A decade ago, four out of five Aussies wanting a snow-capped holiday chose a domestic destination for their skiing and snowboarding fix. Today, almost half head overseas.
After boom in 2011 in the proportion of Australians taking their skis and boards overseas, domestic and international destinations hit parity and stabilised in 2012.
The latest data from Roy Morgan Research shows as of March 2013, 51 per cent of Australians who went snow skiing or snowboarding on their last holiday chose a domestic destination.
Overall, only 1.5 per cent of Australians went snow skiing or snowboarding on their last holiday. For those who went overseas, popular destinations included New Zealand, North America, Europe, and Japan.
Jane Ianniello, international director of tourism, travel and leisure, Roy Morgan Research said: “Although only a small percentage of the Australian population goes snow skiing or snowboarding on their holidays, it is nevertheless a lucrative niche market with snow skiers spending more on their holidays than the average tourist.
“Despite the strong Australian dollar and the general long-term trend toward overseas ski destinations, Australian ski fields have held their ground over the past fifteen months."
A decade ago, four out of five Aussies wanting a snow-capped holiday chose a domestic destination for their skiing and snowboarding fix. Today, almost half head overseas.
After boom in 2011 in the proportion of Australians taking their skis and boards overseas, domestic and international destinations hit parity and stabilised in 2012.
The latest data from Roy Morgan Research shows as of March 2013, 51 per cent of Australians who went snow skiing or snowboarding on their last holiday chose a domestic destination.
Overall, only 1.5 per cent of Australians went snow skiing or snowboarding on their last holiday. For those who went overseas, popular destinations included New Zealand, North America, Europe, and Japan.
Jane Ianniello, international director of tourism, travel and leisure, Roy Morgan Research said: “Although only a small percentage of the Australian population goes snow skiing or snowboarding on their holidays, it is nevertheless a lucrative niche market with snow skiers spending more on their holidays than the average tourist.
“Despite the strong Australian dollar and the general long-term trend toward overseas ski destinations, Australian ski fields have held their ground over the past fifteen months."
