Australian Snow Industry Unites at National Snow Summit as New Economic Data Highlights Importance to Regional Communities

New economic data revealed Australia’s snow industry generates $5.71 billion in economic output, drives $2.13 billion in visitor expenditure and supports more than 22,000 jobs
More than 30 speakers and panellists contributed across 16 sessions, presentations and industry discussions during the two-day Summit
Snow Resorts Australia announced a series of new industry initiatives focused on safety, participation and collaboration
A Summit Outcomes Paper will now be developed to continue the conversations initiated at the event

More than 180 delegates representing over 75 organisations gathered in Thredbo on the 5th & 6th of May for the 2026 Snow Summit, the first national whole-of-industry gathering of the Australian snow sector in more than two decades.

The sold-out inaugural Summit brought together senior leaders from all Australian snow resorts, alongside representatives from sport, retail, chambers, lodges, ratepayers, tourism, regional communities and all levels of government, to discuss the future of Australia’s alpine industry and the opportunities and challenges shaping the sector.

The Honourable Kristy McBain MP, Federal Minister for Regional Development, Local Government and Emergency Management and Member for Eden-Monaro, formally opened the Snow Summit before joining the “Hidden Giant” panel discussion alongside Lisa Patroni, CEO of the Victorian Tourism Industry Council, Andrew McDougall from SGS Economics & Planning and Perisher Vice President & General Manager Nathan Butterworth. The session, moderated by Lori Modde, Chair of the Outdoor Council of Australia, explored the economic significance of Australia’s alpine regions and the broader contribution of the snow industry to regional communities.

High-level findings from Snow Resorts Australia’s new Consumer Insights & Economic Impact Study, undertaken by SGS Economics & Planning, reinforced the scale and significance of the industry to regional Australia. Preliminary findings presented at the Summit showed Australia’s snow industry generates $5.71 billion in economic output, drives $2.13 billion in visitor expenditure and supports more than 22,000 jobs nationally. The full report will be publicly released in June.

Hosted by Olympian Britt Cox, the Summit featured keynote presentations and panel discussions involving leading voices from across tourism, regional development, alpine operations and consumer insights.

Sessions included detailed insights from futurist and social researcher Ashley Fell into changing consumer expectations and decision making across different generations, alongside a thought-provoking call to the industry from Alterra Mountain Company Vice President Peter Brulisauer on the future opportunities and challenges facing the Australian snow sector. The program also featured an update from Snow Australia on Australia’s athlete pipeline and market insights from Snowsports Industries of Australia.

The Summit also featured the panel session “Beyond the Mountains”, moderated by Richard Everson and featuring Olivia West, Kirsten Alexander and Michelle Lovell discussing the relationship between alpine resorts, regional communities and broader economic development.

Other sessions explored the importance of delivering value to guests, year-round activation, snowmaking technology, participation growth, guest experience and the evolving role of Australia’s alpine sector within the broader visitor economy. The program also included an update on the “Women of Winter” program and concluded Day One with an “Ask Me Anything” session featuring senior industry leaders from across the Australian snow sector.

A highlight of the Summit was a fireside conversation hosted by Britt Cox featuring Australian mogul skiers Cooper Woods and Adam Lambert, exploring athlete pathways, the importance of Australian resorts in developing elite winter athletes and the broader connection between participation and high-performance sport. Cooper also joined delegates at the Industry Dinner, where attendees had the opportunity to celebrate his Winter Olympic gold medal success and reflect on the important role Australia’s alpine resorts play in supporting the next generation of winter athletes.

A number of key Snow Resorts Australia initiatives were also announced during the Summit, including the launch of the updated Alpine Responsibility Code, progress toward a new national Toboggan Responsibility Code, and Snow Resorts Australia joining the Outdoor Council of Australia to strengthen advocacy for the alpine industry within the broader outdoor recreation sector. The proposed establishment of an Australian Snow Advisory Council was also announced, providing a forum for key stakeholder organisations to continue the cross-sector conversations initiated at the Summit and identify opportunities for greater long-term collaboration across the industry.

Day Two of the Summit featured an Industry Roundtable, providing delegates with the opportunity to directly contribute to discussions on the future direction of the Australian snow industry. Outcomes and areas of alignment identified during the Roundtable will be consolidated into a formal Outcomes Paper to be released following the event. Delegates also had the opportunity to participate in a series of site visits showcasing recent significant investments across the Snowy Mountains region, including Thredbo’s Alpine Coaster, Perisher’s $26 million Mt Perisher 6 Chair and the National Snowsports Training Centre in Jindabyne.

Snow Resorts Australia CEO Josh Elliott said “bringing together senior leaders from across resorts, industry, tourism, sport, community and government demonstrated the willingness that exists across the Australian snow industry to come together around the shared opportunities and challenges facing the sector. The Summit highlighted not only the economic contribution of the industry, but also the importance of stronger alignment around participation, guest experience, sustainability and long-term planning. The Snow Summit was intended to start those conversations at a national level and build momentum for greater collaboration across the industry into the future.”

Following the success of the inaugural event, Snow Resorts Australia confirmed Snow Summit will return as an ongoing national forum for Australia’s alpine sector.