A kind of drift is denounced in the three valleys

We all have to make intelligent these World Championships. "The formula Jean-Luc Fabre, Director General of the Organizing Committee for the world of ski runs until February 15, summarizes the State of mind prevailing in Val-d'Isère. The Savoyard station hosts 600 athletes, more than 1,600 journalists from 40 different nationalities, and some 230,000 spectators. The event will be attended by 450 million viewers, including those of France television and Eurosport in France. Val - d ' Isère is not to use this great media window to regain its bearings: a recent survey of the Centre of European consumers (CEC) class the station as the most expensive in Europe. But the village wants to strengthen its image as a "sport", reincarnating its name of "Mecca of skiing".

The France not hosted the World Championships of skiing since 1962, in Chamonix, the France and the OJ of Albertville in 1992, is already far away. "An event hunting the other," says Roger Masset, President of the hoteliers of Val-d'Isère, which stressed the need to "maintain the Fame". Station preserved village architecture,

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Val - d ' Isère has become over the years a high range destination with most patterns of the CAC 40 or policy makers who attend. The objective today is to recall that the village is also the birthplace of great champions such as pillow, the sisters Goitschel or Jean-Claude Killy, who is responsible for obtaining the world.

300 kilometres of tracks

With 28,000 tourist beds, and, under the label of "Espace Killy", 300 kilometres of tracks and 10,000 hectares of skiable, 3.6 million days-skiers, Val - d ' Isère is being compared to the three valleys. The area that lies between Courchevel and Val Thorens, Meribel and Les Ménuires account 45,000 hectares and 600 kilometres of trails. With Courchevel, station jet - set and top-of-range, with Russians particularly, but also accessible to the English or Dutch tour operators stations, he recorded each year more than 6 days-skiers million, or 11 of the total national (the British are to them only 40 of winter). But more than on the results, it is the marketing of the three valleys concept that makes the shadow to "Val".

More "cosy", Val - d ' Isère is sometimes seen as less "sport". Is wrong. Yvan Chaix, Director of the Office of tourism, stressed that on the contrary, to Val-d'Isère, 90 of customers are skiing, against an average of 60 in the other stations. The organizers of the world rely on the craze for champions and on the beautiful images of ski pass on the screens (France television has provided unpublished technical device which embedded cameras), to correct this distortion of image and restore the sport at the heart of the problem of the stations, starting with his own. For a decade, they dispersed, "dredging" Contemplatives (20 of customers) and multiplying the activities. A kind of drift is denounced in the three valleys. "It is the result of the action of organised pressure groups," said Claude Faure, Chairman of the Executive Board of S3 V, the local Union. In charge of Courchevel, this last, despite competition from stations, following with attention the world of skiing and said "hypersolidaire with Val - d ' Isère. The jet - set station also reflects itself in the Organization of sporting events: "Contemplation, can be anywhere elsewhere." But we see that, without skiing, which is the hard core boosting of our activity, there is nothing. ""We must put emphasis on the strategic nature of the ski in the pure State", he says.

Third world market

More generally, this effect is expected by all the ski industry. "For fifteen days, slalom or downhill events will burnish the ski competition and, through the champions, giving envy the children," says Florence Steurer ski champion. "And the challenge is enormous," outbid Yvon Chaix, recalling that the France is the third world market behind the United States and the Japan and that this sector accounts for 53 of the GDP of the Savoy, with a turnover of $ 7 billion.

Aware of its role as an Ambassador, station of Val - Isère has therefore not spared efforts to succeed its global.

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