more in-depth articles. The news stories we select have been written and carefully fact-checked by an external editorial team from news agencies such as Bloomberg or Keystone.<\/p>\n

If you have any questions about how we work, write to us at\u00a0english@swissinfo.ch<\/a><\/p>\n

Articles in this story <\/p>\n","protected":false},"excerpt":{"rendered":"The Magic Pass multi-resort season pass is in its ninth season. Keystone-SDA The \u201cMagic Pass\u201d multi\u2011resort season ski…\n","protected":false},"author":2,"featured_media":28985,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[1822,101,312,100,103,41,17,2938],"class_list":{"0":"post-29115","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-switzerland","8":"tag-alpine-skiing","9":"tag-article","10":"tag-beat-various","11":"tag-latest-news","12":"tag-production-type-deepl-autotranslation","13":"tag-swiss","14":"tag-switzerland","15":"tag-update-me"},"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@ch\/116205563933797964","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/ch\/wp-json\/wp\/v2\/posts\/29115","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/ch\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/ch\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/ch\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/ch\/wp-json\/wp\/v2\/comments?post=29115"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/ch\/wp-json\/wp\/v2\/posts\/29115\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/ch\/wp-json\/wp\/v2\/media\/28985"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/ch\/wp-json\/wp\/v2\/media?parent=29115"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/ch\/wp-json\/wp\/v2\/categories?post=29115"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/ch\/wp-json\/wp\/v2\/tags?post=29115"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}