A London Ski Show is Back

21st October 2023 | James Cove, the London Snow Show

Last modified on October 29th, 2023

It took place at the ExCeL Centre in East London at the weekend. PlanetSKI reviews the show, plus reports on what light it sheds on the state of the UK snowsport industry & the approaching winter. UPDATED

It is not actually called the London Ski Show – its official title is the London Snow Show.

Though many people here are still calling it the Ski Show.

Whatever its official title is, and whatever people are calling it, we’re just so pleased to see a snowsports show back in the capital for the first time since 2019.

We’re loving being at it.

It is the follow-on event from the National Snow Show in Birmingham that’s taken place over the past three years at the NEC.

The Birmingham event has now ended its run, and it’s been announced it will not be taking place in 2024.

All eyes are therefore on this London event.

For me it’s all about discovering what’s new for next winter, meeting up with old friends and feeling excited about the approaching ski season.

I suspect it is exactly the same for most of the people here.

The London Snow Show. Image © PlanetSKI

As we said it is the first ski show in London for four years.

The previous show was axed in March 2020, as we exclusively reported at the time:

Telegraph Ski & Snowboard festival is axed

Then along came Covid.

This show is the usual mix of resorts, tour operators, talks, retail and refreshments.

There are ski experts, celebrities, athletes and Olympians:

Ed Leigh, British snowsports presenter and commentator
Chemmy Alcott, former World Cup alpine ski racer
Eve Muirhead, Olympic curling champion
Eddie ‘The Eagle’ Edwards, British ski jumping champion
Dan Egan, world-renowned skier and pioneer of extreme sports
Millie Knight, four-time Paralympic ski medallist
Neil ‘Nine Lives’ Campbell, pro snowboarder
Talan Skeels-Piggins, paralympic British Team alpine skier

The London Snow Show. Image © PlanetSKI

There is a brand village offering advice on:

Ski & snowboard
Boot fitting
Helmets + goggles
Clothing and more

The London Snow Show. Image © PlanetSKI

So far nothing terribly new, but a staple of such events that is a tried and trusted formula.

The cost of a ski holiday is undoubtedly a major factor for many people at the moment, and is without question holding some back from booking a ski holiday for next winter.

Prices have gone up and there is plenty of economic uncertainly ahead with the cost-of-living worries.

Some operators have trumpeted to me that they have sold around half their Xmas holiday already.

Others bemoan the fact that half their Xmas holidays remain unsold.

Xmas remains a good time to go, with some excellent deals around and cut-price offers.

Additional features from this year’s show include:

Snow Stage sponsored by Inghams – Featuring some of the biggest names in the Snowsports scene with content running from open to close across the two days
Snow Skills Cabin – A host of interactive sessions and workshops to learn something new or hone existing skills. Whether you want to learn how to take that Insta-perfect photo on the slopes, understand how to make your trip more sustainable or find out what else you can do at a resort, the stage will play host to some of the industry’s most experienced professionals, ready to impart knowledge, upskill and share their experiences and stories.
Warren Smith Ski Academy – It offers the opportunity to refine your skills with a skiing MOT, using biomechanical screens to analyse your movement. Expert coaches will download the necessary information to develop your ski technique and address any problem areas before you hit the slopes
Family Zone sponsored by Esprit – It gives families the opportunity to enjoy the day together with fun hoverboard activities and arts and crafts

The London Snow Show. Image © PlanetSKI

There is plenty to do for the older kids too.

The London Snow Show. Image © PlanetSKI

Norway – Home of Skiing is, once again, one of the main exhibitors.

The London Snow Show. Image © PlanetSKI

It’s CEO, Trevor de Villiers, is a good friend of PlanetSKI.

“It’s great to have a show back in London once again, and to chat with people who are coming back to ski in Norway this winter and those who are heading to our fabulous resorts for the first time,” said Trevor.

The London Snow Show. Image © PlanetSKI

Here at PlanetSKI I should make an immediate declaration of interest as I’m very fond of skiing in Norway and go every winter.

Last year it was a rail safari:

PlanetSKI hits the powder of Norway

Trevor has been a good friend for many years and we have enjoyed some great times together in Norway.

Not always on snow.

Adventures around Voss. Image © PlanetSKI

The big-name ski destinations are here including the Tirol.

The London Snow Show. Image © PlanetSKI

This year the Americans are back in force including one of our favourite resorts in the USA, Jackson Hole.

The London Snow Show. Image © PlanetSKI

And of course, the UK tour operators.

The London Snow Show. Image © PlanetSKI

The Ski Club of Great Britain is out in force and is currently celebrating its 120th birthday.

The London Snow Show. Image © PlanetSKI

Ski Club GB looks forward to the 23/24 season

Inghams will be celebrating its 90th birthday in 2024 and has had a re-brand for this season with new initiatives to reach the mountains by train.

Inghams launches rail packages to 22 resorts across 3 continents

The London Snow Show. Image © PlanetSKI

Sustainability, rightly, is currently a major theme in the world of snowsports.

The London Snow Show. Image © PlanetSKI

However, it can seem that sustainability has to be mentioned at every opportunity nowdays and not everyone agrees.

“Look, of course I am in favour of all environmental initiatives, but it seems to have rather taken over the agenda with people almost being made to feel guilty about going skiing,” said one senior figure from a major UK ski agent to me at the show. The person preferred not to be named.

“All the media seems to report about is doom and gloom about the environment with claims about the end of snowsports as we know it.

“We need to encourage people to go skiing and generate enthusiasm for our wonderful activity not make them feel guilty about it and tell them it is destroying the planet.”

Another whispered into my ear that “some of the more enthusiastic supporters of sustainability seem to think that if you are not ‘with us’ in this crusade then you are ‘against’ us, and that is nonsense.”

I pointed out to both the stark reality of global warming as the glaciers melt and temperatures rise, but I certainly took on board their points.

Snow is also on everyone’s thoughts here at the London Snow Show.

What will the winter look like?

Obviously no-one knows, and we’ll just have to wait and see what happens.

As we do every season.

It should be pointed out that the overall snow conditions of last winter, across the Alps and the whole season, were not as bad as many sections of the media portrayed.

I had plenty of powder days in a number of fabulous resorts.

Some, like Verbier in Switzerland, high and well-known:

Powder Days in Verbier

Some, like Mijoux in the Jura, low and less-known:

PlanetSKI hits the Jura mountain range

Pays de Gex, Jura mountains. Image © PlanetSKI

Of course it was poor in some of the main resorts in France in February, a crucial part of the season and one when many UK skiers head to the mountains.

But in other areas it was more than adequate.

Then there was the huge amounts of snow in the USA that I caught in May in California once resorts had closed in Europe.

Palisades Tahoe, California. Image © PlanetSKI

A few weeks earlier I had ended my season in Europe in Verbier with my great friend Warren Smith from the Warren Smith Ski Academy.

Warren and Yours Truly. Image © PlanetSKI

He is at the London Snow Show, but sadly he’s not so well at the moment as he injured his knee in a mountain biking accident in the summer.

“Don’t worry about me mate, the doctors say I’ll be good to go by December,” said Warren to me over a beer.

“Together you and I skied some of the best powder I have ever seen in Verbier last January, so lets do it again this season.”

I could only agree.

So, at the London Snow Show this weekend I have discovered what’s new for next season, met up with old friends and now feel more than a little excited about the approaching winter of 2023/24.

Job done – 100%.