The End Of Après Ski–Can Ski Resorts Survive?
As skiing resumes in Australia and New Zealand and bookings reopen for the upcoming ski season in the U.S. and Europe, the future is far from certain. Many ski operators, local businesses, and resorts rely on events outside of skiing and snowboarding for income, particularly to entice a younger crowd–many of which cannot now take place.
The simple fact is that the younger generation doesn’t ski; many consider it too ecologically destructive and too bourgeois. Whilst forty-somethings and above are still skiing, the statistics show that many under-forties don’t want to holiday on a mountain top, with what they believe to be (increasingly) artificial snow and paying a fortune for equipment, lessons, and clothes.
The situation was made worse in Europe after a crackdown by UK school authorities who began fining parents who took their children skiing during term time. French children are taken less by their schools because they are fearful of being sued and many people now view the sport as extreme and dangerous.