(Originally published in TOURISM)
A sustained effort by the Canadian Tourism Commission (CTC) and its partners to keep Canadian ski destinations prominent in consumers’ minds has seen three Canadian ski resorts nominated among the top 10 in the world by Australia’s Luxury Travel magazine. From all nominees, Whistler has been chosen number one for the third consecutive year, while Big White ranked fifth and Banff sixth.
The CTC’s Asia/Pacific executive director, Donna Brinkhaus, says Canada has run promotions for a number of years, working with wholesalers and journalists to keep Canada front and centre for consumers. She points out, however, that competition for the Australian outbound ski market has never been greater. “Canada was Australia’s number one ski destination for about five years. About two years ago, Japan and Colorado started heating up. Japanese ski resorts have only a two hour time difference with Australia and ski enthusiasts can get to Japan on a nine hour flight,” she says. “Japan came on hard with promotions, offers and opportunities; these were countered by Colorado with deals where kids would fly free or ski for free, and the Canadian ski resorts can’t compete to that level.”
There is also competition from European and New Zealand ski resorts, according to Brinkhaus. New Zealand, albeit a short‑haul destination, has a different season from Canada because of its location in the southern hemisphere. So, the lure of Canadian ski experiences in the heat of the Australian summer has a powerful resonance and Australians are willing to travel great distances to seek the cooler climates. “Australian skiers will go away to ski for three weeks, and in some cases they will go to two different resorts," she points out. "There is high awareness of Canada; our ski destinations have consistent snow and we have an absolutely spectacular and diversified ski product. Interestingly, 99% of Australian skiers coming to Canada will head for Alberta and BC slopes."
“Canada’s share of the outbound ski market has suffered some slippage in the past few years,” she says. “When the competition goes in with a value proposition of the kinds offered by Japan and US destinations, and when the overall outbound ski market remains reasonably static, there is inevitably an impact on the (leading destination's) market share.”
The good news is that Canadian ski resorts are still very aggressive and Brinkhaus feels there are substantial opportunities. “The wholesalers are getting behind us, putting a good word out for us, but the competition is strong," she notes. "So we just have to be smarter and capture the consumer’s attention with our offers. The brand initiative will help us do that, absolutely! It is all about experience and our new brand is right up where we want to be when promoting skiing and the experience that Canada has to offer.”
There has never been a better time to capitalize on the relationships the CTC and its partners have built over the years in the Australian market. Brinkhaus recalls that she accepted the number one ski destination award from Luxury Travel magazine on behalf of Whistler when they won it for the first time three years ago. “Whistler has been chosen the top international ski resort in the world for the third year in a row. It is a prestigious award; it is with these kinds of achievements we will be able to convince consumers about to choose a ski destination that – if they go for a Canadian product – they will get a level of quality that is next to none, whether it is Whistler, Big White, Silver Star, Sun Peaks, Jasper or the Fairmont resorts in the Rockies that they choose. These are just a few of the spectacular products and experiences that can be enjoyed in Canada.”
A sustained effort by the Canadian Tourism Commission (CTC) and its partners to keep Canadian ski destinations prominent in consumers’ minds has seen three Canadian ski resorts nominated among the top 10 in the world by Australia’s Luxury Travel magazine. From all nominees, Whistler has been chosen number one for the third consecutive year, while Big White ranked fifth and Banff sixth.
The CTC’s Asia/Pacific executive director, Donna Brinkhaus, says Canada has run promotions for a number of years, working with wholesalers and journalists to keep Canada front and centre for consumers. She points out, however, that competition for the Australian outbound ski market has never been greater. “Canada was Australia’s number one ski destination for about five years. About two years ago, Japan and Colorado started heating up. Japanese ski resorts have only a two hour time difference with Australia and ski enthusiasts can get to Japan on a nine hour flight,” she says. “Japan came on hard with promotions, offers and opportunities; these were countered by Colorado with deals where kids would fly free or ski for free, and the Canadian ski resorts can’t compete to that level.”
There is also competition from European and New Zealand ski resorts, according to Brinkhaus. New Zealand, albeit a short‑haul destination, has a different season from Canada because of its location in the southern hemisphere. So, the lure of Canadian ski experiences in the heat of the Australian summer has a powerful resonance and Australians are willing to travel great distances to seek the cooler climates. “Australian skiers will go away to ski for three weeks, and in some cases they will go to two different resorts," she points out. "There is high awareness of Canada; our ski destinations have consistent snow and we have an absolutely spectacular and diversified ski product. Interestingly, 99% of Australian skiers coming to Canada will head for Alberta and BC slopes."
“Canada’s share of the outbound ski market has suffered some slippage in the past few years,” she says. “When the competition goes in with a value proposition of the kinds offered by Japan and US destinations, and when the overall outbound ski market remains reasonably static, there is inevitably an impact on the (leading destination's) market share.”
The good news is that Canadian ski resorts are still very aggressive and Brinkhaus feels there are substantial opportunities. “The wholesalers are getting behind us, putting a good word out for us, but the competition is strong," she notes. "So we just have to be smarter and capture the consumer’s attention with our offers. The brand initiative will help us do that, absolutely! It is all about experience and our new brand is right up where we want to be when promoting skiing and the experience that Canada has to offer.”
There has never been a better time to capitalize on the relationships the CTC and its partners have built over the years in the Australian market. Brinkhaus recalls that she accepted the number one ski destination award from Luxury Travel magazine on behalf of Whistler when they won it for the first time three years ago. “Whistler has been chosen the top international ski resort in the world for the third year in a row. It is a prestigious award; it is with these kinds of achievements we will be able to convince consumers about to choose a ski destination that – if they go for a Canadian product – they will get a level of quality that is next to none, whether it is Whistler, Big White, Silver Star, Sun Peaks, Jasper or the Fairmont resorts in the Rockies that they choose. These are just a few of the spectacular products and experiences that can be enjoyed in Canada.”
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