The winter holiday experience is evolving, with less time spent on the slopes and a shift towards spa and restaurant experiences, revealing a growing social divide among families.
In a recent interview, Massimo Ferruzzi, administrator of JFC and head of the Italian Mountain Tourism Observatory, discussed how the traditional winter holiday, known as 'settimana bianca,' is undergoing significant changes. According to Ferruzzi, there is a noticeable decline in the time families spend skiing on the slopes, while their preference leans more towards enjoying spa services and dining experiences at high-altitude restaurants. This shift in behavior reflects broader societal trends affecting how families engage with winter tourism.
Ferruzzi highlights that this transformation in approach signifies more than just changing leisure preferences; it also underscores a widening social divide. As the cost of winter holiday activities rises, families with fewer resources may find it increasingly challenging to participate fully in mountain tourism. The disparities in access to different mountain experiences could lead to issues of social inclusivity, putting traditional winter holidays out of reach for some.
The implications of these changes go beyond individual family experiences, potentially reshaping the tourism industry in mountainous regions. Ongoing adaptations in marketing and service offerings may need to be considered to address the evolving tastes and preferences of visitors to the mountains, ensuring that tourism remains viable and accessible for a broad audience. There is a profound question at stake: how will mountain resorts adapt to meet the needs of a modern clientele while preserving the legacy of traditional winter holidays?
