It’s the end of an era as Telegraph Events pulls the plug on the show and also stops publishing its magazine.

The Ski Show, as many people still call it, is an autumn institution for UK skiers and snowboarders.

However poor ticket sales and a reduction in exhibitors has meant it is no more.

“The Telegraph has taken the decision to cancel the event following a review of its strategy which focuses on securing subscribers,” said a message to some exhibitors from Jeff Blackmore,  Senior Sales Executive at Telegraph Events.

“In addition, the print magazine will also cease to be published due to our readers preferring to consume content online instead.”

“Thank you for the support that you’ve provided the festival over the years.”

It hardly comes as a bombshell as many had been predicting its demise for some time.

“It has just got a bit stale and we were thinking of pulling out anyway,” was how one of the major exhibitors put it to us.

“We think we can spend our marketing budget in a more creative and interesting way.”

However, with the loss of the Birmingham, Manchester and Glasgow shows in recent years there is now no major snowsports show in the UK.

We understand other groups are looking to see if they can offer a replacement.

Either in the form of pop-up shows or something else.

Watch this space.

The main exhibitors were told on Monday morning and details were passed on to PlanetSKI.

There was no immediate announcement from the Telegraph and the Festival’s web site was still offering tickets for sale for 2020.

Ski & Snowboard Festival

Ski & Snowboard Festival

However, on Wednesday The Telegraph Ski & Snowboard Festival Facebook page posted the news, thanking followers for their support over the years.

“If you have already bought tickets for the 2020 event your full refund will be processed and returned to your account in due course,” it said.

“If you are a subscriber to the print magazine we will be sending out further communication regarding your subscription and refund within the next 14 days. If you are a digital magazine subscriber and would like a refund, please do so via the App Store.”

We understand the Telegraph Reader’s Holidays for 2020/21 will go ahead as planned.

Our Facebook page is awash with comments.

The Ski Show has been going for 46 years.