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LV/25/03/2016
Bulgaria in the international ski market
Round table for the Development of the Winter/Ski tourism
Sofia – 11 February 2016
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Agenda
The state of the industry today
International flows
Regional focus
page 3
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Market metrics
Skier : one person practising ski, snowboard or other downhill slide, independent of the rate of practice.
Skier visit : one person visiting a ski area for all or any part of a day or night for the purpose of skiing, snowboarding, or other downhill sliding. Skier visits include full-day, half-day, night, complimentary, adult, child, season pass and any other type of ticket that gives a skier/snowboarder the use of an area's facilities.
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The state of the industry today
page 5
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The world ski market
27’000 lifts
6’000 practice areas
80 countries
2’000 ski resorts
page 6
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Who are the skiers ?
Spread of the skiers upon country of origin (125 million skiers estimated worldwide)
Eastern Europe &
Central Asia15%
Asia & Pacific18%
Various1%
Alps15%
Western Europe26%
America25%
page 7
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Where do they ski ?
Market share in the worldwide skier visits (400 million yearly skier visits)
Eastern Europe &
Central Asia10%
America21%
Asia & Pacific15%
Various0%
Alps43%
Western Europe11%
page 8
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0 10 20 30 40 50 60
United StatesFranceAustria
JapanItaly
SwitzerlandCanada
GermanyChinaCzech
SwedenNorway
Korea, SouthRussiaPoland
SlovakiaSpain
FinlandAndorra
AustraliaArgentina
New ZealandBulgariaRomaniaSlovenia
Top 25 markets
In million skier visits
(5 years average)
page 9
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Majors73%
Others27%
Major players (countries)
A limited number of countries concentrate most of the attendance
7 countries
70 countries
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0,0 0,5 1,0 1,5 2,0 2,5 3,0
La PlagneSaalbach Hinterglemm Leogang
SkiWelt Wilder Kaiser-Brixental Les Arcs
Ischgl/Samnaun Silvretta Arena Whistler Blackcomb
Alta BadiaVal Thorens - Orelle
VailSerfaus-Fiss-Ladis
BreckenridgeCourchevel-Méribel-Mottaret
Schladming 4BergeChamonix
Zillertal 3000 -MayrhofenGrandvalira
Sestriere Via LatteaSoelden
ZillertalarenaFlachau-Wagrein-Alpendorf
L'Alpe d'HuezTignes
Les MénuiresZermatt
Kronplatz / Plan de CoronesKitzbuehl
St. Anton/St. Christoph/StubenVal d'Isère
Flaine-Morillon-Samoens-SixtMammoth
Serre-ChevallierSelva - Val Gardena
Les Deux-AlpesDavos-Klosters
Adelboden-LenkSilvretta Montafon
St. MoritzAvoriaz
JungfrauregionCopper Mountain
KeystoneVerbier
Stubaier GletscherHochzillertal-Hochfuegen-
Top 50 (> 1 mio skier visits)
In million skier visits
(5 years average)
page 11
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Top 50 resorts
37 of the largest ski resorts are located in the Alps
Alps84%
Western Europe
2%
America14%
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World evolution
Skier visits per regions (mio)
0
50
100
150
200
250
300
350
400
2000-01
2001-02
2002-03
2003-04
2004-05
2005-06
2006-07
2007-08
2008-09
2009-10
2010-11
2011-12
2012-13
2013-14
2014-15
Eastern Europe &Central Asia
Asia & Pacific
America
Western Europe
Alps
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Evolution of 5-years average skier visits per regionsBase 100 for season 2004/05
80
85
90
95
100
105
110
115
120
2004-05
2005-06
2006-07
2007-08
2008-09
2009-10
2010-11
2011-12
2012-13
2013-14
2014-15
Alps
WesternEurope
America
Asia & Pacific
Regional evolution
General inflection point in 2012/13
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Why this opposite inflexion ?
Mature stage of the industry in Europe
– Aging and stagnating population, baby-boomers retiring
– Failure to gain new skiers
– Increasing competing activities
– Few innovation
– Inability to develop the 4-season activity
– Weak marketing
Developing / redeveloping stage in Asia
– Young generations
– Sport becoming fashionable
– Japan seems to enter into a recovery phase
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International skiers flows
page 16
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National skiers
The national customer base is very strong in most of the big players. Foreign visitors concentrate on a few top international resorts.
Proportion foreign skiers
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
An
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Au
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No
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Sw
itze
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Ne
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Ch
ile
Cze
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Re
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Ita
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Fra
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Slo
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kia
Arg
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a
Fin
lan
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Slo
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Sw
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en
Po
lan
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Ca
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Ge
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ny
Ko
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, S
ou
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Sp
ain
Ja
pa
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Un
ite
d S
tate
s
Ro
ma
nia
Ru
ssia
Au
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Ch
ina
Nationals Foreign
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National vs international
Worldwide, in a global perspective, the share of foreign visitors in the number of skiers is less than 1/8 of total participants (on an estimated 125 millions skiers worldwide).
Foreign skiers12%
Domestic skiers88%
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Top 10 inbound markets
Few big players; ski is mostly a domestic market !
In million inbound skiers
0,0 1,0 2,0 3,0 4,0 5,0
Austria
France
Italy
Switzerland
Czech Republic
United States
Andorra
Norway
Canada
Japan
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Top 10 outbound markets
Only 2 big providers; issue of markets’ ski culture
In million outbound skiers
0,0 0,5 1,0 1,5 2,0 2,5 3,0 3,5 4,0 4,5
Germany
United Kingdom
Netherlands
Belgium
Switzerland
Russia
Denmark
Spain
France
Poland
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Ski air traffic - outbound
Global volume about 3 million PAX / winter
Estimated ski PAX based on country of origin (outbound)
Netherlands2%
Germany12%
Others10%
Finland3%
Poland3%
Norway3%
Ireland5%
Sweden3%
Russia11%
Spain3% United Kingdom
45%
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Ski air traffic - inbound
Global volume about 3 million PAX / winter
Estimated ski PAX based on country of destination (inbound)
France41%
Austria26%
Andorra3%
Switzerland10%
Russia0%
Italy14%
Spain2%
Norway1%
Slovenia1%
Bulgaria1%
Finland1%
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Regional focus
page 23
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Existing infrastructures
Poland and Czech Republic are the most equipped
National infrastructure
0 50 100 150 200
LithuaniaCroatia
HungaryBosnia and Herzegovina
GreeceLatviaSerbia
BulgariaTurkey
SloveniaRomaniaUkraine
SlovakiaCzech Republic
Poland
0 100 200 300 400 500 600 700 800 900
Number of ski areas Number of lifts (top scale)
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Developing infrastructures
Turkey and Czech Republic highly investing
New lifts deliveries 2005-2014
0 10 20 30 40 50 60
Croatia
Hungary
Montenegro
Bosnia and Herzegovina
Macedonia
Bulgaria
Greece
Ukraine
Serbia
Slovenia
Romania
Slovakia
Poland
Czech Republic
Turkey
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Participants
Issue in many markets : low ski culture
National skiers (in millions)
0,0 1,0 2,0 3,0 4,0 5,0 6,0
MacedoniaLithuania
Bosnia and HerzegovinaGreeceSerbiaLatvia
SloveniaBulgariaHungaryRomania
TurkeySlovakiaUkraine
Czech RepublicPoland
0% 5% 10% 15% 20% 25%
Estimated amout Participation rate
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Participants
Average loyalty to the sport not very high
Yearly skier visits per national skier
0 1 2 3 4
HungaryPoland
LithuaniaBosnia and
UkraineTurkey
MacedoniaRomania
Czech RepublicBulgaria
SerbiaLatvia
SloveniaGreece
Slovakia
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Attendance
Most countries have still limited attendance
Yearly skier visits (in millions)
0 1 2 3 4 5 6 7 8 9 10
Montenegro
Macedonia
Hungary
Bosnia and Herzegovina
Serbia
Greece
Latvia
Slovenia
Bulgaria
Romania
Turkey
Ukraine
Slovakia
Poland
Czech Republic
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Conclusion
page 29
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Future prospects
The European supply market is flattening
Most markets are and will remain domestic
The challenge is to gain and retain local skiers
Prospective 2020 : 420 mio skier visits
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For further reference
Available from
www.vanat.ch page Publications
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LV/25/03/2016
Laurent Vanat
19, Margelle
CH - 1224 Geneva
Tel / voicemail : +4122 349 8440
E-mail : [email protected]
Website : www.vanat.ch
Laurent Vanat
