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Australian skiers and snowboarders split on hitting local vs overseas slopes

Source: Roy Morgan Single Source January 2001 — March 2013
A decade ago, around 4 out of 5 Aussies wanting a snow-capped holiday chose a domestic destination for their skiing and snowboarding fix. Today, almost half head overseas.

After boom in 2011 in the proportion of Australians taking their skis and boards overseas, domestic and international destinations hit parity and stabilised in 2012.

The latest data from Roy Morgan Research shows as of March 2013, 51% of Australians who went snow skiing or snowboarding on their last holiday chose a domestic destination, with a bare minority travelling internationally.

Overall, only 1.5% of Australians went snow skiing or snowboarding on their last holiday. For those who went overseas, popular destinations included New Zealand, North America, Europe, and Japan.

Where Australians go for snow

Where Australians go for snow

Source: Roy Morgan Single Source January 2001 — March 2013, n= 1,786.


Jane Ianniello, International Director of Tourism, Travel & Leisure, Roy Morgan Research, says:

“Although only a small percentage of the Australian population goes snow skiing or snowboarding on their holidays, it is nevertheless a lucrative niche market with snow skiers spending more on their holidays than the average tourist.

“Despite the strong Australian dollar and the general long-term trend toward overseas ski destinations, Australian ski fields have held their ground over the past fifteen months.  It is important to understand the demographic, attitudinal and behavioural profile of people who go snow skiing or snowboarding on holidays and to tailor an appropriate communication message."


Our online store now has a Profile of Australians going snow skiing or snowboarding on their last holiday.

Click here to view our range of profiles of holidaymakers by Holiday Activity — e.g. Beach Holiday, Backpacker Holiday, Casino Holiday, Disco/Nightlife, Hunter/Fisher Holiday, and many more.

Click here to view our range of Holiday Destination Preference Profiles — including profiles of Australians who would like to take a holiday at different Australian regional destinations, Australian cities, and overseas destinations. Click here to view our range of Holiday Destination Visitor Profiles. These profiles provide an overview of the target group including information on their demographics, attitudes, activities and media usage.

For comments or further detail, please contact:

Jane Ianniello
Roy Morgan International Director of Tourism, Travel & Leisure

Office: 07 3318 7000    
Mobile: 0423 024 412

Jane.Ianniello@roymorgan.com