Snow Resorts Australia (SRA) has officially launched #snowissnow, a new industry-wide initiative designed to improve public understanding of snowmaking and explain the critical role it plays at Australia’s snow resorts.

At the centre of the initiative is www.snowissnow.com.au, a new information platform bringing together clear, accessible and evidence-based information about how snowmaking works, the technology used by Australian resorts and the industry’s continued investment in its future.

The website explores advances in snowmaking technology, automation, energy and water efficiency, the investment being made by resorts worldwide and the role snowmaking plays across individual resort operations.

Interactive explainers, frequently asked questions and a dedicated myth-busting section address some of the most common misunderstandings about snowmaking.  The initiative follows public and media discussion during the early part of the 2026 snow season, which identified a significant gap in understanding of how modern snowmaking works.

Snow Resorts Australia Chair Noel Landry said “Whether it falls naturally from the sky or is produced through snowmaking, snow is snow.  Modern snowmaking allows resorts to create and maintain a high-quality snow surface, make the most of suitable weather windows and provide greater confidence for guests and surrounding communities.

#snowissnow has been created as a proactive, long-term initiative to provide one central place where guests, media, industry stakeholders and decision-makers can find reliable information about snowmaking and the role it plays across our industry.”

Australian resorts have been investing in snowmaking infrastructure and technology for more than 35 years, continually adapting their operations to Australia’s naturally variable alpine conditions.

Snow Resorts Australia CEO Josh Elliott said continued investment in snowmaking would be fundamental to the industry’s resilience and long-term future, “Natural snowfall will always be important to the Australian snow experience, but snowmaking provides the reliable foundation on which modern resorts operate.

Continued investment in infrastructure, technology and increasingly efficient systems will be essential to the future of our resorts, regional communities and the thousands of jobs supported by the snow industry.”

Tourism organisations, alpine businesses and other industry stakeholders are encouraged to visit the website, use and share its information, promote snowissnow.com.au through their communication channels and support the initiative by using the #snowissnow hashtag where appropriate.

Visit www.snowissnow.com.au to learn more.