Austria’s population is divided when it comes to skiing and winter holidays.
The discussion about the price of ski tickets pops up every year, true to the motto "Groundhog Day": The main focus is on the question of whether skiing has already become a luxury and unaffordable for families with children or low-income people. The result is negative reports that have an impact on the public image and acceptance of this leisure activity, which is so important for the economy. The Institute for Demoscopy & Data Analysis (IFDD) has therefore carried out a representative survey of 1,500 Austrians aged 16 and over for Ski Guide Austria in order to clarify what the image of skiing really is.
FIRST OF ALL: As with many other things, the Austrian population is divided when it comes to skiing: while one half sees an image problem for this sport and the associated winter holidays, the other takes the opposite view and continues to indulge in it undaunted. In general, the conditions for the winter sports industry are good, although there are certainly a number of warning signs, as the survey shows: 44 percent of Austrians still answer the question "Do you ski or do any snow sports?" with a yes.
It is no surprise that the figure is significantly higher in rural areas at 51 percent than in cities at 37 percent, but it is particularly high among young people at 79 percent. And among young city dwellers at 62 percent it is also higher than in rural areas at 49 percent. Another positive aspect is that 19 percent of snow sports enthusiasts practice their hobby very frequently, i.e. more than two or three weeks per season. And another 38 percent do it regularly, i.e. one to two weeks. Together, that is 57 percent. In general, these are positive statements for the industry and its future prospects, although it is less positive that only 14 percent of those surveyed are planning a ski holiday this year, while 82 percent are not. The four percent who are undecided are not much help.
IFDD boss Christoph Haselmayr thinks the figure is "not bad at all, given the general rise in prices and the fact that a skiing holiday is not a cheap pleasure." Those who want to afford a skiing holiday would do so - and for those who find it difficult to make ends meet with their income, skiing is out of the question. Those who refuse to go on a skiing holiday do so not only because they find other leisure activities such as long-distance or city trips, pure wellness or hiking/beach holidays in winter more attractive (59 percent), but also for financial reasons. Haselmayer: "If 37 percent answer no here, that means first and foremost that they do not have the money for it." A motivation that is almost the same across all age groups, levels of education and places of residence.
However, the situation is clear when asked "What snow sports do you do?" This is - not surprisingly - skiing is still by far the most popular snow sport - at 85 percent. 18 percent also go cross-country skiing, ten percent go ski touring, nine percent snowboard and only three percent are freeriders in open terrain. It is particularly positive that the figure for those under 30 is as high as 95 percent. It is also interesting that snowboarding, which has a particularly youthful image, is most popular with women and 30 to 50 year olds. And, in contrast to touring skiing, cross-country skiing is also quite popular with young people - at 18 percent, significantly more than with 30 to 50 year olds and almost as popular with those over 50 (25 percent). It is also clear that freeriding is a domain of young people.
However, it should be a warning sign for the industry that 48 percent of respondents believe that alpine skiing/winter holidays have an image problem. The 43 percent who take the opposite view are no real consolation. The main reason for this is the view that skiing is too expensive from the perspective of those who see an image problem (92 percent). This view also correlates with the 48 percent who believe that there is a lack of low-threshold, affordable offers for families, low-income people and those returning to skiing. It should also be a warning sign for stakeholders that 55 percent - and even 68 percent among young people and city dwellers - say that skiing and winter holidays have an image problem for environmental reasons such as climate change/lack of snow, energy consumption, high carbon footprint, interference with nature or travelling by car. After all, the industry has been trying for years to prove the opposite by putting a lot of effort and commitment into pointing out ongoing environmentally friendly and energy-saving activities. What is particularly striking is that among the better educated (high school diploma) even three quarters (75 percent) are of this opinion. In this context, it can be little consolation for the industry that a comparatively low 26 percent of those under 30 see an image problem for skiing and winter holidays.
And only 16 percent think that skiing is no longer up to date and only five percent think it is uncool and unattractive. The fact that young people do not see an image problem is also related to the fact that for them skiing is associated with fun and socializing, for example during après ski, according to the IFDD boss: "And the majority of the rural population also does not see an image problem - in contrast to city dwellers - for whom skiing is even more of a part of everyday life and they are regularly confronted with it - for example when they drive past ski lifts on the way to work." What the industry has to do to combat this image problem is obvious in view of these answers: almost two thirds (65 percent) are of the opinion that more low-threshold offers for families, low-income people and those returning to skiing should be actively offered and advertised. Haselmayer says: "This shows that money is a very important issue here too."
WHAT ELSE TO DO? 37 percent are in favor of a stronger commitment to more school ski courses and 35 percent are in favor of more environmentally friendly travel options (train and bus with luggage transport, free shuttles and public transport, etc.). The latter point is even more important for city dwellers, at 47 percent. In view of climate change and the increased efforts in the industry to offer alternative winter offers, another result of the survey can also be interpreted positively: For a surprising 63 percent of those surveyed, a gentle winter holiday (without ski slopes or piste skiing) with wellness, hiking, tobogganing, ice skating, (fat) biking is an alternative to a conventional ski holiday. And this is more or less or only slightly different, regardless of gender, age, level of education and place of residence.
For opinion researcher Haselmayer, however, the 63 percent is a clear indication for the regions, tourism associations and hoteliers to think about it: "This shows that winter is also attractive for those who do not ski and that there is a demand for alternative offers that must also be satisfied." Another approach to improving the image is the statement by 54 percent of respondents that a platform or forum for open, unbiased public discussion about the advantages and disadvantages as well as the future of skiing/snow sports would make sense given the great importance of winter holidays for the Austrian economy. This is a point that the two Ski Guide Austria authors Günter Fritz and Fred Fettner have taken up and founded the Ski Club of Austrian Journalists (SCÖJ). As a contribution to public opinion-forming, so to speak, by discussing the topic of skiing and ski holidays in an unbiased and fact-based manner against the background of their great economic importance.