On March 24, the FAM Trip to Sochi, organised by Rosa Khutor, with assistance from the COITM team, officially departed. Spanning eight days ( 24–31 March), this FAM trip brought together over a dozen industry representatives from premium Chinese outbound tour operators, ski clubs, and KOLs. The delegation comprised heads of tour operators and outdoor clubs dedicated to Russian winter tourism, representing companies such as U-Tour, Hunan New Comfort International Travel, China Ocean International Travel Service, Cuttlefish Travel, Go Wild Club, Beijing TaiRuiZhiJie Sports, and Hangzhou Winter Ice and Snow Technology. Together, they will conduct an in-depth exploration of Sochi’s premium skiing travel resources.

As the host city of the 2014 Winter Olympics, Sochi has successfully transformed into a year-round international resort destination, offering world-class skiing, luxury accommodation, exceptional dining, and cultural entertainment. The delegation will conduct an immersive and comprehensive visit to Sochi’s two core resort areas — Rosa Khutor and Krasnaya Polyana — gaining firsthand insight into Russia’s high-end winter tourism offerings and exploring the full-year appeal of Sochi as a destination.

This FAM trip goes beyond experience, placing a strong emphasis on building meaningful connections. The delegation will participate in a series of specialised presentations and business meetings with key local stakeholders, including Discover Russia (the Russian tourism board), Rosa Khutor, Mantera, Sochi Airport, and several major hotel groups. These engagements aim to foster efficient collaboration between the Chinese and Russian tourism sectors, promoting resource complementary and the implementation of joint initiatives.