SECONDARY RESEARCH FINDINGS C 14 – H /BBS

SECONDARY RESEARCH FINDINGS CONSIDER 1 4 – HUNGARIAN GROUP /BBS/

Contents of the presentation:

• Number of practitioners

• Socio demographical profile

• The Canadian ski market

• Practice locations

• Competitors study

Number of practitioners

• skier visits have been flat for the last decade

• mostly due to weather conditions

• number of skiers has declined slightly in general

• combination: economic crisis + weather/poor snow conditions

Source: 2013 International Report on Snow & Mountain Tourism - Laurent Vanat

Canada, evolution of skier visits

Number of practitioners

Distribution of the # of practicioners based on nationality

CanadianU.S.Other countries

Canadian 79%

U.S. 9%

Other countries 12%

Population growth • The Canadian population has grown

over 3% • Main driver of this growth =

immigration from many different countries

• The 3 main countries with immigration to Canada are: China, India, Philippines

• Other main factor: the changing age in Canada’s population

• The ski industry will need to rely on promoting itself to the new wave of Canadian immigrants and to the young age Canadian

• An important asset for example: Having bilingual staff

Changing Demographics of Canada

Changing Demographics of Canada

Disribution of skiers by age

Source: PMB 2012 – 2012 Snow Industry Facts & Stats – Canadian Ski Council

Decline of the destination resorts Tourism industry in British Columbia:

• the most popular destination resort is Whistler-Blackcomb

Silver Stars Resort: • decline- since 2005 from 400 000 skier

visits to 330 000 in the 2011/12 season

The rise of the backcountry • Backcountry ski industry is now worth over 33

million dollars- but still only 1% of the snow-sports industry

• Backcountry equipment and trends have increased- brands like Dynafit, Voile

The Canadian ski market

The Canadian ski market

Backcountry vs. Sidecountry • Sidecountry generally refers to

terrain that is made more accessible by nearby ski lifts

• Backcountry use has increased 124 per cent since 2009. /last year the park registered 16,663 permits compared to 7,445 in 2009./

Practice locations

Canadian Destinations Percentage of skiers

Atlantic Canada 6%

Quebec 29% Ontario 51%

Manitoba/Saskatchewan 6%

Alberta 12%

British Columbia 41%

Territories 2%

Competitors study

Top 5 competitors are:

Atomic high-performance expert skis Dynastar innovators K2 reputable brand that can be trusted Rossignol huge product range Dynafit specialized in ski touring

Top ski touring brands in Canada Accoding to the Ski Canada Magazine:

• Blizzard • Fischer • Head • Marker • K2 • Rossignol

References:

• http://www.vanat.ch/RM-world-report-2013.pdf • http://xcski.org/news/2009%20Facts%20and%20Stats%20final%20draft.

pdf • http://www.cbc.ca/news/canada/popularity-of-backcountry-skiing-

worries-some-in-industry-1.1313223 • http://www.bcbusiness.ca/tourism-culture/the-growing-business-of-the-

backcountry • http://www.globaltrade.net/f/market-research/text/Canada/Arts-

Entertainment-and-Recreation-The-Ski---Snowboard-Market-in-Canada.html

• http://en-corporate.canada.travel/sites/default/files/pdf/Research/Product-knowledge/TAMS/Canadian%20Travellers%20Outdoor%20Activity/CDN_Downhill_Skiing_Snowboarding_en.pdf

• http://ca.news.yahoo.com/changing-demographics-mean-more-senior-skiers-slopes-173355268.html

• http://en.wikipedia.org/wiki/List_of_ski_areas_and_resorts_in_Canada • http://www.ic.gc.ca/app/ccc/sld/cmpny.do?lang=eng&profileId=1301&tag

=021002041 • http://www.the-house.com/portal/top-ten-ski-brands/ • http://amerryweather.wordpress.com/2012/12/03/future-change-in-the-

ski-industry/ • http://skicanadamag.com/2010/09/30/gear/bindings-2011 • http://skicanadamag.com/reader_age