Compagnie du Mont-Blanc, the France-based ski lift and cable car service provider, in association with Chamonix-Mont Blanc Tourism (CMBT) is planning to promote Chamonix-Mont Blanc in the Indian market as a leisure and adventure destination. “In 2014, we want to highlight the province as an ideal destination for travellers of all age group especially the young travellers and adventure lovers. We are in India to tap the travel trade segment of India and educate them about the product as well as the destination,” said Antoine Burnet, Director – Marketing, Compagnie du Mont-Blanc.
Elaborating on the product offering, Burnet opined that India is one of the most promising markets for us. “We are keen on promoting Chamonix-Mont Blanc as a luxury destination. The Chamonix valley is home to more than 80 peaks, two of which are the world famous: Mont Blanc peak and Auguille du Midi. We are planning to focus on leisure activities like cable car riding, wine tasting and local tours, along with promoting adventure activities like skiing, mountaineering and paragliding. For the adventure segment, we will be primarily targeting the youth.”
Apart from the leisure and adventure segments, CMBT and Compagnie du Mont-Blanc also want to target the growing Indian MICE market. Burnet further informed that Chamonix Mont-Blanc welcomed a large incentive group from the TATA Group in India in 2012. She opined that this just proves that corporate are taking a keen interest in the province.
Sheetal Munshaw, Representative to Chamonix Mont-Blanc Tourism Board in India, further added, “The concept of skiing and ski lifts are gaining popularity in India. Chamonix is surrounded by mountains on all sides and experiencing the destination via cable cars is a different experience altogether.” Moreover, Chamonix, being located close to the border of Switzerland, offers opportunities to explore both France and Switzerland. The province has received a footfall of approximately 7,000 tourists from India this year and their target for next year is to raise this number to 15,000 tourists per year in the next two to three years, she said.
Compagnie du Mont-Blanc and CMBT also plan to create more awareness about the destination among the travel trade and strengthen ties with them by conducting meetings and organising FAM trips. “We have recently entered into collaboration with French tourism development agency, Atout France and Cox and Kings India. The collaboration with Atout France entails CMBT participating in upcoming roadshows by the tourism board next year while that with Cox and Kings India entails including Chamonix in its French itineraries along with mentions of the destination on the company’s blog,” informed Burnet.
