France to reposition as leader in world ski market
France Montagnes set target for more skiers in ChamonixThe France Montagnes association, a group of French mountain professional organistaions, have decided on an objective of world leader in the ski market during their second general assembly.
The association which was founded in 2010 is made up of three professional organisations (Ecole de Ski Francais, Domaine Skiables de France and the Association Nationale des Maires des Stations de Montagne), with a main function to promote the French mountain resorts to various markets via different means of communications, media relations and events.
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During their meeting in Morzine, director of the association Jean-Marc Silva reported : 'for two years now the USA have passed ahead of France in the ski market. Our objective now is to work collectively to regain market share.'
France currently has approximately 55 million ski days compared to the 60 million ski days that the USA is currently clocking up.
With a global budget of €3.5 million the France Montagnes association has an armada of marketing campaigns and events, such as the Fête du Ski and the Fete de la Montagne, to attract more skiers to resorts in France.