After more than four decades as the Australian Ski Areas Association (ASAA), we now move forward with a new name and identity for our organisation: Snow Resorts Australia.

Our new identity marks a significant shift in how we represent the alpine industry – modern, united and future-focused. While our purpose remains the same, to support Australia’s alpine resorts, the new identity better reflects the full breadth of snow experiences offered across our regions, including skiing, snowboarding, and snowplay.

Snow Resorts Australia CEO Josh Elliott said “This is more than just a name change, it’s about setting a new tone for the organisation. Snow Resorts Australia reflects the inclusive, contemporary and professional image we want to project to our industry, our stakeholders and the public.”

The decision follows extensive consultation with members and consideration of how best to position the organisation for the years ahead. The new brand will support stronger advocacy, clearer communications, and a more visible presence in national conversations around tourism, climate, access and economic development.

“Our resorts have evolved and so must we” said Snow Resorts Australia Chair Noel Landry “Snow Resorts Australia speaks to the diversity of what we offer and the unity of purpose we share as an industry”.