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The 'greening' of ski resorts: a necessity for sustainable tourism, or a marketing opportunity for skiing communities?

University of Brighton

For a growing number of skiers, the sport represent one of the great dileminas and conflicts between recreational enjoyment of the countryside and the conservation of the fragile Alpine and mountain areas where skiing inevitably takes place. The situation is particularly acute in the Alps where, in recent years, the issue has been given a high profile by many concerned environmentalists. This paper looks at the impact of skiing on the environment both in North America and in Europe, and at the emerging concept of sustainability. The author looks at the marketing opportunities for destinations seeking to green' their operations, and uses Verbier in Sivitzerland as a case study.

Key Words: skiing • environment • sustainable tourism • greening

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