With the issue of global warming becoming a frightening reality in the Alps, and with snow lines predicted to rise by as much as 300m over the next forty years - forcing skiers to abandon all but the highest ski resorts - the ski industry is facing a number of short to medium term problems. The ski industry and skiers rely on the mountain environment for their very existence and need to protect and preserve the skiing environment if they and future generations are to enjoy the same benefits. To do this both skiers and the ski industry need to take important steps towards sustainable tourism.
The concept of sustainable tourism revolves around the precept of meeting the needs of the present without compromising the ability of future generations to meet their own needs. With respect to the ski industry it means developing tourism which is both planned and managed so that it doesn’t cause environmental problems in the tourism area whilst maintaining, if not actually improving, the environmental quality of the area whilst maintaining the normal levels of customer satisfaction. And with a UK market of over 1 million participants, the skiing industry is in a unique position to not only contribute to sustainable tourism but to also raise awareness amongst clients.
Certainly, one of the greatest threats to skiing is climate change; and, although there is still some debate around global warming, general scientific opinion now acknowledges the phenomenon. And, with the retreat of Europe’s glaciers over the last century this certainly appears to be the case. One of the results of the rise of the snow line will inevitably be the increased use and dependence upon artificial snow cover with as much as 10-15% of the skiable area of France now covered by artificial snow. This leads to concerns about water and energy consumption, and the impact on vegetation as the artificial snow remains on the ground for longer giving the vegetation less time to recover. This water supply problem could be exacerbated further by the retreat of the glaciers.
Other than artificial snow cover the only other option is for extending and building ski developments at higher altitude. However, not only are these areas more ecologically vulnerable, but they are also in short and limited supply. Perhaps the only option for the many small, low lying resorts - which will ultimately be hit hardest - is to diversify their products.
However, if the skiing industry embraces sustainable forms of tourism and acknowledges their responsibility they could set the trend for the rest of the tourism industry. This can be achieved in a number of ways: waste reduction and disposal/recycling, fuel efficient transport, energy efficient accommodation and training staff in environmental practice.
The skiing industry is a service industry and, as such, the company providing the best service will have a clear competitive advantage. But, as environmental performance and enjoyable holidays are increasingly interlinked, adopting and putting into practice an environmental policy could give the first movers in the ski industry a unique competitive advantage whilst working to preserve a pristine natural mountain environment on which the industry relies.
Many resorts are now making the move to promote their efforts at sustainability. And, although the European resorts are not as far advanced in this as their American counterparts initiatives are beginning to be put in place. These range from a greater number and visibility of recycling posts, pocket ashtrays for use on the mountain, car free resorts (such as Avoriaz), using LPG public transport and encouraging people to leave their cars parked for the week.
Although the skiing industry has been slow to adopt sustainable policies it is beginning to take steps. And working towards a long term goal can not only protect the environment on which the industry relies but also improve economic performance and encourage loyalty to those resorts and companies which have taken steps to combat climate change. Evoking skiers love of the mountain environment and providing a link with the very real threat of global warming, and the lack of snow for future generations, may well prove to be one of the most effective ways of altering client behaviour not only in resort, but also in their private lives as well. | 