The Ski Show Must Go On – London Event Returns To Olympia

A London Snow Show is re-launching at Olympia this season after 15 years away from the venue.

We have covered the history of large consumer ski shows in the UK – and their demise – in a past blog.

The blog explained how many of these major shows have sadly disappeared, but there has been an annual event in London since 1973, when the first ski show was held at the Royal Horticultural Halls in Westminster and was supported by the Daily Mail. The newspaper later launched its own ski magazine, and the show moved to Earls Court, and then later Olympia.

The Daily Telegraph, which previously had backed a show at The Barbican, then took over the magazine and ski show from the Daily Mail before selling off its ski and snowboard interests, and the new owners kept a London show going at the Battersea Exhibition Centre.

A couple of years ago, another new exhibition specialist chose the Birmingham NEC – a former venue for the Daily Mail ski shows – to stage their own new ski and snowboard show, before moving to London’s Excel last season.

Now there has been yet another change in organiser and venue. The Mountain Trade Network has acquired the Snow Show brand and recently announced it is staging ‘the largest consumer ski and snowboard event of the year’ on October 18 and 19, 2025.

Its title is The London Snow Show, and it is returning to Olympia – the last ski show was held there 15 years ago.

The organisers say they have already lined up a lengthy list of exhibitors, including resorts, tour operators, equipment, fashion brands, and snowsports organisations. There will be talks by celebrity speakers, hosted by Chemmy Alcott, Britain’s former number one female ski racer.

Other attractions include a family area, the Red Bull action zone, luxury and wellness area with speakers and live yoga classes, kit and instruction zone, information theatre, photo competitions, Alpine Stroll, themed Après Ski (with live bands), Ski Bar, and Comedy.

Some of the exhibitors already confirmed include tour operators Crystal, Inghams and Ski Club Freshtracks. Destinations such as Norway, Andorra, Colorado, St Anton, and Gurgl will also feature alongside Vail Resorts. The retailer Ellis Brigham is returning to the show after several years away, as well as others including Ski Exchange.

The London Snow Show takes place on October 18 and 19, 2025 at Olympia, London. Adult day tickets are £10, weekend tickets £15, and Family Day tickets cost £25 (two adults + up to 4 kids aged under 18).

If you feel overloaded by the information available at the show, the expert staff at Ski Line can advise you on all the best resorts and accommodation for your next ski trip. Get in touch using the contact details on the website. Or use the chat facility for any questions you may have.