Valle Nevado: outlook for winter 2025 and the expansion of mountain tourism in Chile

International Expansion and the Brazilian Market on the Rise

Ricardo Margulis has been the name behind the management of Valle Nevado Ski Resort since 2007. With a consolidated career in the tourism and real estate industry, Margulis has dedicated almost two decades to the expansion of the Chilean resort, which in 2023 was acquired by a North American company. In an exclusive interview, he shared his expectations for the 2025 season, with a focus on the growth of international tourism, especially Brazilian tourism.

"Today, about 55 to 60% of our customers come from Brazil, which is an important part of our customer base. This market has grown a lot, and we are focused on offering an even more personalized experience," said Margulis. He highlighted the importance of ongoing work with tour operators and travel agencies in Brazil, as well as regular participation in fairs and events to promote Valle Nevado.

The Role of Ski Equipment and Audience Diversification

Another segment that has been gaining prominence is that of international athletes who come to Chile to train. Margulis revealed that during the months of August, September and October, Valle Nevado receives ski teams from countries such as Norway, Italy, the United States and Switzerland. “These athletes need specific conditions to train, such as more compact snow, which is ideal for our resort, especially at the end of the season,” he explained. For him, this is a niche market that represents about 10% of the resort’s visitors.

Expectations for Winter 2025

The general manager is optimistic about winter 2025. "We are seeing a 10% increase in reservations compared to last year, which gives us a lot of confidence. We hope to surpass 50,000 nights sold, while maintaining the focus on the quality of the experience for our guests," commented Margulis. He reinforced that winter accounts for the majority of Valle Nevado's revenue, while summer represents only a fraction of the resort's tickets and services, averaging 3 to 5% of annual revenue.

Summer in Valle Nevado: A Mountain for Every Moment

While Margulis’ focus is on winter, he also mentioned the options for those visiting Valle Nevado during the summer. The mountain offers peaceful hikes, restaurants, and the chance to see local wildlife up close, such as the awe-inspiring Condor. However, most tourists visit the resort during the ski season, and summer offers another opportunity for those seeking tranquility and contact with nature.

Investments in Infrastructure and Services

With the recent acquisition by the North American group, Valle Nevado has invested significantly in infrastructure to welcome even more international visitors. The number of “noches cama” (nights spent) is a key indicator of the resort’s success, and Margulis is confident that investments in new services and expanded service capacity will continue to attract tourists, especially from Brazil, the United States and Argentina.

"We are prepared for an excellent 2025 season. Our infrastructure is more robust, with accommodation options and services that cater to both families and high-level skiers," said the executive.

The Challenge of Maintaining Excellence in Service

Margulis knows that Valle Nevado’s success depends not only on the quality of the snow, but also on the service it provides to its visitors. The focus on providing a differentiated service and building an ongoing relationship with the Brazilian market has been essential to the resort’s sustainability. “Our goal is to maintain Valle Nevado as a global reference for mountain tourism, always innovating and providing a unique experience for our visitors,” she concluded.

Report and photo: Mary de Aquino.