Association Des Stations De Ski Du Quebec Unveils Detailed Results For 2023-2024 Season
The Association des stations de ski du Québec (ASSQ) is unveiling the detailed results for the 2023-2024 season via the Economic and Financial Study of Quebec Ski Resorts , led for over 35 years by Professor Emeritus of Tourism Michel Archambault and his colleagues, and financially supported by the Ministry of Tourism. Despite a winter season marked by difficult weather conditions due to the El Niño phenomenon, Quebec ski resorts are showing resilient results for the 2023-2024 season, demonstrating a remarkable ability to adapt to climate challenges and maintain a quality offering for skiers and snowboarders. In a real feat, they are maintaining a traffic of 6 million ski days, equivalent to the average of the last 10 years.
A historic winter and positive performances despite everything
The 2023-2024 season was characterized by exceptionally mild temperatures, making this winter the 2nd warmest in the last 105 years in Quebec. The lack of natural snow and heavy rainfall put ski resort teams to the test, particularly during strategic periods such as the holidays and school break, causing a significant loss of ski days. Fortunately, the favourable start to the season and the mild temperatures in January and February still allowed resorts to make up for the gaps experienced during crucial periods of the season. As for the overall business volume, it stands at $404 million, a slight decrease of 5.7%.
Sustained investments
The industry remains more committed than ever, and this is demonstrated particularly through its investments. In total, $71.4 million – compared to $70 million the previous year – was injected into the infrastructure of Quebec resorts. This commitment demonstrates the resorts' willingness to adapt to many challenges, including climate change, inflation and labour shortages, in addition to offering distinctive, safe and accessible mountain experiences.
"In the context of climate change, it is reassuring to see that ski resorts continue to invest massively to offer memorable experiences to their visitors. Despite the scarcity of natural snow, they fought last winter to guarantee snow for their visitors and we can see that attendance has fortunately been maintained thanks to all their efforts. We are confident that they will succeed in continuing their adaptation to climate change, with the support of governments and the skiing community. Quebec benefits from a geographical advantage that we can leverage to continue practicing winter sports on our mountains and generate major economic benefits in all regions of Quebec," emphasizes Yves Juneau - President and CEO of the Associations des stations de ski du Québec.
Customer origin and dominant region
Overall, attendance remains favourable with a majority of Quebec skiers (78.5%), supported by a clientele outside Quebec (21% of traffic) mainly from Ontario. Season passes continue to play a key role, representing nearly 60% of total traffic. Of the 6 million ski days recorded across the province, the Laurentians region stood out with more than 2 million ski days, consolidating its dominant position as a tourist destination.
Prospects for the future
With ambitious investment forecasts for the coming years, the Quebec ski industry is positioning itself to meet climate challenges while continuing to improve its infrastructure and services in a sustainable and responsible manner so that Quebec remains a destination of choice for all ski enthusiasts.
“After an exceptional season in 22-23 (the best in the last 16 years), the 2023-2024 season reminds us how resilient our industry is, even in an exceptional climate context. Thanks to their creativity and constant efforts, ski resorts continue to offer quality experiences that attract skiers from here and elsewhere. Together, we are ready to take on the challenges of tomorrow and continue our role as an economic and tourism engine for Quebec.” emphasizes – Jean-Michel Ryan, Chairman of the Board of Directors of the ASSQ and President and CEO of Mont Sutton.
About the ASSQ and the industry
The ASSQ has been working for over 40 years to represent and support Quebec ski resorts in developing best business practices. A non-profit organization, the ASSQ promotes the practice of snow sports, improves the customer experience, and supports the performance of resorts to ensure their sustainability. Thanks to initiatives such as the Ski Passe-Partout to fund the Association's activities, over 30,000 young people each year are introduced to skiing and snowboarding for free, as well as to adopting healthy lifestyle habits.
In a context of climate change, the ASSQ is expanding its mission by supporting the industry and the public in the evolution of resorts and the offering of mountain activities. It is committed to promoting a sustainable practice environment and supporting the adaptation of its members to the new realities of the ski industry.
