The Active Mountain Association (AMA) launches next Autumn ahead of the season
It wants to do for snowsports what a similar body has done for cruise holidays. The Active Mountain Association (AMA) believes the promotion, marketing and selling of ski holidays needs a shot in the arm. It aims to host events, run family trips, organise a National Mountain Holidays Week and set up a training programme for agents similar to that of cruise body Passenger Shipping Association (PSA). It is being established by Peter Stratton the director of a recuitment agency and marketing company and Bénédicte Lapeyrere, a former ski instructor and founder of the Tourism Horizons consultancy.
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