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Weather and climate directly influence ski season length, the quality of snow conditions, and skier visits. Inter‐annual climate variability, which is expected to become more pronounced under future climate change, poses an increased risk for the ski tourism industry. Using a survey (n = 2448), this study examines where and how far skiers in Ontario (Canada) are willing to travel if their ski resort was to temporarily or permanently close due to a lack of snow. The majority of respondents (≥59%) would travel to five key resorts in Ontario, with the largest share (≥27%) selecting Blue Mountain Resort. An additional 11–15% of respondents would leave Ontario, opting to travel to Quebec or the state of New York. Overall, this paper presents the first empirical evidence on the geographical patterns skiers may engage in as a result of marginal snow conditions, in addition to providing information on travel distance and time thresholds. This research is fundamental for assessing contemporary climate risk and can inform how future climate change could alter demand patterns in regional ski marketplaces. Future research needs are identified to further appraise the consequences and future viability of individual ski resorts in Ontario and the ski industry more generally...
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