A New Vision for Mountain Tourism

Interview with Giorgio Munari, Managing Director

Authentic alpine atmosphere: winter sports and gastronomy meet in the Monterosa ski area

Outdoor experiences, nature and high-quality gastronomy are increasingly shaping tourism in the Alps. At the same time, ski resort operators are facing new challenges such as climate change, rising energy costs and changing visitor behaviour. Monterosa S.p.A., based in Champoluc in the Italian region of Valle d’Aosta, manages one of the most impressive ski areas in the western Alps. With modern infrastructure, sustainable investments and a strong connection to the local economy, the company is positioning itself for the future of mountain tourism.

European Business: Mr. Munari, could you briefly outline the history of Monterosa S.p.A.?

Giorgio Munari: The ski area we operate extends across two valleys, the Val d’Ayas and the Gressoney Valley. The first lift systems in the Val d’Ayas date back to the 1960s. At that time, several companies operated lifts independently. Over the years, many of them faced financial difficulties, so the regional government of Valle d’Aosta acquired a 35% stake and encouraged the creation of a single company. That was the starting point for Monterosa S.p.A., which gradually developed the entire area and continued to invest in modern infrastructure.

European Business: How has the company developed in recent years?

Giorgio Munari: A key phase of modernization began in the early 1990s with investments in snowmaking systems. Later, additional smaller ski stations were integrated into the company structure. Today we manage one large ski area across three valleys as well as several smaller resorts. Our infrastructure includes around 600 snow cannons and 34 snow groomers. Managing such a complex system requires constant investment and technical expertise.

European Business: Who are your main visitors?

Giorgio Munari: In winter we welcome many international guests, especially from Northern Europe. Visitors from the United Kingdom and Scandinavia – particularly Sweden, Denmark and Finland – are very important for us. They usually stay for a full ski week. Italian guests represent another important segment, but they tend to visit mainly on weekends or during school holidays. Many families spend several months here so their children can attend ski schools or ski clubs.

European Business: How did the pandemic affect your business?

Giorgio Munari: The pandemic was difficult, as it was for the entire tourism sector. Our slopes were closed for most activities, although competitive training for ski clubs was still allowed. However, there was also a psychological shift afterwards. People began to appreciate outdoor activities more than ever. Sports such as skiing, ski touring or hiking take place outdoors, and that has given mountain tourism new momentum.

Modern lift infrastructure ensures fast access to the slopes across the Monterosa ski area

European Business: Energy costs and sustainability are major topics today. How is Monterosa addressing these challenges?

Giorgio Munari: We are investing heavily in efficiency and sustainability. For example, we are building high-altitude reservoirs to store water for snowmaking and installing radar systems that measure snow depth very precisely. This allows us to produce artificial snow only where it is really needed, saving both energy and water. In addition, the electricity we purchase comes entirely from renewable sources such as hydropower and solar energy.

European Business: Does the resort also attract visitors outside the winter season?

Giorgio Munari: Yes, summer tourism is also important, especially in the Gressoney Valley. Our lift systems give mountaineers access to high-altitude refuges, where there are around 1.500 to 1.600 beds. Many climbers use these refuges as a base for ascents to the peaks of Monte Rosa. In that sense, we act as a transport provider to higher altitudes for alpinists and hikers.

High-altitude lifts connect the valleys and open spectacular alpine landscapes to visitors

Freeride terrain make Monterosa a paradise for experienced skiers

European Business: What role will climate change play for ski resorts?

Giorgio Munari: Climate change is already visible. In the past, snowfall was more reliable at lower altitudes, whereas today it often rains instead. That is why investments in snowmaking and water storage are essential. Resorts below about 1.500 m may struggle in the future. Ideally, ski areas should operate at altitudes above 2.000 m. Fortunately, Valle d’Aosta has relatively high-altitude slopes, which gives us certain advantages compared to other regions.

European Business: Looking ahead, what goals have you set for the coming years, and which trends do you believe will shape the future of mountain tourism?

Giorgio Munari: Our goal is to further develop the resort while maintaining its strong connection to the surrounding region. Tourism here benefits not only our company but also hotels, restaurants and many other local businesses. The stronger this ecosystem becomes, the stronger Monterosa will be. At the same time, we see changing guest expectations. Gastronomy, for example, is becoming increasingly important. Because lifts are faster and slopes smoother today, skiers have more time during the day – and many use it to enjoy high-quality food in mountain restaurants. Italy has a clear advantage here, thanks to its renowned cuisine. At the same time, digitalization is becoming more important, for example in ticketing systems, guest information and the overall visitor experience.