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• Australian Ski Areas Association Rebrands as Snow Resorts Australia

Australian Ski Areas Association Rebrands as Snow Resorts Australia

After more than four decades operating under its current identity, the Australian Ski Areas Association (ASAA) Board has approved a new name and identity for the organisation - Snow Resorts Australia.

The rebrand will take effect in June 2025, marking a significant shift in how the peak body represents the alpine industry - and while its purpose remains the same, to support Australia’s alpine resorts - the new identity is seen as better reflecting the full breadth of snow experiences offered in Australia including skiing, snowboarding and snowplay.

Explaining the change, ASAA Chief Executive, Josh Elliott noted “this is more than just a name change, it’s about setting a new tone for the organisation. Snow Resorts Australia reflects the inclusive, contemporary and professional image we want to project to our industry, our stakeholders and the public.”

The decision follows extensive consultation with members and consideration of how best to position the organisation for the years ahead. The new brand will support stronger advocacy, clearer communications, and a more visible presence in national conversations around tourism, climate, access and economic development.

ASAA Chair, Noel Landry noted “our resorts have evolved and so must we.

“Snow Resorts Australia speaks to the diversity of what we offer and the unity of purpose we share as an industry.”

The new logo and visual identity will be revealed in the coming weeks, ahead of the 2025 snow season.

Taken from the Australian Leisure Management News Article on June 2, 2025