Only 26% of ski resorts are still actively posting on X/Twitter in 2026, down from roughly two-thirds just two years ago. SlopeFillers tracked 50 resorts across a range of sizes and ownership structures, and the data tells a clear story about where the industry’s 2026 social media strategy for ski resorts attention is going.
What the Data Shows
In January 2026, just 13 of 50 resorts had posted on X in the current year. A full 74% had either gone silent or were posting only during desperate pass-deadline pushes. Notably, several resorts had updated their website icons to X but hadn’t actually posted in years, icon changes don’t equal activity.
The drop wasn’t gradual, it bunches around 2024-2025, suggesting the Twitter-to-X rebrand and associated platform turbulence triggered a real re-evaluation of time investment at marketing teams across the industry.
Where Should Your Resort Be Instead?
The resorts still active on X tend to be using it for specific high-leverage moments: emergency weather alerts, pass sale deadlines, or breaking news like a major lift announcement. That’s a reasonable use case, but it doesn’t require a daily presence.
The bigger social opportunity right now is in platforms where ski content actually thrives: TikTok and Instagram Reels for short-form video, YouTube for deeper resort storytelling, and even Spotify (Steamboat just launched a resort-branded album). Meet your guests where they’re actually watching ski content.
The Right Framework for Platform Decisions
Ask where your audience actually is: Check your analytics. Which platform drove the most referral traffic to your site in the last 90 days? That’s where you double down.
Match content format to platform: X rewards text and fast opinion. If you’re not producing that, the format doesn’t fit. Instagram and TikTok reward visual skiing content, which you have in abundance.
Maintenance mode is fine: You don’t need to delete your X account. Set up a simple post queue for major announcements only, and redirect your team’s daily energy to higher-ROI platforms.
One Caveat: B2B Relationships Live on X
If your marketing director is using X to network with industry contacts, journalists, and resort operators, that’s different from guest marketing, and worth keeping. X still has real value for industry professionals. Just separate that from your resort’s public-facing content strategy.
Action Item
Run a 90-day social audit today. Measure follower growth, engagement rate, and referral traffic per platform. Let the numbers decide your Q3 social calendar allocation, not platform nostalgia.
