Alpine skiing industry faces uphill battle as costs soar, climate Change looms
In the majestic Austrian Alps, the thriving ski industry is grappling with skyrocketing costs, yet enthusiasts continue to flock to the slopes.
Leading the charge is Atomic, the world’s premier ski manufacturer, which achieved a record-breaking 277 million euros in sales in 2022, anticipating even greater success this year despite a five percent price hike.
CEO Wolfgang Mayrhofer attributes this success to a demand for top-tier products, reflecting a broader trend in the “outdoor sports boom.”
Atomic, a subsidiary of the Chinese-owned Amer Sports, employs 1,000 people across factories in Altenmarkt, Austria, and southern Bulgaria, producing an impressive 550,000 pairs of skis annually, ranging from several hundred to several thousand euros per pair.
While Atomic thrives, ski lift operators in Austria have also raised prices, citing surging energy costs. Despite this, skiers remain undeterred. Season pass sales for the Altenmarkt region have soared to a record 58,000, with prices hitting 770 euros per adult.
Skiers on the slopes express a determination to continue their beloved sport despite feeling the financial pinch.
The looming specter of climate change casts a shadow over the industry’s future. Oliver Fritz, senior economist at the Austrian Institute of Economic Research, warns that rising costs may be exacerbated by the need for expensive man-made snow, especially as low-lying ski areas face increased challenges.
In this landscape, the concept of “last chance tourism” emerges, as skiers may be subconsciously driven to enjoy the sport before climate change impacts it irreversibly.
A study by market researcher Manova highlights financial concerns and insufficient snowfall as the top reasons for reduced skiing, echoing the broader challenges faced by half of the world’s ski resorts concentrated in Europe.
As greenhouse gas emissions persist, researchers predict that 90 percent of Europe’s ski resorts will confront critical shortages of natural snow.
Ski Amade, one of Europe’s largest ski areas, remains optimistic, covering 90 percent of its slopes with artificial snow and continuously improving its snowmaking systems. However, the industry faces an uphill battle, navigating rising costs and the existential threat posed by climate change to a sport that plays a vital role in sustaining local economies across the picturesque Alpine region.
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