The spectacular views of the Alps enjoyed by skiers and boarders descending on the year-round snow slopes of The Snow Centre north of London have turned from the Austrian Tirol to the Swiss Valais region.
Switzerland tourism has signed a major deal with The Snow Centre that has seen as massive mountain montage from Switzerland covering its walls to provider spectacular mountain scenery indoors.
But the deal goes much further than that, with other parts of the facility also carrying Swiss branding and a partnership agreement that will also see Switzerland tourism sending marketing material to Snow centre customers and the centre organising five ski holidays a year to the Valais region – location of some of the world's most famous ski areas, with trips led by instructors from The Snow Centre.
"In order to be front of mind of new skiers, Switzerland wants to be present at their first attempts on the slopes. This was the reason for Switzerland Tourism together with the Valais entering a three-year partnership with the Snow Centre in Hemel Hempstead," a spokesperson for Switzerland tourism commented, "This is a great way to position Switzerland as early as possible as the ideal ski destination for this new audience."
Besides the branding of the indoor slope, the joint marketing and the trips there will be Swiss specialties available in the restaurant and a check-in area representing Swiss International Air Lines.
The Snow Centre's slopes originally had a large mural from the Austrian Tirol resort of Solden on its walls since opening, but that deal is believed to have expired some years ago. The new agreement lasts for three years.
From 7-9 October, a public launch event will mark the official start of the partnership.