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Facts and figures Products and activities

The rising popularity of snowshoeing

Methodology

The Transat Chair in Tourism, Sépaq and several regional and sector-based tourism associations recently conducted a survey on the recreational habits and travel behaviours of cross-country skiers and snowshoers. The following data were taken from a sample of 373 respondents who had used Quebec snowshoeing trails over the course of winter 2011-2012. Of these respondents, 95% lived in the province. In some cases, it is interesting to compare the snowshoer’s profile with that of the cross-country skier.

Enjoying the great outdoors as a couple or with friends

The pastime of snowshoeing primarily attracts individuals aged 45 to 54 (Figure 1), but it is also popular among young women aged 25 to 34 (26%).

ND_Snowshoeing_figure1

Although a quarter of respondents have been snowshoeing for two years or less, nearly a third have engaged in the sport for at least ten years (Figure 2)[ES-C1] . Most participants usually go out three to nine times per year (53%), but nearly one-third (32%) slip on their snowshoes more than 10 or even up to 20 times each winter.

ND_Snowshoeing_figure2

More than half of respondents usually go snowshoeing with their spouse (this is especially true of those aged 45 and up) and 50% go with friends (Figure 3)[ES-C2] . Among young people aged 25 to 34, 63% snowshoe primarily with friends.

ND_Snowshoeing_figure3

The quality of the scenery and the chance to be outside are major draws for these slow moving hikers (Figure 4). Many of them also appreciate the opportunity to explore new regions (50% compared to 37% for cross-country skiers), and the chance to interact with friends and family (47% compared to 35% for cross-country skiers).

ND_Snowshoeing_figure_4

Winter walking, ice skating, cross-country skiing and downhill skiing are other winter activities enjoyed by snowshoers. However, one quarter of enthusiasts prefer to devote themselves solely to snowshoeing (Figure 5).

ND_Snowshoeing_figure5

Snowshoers and their most recent excursion

The Quebec City region attracted a high percentage of all snowshoers (29% of respondents had taken its trails), followed by the Eastern Townships (20%) and the Laurentians (18%) (Figure 6).

ND_Snowshoeing_figure6

On their most recent excursion, more than one snowshoer out of four (26%) visited the region for the first time, indicating that participants tend towards repeat visits.

When asked about their most recent snowshoeing excursion, more than half of respondents (56%) stated they were already familiar with the destination. Furthermore, 38% either sought advice from friends and family or consulted the Internet, in equal numbers. They began their research by seeking information about the trails and services offered by the various national parks (62%), then turned to general search engines (Figure 7).

ND_Snowshoeing_figure7

Among snowshoers who surfed the Web, the majority looked for practical information (trail maps, location, services) before seeking out area activities and attractions (Figure 8). Unlike cross-country skiers, snowshoers were more influenced by promotional offers (41%) and the variety of on-site experiences.

ND_Snowshoeing_figure8

Nearly one out of two respondents (47%) chose a destination close to home, travelling only a short distance (less than 40 km) to reach it. However, more than one out of four travelled over 100 km (Figure 9). With an average travel distance of some 73 km to their starting point, snowshoers appear somewhat mobile.

ND_Snowshoeing_figure9

During their most recent excursion, most respondents snowshoed for three hours or less, but 43% did go out for more than three and, in some cases, up to five hours (Figure 10). Like hikers, snowshoers like to take their time and linger on-site, which is conducive to observing nature and sharing experiences with friends and family.

ND_Snowshoeing_figure10

Furthermore, while many respondents opted to snowshoe with just one other person (43%), group outings were also popular. One snowshoer out of three was accompanied by two to four people (34%), while one in seven was in a group of more than five individuals (14%).

How can destinations attract these visitors?

Snowshoers demonstrated an obvious interest in the following criteria:

  1. An extensive network of available trails: above all, they are seeking a variety of terrains.
  2. Destination discounts or on-site packages: for example, incentives could include post-snowshoeing activities, entrance fees, restaurants or leisure activities in the area. Snowshoers seem to be looking for a comprehensive product.
  3. The existence of attractive packages offering access to more than one snowshoeing site: willing to travel to explore other regions, snowshoers seek more flexible packages.
  4. A place to change one’s clothes, grab a bite, relax or simply organize one’s excursion in adapted facilities protected from the elements.
  5. A variety of accommodations and food services: inns, hotels, B&Bs and other lodgings would be well-advised to take advantage of this and enhance their visibility so as to attract this accessible and impressionable clientele.
  6. Interpretation tools available on the trails: such tools are an effective way to retain the clientele and enhance its site experience.

The search for multiple activities

More than two snowshoers out of five (42%) would be willing to engage in additional activities and about the same percentage (40%) would be likely to prolong their visit if they could dine on-site. Also, evening events seem to attract snowshoers (36%) even more than cross-country skiers (27%), as do guided tours (23% compared to 17%).

A growing pastime with a diverse clientele, snowshoeing presents an opportunity for businesses who would like to improve, diversify and complement their existing products. Are you ready to welcome snowshoers this winter?

Catégories
Products and activities

Capitalize on winter!

While some Quebeckers dream of beaches and a turquoise sea with the approach of winter, outdoor enthusiasts look forward to the first snowfall. However, sporting types are not the only people who can take advantage of cold-weather outdoor activities. Winter also means Christmas fairs, winter festivals, winter fruit picking or even sliding downhill in a taxi ski. There are scores of products out there to help us make the most of the snowy season. In the last few years, Quebec has developed an increasing number of creative events and activities. The following article presents some of these, though it primarily discusses innovations from outside the province to provide inspiration.

Sports and outdoor activities

Resorts now propose numerous alternatives to traditional downhill skiing. Valfréjus, a resort in the Savoie region of the French Alps, offers courses in speed riding, an activity that combines skiing and paragliding. Equipped with a type of small paragliding sail, skiers can jump and fly several metres above the snowy slope.

Source: Ataka Speedriding

The Smugglers’ Notch ski resort in Vermont offers airboarding to thrill seekers. Wearing a helmet and lying flat on their stomachs on an inflated sled, airboarders must learn to use their body weight to steer headfirst down the slope. In fact, a short instructional clinic is mandatory for first timers. The practice of this sport is outlawed in many resorts, because of the risk of collision with skiers and snowboarders. Other resorts allow it only in specially marked areas.

Airboarding. Source: Smugglers Notch Vermont

Snowscooting is another sport that is becoming more popular in Quebec ski areas. Similar to a snow bike without a seat, a snowscoot is a two-piece snowboard, held together with a frame. Snowscooters use the handle bars to steer down the hill.

Snowscooting. Source: Canoë

Although better known in Europe, ski joring, which combines skiing and horseback riding, is also practised in Quebec, notably at the Ferme L’Auteuilloise in Laval. Skiers, wearing downhill boots and skis, are pulled by a horse in this form of “equestrian skiing.”

Ski joring. Source: Le Grand Club

In Switzerland, the floodlit Preda-Bergün toboggan run is a winding six-kilometre toboggan run connecting the villages of Preda and Bergün. Tobogganers take the train to reach the top of the run.

Source: MySwitzerland.com

Taxi skiing (sometimes called adapted or seated skiing) enables non-skiers and those with reduced mobility, such as those who used to ski but no longer can, to hit the slopes and enjoy the alpine scenery while comfortably seated in a ski-chair guided from behind by an instructor. Taxi skiing is offered at Mont Blanc in the Savoie region of France. The short video below illustrates the concept in action.

Events and locales celebrating winter

Innovative urban events such as Igloofest, the Montreal High Lights Festival and the many activities organized by the Québec Winter Carnival help create a festive atmosphere that gives winter destinations a competitive advantage.

Some orchards invite visitors to pick apples in the winter, for the production of ice cider, making it into a family-oriented activity a little like the U-pick system popular in the fall. For example, for a few weekends in January, the Vergers Lafrance in the Lower Laurentian town of Saint-Joseph-du-Lac offer cross-country ski trails, toboggan runs and special activities to members of the public who help harvest the apples.

In Switzerland, the Portes du Soleil ski area, which includes 12 different resorts, will host the second edition of the Festival des concerts sauvages, which has been renamed the Rock the Pistes Festival. During this event, French pop singers perform on temporary stages built right on the ski slopes. The exact time and location of these free shows are texted to festival-goers, the day before.

Source: Freeride Co

Christmas fairs have gradually become a tradition and a major event for many Quebec municipalities. They showcase regional products, provide a boost to the surrounding area, and create an enchanting ambiance that attracts locals as well as tourists.

Source: Marché de Noël et des traditions de Longueuil

Any discussion of winter in Quebec must, of course, include Quebec City’s Ice Hotel, which is rebuilt every year and is always very popular. This year, Montreal is following suit with an ambitious plan for a Snow Village on Ile Sainte-Hélène. In addition to an ice hotel, the village will feature an ice chapel, heated glass igloo, meeting rooms and a restaurant.

Adjusting prices along with the temperature

Some businesses are making winter weather conditions part of their marketing strategy. For example, the Mt. Bachelor ski resort in Oregon has implemented a sliding price scale that varies according to precipitation, wind, visibility, temperature and number of lifts in service. A non-holiday lift ticket ranges in price from $53 to $73, depending on the weather forecast. The price is set the day before and then posted on the resort’s Website and in social media.

Take advantage of winter

A Quebec winter lasts four to six months, more than 200 cm of snow falls, and average January temperatures often dip below -10°C. We can either suffer the consequences, hibernating until the return of warm weather, or we can tackle it head on, promoting winter culture and making it a powerful brand of our tourism industry.

 

Sources:

– Bissonnet, Jacques et Francine Plourde. «Montréal aura son hôtel de glace», Radio-Canada.ca, 27 septembre 2011.

– Demers, Alain. «Initiation au snowscoot à Sutton», Canoe.ca, 15 février 2011.

– Folie-Boivin, Émilie. «Un jardin de givre», Le Devoir.com, 8 janvier 2010.

– Laflamme, Isabelle. «Plus c’est froid, moins c’est cher», Canoe.com, 10 janvier 2011.

 

Websites:

Ataka Speedriding

Rock the Pistes festival

Hôtel de Glace

La Ferme L’Auteuilloise

The Atlas of Canada

Les vergers Lafrance

Marché de Noël et des traditions de Longueuil

Mt. Bachelor

MySwitzerland.com

Savoie Mont Blanc

Smugglers’ Notch

 

 

Catégories
Facts and figures Geographic markets

Antarctica 2006-2007: Another record-breaking season ahead

A Tourism Intelligence Network expert specialized in polar tourism, Alain A. Grenier sketches an overview of the Antarctica tourism industry. A PhD in Sociology and formerly an associate professor at the University of Lapland in Rovaniemi, Finland, he is now a professor in the Department of Tourism and Urban Studies at the UQAM School of Business Administration.

With the arrival of the austral summer in November, tourists – more specifically, cruise passengers – are once again heading to Antarctica.

The majority of Antarctic cruises take place in the Peninsula area, which is blessed with a less severe climate and a greater diversity of attractions (i.e. fauna, flora and a large number of scientific bases and historic sites). In contrast, the other tourism area, the more remote Ross Sea region, features almost exclusively historic sites.

In addition to the more traditional cruise programs combining observation and hikes ashore, a variety of new activities have started to appear in recent years, including scuba diving, sea kayaking, rock climbing, skiing, snowboarding and camping. It is impossible to say, at this point, if these new activities are the result of the arrival of younger and more active visitors, or if the new tourism profile is emerging in response to the products offered by tour operators. What is certain, however, is that Antarctic tourism is growing.

Figures

Compared to the last austral summer (2005-2006), the number of cruise tourists has risen by 12%(4) . This year, the International Association of Antarctic Tour Operators (IAATO), which represents 95% of the organizers involved in Antarctic tourism, expects nearly 38,000 visitors to Antarctica from mid-November to early March(4):

  • 27,575 tourists will participate in an Antarctic cruise with shore excursions (mainly in the Peninsula area)
  • 7,500 tourists will take part in a cruise only (no shore excursion)
  • 1,050 tourists will purchase a land tour (skiing, alpinism, etc., in the Antarctic’s interior)
  • 1,600 tourists will participate in a sightseeing flight (these flights, generally based in Australia, do not land on the continent and involve large planes like the Boeing 737-200 and 747-400, flying at about 2000 feet (610 m) above the Antarctic coast)

More than any other, polar cruises continue to dominate the Antarctic tourism market, with the number of passengers increasing year after year (Figure 1).

Figure 1

Source: IAATO (2006b)

While polar cruise tourism will continue to increase in the Antarctic Peninsula during the 2006-2007 season, the number of visitors to the Ross Sea region is expected to decline slightly(4). Compared to the 42 million visitors who entered the United States in 2004(7), the data regarding tourism in Antarctica – a continent 30% larger than the surface of the USA, may appear insignificant. To understand the importance of the figures presented above, it is necessary to put them into the proper polar tourism context.

A sensitive continent

Antarctica is a continent like no other. This continent, the only one without an indigenous human population, also has extremely limited surface flora and fauna (in species diversity). In summer, when the seas surrounding the polar continent are free of ice, Antarctica and its Sub-Antarctic islands cover an area of 13.6 km2. More than 98% of the continent’s surface is permanently hidden under a cover of ice(1)(3). This ice sheet – the biggest on Earth – may reach a thickness of up to 4.7 km in certain areas and contains no less than 90% of the plant’s fresh water reserves(3).

Tourism, like most other human activities, takes place during the very brief polar summer. This is also the reproduction season for most of the continent’s animal species, which are very abundant at this time of year. As a result, the less than 2% of Antarctic and Sub-Antarctic island lands free of ice and snow become very precious for both fauna and visitors (scientists and tourists alike). In such a context, there is a very good chance that fauna (and, to a lesser degree, flora) could be negatively impacted. The scientific community, however, remains divided over the extent of this impact.

Negative Impact

In addition to the pollutants released when tourism vehicles (ships, inflatable boats, helicopters, large and small airplanes) burn fossil fuel, the main disruptions directly attributed to tourism activities include soil disturbances (more limited in the Antarctic than in the Arctic) and fauna harassment (mainly birds). It is important to stress, however, that atmospheric pollution remains the biggest threat to polar ecosystems. Apart from the pollution caused by burning fuel to transport tourists, most of the air pollutants affecting Antarctica are produced outside area and can therefore not be attributed directly to tourism.

Trying to protect the very resources the industry depends upon, the IAATO has created a visitor’s code of conduct entitled « Guidance for Visitors to the Antarctic. » This recommends, among other things, the distances one should respect when observing the various fauna species. In the past, some observers(2)(6) have stressed that the guidelines are not applied consistently. The problem is that the code is enforced by guides, who must also see to their customers’ satisfaction. Many of these customers have a hard time containing their enthusiasm once ashore. Other visitors, who have invested considerable sums of money to reach these natural areas, sometimes feel they have earned the right to approach wildlife beyond the distances allowed. According to IAATO(4), however, the activities of its members have « no more than a minor or transitory impact on the Antarctic environment. »(4)

The organization worries, however, about the 5% of Antarctic operators who have not joined IAATO and therefore do not apply the visitors’ code of conduct. During the 2005 2006 austral summer, 4,639 visitors and an unknown number of small boat passengers set foot on Antarctica with no public record of their visit (4). In its annual report, IAATO(4) expressed concern over two non-member vessels, each carrying 500 passengers, who made shore excursions in spite of the IAATO regulation limiting site access to ships carrying more than 200 passengers.

The tourism forecasts made by IAATO for the 2006-2007 austral summer indicate that the travelling public’s desire for Antarctic adventures knows no limits other than those imposed by the number of ships and places available for such journeys. Negative impacts, as well as incidents involving tourism activities such as the sinking of the Bahia Paraiso in 1989, remind us, however, that tourism growth in such a remote and isolated place as Antarctica requires safe, sustainable management approaches.

Sources:
(1) – Cessford, Gordon (1997) « Antarctic Tourism – A Frontier for Wilderness Management, » International Journal of Wilderness, Vol. 3, No. 3, USA, pp. 7-11.
(2) – GRENIER, Alain A. (1998) « Ship-Based Polar Tourism in the Northeast Passage: A Case Study,  » Publication in the social sciences, University of Lapland, Rovanieni, Finland.
(3) – HANSOM, James D. and GORDON, John E. (1998) « Antarctic Environments and Resources – A Geographical Perspective, » Longman: UK.
(4) – IAATO (2006a) « IP 86 IAATO Overview of Antarctic Tourism 2005-2006 Rev 1, » International Association of Antarctic Tour Operators (Website), 21 p.[www.iaato.org/info.html]
(5) – IAATO (2006b) « Tourism Statistics, Trends 1992-2007, » International Association of Antarctic Tour Operators, [http://image.zenn.net/REPLACE/CLIENT/
1000037/1000116/application/msword/Trends1992-2007.doc
]
(6) – VUILLEUMIER, François (1996) « Negative Impact of Tourism on Antarctic Animals and Plants, » Southern Connection Newsletter, July, No. 10.
(7) – WTO (2005) « Tourism Market Trends, 2005 Edition, Annex, » World Tourism Organisation. [http://www.unwto.org/facts/menu.html]