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
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,
This report was updated to correct a misspelling.