France’s Chamonix-Mont-Blanc is a legendary travel destination, as famous for its iconic Mt Blanc, the highest mountain in Western Europe, as it is for the beauty of the town of Chamonix, a mecca of winter sports.
Chamonix is one of the most visited travel destinations in France and is growing in popularity with Chinese visitors. Xingzhi’s aim is to develop Chamonix as a destination for independent, well-to-do Chinese tourists, a fast growing market, who are willing to try new experiences such as paragliding and mountaineering, and who do not require to travel as part of a group.
Xingzhi are in charge of, and operate the official WeChat and Weibo (Chinese social media platforms) accounts for Chamonix Mt Blanc Tourism Office, promoting Chamonix nationwide to this new independent traveller demographic, but with the marketing done in a style familiar to the Chinese consumer.
Secondly, Xingzhi are the exclusive tour operator in China for Ultra Trail du Mont Blanc (UTMB) – the world’s most famous trail race, which goes around Mt Blanc. This race is extremely popular in China, and Xingzhi offer packages to race participants and their families and friends.
Xingzhi also bring government officials on visits to Chamonix for official visits. These officials work in Chinese mountain regions which have been earmarked for mountain sports and outdoor recreation development and come to Chamonix to learn what needs to be done in China to create an outdoor recreational industry.