Thollon-Les-Memises to join Swiss Ski Resort Magic pass
Magic Pass: The Bet of Three Small Ski Resorts in Haute-Savoie to be bigger
Thollon-les-Mémises has been our favourite for over 20 years for clients wishing to buy into the mountain lifestyle without the hassle and high costs of today’s more exclusive ski resorts. Those interested can explore our properties in Thollon-les-Mémises here.
Thollon the balcony over Lake Geneva
Next winter, the small resorts of Thollon-les-Mémises, Les Habères, and Hirmentaz in Haute-Savoie will be integrated into the Magic Pass. After a challenging winter for mid-mountain sites, could this news be a breath of fresh air for the small resorts of Chablais? While it may not go that far, the upcoming integration of Thollon-les-Mémises, Les Habères, and Hirmentaz into the Magic Pass is undoubtedly one of the best pieces of news at the end of this season. Unknown in France, the initiative has, in less than a decade, proven its value for destinations that have joined it on the other side of Lake Geneva.
Thollon-les-Mémises: A Hidden Gem
Thollon-les-Mémises offers a unique skiing experience with 50 kilometres of pistes and stunning panoramic views of Lake Geneva and the Swiss Alps. The resort features 16 ski runs of varying difficulty, served by 15 lifts, making it ideal for families and skiers of all levels. Additionally, Thollon-les-Mémises has a dedicated area for beginners, ensuring everyone can enjoy the slopes.
Beyond skiing, Thollon-les-Mémises boasts a range of winter activities, including snowshoeing and paragliding. The village itself is charming, with traditional Savoyard architecture and a welcoming atmosphere. In the summer, the area transforms into a haven for hikers and mountain bikers, with numerous trails offering breathtaking scenery.
Providing Access to Multiple Resorts with a Single Annual Pass Alone you go faster, together you go further. This is likely the motto around which several lift operators from the cantons of Valais, Vaud, and Fribourg gathered in the 2010s. They started from the observation of changing consumer habits, who are less exclusive about their skiing destinations, and the interest in pooling relatively similar products across the massifs, leading to an ambitious project: to provide access to multiple resorts with a single annual pass.
At its launch in 2017, 25 resorts of varying sizes in French-speaking Switzerland (Anzère, Les Diablerets, Crans-Montana, Leysin…) joined the Magic Pass. 1,000 kilometers of skiing with unlimited access for a single price: 359 Swiss francs (CHF). Seven years later, the price hasn’t changed much (399 CHF, 419 €), but the offer has significantly expanded.
For its eighth edition, valid from May 1, 2024, to April 30, 2025, the 2024/2025 Magic Pass will open to 80 ski resorts and 37 summer destinations, making a clear move outside Swiss borders. Two small resorts in the Dolomites, San Domenico and Devero, will add an Italian touch. Meanwhile, five French resorts will join. Two in the Jura Massif (Col de la Faucille, Jura sur Léman) and three in the Chablais (Thollon-les-Mémises, Hirmentaz, and Les Habères).
The Magic Pass The Magic Pass, labelled a “four seasons” product, is valid from May 1 to April 30 and offers privileged access to summer activities at partner sites (mountain biking, hiking…) before extending to the winter season. Available at the preferential price (until April 9) of 419 € (279 € for those under 16), the Magic Pass comes with several paid options, such as annual access to around fifteen Franco-Swiss thermal resorts.
The card also offers discounts on Swiss Federal Railways (CFF) train tickets to partner resorts and at sports stores. Through the app of the same name, each Magic Pass holder also has access to a loyalty program called “Be Magic,” allowing them to accumulate “Magic” points after each day of skiing or purchase from a partner store. Starting at 500 points, users can receive cashback.
More information at www.magicpass.ch
“Offering Geneva Clients Proximity Skiing to French Resorts” This expansion into French territory follows a dual objective. First, to offer a product on the scale of the Lake Geneva basin. “In 2022, we welcomed our first French site with Métabief. This year, we aimed to offer Geneva clients proximity skiing to French resorts,” says Lola Guignard, Director of Magic Pass. Second, to strengthen the “four seasons” positioning of a pass valid from May 1 to April 30 of the following year. “Despite the two million skier days generated by the pass, the growth in summer is much more significant than in winter.”
In this regard, the strengths of Les Habères, with its mountain biking offer, and Thollon, a balcony over Lake Geneva, were decisive. “The 7,200 Magic Passes sold in Geneva represent real potential,” says Vincent Letondal, mayor of Habère-Poche. “The disastrous season we’re experiencing shows the benefit of partnering with other sites. While keeping our own offers, this will give us visibility among clients who wouldn’t think to come to us.” The same is true for Thollon. “The municipal council was unanimous. It’s a complementary product on which we can rely for our communication strategy,” rejoices Mayor Régis Bened.
A win-win partnership motivated by the (very) good numbers of the Magic Pass. Between 2017 and 2024, the number of passes sold increased from 80,353 to 180,037 (+124%), while revenue jumped from 27.5 to nearly 70 million CHF. Specifically, in 2023, two-thirds of the passes were sold in the cantons of Vaud, Valais, and Fribourg, compared to only 2,600 in France.
This shows that an expansion into France could be crucial in reaching the goal of 200,000 passes sold for the 2024-2025 season. Will there be an extension to other French sites? “Development will continue, but it’s too early to say more,” hints Lola Guignard.
