Drinking and dancing all part of the apres-ski ritual
For Sophie He, 38, from Huzhou, Zhejiang province, the allure of Europe’s ski slopes beckoned, not only for the thrill of the downhill descent but for the promise of something equally exhilarating, apres-ski, an essential part of a skiing adventure, she says.
“To me, skiing isn’t complete without apres-ski in cozy chalets and huts, followed by a relaxing visit to the spa and sauna, topped off with a delicious traditional alpine meal. That’s the whole package for a perfect day on the slopes in the Alps.”
Originating in the snowy enclaves of the Alps, apres-ski, which is French for after ski, is a celebration of the end of a day spent on the slopes. The essence of apres-ski lies in its convivial atmosphere, where mountain lodges and chalets transform into lively hubs of activity as the sun sets over the snow-capped peaks.
Reflecting on the appeal, He stressed its immense popularity in Europe, particularly in Austria, saying: “After skiing, everyone gathers to drink, sing and dance. It’s incredibly lively. Unlike city bars where you usually need to dress up, here you don ski suits and sports shoes and everyone is a skiing buddy.”
As more Chinese visitors embrace skiing in Europe, apres-ski “will become an integral part of their ski lifestyle and culture”, Christoph Eisinger, managing director of Ski Amade ski region near Salzburg, Austria, said.
“It is more a certain ski lifestyle and culture that makes the skiing experience in Europe so special.”
Christian Steiner, co-owner of the mountain hut restaurant Sepp, in Schladming, Austria, said he believes apres-ski represents a transition from the excitement of a ski day to a relaxed, social environment.
It is all about enjoying a drink and unwinding, with people “having a good glass of wine, a glass of champagne” as they “calm down and smooth it out”, Steiner said.
Apres-ski culture is widely recognized in several ski resorts across the Austrian state of Tyrol, said Elena Protopopow, market leader of the Chinese market at Tyrol Tourism Board.
Protopopow emphasized the integral role of apres-ski in the overall skiing experience, where skiers and snowboarders can have a drink or two to wrap up the day after spending time on the slopes.
“It’s about socializing, relaxation and having a good time in the post-ski hours.”
It is also part of the versatility and hospitality that define Tyrol and its local lifestyle, she said.
“With an increasing number of Chinese people embracing winter sports in the Alps, I am confident they will gradually become acquainted with the apres-ski culture and may even enjoy a drink or two of Austrian local beverages after skiing.”