Australian Snow Industry Unites at Snow Summit

The sold-out inaugural Summit brought together senior leaders from all Australian snow resorts, alongside representatives from sport, retailers and wholesalers, chambers, lodges, ratepayers, tourism, regional communities and all levels of government, to discuss the future of Australia’s alpine industry and the opportunities and challenges shaping the sector.

Hosted by Olympian Britt Cox, the Summit featured more than 30 speakers and panellists across 16 sessions, presentations and industry discussions.

The Honourable Kristy McBain MP, Federal Minister for Regional Development, Local Government and Emergency Management and Member for Eden-Monaro, formally opened the Snow Summit before joining the “Hidden Giant” panel discussion alongside Lisa Patroni, CEO of the Victorian Tourism Industry Council, Andrew McDougall from SGS Economics & Planning and Perisher Vice President & General Manager Nathan Butterworth.  The session, moderated by Lori Modde, Chair of the Outdoor Council of Australia, explored the economic significance of Australia’s alpine regions and the broader contribution of the snow industry to regional communities.

High-level findings from Snow Resorts Australia’s new Consumer Insights & Economic Impact Study, undertaken by SGS Economics & Planning, reinforced the scale and significance of the industry to regional Australia.  Preliminary findings presented at the Summit showed Australia’s snow industry generates $5.71 billion in economic output, drives $2.13 billion in visitor expenditure and supports more than 22,000 jobs nationally. The full report will be publicly released in June.

Sessions included detailed insights from futurist and social researcher Ashley Fell into changing consumer expectations and decision making across different generations, alongside a thought-provoking call to the industry from Alterra Mountain Company Vice President Peter Brulisauer on the opportunities and challenges facing the Australian snow sector.  

The Summit featured the panel session “Beyond the Mountains”, moderated by Destination Southern NSW’s Richard Everson and featuring CEO of Regional Development Australia Southern NSW & ACT Olivia West, CEO of Mansfield Shire Council Kirsten Alexander, and President of the Falls Creek Chamber of Commerce Michelle Lovell discussing the relationship between alpine resorts, regional communities and broader economic development.  The program also featured an update from Snow Australia on Australia’s athlete pipeline and market insights from Snowsports Industries of Australia.

Other sessions explored the importance of delivering value to guests, year-round activation, snowmaking technology, participation growth, guest experience and the evolving role of Australia’s alpine sector within the broader visitor economy.  The program also included an update on the “Women of Winter” initiative and concluded Day One with an “Ask Me Anything” session featuring senior industry leaders from across the Australian snow sector.

A highlight of the Summit was a fireside conversation featuring Australian Winter Olympians Cooper Woods and Adam Lambert, exploring athlete pathways, the importance of Australian resorts in developing elite winter athletes and the broader connection between participation and high-performance sport.  Cooper also joined delegates at the Industry Dinner, where attendees had the opportunity to celebrate his Winter Olympic gold medal success and reflect on the important role Australia’s alpine resorts play in supporting the next generation of winter athletes.

A number of key Snow Resorts Australia initiatives were also announced during the Summit, including the launch of the updated Alpine Responsibility Code, progress toward a new national Toboggan Responsibility Code, and Snow Resorts Australia joining the Outdoor Council of Australia to strengthen advocacy for the alpine industry within the broader outdoor recreation sector.  The proposed establishment of an Australian Snow Advisory Council was also announced, providing a forum for key stakeholder organisations to continue the cross-sector conversations initiated at the Summit and identify opportunities for greater long-term collaboration across the industry.

Day Two of the Summit featured an Industry Roundtable, providing delegates with the opportunity to directly contribute to discussions on the future direction of the Australian snow industry.  Outcomes and areas of alignment identified during the Roundtable will be consolidated into a formal Insights & Outcomes Paper to be released following the event.  

Delegates also had the opportunity to participate in a series of site visits showcasing recent significant investments across the Snowy Mountains region, including Thredbo’s Alpine Coaster, the Mt Perisher 6 Chair and the National Snowsports Training Centre in Jindabyne.

Following the success of the inaugural event, the Snow Summit will return as an ongoing national forum for Australia’s alpine sector.