Europe remains the world’s largest ski export hub, accounting for 68% of global ski shipments in H1 2024. Austria, home to renowned brands like M3 and Atomic, leads European exports with
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310 million and $280 million respectively, fueled by high-end ski production for professional athletes. “Our ski exports to North America and Japan have grown the fastest this year, as consumers prioritize premium, technologically advanced products,” said Klaus Fischer, director of the Austrian Ski Industry Association.
Asia has emerged as the fastest-growing import market, with ski imports in the region jumping 22% in H1 2024. China, in particular, saw a surge in demand, importing $180 million worth of skis – a 28% increase year-on-year – ahead of the 2025 Winter Youth Olympic Games in Harbin. South Korea and Japan also recorded strong growth, with imports rising 19% and 16% respectively, driven by a boom in domestic ski resorts and recreational skiing. “More Asian consumers are taking up skiing as a lifestyle activity, creating a huge market for mid-to-high-end skis,” noted Mei Ling, an ITC trade analyst specializing in sports goods.
North America remains a key import market, with H1 2024 imports totaling $530 million, a 9% increase from last year. The U.S. accounts for 75% of regional imports, with demand split between professional-grade skis (for athletes and ski resorts) and affordable models for beginners. Canada, meanwhile, saw a 14% rise in ski imports, driven by investments in alpine tourism infrastructure.
However, the global ski trade faces challenges, including supply chain delays and tariff fluctuations. European exporters have reported shipping delays of 2-3 weeks due to congestion at major ports in Rotterdam and Hamburg, while a 5% tariff hike on ski imports in Brazil has impacted sales to South American markets. “We’re working with logistics partners to optimize shipping routes, but tariffs and port delays are adding costs to our export business,” said Sophie Laurent, export manager at a French ski manufacturer.
Looking ahead, the ITC predicts that global ski import-export trade will grow by 10-12% for the full year 2024, with Asia continuing to drive demand. “As winter sports gain popularity in non-traditional markets, we expect to see a more balanced global trade flow, with emerging economies playing a larger role in both imports and, eventually, local production,” Ling added.
With the 2024-2025 winter season fast approaching, ski manufacturers and traders are ramping up production and distribution to meet demand, hoping to capitalize on the ongoing global boom in alpine sports.