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As every year, ski resorts around the world eagerly awaited the next edition of the International Snow and Mountain Tourism Report. In April of this year, Laurent Vanat presented the seventeenth edition, which describes the last ski season worldwide. Today, Laurent Vanat's report is widely considered a benchmark data publication for the ski industry. His report has already been presented at numerous international meetings and congresses worldwide, including OITAF, WTO, FIS, Mountain Planet, ALPITEC/ISPO, IMTA, and our 2023 conference.
The data contained therein indicates that, in fact, there has been no major reset following the COVID-19 pandemic, and despite the overall situation appearing more unfavorable, the ski industry continues to function and, to the extent possible given the current geopolitical situation, is growing. The industry's end, predicted by many mainstream media, is still a long way off. In fact, the figures show that the ski industry worldwide is confirming its consolidation after the pandemic. With over 366 million skier visits, the 2023/24 ski season demonstrated for the third consecutive year that the industry is in good health. The average global number of visits to ski resorts in the three years following the COVID-19 pandemic is even higher than the average number of visits in the years preceding the COVID-19 pandemic in this century. The 2023/24 winter was, for most resorts, another uneventful season. Statistics show that attendance at ski resorts continues to be primarily determined by snow and weather conditions. Analogous to Herzberg's theory of hygiene and motivation management, snow tends to drive dissatisfaction when it's absent, while sunshine drives satisfaction when it shines. Therefore, if there's enough snow, a sunny day will invariably motivate skiers to hit the slopes, and the record numbers of ski visits recorded at some resorts continue to confirm this. While climate change is clearly impacting ski resort operations, it does not appear to have a significant impact on global visitation at this stage. Key industry insights from the report include:
• The ski industry is currently demonstrating considerable resilience to climate change, with a limited impact on attendance over the past 20 years;
• Even if limited in number, new ski resorts continue to open globally;
• Attendance records remain a possibility in mature markets such as Italy and Chile, which recorded their best seasons ever;
• China has returned to growth, recording a new record season;
• The influx of skiers from around the world is subject to unexpected changes;
• Geopolitical issues may have a greater impact on the ski industry in the future;
• Industry consolidation is currently stable, with almost every country having its own organization.
The 2023/24 ski season has seen mixed results across countries, largely dependent on weather and snow conditions. While China led the recovery, surpassing its five-year pre-COVID-19 average, other strong performers included the United States, Italy, Scandinavia, and Russia. France and Austria have not yet fully recovered, and Japan and Germany saw historically low attendance levels. Last season could be seen as a play to redress the losses of previous years. Ski resorts are responding to expectations by actively preparing for climate change by improving snow management, reducing their carbon footprint, and investing in sustainability. American ski resorts are clearly focusing on optimizing snowmaking and resource utilization, while French resorts are striving for carbon neutrality by 2037 through innovations in hydrogen-powered slope grooming and sustainable practices. Advanced climate modeling, such as CLIMSNOW in France and similar projects in Switzerland, is helping resorts plan for future snow conditions and adapt infrastructure. These efforts will ensure industry resilience and long-term stability. Currently, 68 countries around the world offer equipped, outdoor snow-covered ski areas. The report identifies approximately 2,000 ski resorts worldwide, although there are likely several more. Besides the major ski destinations in terms of number of skiers, there are many other, smaller places where skiing has been an industry for a long time or is currently developing. The most obvious emerging destinations are still resorts in Eastern Europe and China, but there are also many other, smaller players scattered around the world: Cyprus, Greece, India, Iran, Israel, Lebanon, Lesotho, Morocco, New Zealand, Pakistan, South Africa, Turkey, and many others. It is said that 2020 marked the beginning of a new era for ski resorts. skies, particularly due to climate change, recreational park management, new expectations of customers and residents, as well as the investment and management potential of private operators and local communities. Besides the tourism diversification of mountain areas, the main goal of local stakeholders will be to create a "mountain resort of tomorrow," which can take various forms depending on its location. This will be particularly visible in Poland, as many of our resorts are located outside mountainous areas. It is certainly time for us in Poland to consider open discussion among scientists, local officials, and representatives of the economy and non-governmental organizations. They can share their knowledge and inspiring experiences to imagine the ski resorts of tomorrow.
Therefore, the most important global ski industry report does not foretell the end of winter recreation; it only indicates the path we must take. Another season lies ahead, and as always, new challenges. We are accustomed to this and ready for it. For our community, challenges are commonplace. This is a certainty for us – without work, there is no development.
This year, we want to listen even more to the voices of our members and not overload the conference schedule, so that there is also time for conversations and exchange of views, as well as for leisurely exploring the area.
See you in October!
Management Board of Polish Ski and Tourist Resorts
