Ski resorts are no longer competing solely on snow depth or lift capacity; the new battleground is digital. Destinations across France are investing heavily in social media platforms like Instagram and TikTok, utilizing these channels not just to attract vacationers, but to brand their territory and cut through the noise of an increasingly crowded market. Leading this digital charge is Val Thorens, which has cemented its status as the most-followed resort in France. With a roster of 356,000 subscribers—a population count roughly equivalent to the city of Nice—the resort has turned content creation into a serious business.
Behind the viral clips and scenic panoramas lies a sophisticated operation involving storytelling, data analysis, and professional production. Achieving a video with millions of views is rarely a happy accident; it is the result of a calculated strategy designed to engage audiences before they even book a ticket. This behind-the-scenes effort highlights how critical online visibility has become for the industry’s survival and growth.
Grassroots Preparation on the Slopes
While major resorts chase algorithms, local organizations like the Ski Club Margeride Lozère remain focused on the physical fundamentals of the sport. The club recently completed its Christmas training camp, a staple event in their annual calendar alongside the winter break sessions on departmental Nordic sites. This year, the team headed to the high-altitude station of Les Saisies in Haute-Savoie for a four-day intensive block.
Around a dozen members made the trip, focusing on a curriculum designed to push them beyond casual skiing. The primary objectives were clear: acquiring new technical knowledge, mastering specific skills, and improving motor efficiency and autonomy on the snow. However, the training went beyond physical movement. A significant portion of the curriculum was dedicated to equipment maintenance, specifically the art of waxing. Properly waxed skis are not merely a luxury but a necessity for guaranteeing a better glide and securing higher performance levels during races.
Building Momentum for 2026
These camps serve a dual purpose. Beyond the technical drills, they are engines for motivation, encouraging both young athletes and veteran members to surpass their limits while creating lasting memories. Under the guidance of club instructors, the roster showed tangible progress both technically and physically, setting a positive tone for the season that is now fully underway.
The stakes for this preparation are high, as the competitive calendar is quickly approaching. The club is currently gearing up for a major trip to the International Marathon of Bessans, scheduled for January 10 and 11, 2026. Following that, the focus will shift to their home turf events, including the Ronde de la Margeride, which is slated for Sunday, February 15, 2026. The combination of rigorous preparation in Les Saisies and the high morale within the group suggests a promising competitive season ahead.