Half Of Non-Skiers Are “Ski Curious”

Austria Tourism has teamed up with the indoor snow centre group Snozone to encourage more non-skiers to try snowsports.

The year-long partnership includes beginner courses, holiday information and more, all aimed to make skiing widely accessible and spark interest in an Austrian winter holiday.

The move follows the completion of a joint 2024 study by Austria Tourism, Switzerland Tourism, TUI and the Ski Club of Great Britain which found that almost 50% of people who have never skied are curious to try it, with interest particularly strong among under 35s.

“Austria Tourism is thrilled about the strong interest and aims to make getting started as smooth as possible. After all, skiing is in the Austrians’ DNA and part of the daily lifestyle – or the Lebensgefühl as we call it – and we love to share our passion with as many winter holiday guests as possible,” a spokesperson commented.

What does the Austria Tourism and Snozone partnership include?

Snozone operates indoor snow sports centres in Milton Keynes and Castleford near Leeds in the UK and Madrid in Spain, with year-round snow access and combined annual visitor numbers of over three million visitors to its venues annually.

Of particular interest is the Snozone Beginner Day Course, a full-day introduction to skiing or snowboarding delivered on real snow by qualified coaches. Guests will learn the essential techniques of skiing or snowboarding including balance, stopping, turning, speed control and using beginner lifts, all aimed to give them the confidence to enjoy their first mountain holiday.

And if looking to work on more advanced techniques, there’s also an Improver Day Course where skills can be improved with an expert coach.

Snozone offer snowsports for all, with children aged three and above able to learn to ski and there is also a disability snow school, ensuring that all guests regardless of their ability status, can enjoy snowsports!

Has Austria Tourism done this before?

It’s not the first time that Austria Tourism is teaming up with a British winter sports provider to encourage people to try skiing. Earlier this year, Austria Tourism and Snowsport Scotland introduced more than 150 primary school pupils across Scotland to the exciting world of skiing at local facilities.

Ski curious? Where to start

If you’re one of the curious half, an indoor slope is the easiest way in. No flights, no lift pass, and by the end of a single day you’ll know whether skiing is for you. Our guide to the best indoor snow centres in the UK covers the real-snow options, and our UK ski slopes guide rounds up the rest.

Once you’ve got the hang of stopping (the bit everyone worries about), have a look at the best ski resorts for adult beginners and our Austrian Resort Inspiration Hub. Taking the family? Start with the best family ski resorts in Austria.

Frequently asked questions

How many non-skiers want to try skiing?

Almost half. A 2024 study by Austria Tourism, Switzerland Tourism, TUI and the Ski Club of Great Britain found that almost 50% of people who have never skied are curious to try it, with interest strongest among under 35s.

What is the Snozone Beginner Day Course?

A full-day introduction to skiing or snowboarding on real snow, taught by qualified coaches. It covers balance, stopping, turning, speed control and using beginner lifts. An Improver Day Course follows for those ready to move on.

Where are Snozone’s indoor snow centres?

Snozone has centres in Milton Keynes and Castleford near Leeds in the UK, and in Madrid in Spain. Together they welcome over three million visitors a year.

Can children and disabled skiers learn at Snozone?

Yes. Children aged three and above can learn to ski, and Snozone runs a disability snow school so guests of all abilities can take part.

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