Focused on market research, strategic marketing, best practices and trends, the Summit’s content challenges, engages, educates, inspires and promotes industry growth. 

Attendees are active participants in a series of general sessions, covering multiple topics, with a variety of formats. Sessions are facilitated by worldwide mountain destination and travel industry thought leaders.

All sessions will be in English.


Destination Marketing successful case studies

  • Torino - From Industrial City to the Olympics to Tourism Partnership
  • Creating a Biking Destination in the Dolomites
  • The Tirol Werbung/Tirol Tourism Board On the Move... Since 1889!
  • The Alpnet Partnership - A Model for Cooperation
  • Using Technology to Provide a Better Customer Experience in St. Moritz

Presenters include:
Cristina Cerutti, Tourism Monitor Officer, Turismo Torino
Luca D'Angelo, Tourism Board Director, Dolomiti Paganella Tourism
Prof. Dr. Florian Siegert, CEO & Founder, 3D RealityMaps GmbH
Josef Margreiter, Managing Director, Tirol Werbung Innsbruck
Stefan Siber, Head of Information and Reservations. Member of the management, St. Moritz and Engadin


A DMO is more than just a marketing organization

A 360 degree look at the role of a destination marketing organization. More than just tourism promotion, successful destination marketing organizations must create and maintain the brand messaging and always be developing new product offerings. They work with community stakeholders on community development issues and attract industry and innovative companies to their region. Hear from IDM Suedtirol and the way they have made progress in all of these areas and more.

Presented by:
Thomas Aichner, Head of Communications, IDM Suedtirol

Promotion + Product = Sales

Most destination marketing companies don't have a specific sales call to action. The challenge for a regional tourism office is to develop product and packages that can be sold directly to B2B and B2C channels. This session tackles the challenge of building products that can be sold as packages to tour operators, travel agents, groups and direct to consumers.

Presenters include:
Mario Braide, CEO, Matterhorn Region
Trevor Crist, CEO, Inntopia

Around the World in 60 Minutes

Every market is unique. Experts from around the world highlight how to attract customers from Brazil, the U.S., Asia (including China and Japan), and the UK. Each country is unique, learn how to target them differently.

Presenters include:
Clifford Bernstein, President, Eastern Mountain Planning, Proprietor, Freedom Inn, Niseko, Japan
Frederico Levy, Director, Interpoint Viagens e Turismo
Rick Reichsfeld, President, Alpine Adventures
Gordon Ritter, Purchasing Director, Ski, Lakes & Mountains TUI UK & Ireland, TUI Group
Laurent Vanat, Founder and Principal Consultant, Author, International Reports on Snow & Mountain Tourism


A message from mercy corps

Mercy Corps' mission is to: Alleviate suffering, poverty and oppression by helping people build secure, productive and just communities. Hear how the alpine tourism industry can participate with Mercy Corps efforts around the world.

Presented by:
Henri van Eeghen, Senior Director, Mercy Corps

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How Do Consumers in Primary Markets Act Differently? What You Need to Know.

Travelers all over the world, including those within Europe, all make their travel decisions differently. You need to know where these consumers are sourcing their trip inspiration, and what their journey looks like along their path to converting into your customers. Findings from recent research will be presented to help provide the answers you need.

Presented by:
Florence Kaci, Director Business Development, EMEA and European Market Specialist, Phocuswright

Think Globally, Act Nationally

Worldwide, the share of foreign visitors in the number of skiers is limited to about 12% of total participants. No matter where you are in the world, skiing is mostly based on domestic markets. Often, foreign visitors are concentrated in a few major well known internationally recognized destinations. This session provides research and idea sharing about how to maintain, and grow business in your own region and country as well as your international markets.

Presenters include:
Eric Bonnel, Managing Director, Val Thorens Tours
Laurent Vanat, Founder and Principal Consultant, Author, International Reports on Snow & Mountain Tourism
Matt Mosteller, Senior Vice President, Marketing and Customer Experience, Resorts of the Canadian Rockies

Using Innovation and friendly customer experience to grow business

Fascinating case study about how a small mountain resort with a long history of 125 years kept reinventing itself. The Cabrio is the world's first and only cable car system that has two levels with an open top deck. This new lift has helped grow revenues by over 40% — and yet, it's not only about the hard factors — it's the soft factors. 

Presented by:
Fabienne Huber, Marketing Manager, Mount Stanserhorn


The rise of Airbnb and HomeAway, along with established vacation rental players including Interhome are disrupting the lodging industry around the world. In Alpine destinations, there is a great variety of vacation homes that are now in play as “hot beds” when a few years ago these homes were “cold beds” that were not in the available lodging pool. This impacts every destination and it is important to understand the excellent opportunities, as well as the challenges these new lodging options represent.

Presented by: 
Alexis Dussillol, Ski Markets Manager France, Airbnb


Attracting younger generations

Research and data shows us how to target Gen X, Y and Z, but they are all different from each other, and certainly different than the Baby Boomers that fueled ski industry growth in the past. This session takes a holistic view of travelers regarding their consumption of media and travel information, and their behaviors based on that media - whether online, offline or social. Join an interactive discussion looking at how mountain destinations are currently targeting their audience and what is required to attract the next generation of skiers.

Presenters include:
Andrew van der Feltz, Senior Director, EMEA & APAC, Expedia Media Solutions


Innovative ski pass programs 

Ski passes have been sold the same way forever. But with the need to find new skiers, resorts are getting innovative. Saas-Fee leads the way by crowd funding their season pass rates to keep them as low as 220 CHF. In the U.S., season passes in the Rocky Mountains have been extremely competitive, especially the Epic Pass from Vail Resorts and the Rocky Mountain Super Pass with pricing in the $500 - 600 range. TMR, the top operator of mountain resorts and tourist services in Eastern and Central Europe, has innovative programs including free season passes to their shareholders, among other creative ideas. This is one of the hottest issues facing lift companies and their constituents today. This session explores what has been working, how it has been working, and what is not working.

Presenters include:
Bob Stinchcomb, SVP, Sales, "NewCo"
Bohus Hlavaty, CEO, Tatry Mountain Resorts
Evan Reece, CEO, Liftopia
Urs Zurbriggen, Chief Operating Officer & Deputy Chief Executive Officer, Saastal Bergbahnen AG, Saas-Fee

From the first kilometer to the last kilometer - how using big data, insights and consumer data can drive a winning business

Join this fascinating discussion about the amazing new world of data driven marketing and how it can drive success across your business. Starting with awareness to customer acquisition to customer satisfaction, the journey starts from the first kilometer and ends at the last kilometer of a trip.

Presented by:
Reto Gurtner, CEO, Chairman of the Board, Architect, Weisse Arena Gruppe
Brad King, Vice President of Global Sales, Sojern

All content is subject to change.