Born in the French Alps, 37 years old and more than ten years’ experience in international mountain sports & tourism management.
After several years living in Africa, Jean-Philippe Monfort obtained his French High School baccalaureate in Yaoundé – Cameroon. Jean-Philippe returned to France where he graduate from a business school specializing in marketing of sports products and services. After several years in the outdoor sports industry, Jean-Philippe Monfort is in charge of the international development for the French association dedicated to mountain development: Cluster Montagne.
Cluster Montagne represents and promotes the French know-how for sustainable mountain tourism development throughout the world.
With a solid experience in the field of developing tourism destination in the mountains and a perfect knowledge of international markets, its main mission is to support the development of mountain territories through a tourism strategy.
3 March, 14:30 – 16:00h
Sports sponsorship and support for athletes – What impacts on a mountain tourist destination?
In the tourist industry, sports sponsorship and sponsorship in general is an integral part of large destinations’ communication strategies, and above all today with the growth of existing media supports. All of those responsible for promotion in the resorts seek a good balance between the cost of sponsorship and the value that sponsorship brings in terms of image to the destination. Several Austrian and French resorts such as Ischgl, Serfaus-Fiss-Ladis, Tignes, La Plagne and la Clusaz are examples of successful collaborations. What’s more, the study of events shows the positive impacts of an athlete for a destination in terms of image or economic returns. This impact differs in accordance with the targeted sport, the size of the destination and often only has an effect on the national level. Other examples clearly show the impact of these marketing tools from the time when the market positioning is already well established. Alongside the athletes, other collaborations with public figures might allow a clientele to be attracted that comes to the resort other than to ski.