In December 2023, the pilot phase of the “Kids on Ski” initiative was launched in six top ski resorts in the Alpine region. We reported on it. Now Mike Partel, the initiator of the initiative, is giving an initial positive assessment.
Last winter saw the successful launch of the “Kids on Ski” initiative. As reported, pilot groups in Italy, Austria, and Switzerland were able to enjoy five free half-day ski lessons, including equipment rental, lift tickets, and accommodation.
To ensure successful implementation, the first six ski resorts—Serfaus-Fiss-Ladis and Leogang in Austria, Aletsch Arena and Grindelwald in Switzerland, and Alta Badia and Madonna di Campiglio in Italy—joined forces and offered 200 children each a free snow experience during the 23/24 winter season.
“How can we get even the youngest children excited about skiing? The Kids on Ski initiative aims to get three- to five-year-olds onto the slopes and measure the success of the support program.”
Thomas Surrer January 9, 2024
Goals and sponsors
Following this year’s pilot phase in six ski resorts, the ambitious new program is set to be expanded to 50 top ski resorts in the Alpine region, with the aim of getting around 1,000 children per ski resort interested in skiing.
This winter (extended pilot phase), the following will be added: Folgarida/Marilleva, Obertauern, Silvretta-Montafon, Pinzolo, Sölden, and Winterberg.
The initiative is supported by tourism associations, ski schools, ski rental companies, and mountain railways on the one hand, and by mountain railway partners such as Leitner, Doppelmayr, TechnoAlpin, Skidata, and Sunkid on the other.
„Aletsch Bahnen AG has been committed to promoting snow sports for many years. That is why we are delighted to be involved in the transalpine Kids on Ski initiative. We are convinced that this campaign will help to raise the profile of snow sports for families with children in international source markets. The aim of this introductory offer is to get children in contact with snow as early as possible. This is extremely important for the sustainable development of alpine winter sports.”
Valentin König – CEO Aletsch Bahnen
Measurable success
“Of course, other measures have been in place for some time to get children interested in winter sports. And these are important and worthwhile. The difference with KIDS ON SKI is that it measures how many children between the ages of three and five have actually learned to ski, and that this support program is promoted across the media throughout the Alpine region,” reports initiator Mike Partel from Mountain Management.
Only a large-scale, joint campaign will achieve the desired attention and penetration. The entire industry must devote itself to this very important issue so that skiing remains “in” in the future, according to Partel:
“If any mountain railways or companies would also like to participate in this initiative, please contact me. I will be happy to provide detailed information about the KIDS ON SKI support program.”
„The Kids on Ski program is of central importance to the tourism industry, as it introduces the next generation to winter sports at an early age and promotes long-term interest in skiing. Families are looking for attractive offers for their children, and through tailor-made, child-friendly programs, we not only create unforgettable experiences, but also retain parents and future guests in the long term. By introducing children to skiing in a fun and professional way, we ensure the sustainable development and competitiveness of winter sports tourism.”
Lukas Heymich – Obmann TVB Serfaus-Fiss-Ladis