SA ski market has evolved

E UROPEAN ski holidays continue to attract South African travellers, although the market has become significantly more specialised than it was two decades ago, says Jacqui Coupland, Ski Specialist for SUNnSKI Holidays. While demand remains strong, the structure of the market has shifted. “There are fewer operators than there used to be, but there are still specialist companies actively selling ski holidays for South Africans,” she says. “Skiing has no doubt evolved over time as has the product in South Africa,” says Jonathan Gerber, Director of TAG Travel. He adds that previously travel was more social and group-focused, with limited demand for tailored itineraries or independent travel. Today’s ski clients are more informed and self- directed, often approaching agents with clear destination ideas rather than relying on pre-set packages. Market contraction Coupland says the market is smaller than it once was but remains highly loyal. “We continue to book ski holidays to Austria, France, Italy and Switzerland, and a lot of our business comes from repeat clients,” she says, adding that many families are now introducing children and grandchildren to skiing. Multi-generational travel has become a trend, especially during school holidays. “We often book for multi-generational families travelling during the school holidays, usually in December, January or March. They tend to look for all-inclusive ski packages or luxury chalets where the whole family can stay together.” Many experienced skiers now arrange their own flights, while relying on specialist operators to manage ground arrangements, including accommodations, transfers and ski passes. While the market has contracted from its peak, Coupland believes there is still space for specialist operators. “The market isn’t big enough to support lots of mass-market operators like it did years ago, but it’s certainly big enough to support specialist ski companies.” Edwina Fletcher, Founder and CEO of JustSki, says external pressures are also shaping how South Africans approach ski travel. “Rising long-haul airfare costs have made South African travellers far more strategic with their ski planning.” Visa costs and access pose another constraint. Fletcher says Schengen applications, courier fees and processing costs can add thousands of rands to the upfront cost of a ski holiday. Booking patterns, she notes, are becoming more segmented, with premium travellers prioritising snow certainty, even if it comes at a higher cost. High altitude Environmental changes have influenced resort selection and travel timing, says Coupland. “Over the years we’ve definitely seen shorter seasons at some of the lower-altitude resorts in France, Austria, Germany and Italy. Many of those resorts now rely heavily on artificial snowmaking.” Even so, Coupland finds that demand has held up. “Global warming has influenced booking patterns, but it hasn’t taken away South Africans’ desire to go skiing.” The early-December window is now less reliable at lower-altitude resorts, with stronger conditions often arriving later in the season and extending into March and April, adds Mel Bird, Ski Specialist at JustSki. Elevation has become the key differentiator in destination choice. Resorts below 1 500m increasingly rely on snowmaking machines, while high- altitude and glacier areas in the French and Italian Alps have seen stronger late- season conditions in recent years. “We’ve proactively shifted much of our portfolio towards high-altitude, snow-sure destinations. Resorts with glacier access or strong altitude profiles naturally remain our top recommendations,” says Bird. Favourites Coupland says forward bookings remain strong, particularly for the 2026/27 season, with Austria and France leading growth. Family ski travel to resorts such as Saalbach, St Anton am Arlberg, Val d’Isère and Chamonix is performing especially well. Destination choice, she says, is driven largely by experience level, value and snow reliability. Austria remains popular for its social ski culture and après- ski offering, while France continues to dominate overall due to its scale, snow reliability and shorter transfer times. Italy is gaining traction on value, while Switzerland remains a strong destination for premium travellers. Fletcher says interest is also broadening into more affordable alternatives such as Andorra and Georgia, which offer competitive pricing while still delivering good ski conditions.