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Many resorts are targeting the emerging markets of China, India and Brazil.They are looking too at Australia and other long-haul destinations. The typical skier may be about to change. PlanetSKI reports. Driving into Lake Louise in Canada this week there was a satellite TV vehicle in the parking lot.?
The station was covering the high levels of snow the resort has had, how the season has gone and the plans for the future of one of Canada's most popular ski areas.
The reporter and crew were interviewing local tourism bosses and filming life on the slopes.
Nothing particularly strange about that.
Except the TV station concerned was Channel 7 in Australia.
The reports were going live into a 3-hour breakfast show; the most popular one in Australia.
Canada is making a huge effort to attract Australian skiers and the TV crew was on a tour round other resorts in Alberta before heading to Whistler in British Columbia.
Australian skiers are interested in Canada and the Canadians are making a concerted effort to attract them.
Going live to Australia
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"The Australian dollar is very strong at the moment and so it is attractive for them to travel and having Channel 7 here in Lake Louise is fantastic for us so we are doing everything to help them to make their programme the best," said the Director of Business Development for Lake? Louise, Sandy Best.
"The key markets of Mexico, South America, India and China are also very important as the middle classes expand and want to follow middle class leisure pursuits - like skiing. We want to get in on the start of these growing markets," he added.
Sandy Best
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Back in Europe there is a similar strategy emerging.
In Verbier a couple of weeks earlier we noticed more Australians on the Swiss slopes.
"The biggest single booking we have had this season was from a large group of people from Sydney. We are seeing more and more Australians here in the Alps," said the co-director of one of the local ski schools.
Verbier recently made a concerted effort to attract the emerging Australian market with a trip by Tourist Office officials to Sydney.
900,000 Australians ski and 100,000 take an overseas trip.
Most go to Japan or North America but now some European resorts are aiming to get a slice of the market and predict it will grow.
Verbier is also looking at China, India and Brazil for future business.
We have reported in the past on PlanetSKI of attempts to attract the new markets from Asia.? We have reported on St Moritz offering a bespoke version of its web site in Chinese.?
In the summer Austrian resorts have thousands of people from The Middle East.
We took the pictures below at Kaprun in Austria last year.
The future of alpine business?
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In China the first online snowboarding magazine has just been launched as interest in snowsports explodes.
It is called Session: China's Snowboard Mag.
In Europe over the past decade there has been a sharp increase in skiers and snowboarders from Eastern Europe as the middle classes of those countries seek to partake in middle class leisure activiites.
It appears the next wave of growing middle classes will come from further afield.
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Source: http://www.planetski.eu/news/4725
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