The Ski Instructors One Swiss Town Uses to Lure Chinese Visitors

by swisscham in Business

Davos has attracted Bill Clinton, Angelina Jolie and Bill Gates. Now the Swiss Alpine village is deploying a 27-year-old Chinese ski instructor to appeal to the world’s most populous nation. Song Shuyao, who started skiing when she was 12, is one of eight Mandarin-speaking ski teachers paid by the local tourism board to spend the winter in the Swiss Alps this year, as Davos tries to break into China’s skiing market. “I believe whoever touches the snow once will love skiing,” she said in a phone interview during a break from a full day of lessons in Davos. “Whoever starts to love skiing will demand more from facilities and the environment. Therefore they want to try skiing in the Alps.” While China’s swelling middle class is a target for holiday destinations around the world, the country has been slow to embrace skiing. As the sport becomes more popular in China, Swiss ski resorts are pinning their hopes on Chinese guests, who spend twice as much as German visitors.

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