Under-25s and the mountains: from après-ski food trucks to Michelin-starred dinners
Data from Roberta Garibaldi’s Italian Food & Wine Tourism Report show that younger generations relate differently to mountain food experiences. Compared with older travellers, Gen Z is less attached to traditional restaurants in ski resorts and more interested in dynamic, active and sometimes highly curated food moments.
Only 61% of under-25s say they are attracted by the idea of visiting a historic restaurant in their chosen mountain destination, while interest among over-55s exceeds 75%. At the same time, younger travellers show a much stronger desire to try gourmet or Michelin-level dining in high-altitude destinations.
This shift affects ski tourism too. Today’s younger travellers are looking for mountain experiences that combine local food with movement, fun and novelty. Food trucks, slope-side kiosks and outdoor formats linked to après-ski have become particularly appealing to the under-25 segment.
“Young travellers are looking for food and wine experiences in the mountains that are dynamic, engaging, fun and distinctive. Local cuisine remains important, but it is increasingly combined with gourmet expectations, trekking, bike routes, wellness and active formats,” says Roberta Garibaldi.
The report also shows strong interest among younger travellers in outdoor and experiential activities, from trekking and bike tours to wellness-related formats. Traditional visits to production sites remain relevant, but are relatively less central for this audience than for older travellers.
Another important signal concerns self-guided food itineraries. These are appreciated by 62% of under-25s, suggesting that active and autonomous exploration can become an important design principle for mountain destinations seeking to attract younger audiences.
The wider implication is clear: ski and mountain tourism can no longer rely only on conventional hospitality formulas. To stay attractive, destinations need to integrate culture, gastronomy, outdoor activity and flexible consumption formats into a more contemporary mountain offer.
