London Snow Show At Olympia Hailed Huge Success As 2026 Dates Are Announced
The first London Snow Show from the Mountain Trade Network took place during October at Olympia Exhibition Centre, often considered the home of the snow show that launched in 1976.
Returning for the first time after 15 years away, the event welcomed over 10,000 visitors over 2 days that included destinations, tour operators, equipment brands and snowsports organisations prepare skiers and snowboarders for the season ahead.
Officially opened by Winter Olympic skier Chemmy Alcott, who also hosted the main talk stage, the event saw over 100 expert speakers across the weekend including Warren Smith, Aimee Fuller, Dave Ryding, Abi Butcher, Dominque Perret, Iain Martin, Louise Pode, Pat Sharples and the Carrick Smith Brothers.
Live music was performed by some of the best Après Ski Bands in the Alps. In total, around 100 exhibitors and brands attended the show and engaged with the visitors looking for inspiration for their next ski holiday.
New features included a Nordic and Biathlon Experience, Snow Show Radio, family fun zone and a Red Bull Hang Out area. Ski resorts from Japan returned to the event following recent data from the Mountain Trade Network that shows the country is top of the wish list for British skiers and snowboarders as their number one bucket list destination.
Founder of the Mountain Trade Network and Director of the London Snow Show, James Gambrill, said: “Taking the Snow Show back to Olympia has been a real highlight of my career in Snowsports. The Show has been a part of the UK Snowsports scene for so many years and traditionally marks the true start of the winter season. Our aim for this year was simple, to put the ’Show’ back in Snow Show! We wanted to inform, inspire and entertain skiers and snowboarders and once again be the true start to the season for the UK snowsports industry. Based on feedback to date, we feel that goal has been achieved! We’ve also taken a huge amount away from this first year to help make the next edition of the show, celebrating its 50th anniversary, bigger and better when it returns to Olympia on October 17 and 18, 2026".
One visitor, Matt Hayes, who drove down from the North West of England said: “What a snow show, I must say this year was superb. We visited as a family including a 4 and 8 year old and we all thoroughly enjoyed it. The exhibitors were great, lots for us all to do, great talks, plenty of freebies, lots of new companies, good food and après offer. Well done to all involved, the drive home was well worth it and we will be 100% back in 2026”.
Exhibitor, Dan Fox, Managing Director of Ski Weekends, said: “This was the best snow show in years, and probably the best we have ever exhibited at since it was last at Olympia. The atmosphere was great and what made it even better was the quality of visitors – they were genuinely interested in booking a holiday for this winter”.
The London Snow Show will take place on Saturday and Sunday October 17 and 18, 2026, celebrating its 50th anniversary.
For more information, visit: londonsnowshow.com
