With excellent slopes and a new chairlift, the destination reaffirms its title as the best ski resort in the U.S., but snow sports are just one of many attractions. Free museums, traditional shops, and a unique atmosphere complement the experience.

Located in the heart of the Rocky Mountains, Aspen, Colorado, is much more than a ski destination. With its rich history, spectacular landscapes, and an enviable cultural offering, the city combines contemporary luxury with the charm of a past rooted in the Old West. While today Aspen is synonymous with glamour, its origins date back to the late 19th century when it was a vibrant mining town thriving thanks to silver extraction. In 1890, over 12,000 people called it home, but the collapse of the silver market brought a period of decline, almost turning the town into a ghost town.

It was only in the late 1930s that tourism began to change Aspen’s story, transforming it into the most sophisticated ski destination in the United States. Today, with just over 7,000 residents, the city is an exclusive retreat that attracts tourists from all over the world, especially in the winter months.

Between December and January, Aspen becomes a stage for a parade of celebrities. Icons such as Mariah Carey, Rihanna, and the Kardashian-Jenner clan, as well as digital influencers with millions of followers, choose the destination to share moments amid the fluffy snow and postcard-worthy landscapes. The city breathes luxury, reflected in renowned brand shops, five-star hotels, and high-profile events that take place during the season, such as the glamorous Snow Polo World Championship, accompanied by champagne, and the vibrant X Games, combining extreme competitions with DJ performances and live music shows.

For billionaires, Aspen is more than just a destination: it’s an investment. The local real estate market is among the most valuable in the U.S., with homes reaching exorbitant prices, many of them located in the exclusive Red Mountain, nicknamed the “billionaire’s mountain.” Notable owners include Jeff Bezos and the Walton family, owners of Walmart.

Despite its opulence, Aspen enchants with its variety of experiences that go far beyond skiing. One of the reasons for its magic lies in the balance between sophisticated luxury and the cozy atmosphere of a small town. Free leisure options are abundant, starting with the buses that connect the four mountains that form the complex: Aspen Mountain, Snowmass, Aspen Highlands, and Buttermilk. All mountains are accessible with a single pass, offering unique experiences for both beginners and experienced skiers.

The Aspen town center is a charm in itself. With streets lined with brown brick buildings and white wooden houses, the area resembles scenes from Christmas movies. When the snow falls gently, the atmosphere becomes even more enchanting, perfect for exploring bookstores like the picturesque Explore Booksellers or for purchasing handmade products at the Aspen Emporium, both located on charming Main Street. Unlike many American cities, Aspen doesn’t host large fast-food chains or department stores, prioritizing local and traditional businesses.

A notable example is Kemo Sabe, a store that exudes Old West spirit. Filled with boots, hats, and even stuffed animals, the space celebrates the western style that permeates local fashion and culture. For those who enjoy hunting for luxury items at affordable prices, thrift shops like Susie’s and The Little Bird offer true finds from renowned labels.

Beyond shopping and ski slopes, Aspen is a vibrant destination for art enthusiasts. The galleries scattered around the town center showcase contemporary works, but the highlight is the Aspen Art Museum, an architectural gem with free entry. The museum’s construction itself is a work of art, with a transparent facade and a rooftop offering stunning views of Aspen Mountain, affectionately called Ajax by the regulars.

Another must-see is the Aspen Meadows Resort, located in the West End area. Designed by renowned Austrian artist Herbert Bayer in the 1950s, the complex is a celebration of Bauhaus architecture. In addition to the hotel, the site houses the Aspen Institute, founded in 1949 as a space for leaders to discuss social and cultural issues. The Resnick Center for Herbert Bayer Studies is a standout, preserving the artist’s legacy through free exhibitions.

Brazilians form one of the top three international markets in Aspen, especially during January and Carnival. According to Geoff Buchheister, CEO of Aspen Snowmass, Brazilian tourists are known for valuing quality and luxury, and they find in Aspen the perfect environment to feel welcomed and well-served.

The ski season in the region lasts about three months, with the peak between Christmas and Spring Break. To avoid crowds, the best time to visit is early December when snow is already guaranteed, and the atmosphere is quieter.

Among the four mountains in the complex, Snowmass stands out as the most complete and family-friendly. Its slopes cater to all levels of skiers, from beginners to professionals. The small, cozy Snowmass village offers comfortable hotels, varied restaurants, and efficient public transportation connecting the area to Aspen.

At the base of Snowmass, the Aspen Collection stands out as a unique boutique for equipment rentals. With personalized service, visitors are greeted with hot drinks or glasses of sparkling wine, a touch of sophistication that perfectly complements the local atmosphere.

At the end of a day of adventures, the experience can be crowned with the S’mores carts scattered around the village, offering the famous roasted marshmallows for free.

Where to eat and stay: suggestions for all tastes:

Accommodation in Aspen
The Little Nell: The only ski-in/ski-out hotel in town, offering luxurious accommodations and a wine cellar with over 20,000 labels.

Dining in Aspen
Cache Cache: Combines French techniques with an extensive wine list.
Matsuhisa: Specializing in Japanese cuisine, it is a must-visit for those seeking sophistication.

Accommodation in Snowmass
Limelight Snowmass: With spacious rooms and an outdoor hot tub, it is perfect for relaxing after a day of skiing.

Dining in Snowmass
Kenichi: A contemporary Asian restaurant with dishes like the must-try black cod in miso.
With snow, luxury, and a unique cultural vibe, Aspen is not just a destination – it’s an unforgettable experience.