Online interest in the mountains is growing, reflecting a shift in choice behavior, increasingly less tied to the "traditional" ski holiday and increasingly focused on short, repeated experiences. In 2025, online searches related to mountains, skiing, and ski passes reveal an evolving digital demand, with traditional Alpine resorts consolidating their positioning and some destinations experiencing strong increases in online attention, often linked to media dynamics and online visibility. This signal confirms the role of digital channels as predictors of trends, curiosity, and choice behavior. This is the finding of a new study by the Telepass Observatory, a Mundys Group company and leader in electronic toll collection and integrated mobility. The study analyzes online search behavior in 2025 for the main Italian and international ski resorts and areas to identify emerging trends in mountain tourism. Online searches related to mountains, skiing, and ski passes reached 2,928,000 in 2025, a 5% increase compared to the same period in 2024, when the volume stood at 2,787,000 searches. The overall figure confirms that interest in the mountains is distributed throughout the year and continues to exert strong appeal, not only for traditional winter holidays but also for short stays, weekend getaways, and wellness and nature-related experiences. Madonna di Campiglio tops the list of the most searched-for ski destinations online, with approximately 170,000 searches, an 8% increase compared to the previous year. The resort confirms its position as a major hub for Italian Alpine tourism, thanks to a consolidated positioning that integrates skiing, hospitality, and events.