What's Happening?
Big White Ski Resort has reported its busiest holiday season on record, with a significant increase in accommodation bookings. The resort saw a 9.5% rise in total bookings from December 20 to January 4
compared to the previous year. This surge is attributed to consistent snowfall, which resulted in excellent skiing conditions, and a notable increase in international visitors, particularly from Australia and the United Kingdom. Bookings from Australia increased by 106%, with longer stays up by 80%, while the UK also recorded gains in tourist numbers. This international interest helped offset a decline in American tourists, which the resort described as 'alarmingly softer.' Canadian demand remained stable, contributing to the overall success of the season.
Why It's Important?
The record-breaking season at Big White Ski Resort highlights the growing trend of international travel to Canadian destinations, particularly from markets like Australia and the UK. This shift could have significant implications for the Canadian tourism industry, potentially leading to increased revenue and job creation in the hospitality and service sectors. The decline in American tourists, however, suggests a need for targeted marketing strategies to re-engage this demographic. The success of Big White also underscores the importance of favorable weather conditions and quality amenities in attracting tourists, which can serve as a model for other resorts aiming to boost their international appeal.
What's Next?
Looking ahead, Big White Ski Resort is preparing for the upcoming B.C. family day with an anticipated 80% occupancy rate based on early bookings. The resort is also offering discounted lift tickets to maintain its appeal to local visitors, with the POW Card providing significant savings. These strategies aim to sustain the momentum from the holiday season and continue attracting both local and international tourists. The resort's ability to adapt to changing market dynamics and visitor preferences will be crucial in maintaining its competitive edge in the tourism industry.
