Summary

Since 2020, the global ski market has exhibited considerable activity and growth, despite challenges posed by climate change and the COVID-19 pandemic. In 2023, the market reached a value of $1.70 billion and is expected to grow with a compound annual growth rate (CAGR) of 3.2 percent from 2024 to 2032.

In Italy, the ski industry saw a significant decline in total turnover value from 2017 to 2021, plummeting by 56.9 percent to 1.5 billion euros, in the broad category that includes ski lifts. The ski equipment rental market is geographically concentrated, with regions such as Trentino-Alto Adige, Lombardy, and Piedmont claiming the largest market shares. Concerns over temperature increases at ski resorts and reliance on artificial snow have underscored environmental concerns, with about 90 percent of Italian slopes using artificial snow. The market structure reveals a slight decrease in active enterprises and a gradual decline in the number of employees in the sector. Overall, the ski industry is managing to recover and grow amidst adapting to environmental challenges and changing consumer behaviors..

Trends in the Italian Ski Market

Amidst Climatic Changes In recent years, Italy has seen a dynamic shift in its ski market, influenced by a mix of environmental challenges and changing consumer behavior. The sector, contributing significantly to the local economy through its vast network of slopes and lifts, faced a promising growth with the number of snow sports enthusiasts reaching between 4 and 4.5 million, a subtle increase despite the pandemic's impact on tourism and leisure activities. This upward tick in participation was shadowed by a noticeable decline in days spent on the slopes per individual, hinting at a reduction in turnover for the industry. This reflects a broader trend where activities such as hiking and winter trekking emerge, attributable to growing environmental concerns and a shift towards less crowded experiences. Alpine skiing secured its position as the most preferred discipline, garnering over 60 percent of interest among winter sports participants, while snowboarding also held a steadfast presence. Furthermore, the geographical spread of ski equipment rental services across Italy revealed that regions like Trentino-Alto Adige, Trentino, and Lombardy remain hotspots, harboring over 50 percent of the rental market, showing a continued demand in these areas.
Ski resorts are progressively relying on artificial snow production, with Italy taking a forefront position. This adaptation measure is not without its criticisms, as it places enormous strain on energy resources, environmental landscapes, and water supplies. Current estimates suggest an alarming energy consumption of around 1400 GWh per season for snow production in the Alpine region, with the potential to escalate due to temperature increases. The market structure within Italy is equally nuanced, with a diversity of enterprise types operating the lifts. Primarily, limited liability companies and individual entrepreneurs occupied the market. However, a reduction in workforce by around 10 percent over recent years suggests an industry in transition. Italy's ski industry, while growing in demand and striving to innovate amid climate-induced constraints, paints a complex picture.

Key Players Shaping the Italian Ski Resort Industry

The Italian ski resort landscape is populated by various stakeholders, ranging from resort operators, lift companies, to those providing ancillary services such as equipment rental and ski schools. These organizations play a pivotal role in crafting the ski experience for enthusiasts who flock to the slopes every year.

Lift and Cable Car Operators: A central component of the skiing infrastructure in Italy is the operation of funiculars, ski lifts, and chairlifts. Companies specializing in these services ensure seamless access to mountain terrains, offering both convenience and safety to skiers. These operators are often seen as the backbone of the ski resort ecosystem, as their services directly impact a resort's capacity and skier flow. Being the point of entry to the slopes, they also significantly influence customer satisfaction and retention.

Resort Management Companies: Responsible for the overall experience, resort management companies handle accommodation, dining, and activities that extend beyond skiing. These companies create a holistic environment, encompassing luxurious stays and high-quality dining experiences that cater to both skiers and non-skiers. They organize events and entertainment to enhance the stay and often handle the marketing and sales of vacation packages, amplifying the resort's appeal and drawing tourists from around the globe.

Rental Services: The rental market for ski equipment is crucial, especially for facilitating access to ski gear for tourists who may not own equipment or prefer not to travel with it. Operationally agile and responsive to market demand changes, these enterprises are distributed across Italy's ski regions, with notable concentrations in areas like Trentino-Alto Adige. They provide everything from skis and snowboards to helmets and boots, ensuring that all skiers, regardless of their skill level, have the necessary equipment for a safe and enjoyable experience on the slopes.

Ski and Snowboard Schools: Catering to all levels of skiers and snowboarders, ski schools are instrumental in the Italian ski market. Offering lessons from beginner to advanced levels, these schools not only help novices learn the ropes but also allow experienced skiers to refine their techniques. Staffed by certified instructors, these schools are key in aiding skiers to navigate the slopes confidently and safely.

Snowmakers: With the climatic challenges imposing a threat to natural snowfall, companies that specialize in artificial snowmaking have become increasingly relevant. By guaranteeing snow cover, these players support ski resorts in maintaining reliable operations throughout the season.

the ski resorts market - Italy

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Summary and extracts

1 Market Summary

1.1 Introduction

Ski resorts are a vital sector in the tourism and sports industry, with a significant impact on the global economy. By 2023, the global ski market had reached a value of $1.70 billion, showing the popularity and importance of the winter sport. The growth forecast for the market is estimated at a compound annual growth rate (CAGR) of 3.2 percent between 2024 and 2032, underscoring a steady growth trend in the industry.

In Italy, the ski sector is particularly thriving. The country boasts 5,792 km of slopes, stretching across various regions, offering a wide range of skiing experiences for all skill levels. These slopes are supported by 1,830 lifts, which facilitate access to the various trails and contribute to the efficiency and accessibility of Italy's ski resorts.

Ski resorts offer a wide range of services and activities, going far beyond just skiing. These facilities are designed to provide a complete experience for both winter sports enthusiasts and those seeking a relaxing stay in the mountains.

Liftsand Slopes: in addition to lifts connecting different parts of the mountain, ski resorts offer slopes of varying difficulty, from beginner trails to those for experienced skiers. This ensures that every visitor finds a trail suited to his or her abilities and preferences.
Ski and Snowboard Schools: many ski resorts offer ski and snowboard lessons for all levels, from beginners to advanced. These courses are taught by qualified instructors and are a great way to learn or perfect skiing techniques.
Accommodationsand Dining: ski resorts often include a variety of lodging options, from luxurious hotels to more intimate and cozy chalets. They also offer a variety of dining options, from fine dining restaurants to traditional mountain lodges, where local and international dishes can be enjoyed.
Activities for Non-Skiers: for those who do not ski, ski resorts offer alternatives such as snowshoeing, ice skating, sledding, and spas. These activities allow people to enjoy the beauty of the mountain environment even without skiing.
Events and Entertainment: ski resorts often organize events and entertainment, such as concerts, sports competitions, and family activities, making your stay even more enjoyable and diverse.
Equipment Rental: for those who do not own their own equipment, many resorts offer rental services for skis, snowboards, boots, helmets and everything else needed for a safe and enjoyable skiing experience.
Safetyand First Aid: safety is a priority at ski resorts, which are staffed with qualified first aid and snow emergency management personnel.

However, the ski resort industry is facing significant challenges due to the environmental crisis. Climate change and global warming have a direct impact on snow conditions and the length of the ski season. Reduced snow cover and rising temperatures are putting a strain on ski resorts, which must adapt to ensure continued operations. This includes investing in snowmaking systems and developing sustainable strategies to mitigate environmental impacts. The environmental crisis not only affects the skiing experience, but also the local economies that depend heavily on ski tourism.

In this context, ski resorts are called upon to balance economic growth and environmental sustainability by seeking innovative solutions to protect and preserve the mountain environment while ensuring the best possible experience for ski enthusiasts.

2 Demand analysis

3 Market structure

4 Supply analysis

5 Regulation

6 Positioning of actors

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Companies quoted in this study

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Funivie Madonna di Campiglio

Funivie Folgarida Marilleva

Cervinio

3 Zinnen

Magellim Groupe

Società Incremento Turistico Canazei

Funivia Plan De Corones

Carosello 3000

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