London, UK – The UK snowsports market fell by 12% across all sectors in 2009-10 according to the Ski Club of Great Britain’s annual Snowsports Analysis report released today. Despite such a precipitous drop the total U.K. snowsports market remains above one million participants, reported at 1.12 million people.nAccording to the report the decline in overall numbers can be attributed to reduced capacity by tour operators, the weak British pound and a lack of confidence in the economy. The report, however, goes on to discuss returning confidence to the industry with a stronger pound and investments by resorts to attract UK visitors.
In contrast with North American snow travelers, British skiers and snowboarders have long favored booking through a tour operator over making arrangements on their own. Last season more U.K. skiers and riders returned to tour operators for their ski plans, with their market share rising to 80%. This increase is at the expense of the independent sector with more people seemingly attracted to the “value for money” tour operators can bring and the financial security of booking with a bonded operator.
France’s market share of the British ski and snowboard money declined by 4% as Austria increased their market share by 2% for the second season in a row. France, however, continues to hold the biggest market share of the U.K. snowsports market with a 39% share.
“Although last season saw a decline in the U.K. snowsports market, this was to be expected after significant capacity cuts by tour operators and the economic situation last winter,” explains Caroline Stuart-Taylor, Chief Executive of the Ski Club. “Many people who have taken two snowsports holidays in the past may only have taken one, and new people may not have been coming into the sport. But optimism is returning to the snowsports market and we are hopeful that the market will at least maintain its position for the forthcoming winter.”
Other findings of interest are contained in the report. The average cost of a snowsports holiday for Britons has risen, going from £686 in 2008-09 to £714 last winter. Online booking of snowsports holidays increased again, rising 3% year on year. Self drive holidays increased by 2% and train travel to the mountains by 1%. Visits to Scottish ski resorts increased across all five of the region’s ski areas due to excellent snow conditions in 2009-10.