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Laurent Vanat LV/15/10/2015 Paradigm shift in mountain tourism Differences between Europe and Asia Ulsan October 14 th , 2015
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Page 1: Laurent Vanat

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LV/15/10/2015

Paradigm shift in mountain tourism

Differences between Europe and Asia

Ulsan – October 14th, 2015

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t Agenda

Worldwide statistics & evolution

Asian market in facts & figures

Hot topics to the paradigm shift

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LV/15/10/2015

Worldwide statistics & evolution

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2015 International Report on Snow & Mountain Tourism

Available from www.vanat.ch page Publications

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t Who are the skiers ?

Spread of the skiers upon country of origin (120million skiers estimated worldwide)

Eastern

Europe &

Central Asia

15%

Asia &

Pacific

17%

Various

1%

Alps

16%

Western

Europe

25%

America

26%

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Market share in the worldwide skier visits (400 million yearly skier visits)

Eastern

Europe &

Central Asia

10%

America

21%

Asia &

Pacific

14%

Various

0%

Alps

44%

Western

Europe

11%

Page 7: Laurent Vanat

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0 10 20 30 40 50 60

United States

France

Austria

Japan

Italy

Switzerland

Canada

Germany

Czech Republic

China

Sweden

Korea, South

Norway

Spain

Poland

Slovakia

Russia

Finland

Andorra

Australia

Top 20 markets

In million skier visits

(5 years average)

Page 8: Laurent Vanat

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t Skiers’ international flows

Only 12% of worldwide skiers, mostly concentrated on intra-European flows

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t 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

do

rra

Au

str

ia

No

rwa

y

Sw

itze

rla

nd

Ne

w Z

ea

lan

d

Cze

ch

Re

pu

blic

Fra

nce

Slo

va

kia

Arg

en

tin

a

Ita

ly

Fin

lan

d

Slo

ve

nia

Ch

ile

Sw

ed

en

Ca

na

da

Ge

rma

ny

Ko

rea

, S

ou

th

Sp

ain

Po

lan

d

Ja

pa

n

Un

ite

d S

tate

s

Ro

ma

nia

Ru

ssia

Ch

ina

Au

str

alia

Nationals Foreign

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t Domestic markets

Domestic skiers’ potential is very important on many major markets

0 50 100 150 200 250 300 350

United States

Russia

Japan

Germany

United Kingdom

Italy

France

Korea, South

Spain

Poland

Canada

Czech Republic

Austria

Switzerland

Millions

Skiers

Non-skiers

Page 11: Laurent Vanat

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t World evolution

View limited to countries with yearly records

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

Eastern Europe &

Central Asia

Asia & Pacific

America

Western Europe

Alps

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t Regional evolution

General inflection point in 2012/13

Evolution of 5-years average skier visits per regions

Base 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

Alps

Western

Europe

America

Asia &

Pacific

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Mature stage of the industry in Europe

– Aging and stagnating population, baby-boomers retiring

– 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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LV/15/10/2015

Asian market in facts & figures

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0

10

20

30

40

50

60

70

2000-

01

2001-

02

2002-

03

2003-

04

2004-

05

2005-

06

2006-

07

2007-

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2008-

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2009-

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2010-

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2011-

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2012-

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2013-

14

Skier visits (mio) +3.5 %

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End of the decline in Japan, growth in China, maturity in South Korea ?

Evolution of the 5 years average attendance

(mio skier visits)

0

1

2

3

4

5

6

7

8

9

2004-05

2005-06

2006-07

2007-08

2008-09

2009-10

2010-11

2011-12

2012-13

2013-14

0

10

20

30

40

50

60

Korea, South

China

Japan (right)

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Most countries have still limited attendance

Yearly skier visits (in millions)

0 5 10 15 20 25 30 35 40

Tajikistan

Korea, North

Mongolia

Uzbekistan

Kyrgyzstan

India

Kazakhstan

Korea, South

China

Japan

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t Participants

Currently only 3 major markets

National skiers (in millions)

0 2 4 6 8 10 12 14

Uzbekistan

Nepal

Philippines

Taiwan

India

Kazakhstan

Thailand

Korea, South

China

Japan

0% 2% 4% 6% 8% 10%

Estimated amout Participation rate (top scale)

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Contrasting lifts utilisation rate

National infrastructure

0 100 200 300 400 500 600

Mongolia

Uzbekistan

Tajikistan

Korea, North

India

Kyrgyzstan

Korea, South

Kazakhstan

China

Japan

0 500 1'000 1'500 2'000 2'500 3'000

Number of ski areas Number of lifts (top scale)

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t Benchmarking

Part worldwide

Europe :

– 9% population

– 50% skiers

– 56% skier visits

Asia

– 56% population

– 17% skiers

– 13% skier visits0

500

1'000

1'500

2'000

2'500

3'000

3'500

Europe Asia

Mil

lio

ns

Population

Number ofnational skiers

Skier visits

0

50

100

150

200

250

300

350

400

450

500

Europe Asia

Mil

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Population

Number ofnational skiers

Skier visits

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Penetration - practice rate

Still a low or non existent ski culture in most of the Asian countries

Ski still economically out or reach for large parts of the population in many countries (GDP per inhabitant)

0,6%

11,3%

0% 2% 4% 6% 8% 10% 12%

Europe

Asia

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Consumption - skier visits per skier

Less intense consumption pattern in Asia

Ski is more a leisure than a sport

Ski holidays still underdeveloped

2,4

3,7

0,0 0,5 1,0 1,5 2,0 2,5 3,0 3,5 4,0

Europe

Asia

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LV/15/10/2015

Hot topics to the paradigm shift

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Europe

Resort operation fragmented between numerous players

Historical legacies

Asia

Integrated business model

Started from scratch

Case of Japan

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Europe

Often remote from big metropolitan areas

Destination resorts

Asia

Huge cities close to ski resorts feeding for daily guests / hourly guests

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Europe

Historical venue for Olympics (with North America)

Asia

Only Japan up to now

Swap to Korea and China

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Europe

Started on summer

Shifted on winter

Trying to be to 4-season

Asia

No longer viable to built a resort for only 1 season

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t Sustainability / accessibility

Europe

Some did it right, some did it wrong

Expensive to correct

Asia

The chance to do it right on the first time

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LV/15/10/2015

New resorts in Asia : the chance to do it right on the first time!

Page 30: Laurent Vanat

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LV/15/10/2015

Laurent Vanat Consulting SARL

19, Margelle

1224 Geneva - Switzerland

Tel / voicemail : +4122 349 8440

E-mail : [email protected]

Website : www.vanat.ch

Laurent Vanat


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