An unusually late Easter and challenging snow conditions across much of the northern Alps, resulted in a decline in the ski market of 3.6% last winter (from just under 900,000 in 2012/13 to 867,700 in 2013/14) according to the Crystal Ski Industry Report which was published this week.
The drop in the number of Brits heading to the slopes last season is a set back after a small rise in the market the previous season, which had followed four years of successive drops in business which had seen the UK market decline by nearly a third on its 2007-8 season peak.
The independent travel sector showed the biggest fall (by 5.8% to 253,400 skiers, down from 269,000) with some low cost carriers reducing their flight capacity to ski destinations and curtailing their programmes at the end of the season. The tour operator sector also saw total volumes decrease slightly (by 2.8% to 500,500 skiers) as fewer multiple trips were taken during the mild temperatures of January and March as well as the late Easter holiday period.
The signs for 2014-15 are good, however, Crystal Ski Holidays believe,
"The Winter Olympics significantly raising the profile of snow sports in the UK, and indoor ski centres continue to report increased visitor numbers suggesting an uplift in interest for snowsports which will be further boosted by a recovering economy and an earlier Easter break," said a company statement.
France continues to be the most popular country despite seeing a decline of 1.3%, taking a 33.5% share of holidaymakers last season. Switzerland had a slight resurgence with a 1% increase taking share of the market to 6.5%.
Andorra, Italy and Scandinavia each increased market share by 0.2% whereas Austria, Bulgaria and USA/Canada lost 0.2% market share each. The small countries sector stayed stable at 2% market share.