Last updated: 6:55 AM ET, Wed October 23, 2024
Written by Parm Parmar
It’s been two years since the ‘Best of the Alps’ made Toronto their last stop on their
North American Roadshow. On Wednesday (October 22) they returned to host a
media luncheon at Cibo Wine Bar downtown to showcase what’s new for Canadians to
explore in the Alps.
For over 30 years, Best of the Alps has been capturing the essence of the Alps by
bringing together 10 of its most iconic spots: Chamonix-Mont-Blanc, Cortina d’Ampezzo,
Courmayeur, Crans-Montana, Davos Klosters, Garmisch-Partenkirchen, Kitzbühel, Lech
Zürs am Arlberg, Megève, and St. Anton am Arlberg. They showcase the top-tier winter
sports and summer vacation spots across five of Europe’s leading Alpine nations:
Austria, France, Germany, Italy, and Switzerland.
Sammy Salm, CEO of Best of the Alps, says, “Our goal is to promote these Alpine
destinations for tourism, bringing attention to their authenticity and appeal for multi-
generational travellers, whether skiing in the winter or hiking in the summer.”
There is a rich history of tourism in the Alps, the availability of spa resorts, and more
than 1,000 events designed to suit various interests. On the Best of the Alps website,
there are 100 stories about local villagers, their passions, and businesses, some of which
have been passed down for generations.
As for the Canadian market, Sammy Salm mentions, “Canadian visitors are committed to
hard-core skiing. They are well-informed about what they like regarding ski resorts and
take a very European approach to enjoying their vacation.
Canadians will take a break to enjoy lunch with wine and then later do après ski with
panache. Salm mentioned that Whistler, BC, has a very European sensibility, which is
why Canadians love the Alps. Unlike Americans, Canadians tend not to add on
additional destinations; they just want to ski,” he adds.
In the 2024 roadshow, Salm is accompanied by Andreas Stoffel, Market Manager for
Europe and North America for Davos & Klosters; Maria Alessandra Montuori, foreign
markets and PR Manager for Cortina; and, for the first time in Toronto, Alessandra
Borre, Press and International Relations Manager for Courmayeur.
Which areas do Canadians visit? Salm indicated that Canadians tend to favour
destinations like Chamonix, Zermatt, and St. Anton, as well as newer favourites like
Courmayeur and Crans-Montana.
According to Salm, there is increased interest in Courmayeur, which is not as well-
known but is being discovered by Canadian skiers. Alessandra Borre, a representative
for Courmayeur, highlighted four key points of interest about the resort: food,
authenticity, outdoor activities, and its location at the foot of Mont Blanc. Borre
describes the resort as a blend of French and Italian influences with a strong cultural
and sporting heritage.
Maria Alessandra Montuori, a representative for Cortina d’Ampezzo, shared that the
destination is a haven for outdoor enthusiasts. With a wide range of open-air activities
available year-round, visitors are spoilt for choice. During the winter, Cortina offers ideal
conditions for snowboarding, snowshoeing, sledding, ice skating, and its renowned
world-class skiing.
Andreas Stoffel, a representative for Davos Klosters, shared that Klosters combines the
charm of a world-renowned mountain resort, made even more famous by its frequent
royal visitor, British King Charles. The resort offers year-round activities for visitors of all
ages. Nearby, Davos is an internationally acclaimed conference center and a key
destination for winter and summer sports.
On a parting note, Salm highlighted that visitors looking for exceptional cuisine will find
it abundant. From local cheeses and regional specialties to international options like
Indian and Japanese fare, there’s something to satisfy every palate. And since the
resorts and villages are more intimate than larger cities, you’re always close to a great
coffee or a delicious meal.
For more information visit Best of The Alps.