Mountain hut parties are the future of winter tourism

In recent years, the lack of natural snow at high altitudes has raised questions about the sustainability of traditional winter sports, including skiing. More and more mountain resorts rely on artificial snow to ensure the continuity of the winter season, but at the same time, new forms of tourism are emerging, capable of attracting an audience different from traditional ski enthusiasts. Recently, the phenomenon of mountain hut parties has gained significant traction – exclusive events that are revolutionizing the way young people experience the mountains. An increasing number of people between the ages of 20 and 30 seem to be less interested in skiing and more attracted to the parties found in certain mountain resorts. These events have managed to «revolutionize the youthful imagination related to the mountains, creating – for better or worse – a new form of entertainment, bringing the clubbing experience to high altitudes,» writes La Stampa. For an increasing segment of people who can afford the “white week,” the mountains are becoming, above all, the perfect setting for attending exclusive events organized in mountain lodges. These parties, often inspired by the typical formats of glamorous beachside aperitifs, usually feature DJ sets and sophisticated scenery, creating an atmosphere reminiscent of the most renowned nightclubs. The reference model for venues following this trend – such as the now-famous Super G, with locations in Courmayeur, Cervinia, and Madonna di Campiglio – mirrors that of Italy's most famous beach clubs, including the Papeete in Milano Marittima. However, the territories focusing on this form of tourism are not entirely new to the world of nightlife. As early as the 1980s, destinations such as Cortina d’Ampezzo, as well as Courmayeur and Madonna di Campiglio, stood out not only for their ski slopes but also for their exclusive parties.

Limits and Opportunities of Mountain Hut Parties

However, these events have already generated controversy. In Madonna di Campiglio, the opening of a venue organizing numerous such parties has sparked criticism and concerns. «We were caught off guard,» a local resident told the newspaper Il Dolomiti. «We expected a proposal more in line with the spirit of the mountains, not a venue that could be found in any other glamorous destination. This way, there is a risk of distorting the identity of the territory.» As reported in another article by Il Dolomiti, a heated debate on the social and environmental sustainability of these events is also taking place on social networks: «The criticisms of various online users can be summed up in the question, "How is it possible that this mountain area transforms into an open-air nightclub every night?" In essence, many are questioning whether it is right for a natural environment, despite its strong tourist appeal, to be literally "invaded" by thousands of people drawn to events that have little to do with skiing.»

The issue raised concerns the delicate balance between the mountain’s tourism vocation and its environmental preservation. The risk, according to some, is that the pursuit of new forms of entertainment may lead to an excessive touristification of ski resorts. However, since natural snow will become increasingly rare in the future due to global warming and the broader climate crisis, many alpine destinations are forced to find alternatives to keep the local economy alive. Mountain hut parties represent an initial response to this challenge, albeit offering experiences unrelated to skiing. However, how sustainable is this approach in the long run? And what impact will it have over time? On one hand, the need to adapt will inevitably change the tourist offerings of winter destinations; on the other, questions arise about the compatibility of these activities with environmental conservation and the identity of mountain locations. The growing demand for nightlife-related events could permanently transform alpine destinations, affecting not only the local economy but also the social dimension. However, «besides environmental sustainability, there is also economic sustainability,» Andrea Baccuini, founder of Super G, told La Stampa. «Investing in excellence and young people – the future – is one of the recipes for taking off.»