Still, many ski resort industry decision-makers believe that these superficial factors are the whole foundation for the recent surge in international traffic. I am convinced that when these factors change or disappear, the international markets will still be there.
It is clear, almost 12 years after its inception, that the international marketing and trade organization, Ski U.S.A., has been a cornerstone and foundation-builder for much of the surge in foreign skiers. Ski U.S.A. built a strong foundation through developing press loyalty, various educational programs for the international ski/travel industry on American skiing and the much needed airline support from around the world. Ski U.S.A., through its basic programs, exemplifies the necessity of the long-term commitment needed in order to become a major participant in the globalization of American skiing.
Despite fluctuating membership and generally mediocre industry support, Ski U.S.A. put in place the basic fundamentals that allowed a natural flow of business to those resorts that have been long-term supporters. It is obvious that a basic program such as this is greatly needed in order to remain flexible and light footed as world economics fluctuate and change.
This was exemplified this past winter as foreign skiers came to Colorado. Had the groundwork not been done, several British travel organizations could not have put into place a massive chartered air service between the U.K. and Colorado. Nor could they have put together many programs that utilized regularly-scheduled air service into New England through Boston and New York.
At this point, no one can predict what the future of international involvement will be, so let’s take a look at it in a different way. What will happen when the snows improve in Europe and the dollar strengthens? In some countries, this has already happened.
First, the snow conditions in Europe, as seen through the mind’s eyes of British, American, and Austrian skiers, never have been considered reliable or well groomed. As international skiers came and skied here, they were pleasantly surprised to find decent snow quantities that, in some cases, were developed on a machine-made base. Most importantly, they found groomed runs — a feature that is almost non-existent in Europe. These two points alone can outweigh any change in snow quality that might occur periodically in Europe.
If we add to the reliable skiing experience our modern, uphill transportation, well trained lift personnel and the much joked about “Have-a-Nice-Day” attitude, which our European ski business brethren have not been paying much attention to over the past 10 years or so, we are light years ahead of them.
Secondly, what if the U.S. dollar strengthens? Here again, we win because quality doesn’t change because the dollar changes. International skiers who have come and spent their 10-day skiing vacations in the United States have been overwhelmed by the quality they find in what we call our average hotel room. The international skier who books a condominium usually spends a day or two trying to figure out how to get comfortable in spacious accommodations. The end result is that, while we do not have as many very good five-star hotels as are available in European resorts, we do have superior middle-priced accommodations that rank very high on the value charts internationally. Granted, the rate of exchange may not remain favorable, but the value is still there. In America, “Everything Works” and that is what will keep them coming back.
In order to focus internationally, we should not be looking at what’s happening today, but what we are doing about the future. Over the past four years, the United States tour and travel administration has shown increasing numbers of international visitors, year round, to many U.S. destinations and attractions. This information in itself tells us that our country is now a place to visit. Not only is it a good attraction for general tourism, it can be equally good for international skier tourism. We must view all this with long-term goals and objectives, not short-term nearsightedness.
Finally, looking at where these international skiers go once they have chosen the United States as their skiing destinations, it appears that the bigger resorts share the most business. This is mainly because they have spent the most time (through Ski U.S.A.) and money (sponsoring World Cups) to attract international skiers. But there is more to it than just that.
We know that international visitors tends to be very inquisitive and curious once they get to the United States, and after the first visit, they usually want to go somewhere else the second time.
Clearly, the smaller, quality ski facilities should look for a share of this market. I suggest they join forces through local or regional promotional or trade organizations and offer a “second visit” experience that’s more truly Americana. Sell the history, culture and the uniqueness of each part of the United States and share it with inquiring international visitors. There is more to it than just skiing. Coupling those ingredients with a ski industry that offers a superior product to skiers, we should now share it with the world.
Obviously, international growth won’t happen by itself and it will be very difficult and costly for individual areas or regions. It can only be accomplished if our industry joins forces, which we don’t seem to be doing well at this time. But, let’s not worry, internationally, about what the other guy’s got; let’s better spend time being thankful for what has happened and let’s keep it happening, collectively, for everyone.
