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Why This French Ski Destination is Now Wooing Indian Tourists: India Report
09.11.2023 - 04:43 / skift.com / Peden Doma Bhutia
As India’s outbound travel market gears up to reach $45 billion by 2032, there is a growing focus on high-spending travelers coming from the country.
Recently, representatives from the Courchevel tourism board visited India to promote the destination. Courchevel, a French ski destination nestled in the heart of the Alps, is renowned for its extended ski season and excellent snow cover throughout the Alps.
Skift spoke to the Courchevel team to gain insight into the destination’s interest in India.
Markets: While Courchevel continues to attract visitors from traditional ski markets, including the French and British markets, the Middle East and India are also promising, according to Alexia Laine, general manager of Courchevel Tourisme.
Indians and Ski? Following the Covid-19 crisis and the reopening of borders, there’s been an almost 50% increase in Indian tourists visiting Courchevel, Laine said to Skift. “India is our largest market in Asia with the maximum number of Indian travelers visiting Courchevel in March,” she said.
Not Really An Expensive Destination: Laine is particularly cautious about categorizing Courchevel solely as an “expensive destination.” She emphasizes that Courchevel offers a diverse range of accommodations that cater to various budgets. “We see Indian tourists either opting for a €500 ($533) apartment for four people for a week or indulging in a stay at an ultra-luxurious palace.”
Summer Destination? Though Courchevel is a popular winter getaway, it aims to be an all-year-round destination. Laine said this would be particularly interesting for many Indians who plan their holidays during summer.
Connectivity: For the convenience of tourists since last mile connectivity is essential, Laine said that tourists usually fly into international airports like Geneva in Switzerland or Lyon in France, which is well connected to Courchevel.
Indian Markets and Awareness: While Mumbai and Delhi are the main markets for the destination in India, the tourism board is actively working to build awareness in other regions as well.
To facilitate the connection between the destination and discerning travelers, Courchevel tourism has been working with One Rep Global since this year as its partner in India.
Popularizing the Destination: Courchevel’s charm lies in its exclusivity, and according to Hemant Mediratta, founder and CEO of One Rep Global, his team is striving to showcase the destination’s ski facilities, chalets and gourmet cuisine through customized marketing campaigns.
“We have established partnerships with leading travel agencies and tour operators who specialize in luxury travel.”
The tourism board is also investing in training sessions and familiarization trips to provide travel
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