While not all countries are likely to attain the same degree of concentration of travel to ski destinations as Austria has, there is almost certainly room for growth in many other countries, especially those outside of Europe.
The data suggests that Japan has already begun to capitalize on this. In 2015, only 14 percent of foreign visitors to Japan visited areas near its ski slopes, but by 2017 the share had risen to 17 percent. In other words, one out of five net new visitors to Japan over the last three winters were coming for the ski slopes. The arrival of these foreign visitors has helped to partially offset the decline in domestic visitors linked to a rapidly aging population.
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