Mountain tourism communication and development agencies

The mountain has always been associated with physical and psychological well-being, notably due to the “fresh air” at altitude and sunshine, a source of Vitamin D. Thus, mountain tourism developed from the 19th century, initially in summer and then in winter with the tourist boom of winter sports in the 1960s. Mountain villages gradually transformed into ski resorts, betting their future on skiing and the winter season.

Winter tourism has become the primary economic wealth of a large part of the mountain territories, welcoming 30% of international clientele each year. The ski economy represents 10 billion euros in resort activity, or between 5 and 10% of the French tourism economy. The stakes of communication and tourism promotion, especially in the Alps, are significant.

THE FOUR-SEASON OFFER AT THE HEART OF THE TOURIST PROJECT FOR MOUNTAIN TERRITORIES

Many communication campaigns now highlight the four-season offers of mountain territories. With the development of hiking, electric-assisted mountain biking, and all sorts of so-called “soft” summer activities, vacationers are increasingly spending their summers in the mountains, especially with their families. New points of interest are emerging, such as farm or dairy visits, meetings with alpine herders, or tasting local specialties.

As climate change impacts mountain tourism, reducing environmental impact is a priority for resorts while betting on welcoming more tourists from June to September. A challenge that can be met through the development of innovative technical solutions, particularly to promote transport and soft mobility.. Beyond informing about existing infrastructures and means of access to mountain territories, “sustainable” communication can also be a fantastic tool for raising awareness and developing the right reflexes to adopt in the mountains, with practices respectful of the local ecosystem. Because preserving a fragile environment and learning to respect threatened fauna and flora are intrinsically linked to the summer tourism development project in the mountains.

MOUNTAIN TOURISM: WHAT THEMES TO COMMUNICATE ON?

Beyond the activities offered and issues of transport and parking, recent studies show that accommodation is a significant concern for vacationers wishing to stay in the mountains. And how well they are welcomed is just as important as comfort. Different players in tourist accommodation have understood this well and do not hesitate to sustainably renovate their buildings and offer more responsible services, particularly by favoring short circuits.

Sporting competitions are also important events to promote the tourism of mountainous territories. They have multiplied in recent years, whether for summer activities like mountain biking and trail running or winter activities with skiing and boarding in all its forms. By offering international exposure, with visitors from all over the world, a sporting event is a significant tourist asset to strengthen the brand image of a ski resort, and beyond, an entire mountain territory.

DATA AND CUSTOMER LOYALTY

Among the topics of the panel discussions addressed during the 2024 edition of Mountain Planet:

• “Real-time mass customization.” A key topic for tourist destinations, using data to meet individual needs, weather, or people flow in an area.
• Innovative strategies and tools to anticipate expectations and retain demanding customers, at a time when competition among tourist destinations is intensifying.