MONTREAL — For close to 40 years Best of the Alps has brought together some of the most splendid and best ski areas in Europe, from France (Chamonix Mont-Blanc and Megève), to Switzerland (Davos and Crans-Montana), Austria (St. Anton, Lech/Zürs and Kitzbühel), Italy (Courmayeur and Cortina d’Ampezzo) and Germany (Garmisch-Partenkirchen).

This week the Best of the Alps team was in Montreal and Toronto ready to talk alpine skiing, and also the art of living and four-season stays. The group is touring Canada and the U.S., with CEO Sammy Salm leading the way, along with partners including Andreas Stoffel, Marketing and Sales Director of Davos, and Alessandra Borre, PR Manager of Courmayeur.

Gradually developed over the course of a century and a half, the historic infrastructures of the municipalities of Best of the Alps “have always constituted a breeding ground for innovation, know-how, quality and diversity,” says the group.

Since the arrival of winter sports enthusiasts in Switzerland in 1915 (in St. Moritz, in this case), the territory covered by Best of the Alps has seen the birth of several firsts and innovations: the first ski school, where a style famous throughout the world was developed (on the Arlberg); the first ski lift (in Davos); and the first Winter Olympic Games (in Chamonix Mont-Blanc in 1924).

These days, Best of the Alps ski resorts welcome visitors from all over the world, and sometimes from places you wouldn’t expect (Brazil, Egypt, Saudi Arabia), and who don’t always come to ski. “In Megève, half of the winter tourists rather enjoy the art of living, luxury hotels or gourmet restaurants,” notes Salm.

Sammy Salm, CEO, Best of the Alps (photo courtesy Gary Lawrence)

Of course, accomplished skiers do enjoy hitting the slopes with so many fabulous ski runs in sumptuous settings – but they enjoy the ‘art of living’ here too.

“They are now increasingly seeking to live human experiences outside of skiing, by meeting people and interacting with them, to better understand their interests and passions,” says Salm. The ‘Lifestyle’ section on the Best of the Alps site is the perfect resource.

Best of the Alps has plenty of high-end accommodation to promote. That said, each region also has affordable accommodation and dining options, including hostels. “And whether you’re rich or not, everyone is at the same level once they’re on the ski slopes!” says Salm.

 Once present on every continent, Best of the Alps is now focusing its promotional efforts on North America. “After the pandemic, we decided to restart in this market, and we did well: skiers returned in large numbers,” notes Salm.

 While Best of the Alps does not have training modules, webinars or direct agent support on its website or elsewhere, anyone wanting advice can consult the member resort sites, all of which are very comprehensive.

And to direct ski clients to this or that resort, travel advisors can simply contact Salm and ask him for advice. “Depending on the skier’s interests, their level and the type of stay they are planning, I will be able to direct them to the ski areas that best meet their needs,” he says. “I will be their personal ChatGPT!”

COURMAYEUR & DAVOS / KLOSTERS

While all of the Best of the Alps ski areas are worth a visit, reps from two of them are accompanying the delegation: Courmayeur and Davos/Klosters.

Courmayeur (photo courtesy CourmayeurMontBlanc.it)

COURMAYEUR

 The Italian resort of Courmayeur, backed by Mont Blanc, is described by Best of the Alps as a “pure, authentic, elegant, traditional, cosmopolitan, energetic and revitalizing mountain.”

Tradition and good food, sport, entertainment and leisure, shopping and alpine culture are all on offer. Courmayeur also serves as an idyllic gateway to Italy, whether for a short stay or a getaway from Chamonix (easily and quickly accessible thanks to the Mont-Blanc tunnel).

DAVOS / KLOSTERS

Well known for its World Economic Forum, the prestigious Swiss resort of Davos (and its neighbor Klosters) is also famous with skiers from all over the world.

Active as a tourist destination for more than 150 years, Davos saw its first winter visitors arrive in 1865. Since then, the resort has become a vacation destination offering a wide choice of activities: winter sports with guaranteed snow, a extensive network of cross-country ski trails, hiking trails, attractive and varied mountain bike trails, entertaining adventure and play parks as well as countless artistic and cultural activities, including the Kirchner Museum.

Davos Klosters has also received the ‘Family Destination’ label.

For more information see bestofthealps.com. This article originally appeared at ProfessionVoyages.com, part of The Travelweek Group.