The annual Ski Industry Report by MySkiLessons has revealed a continuous decrease in interest towards skiing, leading to growing challenges for ski resorts and industry professionals. Despite advancements such as snowmaking technology and contingency measures for varying weather conditions, the number of visitors to ski resorts has been diminishing since 2004. Such a decline has forced the closure of more than 45 ski resorts in the last 20 years, stressing the immediate need for action to pique interest in skiing again and ensure the industry’s survival.
The report provides key insight into the declining skiing popularity, with the most alarming statistic being a 70% fall in interest. This has been evidenced by a reduction in Google searches for skiing-related terms since 2004. Snowboarding, often seen as a skiing counterpart, too witnessed a staggering 82% decrease in interest over the same span. While adverse changes in snowfall patterns due to climate change are considered factors, the fading interest in skiing extends beyond unpredictable weather conditions. Increasing healthcare costs, fears around injuries, and rising resort prices have also deterred individuals from participating in this extreme sport.
Despite the challenges, the ski industry still shows signs of resilience with resorts reopening after closure, and record visitor counts in recent years. Notably, Jeffco-based Vail Resorts Inc. (NYSE:MTN), in 2022 posted revenue and income levels approaching pre-pandemic levels, as shown below.
The report points to the significant importance of diversifying ski-related services, incorporating innovative technologies, focusing heavily on safety protocols, and undertaking cooperative marketing campaigns. MySkiLessons.com pushes for concerted industry efforts to revive enthusiasm for skiing, positioning it once more as a desirable lifestyle choice and vacation activity.
Source: Press Release, Public Companies based in Jefferson County