European Mountain Travel Summit tackles global issues

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Josef Margreiter, CEO of Tirol Werbung Innsbruck Tourism Board, presents a case study of partnerships with positive outcomes for ski resorts.
Josef Margreiter, CEO of Tirol Werbung Innsbruck Tourism Board, presents a case study of partnerships with positive outcomes for ski resorts.

CRANS-MONTANA, Switzerland -- More than 160 ski executives traveled from Brazil, Japan, North America and from throughout Europe to listen to topics ranging from "Innovative Ski Pass Programs" to "Attracting Younger Generations" at the second annual European Mountain Travel Summit earlier this week.

Resorts around the world are facing similar issues, particularly ones connected to climate change and a shrinking universe of skiers. "People from anywhere in the world could easily relate" to the content, said John Frasca, vice president international Ski.com.

The closing session focused on using consumer insights and data to improve a resort's profitability.

The attendees' passion for skiing was evident throughout the conference -- on panels, during networking events and on the slopes (time was carved out for alpine skiing on the very mountains visible from the conference hall).

Michael Pierson, managing director of the event, said he was pleased with the number of actionable items attendees could bring back to their businesses, and Bruno Huggler, director of Crans-Montana Tourism and Congress, was particularly satisfied with the discussions about new ways to approach sustainable economic development. "The topics were of high importance to the future development of mountain resorts," he said.

European Mountain Travel Symposium and Inntopia (whose CEO, Trevor Crist, was a featured speaker) are owned by Travel Weekly's parent company, Northstar Travel Group.

Mountain Travel Symposium's North America event will be held at Heavenly Resort in South Lake Tahoe, April 8-14, 2018. For more information, visit www.mtntrvl.com.

This report was updated to correct a misspelling.

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