Skiing in Austria is more than just a leisure activity - skiing is a driving economic factor, a cultural asset that needs to be preserved and fulfils important social functions. In order for future generations to also be able to enjoy skiing, winter sports must be rethought in many areas.
Spending a sunny day on the slopes with friends or family – what could be better in winter? Skiing and snowboarding are THE leisure sports in Austria. But the importance of skiing goes far beyond just exercise in the fresh air.
Skiing is a cultural asset and a driving force of the domestic economy. However, rising energy prices and climate change are causing many ski resorts in Austria to experience increasing difficulties. To ensure that skiing has a future despite unfavourable conditions and that future generations can also enjoy it, a lot needs to happen, especially in terms of resource use and sustainability.
80% of guests come to ski
It is well known that Austria is a skiing nation. But Austria's ski resorts also enjoy an excellent reputation abroad. It is therefore not surprising that around 80% of all winter guests come to Austria to ski.
The most important decision criteria In addition to the quality of the slopes, the size of the ski area and, above all, the snow reliability are important factors here. Slope maintenance therefore plays a crucial role in the value creation structure of Austrian winter tourism, on which many other industries build and from which everyone, from sports retailers to bakers, benefits.
Entire regions depend on winter tourism
The Winter tourism generates gross sales of around 12,6 billion euros in Austria each year, with added value amounting to 6,7 billion euros. In addition to cable cars, this also includes the hotel industry, restaurants, sports retail and transport.
The cable car companies alone secure 17.100 jobs in Austria, and a further 110.800 jobs are created by directly benefiting industries or indirect upstream providers. In Alpine regions, entire valleys are therefore economically dependent on skiing operations - and ultimately on the reliability of snow and the quality of the slopes.
Investments made must be secured
In addition, the cable car industry is very investment-intensive. Investments for the 23/24 winter season amount to initial estimates to around 400 million euros. However, given the massive price increases and the effects of climate change, it is becoming increasingly difficult to secure these investments in the long term.
This makes it all the more important to exploit the full potential of the existing infrastructure and the natural conditions. Modern snowmaking systems may be more efficient than their predecessors, but only through fundamental modernized snowmaking strategy Up to 30 percent more water and electricity can be saved over the entire season. This can make all the difference, especially when it comes to the competitiveness of lower-altitude ski areas.
Skiing is a cultural asset
In addition to the purely economic factors of winter sports, one thing must not be forgotten: skiing is identity. Ski Report 2023 of the IMAS It shows that 81% of respondents are convinced that skiing is a cultural asset that is particularly firmly anchored in Austria - and that this applies across the entire region from Vorarlberg to Burgenland. This opinion is particularly strong among young people up to 29 years of age (86%) and families (85%).
On average, around 78% of Austrians can ski or have at least learned to ski once, more than half of them from their parents, siblings or friends. And last but not least, around 26% of the Austrian population want to go skiing at least once a season, that's a good 2,4 million people.
Skiing is more than a trend sport
The strong roots of skiing in Austria also show something else: skiing and snowboarding are much more than just trendy sports. The cultural heritage of skiing is passed down from generation to generation and is rediscovered by each generation.
The skiing style may have changed, but the unbroken joy of skiing itself has not. Enabling future generations to enjoy this joy must be the core goal of all ski areas in Austria, and this goal must be achieved despite all the challenges.
Skiing has a social dimension
In addition to the sporting component, the social aspect of skiing should not be underestimated. Skiing is a popular group activity, especially among young people. Ski resorts therefore also contribute to the social development and identity formation of young people - which ultimately represents the most long-term form of customer loyalty.
Skiing is also a varied way for families to spend time together and maintain family relationships. This aspect is not just limited to young families, but applies to all age groups and family constellations - from brothers-in-law to grandparents to patchwork families.
Skiing must become more sustainable
Climate change not only brings major challenges for ski resorts in terms of snowmaking. It also brings with it a change in awareness, which is particularly pronounced among younger generations. Sustainability should therefore not be an empty marketing promise, but should be lived at all levels.
On the one hand, because this strengthens credibility, trust and thus customer loyalty, and on the other hand, because careful use of resources can simultaneously reduce costs on a large scale. Sustainability concepts should therefore be considered and consistently implemented in snowmaking, lift operations and the mobility offerings of winter sports regions.
Rethinking makes you fit for the future
The importance of skiing cannot be overestimated in Austria, but also in all other Alpine regions of Europe. Winter sports play a key role in society, both as an economic driver and as a cultural heritage that creates identity. In order to secure this status - and thus important jobs, investments already made and general leisure enjoyment - in the long term, a fundamental rethink is necessary, especially when it comes to the issue of sustainability.
