SKI SEASON 2012/13: THE BRITISH MARKET

The economic crisis has brought with it a sharp decline in the number of Brits on the pistes, and some quite marked changes in where we go.  The clear winner in this difficult market is Austria - click here for a handy guide to the resorts.

The most comprehensive set of data over time comes from Crystal, who seem to be compiling the information on the market in a reasonably consistent way.  Here's the 2012 report.

The headline is that the total number of British skiers in 2011/12 was 894,700, a 1.8% decline on the previous season.  

However, this compares to 1,227,000 in 2007/8, so we are talking about a 27% fall compared with pre-crisis.  Indeed there are now fewer Brits going skiing than there were in 2000/01, when 921,000 hit the slopes.

Crystal's figures show 57% going with an operator, and 30% travelling independently. They also report a decline in the school market, something which @ernalow highlight as a cause for concern in their analysis of the data.

By county, there are some big changes.  Here's the Top 7 in 2011/12:

La Thuile, Piemonte

1. FRANCE: 34.6%

2. AUSTRIA: 27.9

3. ITALY: 15.4

4. Andorra: 6.5

5. Switzerland: 4.9

6. USA/Canada: 4.5

7. Bulgaria: 2.7

And, back in 2006/7:

1. FRANCE: 37.1

2. AUSTRIA: 19.0

3. ITALY: 13.8

4. Andorra: 11.1

5. USA/Canada: 7.9

6. Switzerland: 5.1

7. Bulgaria: 2.8

By my maths, this means that the total number of skiers going to Austria has risen, from 130,000 to 143,000.  Although their market share is down on 5 years ago, France has improved its relative position, and with the Compagnie des Alpes increasingly in charge of the show, and the quality of accommodation still improving, does look ready to hold its own at the very least.

The picture in Switzerland, on the other hand, is quite acute, with the latest release glumly reporting a 30% fall on 2008/9.  See this report from @Planetski, including details - and a promotional video - of what the Swiss are doing to fight back.  The North Americans, meanwhile, are having a terrible time, and investment in infrastructure is now at its worst for years.  Crystal do report, however, that Whistler is doing well.

Aiguille Rouge, Les Arcs - looking towards Tignes

Another way of looking at this data comes from @skipedia, who recently reported on the total number of skier days - this being the metric used more in Europe as a benchmark. This shows a 17% decline since 2007/8, from 8.5m to 7.1m.

THINGS CAN ONLY GET BETTER?

The verdict on the 2011/12 season was something like this: OK-ish in the French Alps, not too good in the Pyrenees and shocking in Switzerland: more here.  For the Austrians, the good news is that they are taking market share from their Swiss rivals.  The less good news is that Austria is down 2% on last year.

Les Arcs' lift system is part of the Compagnie des Alpes
portfolio,  and they're doing rather well.    See their results here

As the excellent @adepierrefeu has uncovered, the big news is that France has overtaken the US as the No1 ski country.  This is not the result of a stellar French season in 2011/12 (up a modest 3%); it's due to a drastic fall in the US numbers, down 16%.  The US saw the worst season since 1991-92.  Europe's poor snowfalls of 2010/11 were replicated last year in the States, with 50% of American resorts opening late and 48% closing early - particularly unwelcome when skier numbers will not grow as a "natural result" of growing incomes and optimism about the future.  You can read the release from the US National Ski Areas Association (NSAA) here.

Using these figures, it looks like the recent "evolution" for French skiing, measured by the number of ski days each year, are as follows:

2008/9:    58.5m

2010/11:  53.7m

2011/12:  55.3m

If the decline in France has been halted, things don't seem quite so good the other side of the border, if this summer's figures are anything to go by.  Via @snowslider, we find Swiss hotels registering a 7% fall in hotel stays during July compared with the previous year, with a particularly sharp fall in the Lake Geneva region.  Switzerland is being quite successful in attracting Russian and Chinese visitors, but the numbers remain small, and are yet to offset the decline in visitors from Europe.  It looks like this coming winter could be a difficult one for nos amis Suisses.

Cause for Lucerne?  Hard times for the Swiss tourist industry