Discover opportunities in the Summer Mountain Travel Market – join SASTEX on 13 March 2026.
Summer mountain travel in 2026 is poised for strong growth as alpine destinations reposition from “ski-only” to year-round playgrounds, and consumers look for cooler, nature-led breaks with high perceived value.
Demand is being driven by three big shifts: climate-aware trip planning (escaping heatwaves), the mainstreaming of active wellness (hiking, biking, trail running, spas, yoga), and a post-pandemic preference for flexible, shorter breaks that still feel like a proper adventure.
Last year’s SASTEX market analysis suggested the biggest opportunities sit in shoulder-season extension (late spring and early autumn which when combined show greater potential than core summer) multi-activity packages (lift-access biking + guided hiking + family attractions), and experience-led itineraries that bundle accommodation with instruction, guiding, equipment hire and local culture. Resorts with strong lift infrastructure can monetise summer through mountain bike parks, scenic uplift, events and festivals, while villages can win by curating “soft adventure” for non-experts—lakes, easy trails, e-bikes, food and wine, and family-friendly experiences.
For UK operators and mountain destinations, 2026 offers a route to growth through simple, bookable products (3–7 night “active escapes”), clear value messaging (what’s included, what it replaces), and smart targeting: families in school holidays, couples seeking wellness, and active 30–55s who want guided progression. The winners will make mountains feel accessible, not extreme—and sell summer as the new peak season…
We’ll be updating the analysis and providing further insights and suggestions at SASTEX on 13 March 2026, hosted by MTN’s Media Partner Red Bull at their Covent Garden offices.
We have limited spaces for press and media – if you would like to attend please email Rob Stewart or find further information here.
If you would like to attend as a buyer, please email Carrie. For all information about attending as a Supplier or sponsor, have a look here.
