The objectives of this case study are to analyse the existing capacities of the tourism sector in the European Alps and to investigate opportunities for improving adaptation enacted by tourism stakeholders. Alpine tourism is expected to be among the economic sectors most affected by climate change effects. Because tourism development often requires mid- and long-term investments in infrastructure and services, early action is needed to build capacities to adapt to climate change and prevent economic losses to the regional economies. Up to now, only a few studies have considered both summer and winter tourism when evaluating the adaptive capacity and possible adaptations of the tourism sector. Two research questions are investigated: (i) what characterises the adaptive capacity of the tourism sector in the European Alps? and (ii) which adaptation activities have the potential to reduce the vulnerability of the tourism sector? By investigating these questions, the study endeavoured to characterise the adaptive capacity and identify current and potential adaptation activities for both summer and winter tourism in the European Alps. To measure the adaptive capacity of the tourism sector a semi-standardised questionnaire survey was administered to tourism stakeholders, that is, representatives of tourism organisations as well as public authorities for economic development, environmental agencies and spatial planning authorities at both the national and regional levels. The area of the study comprises all countries of the European Alps and is limited to the perimeter defined by the Alpine Convention. The results manifest a broad range of adaptation strategies and measures that are already being realised in Alpine tourism today. Concerning the currently realised adaptation strategies and the willingness to adapt in the future, the results show that adaptation activities within the tourism sector are primarily realised in an autonomous, private and local manner. In particular a broad range of corporate measures (e.g. providing snowmaking equipment) are actualised on a private basis without necessarily following a comprehensive and long-term strategy. Mostly short- and medium-term adaptation options are realised, which can be seen as no-regret or low-regret measures with benefits even without climate change. Further, the results show that, on the one hand, climate adaptation in the tourism sector is prompted by economic incentives. In general, tourism stakeholders are not motivated to take adaptive action to address climate change, but rather, strive to prepare for increasing losses in winter tourism and to improve tourism infrastructure and supply to meet future tourism demand. On the other hand, adaptation decisions are very complex and uncertain concerning their effects if they aim at long-term development and take into account a variety of social, institutional and political barriers.