Population Inflow Recovers to Pre-Corona Levels
Season Pass Alliances and Promotions Also Active
Domestic ski resorts, which experienced a slump during the COVID-19 pandemic, are stretching their limbs after the endemic phase. Discount promotions to attract skiers back are in full swing in line with the start of the winter season.
Phoenix Snow Park, which opened on the 24th, held special events for the previous two weeks. [Photo by Phoenix Hotel & Resort]
According to the industry on the 28th, Phoenix Snow Park, one of the first famous domestic ski resorts to open this year, saw a provisional total of 12,900 visitors during its opening weekend (24th-26th). This figure represents about a 25% increase compared to the opening weekend last year. Specifically, 3,500 people visited on the first day of opening, the 24th, followed by 5,000 and 4,400 visitors on the 25th and 26th, respectively. Yongpyong Ski Resort in Pyeongchang, Gangwon-do, which opened on the same day, also attracted 8,200 visitors in one day, about 10% more than the previous year (7,300 visitors).
In the past, skiing reigned as the representative winter sport in Korea. However, due to low birth rates and aging population, there was no influx of new skiers, leading to a decline in its popularity. The diversification of leisure activities among the young generation, who were the main consumers of ski resorts, and the disappearance of ski camps held for elementary and middle school students during winter vacations are also cited as major reasons.
The biggest blow was COVID-19. During the pandemic, domestic ski resorts faced forced closures due to social distancing measures such as gathering bans. The number of skiers, which reached 7 million in 2012, plummeted to 1.45 million around this period (2020?2021 season). Some ski resorts even shut down permanently due to business difficulties, leading to frequent remarks in the industry that "skiing is now a thing of the past."
However, skiing is regaining its past popularity as COVID-19 subsides. According to the Korea Ski Resort Management Association, the number of domestic skiers, which had dropped to 1.45 million in the 2020?2021 season, increased to 3,825,697 in the following year (2021?2022 season) and recovered to about 4,211,107 in the last season (2022?2023 season). The industry expects this recovery trend to continue this year as well.
In line with the recovery, domestic ski resorts are competing to launch various promotions. Several popular ski resorts have joined forces to sell integrated season passes, while attracting visitors through premium strategies. Some resorts offer free ski lessons to resort guests and allow entry one hour before opening. The idea is to "strike while the iron is hot." Season pass sales are also doing well. For example, at High1 in Jeongseon, Gangwon-do, season passes have already sold 5% more than last year, and additional sales are ongoing, so the sales rate is expected to rise further.
As season pass sales continue, domestic ski resorts are entering full-scale openings. Vivaldi Park Ski Resort in Hongcheon, Gangwon-do, will open on the 29th. It is reported that Vivaldi Park Ski Resort has added seven new state-of-the-art snowmaking machines for this season. From next month, ski resorts will open one after another. Welli Hilli in Hoengseong, Gangwon-do, and Alpensia in Pyeongchang, Gangwon-do, will welcome guests on the 2nd of next month, followed by Gonjiam in Gwangju, Gyeonggi-do, on the 3rd.
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