Monday, March 30th, 2015

Whether using skis or a snowboard, around 1 in 20 Australians (4.8%) regularly or occasionally hit the slopes, the latest tourism data from Roy Morgan Research shows.

46% of skiers/snowboarders say they would like to visit at least one of Australia’s snow areas within the next two years. The Thredbo/Perisher/Smiggins slopes are the most popular destination, cited by 27% of skiers/snowboarders. 7% cite another Snowy Mountains area such as Selwyn or Jindabyne, making the NSW Snowfield/High Country area a prospective holiday spot for 30% of all skiers/snowboarders during the next two years.

In Victoria, there are more snow-capped peaks to choose from, but fewer skiers or snowboarders living nearby. 19% of skiers/snowboarders nationally cite a Victorian Snowfield/High Country destination. Falls Creek (9%) and Mt Hotham (9%) are the most commonly cited Victorian ski fields, ahead of Mt Buller (6%) and the Mt Buffalo, Mt Baw Baw or Lake Mountain area (3%).

Proportion of regular or occasional skiers/snowboarders who say they would like to take a holiday at destination within the next two years:

Source: Roy Morgan Single Source (Australia), January 2014 – December 2014, n=544 Australians 14+ who say they regularly or occasionally go skiing or snowboarding

 Proximity clearly plays a big role in determining where snow-seekers will travel: 53% of skiers/snowboarders in NSW/ACT and 47% of those in Victoria cite a home-state destination.

But skiers/snowboarders are also more likely than their fellow Aussies to cite a range of overseas destinations—especially those hosting snow. 31% have their sights set on Mainland Europe, including France (9%), Italy (8%), Germany (6%), Scandinavia (6%), Austria (3%) and Switzerland (3%). While these destinations might be on go-to lists for reasons other than (or as well as) their snowfields, skiers/snowboarders are almost 50% more likely than the average Australian to choose a country in Mainland Europe for a desired holiday.   

Skiers/snowboarders also favour the continental USA (20%), New Zealand (19%), Japan (16%) and Canada (13%) at rates well above the norm.

Angela Smith, Group Account Director – Tourism and Travel, Roy Morgan Research, says:

“900,000 Australians now regularly or occasionally participate in snow skiing or snowboarding, and almost half a million watch the sport on TV.

“Europe’s ski industry is reported to be booming. Although The Alps—bordering Italy, France, Switzerland, Austria and Germany—are still the world’s biggest ski destination, Eastern European resorts are also becoming more popular. 

“In Australia, almost half of skiers/snowboarders say they want to the New South Wales or Victorian Snowfields/HighCountry within the next two years. New Zealand is also a major snow destination among Australian snow sports participants, especially Queenstown.

“Skiing is a global sport and holiday activity, and destinations and resorts around the world need to target and communicate with this small but valuable market.”

Contact Profile

Roy Morgan Research

Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
Shaun Ellis
P: 03 9224 5332


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