Australian skiers and snowboarders split on going local or overseas

A decade ago, about four out of five Aussies wanting a snow-capped holiday chose a domestic destination for their skiing and snowboarding. 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.

Latest data from Roy Morgan Research shows that, 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 headed overseas, popular destinations included New Zealand, North America, Europe, and Japan.

Roy Morgan Research International Director of Tourism, Travel and Leisure Jane Ianniello says that "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."

For more information go to www.roymorgan.com