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La
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LV/15/10/2015
Paradigm shift in mountain tourism
Differences between Europe and Asia
Ulsan – October 14th, 2015
page 2
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t Agenda
Worldwide statistics & evolution
Asian market in facts & figures
Hot topics to the paradigm shift
La
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LV/15/10/2015
Worldwide statistics & evolution
page 4
La
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Va
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t Major data source
2015 International Report on Snow & Mountain Tourism
Available from www.vanat.ch page Publications
page 5
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Va
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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%
page 6
La
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t Where do they ski ?
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
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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
La
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t Skiers’ international flows
Only 12% of worldwide skiers, mostly concentrated on intra-European flows
page 9
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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
page 10
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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
La
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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
page 12
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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
page 13
La
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t Why this opposite inflexion ?
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
La
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LV/15/10/2015
Asian market in facts & figures
page 15
La
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t Asia
0
10
20
30
40
50
60
70
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
Skier visits (mio) +3.5 %
page 16
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t Asia
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)
page 17
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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
page 18
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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)
page 19
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t Existing infrastructures
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)
page 20
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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
lion
s
Population
Number ofnational skiers
Skier visits
page 21
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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
page 22
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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
La
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LV/15/10/2015
Hot topics to the paradigm shift
page 24
La
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t Business model
Europe
Resort operation fragmented between numerous players
Historical legacies
Asia
Integrated business model
Started from scratch
Case of Japan
page 25
La
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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
page 26
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t Mega events
Europe
Historical venue for Olympics (with North America)
Asia
Only Japan up to now
Swap to Korea and China
page 27
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t Innovation & diversification
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
page 28
La
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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
La
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LV/15/10/2015
New resorts in Asia : the chance to do it right on the first time!
La
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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