AusLeisure

A decade ago, about four out of five Aussies wanting a snow-capped holiday chose a domestic destination for their skiing and snowboarding. Today, almost half head overseas.

After boom in 2011 in the proportion of Australians taking their skis and boards overseas, domestic and international destinations hit parity and stabilised in 2012.

Latest data from Roy Morgan Research shows that, as of March 2013, 51% of Australians who went snow skiing or snowboarding on their last holiday chose a domestic destination, with a bare minority travelling internationally.

Overall, only 1.5% of Australians went snow skiing or snowboarding on their last holiday. For those who headed overseas, popular destinations included New Zealand, North America, Europe, and Japan.

Roy Morgan Research International Director of Tourism, Travel and Leisure Jane Ianniello says that "although only a small percentage of the Australian population goes snow skiing or snowboarding on their holidays, it is nevertheless a lucrative niche market with snow skiers spending more on their holidays than the average tourist.

"Despite the strong Australian dollar and the general long-term trend toward overseas ski destinations, Australian ski fields have held their ground over the past fifteen months. It is important to understand the demographic, attitudinal and behavioural profile of people who go snow skiing or snowboarding on holidays and to tailor an appropriate communication message."

For more information go to www.roymorgan.com

Related Articles

10th June 2012 - Minister launches 2012 ski season at Mt Hotham

30th May 2012 - Early snow to mark resurgence of Australia’s ski resorts?

14th December 2011 - Japan ski-resort revival led by Australian operator

20th August 2009 - News not all bad for tourism: Roy Morgan

30th October 2008 - Strong Winter for Alpine Tourism

Support our industry news service
We hope that you value the news that we publish so while you're here can we ask for your support?

As an independent publisher, we need reader support for our industry news gathering so ask that - if you don't already do so - you back us by subscribing to the printed Australasian Leisure Management magazine and/or our online news.