Thollon-Les-Memises to join Swiss Ski Resort Magic pass

Thollon-les-Mémises: A Hidden Gem

Thollon-les-Mémises has been a firm favourite for over two decades among buyers seeking the authentic mountain lifestyle without the eye-watering costs and crowds of the more fashionable Alpine resorts. Those looking to invest can browse our current properties in Thollon-les-Mémises here.

Thollon-les-Mémises offers 50 kilometres of pistes and some of the most spectacular panoramic views in the French Alps, taking in both Lake Geneva and the Swiss peaks beyond. With 16 runs of varying difficulty served by 15 lifts, and a dedicated beginner area, it remains an outstanding destination for families and skiers of all abilities.

Away from the slopes, the village delivers year-round appeal — snowshoeing and paragliding in winter, hiking and mountain biking when the snow melts. Its traditional Savoyard architecture and unhurried atmosphere set it apart from the more corporate feel of larger resorts. You can explore a sample property here.

A Single Pass, Multiple Resorts

The Magic Pass was born from a simple but powerful idea. In the 2010s, lift operators across the Swiss cantons of Valais, Vaud, and Fribourg recognised that skiers were becoming less loyal to individual resorts and more interested in variety. Their response was ambitious: pool comparable products across massifs and offer unlimited access to dozens of destinations for a single annual fee.

When the scheme launched in 2017, 25 resorts across French-speaking Switzerland joined immediately, offering 1,000 kilometres of skiing for 359 Swiss francs. Seven years on, the price has barely moved — 399 CHF (approximately €419) — but the network has grown dramatically.

80 Resorts and Counting

For its eighth edition, covering May 2024 to April 2025, the Magic Pass expanded to 80 ski resorts and 37 summer destinations, crossing Swiss borders for the first time in earnest. Two resorts in the Italian Dolomites — San Domenico and Devero — added a Mediterranean flavour, while five French stations joined the fold: Col de la Faucille and Jura sur Léman in the Jura, alongside Thollon-les-Mémises, Hirmentaz, and Les Habères in the Chablais.

Billed as a “four seasons” product, the pass runs from 1 May to 30 April and covers summer mountain biking and hiking at partner sites before the ski season begins. Available at the preferential early-purchase price of €419 (€279 for under-16s), it also includes discounts on Swiss Federal Railways tickets and at sports retailers. A loyalty programme called “Be Magic” rewards cardholders with cashback from 500 points upwards. Full details at www.magicpass.ch.

The Geneva Factor

The push into French territory reflects a clear strategic ambition. “We aimed to offer Geneva clients proximity skiing to French resorts,” said Lola Guignard, Director of Magic Pass, noting that the scheme welcomed its first French site, Métabief, as recently as 2022. Growth in summer usage has also outpaced winter, making the outdoor credentials of resorts like Thollon and Les Habères — with its well-regarded mountain biking — particularly attractive to the scheme’s architects.

Local leaders are in no doubt about the opportunity. “The 7,200 Magic Passes sold in Geneva represent real potential,” said Vincent Letondal, mayor of Habère-Poche. “The disastrous season we’re experiencing shows the benefit of partnering with other sites.” Régis Bened, Mayor of Thollon, was equally enthusiastic: “The municipal council was unanimous. It’s a complementary product on which we can rely for our communication strategy.”

A Scheme That Delivers Results

The commercial case is compelling. Between 2017 and 2024, Magic Pass sales surged from 80,353 to 180,037 — a rise of 124% — while revenues climbed from 27.5 million to nearly 70 million CHF. Yet France remains largely untapped: in 2023, just 2,600 passes were sold across the entire country, compared with two-thirds of total sales concentrated in the Swiss cantons of Vaud, Valais, and Fribourg alone.

That gap suggests French expansion could be decisive in hitting the target of 200,000 passes for the 2024-25 season. As for whether further French resorts will follow, Guignard is characteristically measured: “Development will continue, but it’s too early to say more.”