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Winter Olympics and 'plentiful' snow fuel optimistic outlook among ski specialists – just don't mention the US...

Ski and snow
Gary Noakes
20 February 2026

The Winter Olympics, which draws to a close this weekend, excellent snow and an earlier Easter have resulted in a decent ski season for specialists, despite a few downsides.

A skier with their skies over their shoulder
(Credit: iStock / South_agency)

Ski specialists have reported a broadly positive outlook during the winter to date (Credit: iStock / South_agency)

Operators and agents report good sales for Europe, but with clients more cost-conscious, spiralling prices and the Donald Trump factor have hit demand for the US.

Skiworld sales and marketing director Diane Palumbo said that while there had “definitely” been an Olympics uptick, the season had been going well before the games began.