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2016 International Report on Snow & Mountain Tourism - Overview of the key industry figures for ski resorts
April 2016 - 4 -
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if the industry fails to develop teaching methods that are better aligned with today’s consumption patterns. With the increasing development of short stays at ski resorts (the traditional ski week is
reduced to a few days, the daily trip to the slopes is reduced to an
evening) it is becoming necessary to adapt the pedagogy. It has been widely acknowledged by the industry that the first experience of
beginners is very often unpleasant and that most of them will not come again. Without proper teaching methods that will allow novice skiers to have fun on their first visit after 30 minutes on their skis, the
conversion of beginners to loyal skiers will become more and more
difficult. And not only is the market urging for teaching methods adapted to connected and zapping customers, lacking of sports culture. It is also calling for an army of ski instructors to meet with the
growth perspectives in China.
Among a lot of other information, the 2016 report features:
• An English / French / German / Chinese glossary of the technical
terms; • An article entitled 100 countries offering ski?
• Various news by Snowhunter; • Attendance chart at top world resorts;
• For the first time in the report, country reviews about Belgium, Denmark, Kosovo, Mexico, Mongolia, Pakistan, Portugal and
Tajikistan;
• Country maps.
Download the full report from website www.vanat.ch / page Publications
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2016 International Report on Snow &
Mountain Tourism
Overview of the key industry figures for ski resorts
April 2016
Extrait – Abstract – Auszug - Extrait – Abstract – Auszug -
2016 International Report on Snow & Mountain Tourism - Overview of the key industry figures for ski resorts
April 2016 - 2 -
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tt The 2016 International Report on Snow & Mountain Tourism, by Laurent Vanat, reports about the 66 countries in the world offering equipped outdoor ski areas
covered with snow.
For now 8 years, this report has become the
acknowledged reference of the ski industry worldwide. Hereafter is some general insight into the evolution of the
ski market that can be perceived based on the latest
available data presented in the 2016 issue. For a long time, in many countries, the ski industry used to measure
the evolution of the business on the basis of the revenues. When
revenues were up, one concluded that the season was good, and when they were down, one usually pointed out bad weather and snow conditions, or some time the global economy. However, what really
happened was not exactly traced. On the long range, as prices where regularly increased, the revenue showed anyway a growing trend.
Since the beginning of the 2000’s, yearly measurement of the skier visits (already used for a long time in North America) was introduced in most of the major destinations (even if unfortunately, it is still not
general practice in all markets). After a few years, it became obvious
that it was not only a matter of good or bad weather and snow conditions or good or bad economy.
Evolution of 5-years average skier visits on a 100 base for
season 2004/05
80
85
90
95
100
105
110
115
2004-05
2005-06
2006-07
2007-08
2008-09
2009-10
2010-11
2011-12
2012-13
2013-14
2014-15
UnitedStatesFrance
Austria
Switzerland
Italy
Canada
The problem was more important. It was that the population was
growing, but not the number of skiers / skier visits. This fact became
progressively obvious in many of the major markets, when the observation of the long term evolution of skier visits showed
2016 International Report on Snow & Mountain Tourism - Overview of the key industry figures for ski resorts
April 2016 - 3 -
attendance was declining. And in one major destination market after the others, the growth suddenly ceased. Skier visits became stagnant, when not declining. The season 2012/13 showed a general inflection
point in all the major markets. Even those that had benefited up to
then of client transfers from other destinations (such as European clients switching from Switzerland to Austria or France) were
inflecting. In fact, the problem is not limited only to the destination countries.
The problem is generalised to the European outbound countries that
are also feeding these destinations. It is the global Western skiers’ market that is flattening, although this is not reflected in the worldwide number of skiers, which is growing thanks to developing
markets such as China. However, in these developing markets, the ski
consumption per skier is still much lower than it used to be on traditional markets, resulting into a global stagnant attendance figure.
Ski market is moved by numerous drivers. It is a multi-factor equation and we still do not monitor clearly all parameters and variables.
Beside the long-dated weather and snow conditions factors, there are
a number of others. The western demographic evolution is a major issue. Such are also the increased worldwide competition in holiday and leisure activities and the retention and learning issues.
The latest may be the most widely spread problem that the industry will have to face in the decade. It does not only affect mature markets that struggle to renew their customer base, but also developing
markets such as China that risk to vaccinate candidates against skiing