Armelle Solelhac, is founder of SWiTCH, a prospective, marketing strategy and digital communication agency specialized in tourism and outdoor sports, located in Annecy (France) and Los Angeles (USA). She has a master's degree in business law from Université Grenoble Alpes and a Specialized master's degree in marketing and Communication from the ESCP Business School Paris. She has visited and studied 280 ski areas in 27 countries and across 5 continents, and 100 seaside destinations in 14 countries across 4 continents throughout her career. Armelle also sits on the board of directors for several firms and non-profit organizations, and lectures at the Institut Universitaire de Technologie (IUT) d'Annecy.

1. Introduction. Part I: The structure of supply in ski resorts. 2. The development of mountain tourism: Historical and economic landmarks. 3. Primary markets for winter sports: A macro-economic approach. 4. Current issues in resort management: A micro-economic approach. Part II: Commercializing mountain resorts and managing customer expectations. 5. Commercializing mountain resorts: Strategies and tactics. 6. The customer experience: From need, to purchase, and experience to loyalty. Part III: Mountain tourism in the post Covid-19 era and tourism forecasts for 2035. 7. The Covid-19 crisis: A new start for the mountain tourism industry? 8. The top five trends in mountain tourism set to emerge by 2035. 9. Conclusion.