What's Happening?
Big White Ski Resort has concluded its 2025-26 season with the highest accommodation rates since the COVID-19 pandemic. The resort attributes this success to shifting global travel patterns, which have driven strong international demand. Trevor Hanna,
vice-president of hospitality at Big White, noted the impressive volume of destination guests during typically slower periods. The resort saw significant interest from regions such as Australia, California, Ontario, Quebec, Manitoba, and the Lower Mainland. Despite a slower start to the season, the resort finished strong with high-quality snow conditions, peaking at 208 centimeters in March. Senior VP Michael Ballingall highlighted the growing global presence of the resort, particularly noting interest from Australia and the U.S. west coast.
Why It's Important?
The resurgence in accommodation rates at Big White Ski Resort is indicative of a broader recovery in the tourism sector, particularly in regions that were heavily impacted by the pandemic. This trend suggests a renewed confidence in travel and tourism, which is crucial for economic recovery in areas dependent on these industries. The increased international interest, especially from markets like Australia and the U.S., positions Big White as a competitive player on the global stage. This could lead to further investments in infrastructure and marketing, benefiting local economies and creating job opportunities.
What's Next?
As Big White transitions from winter to summer, the resort is set to launch the Big White Bike Park on Canada Day, which could attract a new wave of visitors. The continued interest from international markets suggests that the resort may focus on enhancing its offerings and marketing strategies to maintain and grow its global presence. Stakeholders may also explore partnerships and collaborations to further boost tourism and economic growth in the region.
