The Snow Centre in Hemel Hempstead has a new look: a Swiss look. Switzerland Tourism together with the Valais has entered a three-year partnership. The closest indoor slope to London now features the views of the Alps in the Valais. Besides the branding, the partnership comprises events at The Snow Centre, cross use of communication channels as well as joint trips to Switzerland.

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. This is a great way to position Switzerland as early as possible as the ideal ski destination for this new audience. In addition to that the presence at The Snow Centre allows Switzerland to 'keep in touch' with the ski and snowboard fans who regularly visit the slopes and the ones who think about getting back n the slopes.

The walls of the indoor ski slope now show the Alpine panorama of the Valais to get skiers immediately into the Swiss mood. From 7-9 October, a public launch event will be the official start of the partnership. Besides the branding of the indoor slope, there will be Swiss specialties available in the restaurant and a check-in area representing Swiss International Air Lines.

To guarantee the full customer journey, The Snow Centre ski instructors will take clients on winter sports trips to the Valais to experience the real winter in the Alps. There will be around five of these trips organised each winter season.