Ski vacations have long been considered one of the more expensive options on Israelis’ holiday calendar, but data for the upcoming winter suggests a certain shift in the picture. An examination of flight prices and leading travel destinations indicates that in the coming ski season it will be possible to find more destinations at lower prices than last year, alongside a change in travelers’ destination preferences.
The Winter 2025–2026 Flight Price Index by lastminute.co.il points to a change in Israelis’ ski vacation patterns, along with price declines at most of the major destinations. The data suggests that winter 2026 may be more economically accessible for ski enthusiasts, with a clear trend of reduced airfare prices and a shift in preferred travel destinations.
The most prominent destination in the upcoming ski season is Tbilisi. Georgia’s capital recorded an increase of more than 30 percent in demand for January–February 2026, alongside a moderate decline in the average flight price, from $280 in winter 2024 to $265 in winter 2025–2026. This combination positions Tbilisi as a destination that is strengthening both in demand and in economic accessibility.
Sofia and Geneva Surprise
Alongside Tbilisi, price declines were recorded at most of the ski destinations examined. Sofia shows the sharpest reduction, with the average flight price dropping from $320 to $275. Geneva also recorded a significant decrease, from $510 to $450. Additional destinations in Western Europe show more moderate discounts: In Munich the average price fell from $440 to $415, in Milan from $375 to $350, and in Lyon from $430 to $410.
By contrast, Verona stands out as an exception, with a sharp increase in the average flight price, from $220 last winter to $405 in the upcoming ski season. Salzburg recorded only a slight increase, from $380 to $385, while Batumi remains fully stable, with an average price of around $315, unchanged from last year.
In terms of demand, the traditional destinations in Western Europe, including Austria, France, Italy, and Switzerland, show relative stability compared with last winter, without unusual fluctuations. Bulgaria, which in the past was considered a leading destination among Israelis, shows a moderate decline in demand this year, partly against the background of later booking patterns.
Assaf Greenberg, Vice President of Marketing at lastminute.co.il, notes that an analysis of booking prices over time points to continued downward price adjustments in several destinations. According to him, this is an ongoing trend rather than a one-time change, as reflected in the price decreases recorded in Tbilisi, Sofia, and Munich between the average booking prices in 2025 and the current prices.