Recruiting new customers in the mountains: An immediate and long-term challenge

Renewing the skier customer base is a genuine challenge, but the future of mountain tourism will not be written solely through the classic prism of winter sports. The health and climate crisis have brought old and new challenges for tourist areas to the forefront. How can we invite more children and adults to embrace a lifelong relationship with this environment and its many qualities? How can we promote our territories as a snow sports destination, a multi-season outdoor sports playground, and a place to recharge your batteries, be one with nature, enjoy a healthy lifestyle, and even work remotely? What are the keys and best practices to find new enthusiasts, regardless of age, and turn them into loyal recruits for both summer and winter?

In partnership with Montagne Leaders & Montagne News
Moderator: Willy FUX
Speakers: Yves JUNEAU pour ASSQ QUEBEC (CAN) – Ursula Weixlbaumer-Norz pour Kidsandfunconsulting (AUT) – Fabrice PANNEKOUCKE pour Auvergne Rhône Alpes Tourisme (FRA) – Yoichi GOTO pour Pioneerworks (JAP) – Isabelle Frochot Université de Savoie Mont Blanc (FRA)

Découvrez les intervenants

Mountain Planet réunit les experts de la montagne à l’espace Agora.

Willy FUX



Speaker - Auvergne Rhône Alpes Tourisme ( FRA)

Appartenance politique : Les Républicains (LR)
Mandats :
● Maire de Saint-Jean-de-Belleville (73) de 2001 à 2014 ;
● Président de la communauté de communes Cœur de Tarentaise depuis 2010 ;
● Maire de Moûtiers (73) depuis 2014 ;
● Conseiller régional Auvergne Rhône Alpes depuis déc 2015 - délégué aux Vallées de
Montagne depuis sept 2017 (président de la commission montagne / membre de la
commission tourisme et thermalisme / handicap et action sociale) ;
● Président de l’Agence Régionale du Tourisme
● Président de Moûtiers Patrimoine et Culture ;
● Président de Coeur de Tarentaise Tourisme ;
● Président de l’Assemblée du Pays Tarentaise Vanoise ;
● Vice-président de la commission permanente du Comité de Massif des Alpes ;
● Président délégué aux relations institutionnelles du Cluster Montagne
● Président de Trans Fer Routes Savoie


Speaker - CEO, Quebec Ski Areas Assoc. (CAN)

A native of Quebec City, discovered his passion for snowsports on a ski trip while in fifth grade. This passion and skiing experience, coupled with an interest in media relations lead him to Station Mont Tremblant in 1994. In his 5 years at Tremblant, he played a key role in establishing the Mont Tremblant Village Association and assisted in the promotion and success of Intrawest’s then-newly acquired resorts across Canada, Europe and the U.S.

Yves spent the next decade, from 1999 to 2009, as Regional sales and marketing Director for Mont-Sainte-Anne and Stoneham ski resorts. He proved highly effective and was honored in 2005 with the Quebec Ski Areas Association’s Young Manager Award. In 2006 SAM Magazine awarded him the SAMMY Future Leadership Award for his sense of innovative leadership.

In 2009, Yves took a hiatus from the ski business and joined the Société des établissements de Plein-Air du Québec as the General Manager of Montmorency Falls Park – a Quebec attraction that welcomes 800,000 visitors each year.

In the fall of 2013, he became CEO of the Quebec Ski Areas Association where he promotes winter sports as a way of living. He oversees numerous development programs for new skiers and snowboarders to ensure a healthy industry for the future. He also promotes the industry’s interest and strives to improve the guest on-hill experience at the Eastern Canadian French province’s 75 ski areas.

He sits on the board of the Canadian Ski Council and the Quebec Human Resources in Tourism Council and he is also a member of the Quebec Tourism Industry Alliance. He is a graduate from Bishop’s University located in the Eastern Townships and a father of 2.

Ursula Weixlbaumer - Norz

Speaker - Kidsandfunconsulting (AUT)

Before founding kids & fun consulting in 2010, Ursula worked for McDonald's in leading positions around the world for several years. She managed the "Happy Meal" division from the USA for the global market and was then responsible for family marketing at McDonald's in Europe. Her many years of expertise in strategic family marketing make Ursula a sought-after expert in this field. She researches, creates and markets experiences for the family sector and helps her clients gain insights into the wants and needs of future costumers.

Thursday 28 th April