ALBERTA, CANADA - CANADA'S ski industry is bracing itself for one of its toughest seasons as the world economy melts down before the snow flies.

The part of the business expected to be hardest-hit is the market of overseas skiers and snowboarders, as skittish European and Asian consumers face falling net worth, officials said.

"This will likely be one of the most challenging seasons in decades because of the overall economic conditions," said chief marketing officer Andy Wirth at Intrawest ULC, which runs big resorts Whistler Blackcomb in British Columbia, Blue Mountain in Ontario, and Mont Tremblant in Quebec.

Mr Wirth pointed to this week's United States data, which showed October consumer confidence falling to its lowest level.

Still, Intrawest, which completed a deal last week to refinance US$1.7 billion (S$2.5 billion) of debt amid the credit crunch, does not fear deserted lift lines and empty mogul runs.

Nor do other operators, such as Resorts of the Canadian Rockies, whose holdings include the ski areas of Fernie, British Columbia; Lake Louise, Alberta; and Mont-Sainte-Anne, Quebec.

The industry, which enjoyed a bumper 2007/08 season, is banking on a few positive factors to attract tourists to the slopes, including a weaker Canadian dollar, lower petrol prices and deals on airfares.

In addition, skiers are starting to get some Olympic fever in advance of the 2010 Vancouver Winter Games, when Whistler will be host to the events.

Said tourism professor Simon Hudson at the University of Calgary's Haskayne School of Business: "On the positive side, that, with the exchange rate and the way things are going, we may see more Americans come up than expected, but again it depends on the financial situation down there."

Mr Jimmie Spencer, president of the Vernon, British Columbia- based Canada West Ski Areas Association, said the industry is fairly optimistic.

"All the season's pass sales have been going so well, showing an increase over last year. But, obviously, the long-haul traffic is a great challenge for us all," he said.

However, the profile of the target consumers will help lift the business.

"For the person who skis, it's a tradition. A high percentage of travelling skiers have high income," said business-development director Matt Mosteller at Resorts of the Canadian Rockies.

"Maybe if they were going to make five trips this winter, they'll cut back to three," he said.