On social media platforms like Instagram, influencers have become the new ambassadors for mountain resorts. With their hundreds of thousands of followers, they attract numerous visitors and raise awareness among fans of the Alps, both in France and abroad. Why have they become indispensable for tourist offices and all mountain stakeholders?

Social Media: A Showcase for Mountain Resorts

Every winter in France, mountain resorts welcome 10 million tourists, but only 20% of French people ski once a year or more. Foreign visitors, primarily from Europe, represent 25% of attendance (Skidata.io 2024). This shows that there’s still considerable room for growth, especially for resorts situated above 1800 meters with good snow coverage. In this context, defining a sustainable communication strategy is crucial. For instance, some resorts are working to offer more environmentally friendly activities, like electric mountain biking, which allows the use of ski lifts outside the winter season.

Influencers, also known as content creators, have become key figures in digital communication, particularly in the tourism sector. Their strength lies in their ability to bring together a community around visually appealing posts, especially by creating a direct connection with their followers. As true partners for tourism stakeholders in the Alps, these content creators are highly active on Instagram, YouTube, and TikTok, sharing their personal experiences of the mountains: hiking, trail running, skiing, staying in charming chalets, and enjoying local cuisine.

Influencers stand out primarily for their ability to inspire their followers. Traditional ads are often seen as intrusive or disconnected from reality, whereas influencer posts appear organically in content feeds as personal stories. Their followers, who track their adventures daily, are more likely to picture themselves in the same setting and consider a trip to the Alps after seeing their favorite influencer enjoying an unforgettable vacation there. Moreover, influencers help alpine resorts reach a younger audience, both in France and internationally.

Mountain Ambassadors: Committed Local Promoters

Ambassadors are another type of influencer, often distinguished by their long-term commitment to a brand, resort, or destination. Frequently local athletes, ski champions, or mountain guides, they partner with tourist offices or local businesses to promote a mountain destination. Unlike influencers who may collaborate on a short-term basis, ambassadors are often tied to a specific destination, such as the Savoie Mont Blanc region, Isère, or the Pyrenees. Ambassadors play a deeper role in showcasing destinations,

thanks to their intimate knowledge of the area, enabling them to share unique insights that only locals would know—whether it’s less crowded ski slopes, secret trails, or hidden restaurants within the resorts. Ambassadors are especially effective at attracting tourists looking for more authentic, off-the-beaten-path experiences. By working with ambassadors, alpine destinations can also enhance their brand image, aligning themselves with values such as environmental respect, self-improvement, and well-being.

Social Media as a Communication Tool

Social media acts as a catalyst in the relationship between influencers, ambassadors, and mountain destinations. Instagram, in particular, is a key tool for promoting alpine destinations due to its highly visual format. In winter, stunning photos of snow-covered peaks at sunset, like Mont Blanc, captivate followers and raise awareness about the fragility of mountain environments. Other platforms, like YouTube, offer immersive videos that let influencers showcase their activities: skiing, mountain biking, or cultural visits to alpine villages. TikTok, with its short, spontaneous videos, attracts a younger audience, sharing fun and engaging moments from mountain vacations.

@kelly-sikkema @boris-baldinger

Social media also provides a space for interaction with the public. Comments, shares, and follower reactions create engagement around the destination. Additionally, influencer-generated content is often repurposed by tourist offices in their own marketing campaigns, creating a virtuous circle of promotion.

LEARN MORE ABOUT COMMUNICATION AND TOURISM PROMOTION IN THE MOUNTAINS.

Collaborations with influencers help reach a wider, more diverse audience at a lower cost, while also modernizing the image of the Alps by associating mountain destinations with current trends like eco-friendly tourism and outdoor adventure. By combining creativity and authenticity, influencers allow mountain resorts to stand out in an increasingly competitive tourism landscape. They help attract new visitors, both in summer and winter, and redefine how the Alps are perceived—presenting them as modern, accessible, and forward-looking destinations.

Some Influencers and Ambassadors to Follow in France:

• Mathieu Blanchard (375 K on Instagram) – Les 2 Alpes
• Mathis Dumas (741 K on Instagramm) – Savoie Mont Blanc
• Candide Thovex (1,2 M on Instagram)
• Liv Sansoz (47,1 K on Instagram)