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Crans-Montana looks to China
Thursday February 27, 2014 - Email this article to a friend

The Swiss resort is the latest ski area to look to China and other Asian markets. It wants 15,000 overnight stays by Chinese people within 5 years.

The Chinese market, with some 1.4 billion inhabitants, is one of the most dynamic in the world and Crans-Montana believes its growth potential is huge.

According to The World Wealth Report, the number of millionaires in China will rise by 106% by 2016, compared to just 7% in Western Europe.

The spending of Chinese tourists abroad increased by 40.5% in 2012 while the Chinese spent an average of 350CHF per day in Switzerland, compared to an average of 176CHF for other categories of tourists.

Crans-Montana has now singled it out as a target market and appointed two Swiss-Chinese marketing companies based in Beijing, Shankai Sports International and Fert Chinagate.

"After more than 25 years of committed partnership with Crans-Montana and 16 years presence in China, we are extremely grateful to CMTC for entrusting this wonderful new mandate to us. We're very happy to be sharing it with Shankai Sports, because in regards to Chinese culture, size and complexity, unity is strength," said the General Manager of the group Fert&Cie, Olivier Dupont. 

It already has a marketing company for its other two target markets - England and the Middle East.

Here at PlanetSKI we will be in Crans-Montana in the middle of March, as we attend the Momentum Festival, and we will also be reporting from the Caprices Music Festival in April.

Since 2005, the increase in Chinese stays in Switzerland has gone up by an average of 21% each year.

Switzerland is more successful in the market than Austria, with 855,679 Chinese overnight stays in 2012 in Switzerland, compared to 506,618 in Austria.

A new Air China Beijing-Geneva route, launched last May, should also facilitate Chinese tourists' trips to Switzerland.

For the spirit of the mountains

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