Our recent SAM Huddle, Thinking Clearly in Uncertain Times, was recorded on April 21, 2025. The conversation brought ski industry leaders and policy experts together to unpack how current political dynamics—particularly U.S.–Canada relations and trade tensions—are affecting travel, tourism, and mountain resort operations across North America. This is episode one of our two-part series covering this conversation.

Shifting global sentiment, a steep drop in international bookings, and growing uncertainty at border-area resorts are reshaping travel behavior and forcing North American ski destinations to adapt quickly with localized marketing, flexible policies, and a greater reliance on domestic travelers.

On the other side of the business, industry suppliers are bracing for potential tariffs. While some are expediting production and shipping, others are leveraging domestic manufacturing to avoid price increases. Industry-wide, concerns are growing about tariffs as high as 160% on products tied to Chinese supply chains.

Speakers:

Daren Cole, President & CEO, Leitner Poma of America
Tom Foley, SVP, Business Intelligence, Inntopia
MJ Legault, Partner/Managing Director, MMGY Origin
Charles Santry, President, HKD Snowmakers
Chris Steinkamp, Head of Advocacy, SIA
Steve Wright, President, Jay Peak Resort, Vt.

View MJ Legault's slideshow here and Tom Foley's slideshow here.

Listen to part 2 of the conversation here.