Since Russia’s full-scale invasion of Ukraine and its (b)latent aggression towards European countries, the EU has imposed extensive sanctions to restrict the movement and influence of Russian elites in Europe. Despite these measures, a substantial amount of wealthy Russians continue to frequent top European ski resorts such as Courchevel in France, Lech and Zürs in Austria and Verbier in Switzerland. Exploiting legal loopholes, golden visas, dual citizenships, and intermediaries for bookings, they manage to maintain their opulent lifestyles. This ongoing presence, accompanied by lavish parties and instances of nationalistic behavior, often tolerated by the tourism industry, have sparked significant debates about the implications for the image and values of these exclusive destinations.

The fallout for ski resorts

For decades, resorts like Courchevel have epitomized exclusivity and prestige, drawing affluent visitors from around the globe. Among these, Russian elites have played a prominent role, contributing significantly to local economies. Courchevel, often nicknamed “Courchevelski” or “Courchevelovo” became synonymous with Russian wealth, with its luxury chalets and designer boutiques catering to oligarchs, celebrities, and business magnates. The town is also home to some of the most expensive ski properties in the world, many of which are owned by Russians who spend lavishly during events like Orthodox Christmas and International Women’s Day.

However, this association with Russian wealth has become increasingly controversial. Many Russian elites derive their fortunes through political patronage, corruption, and ties to the Kremlin. Their continued presence at European resorts during a time of war—coupled with a lack of condemnation of the invasion—has tarnished the image of these destinations. As sanctions tighten, the ethical dilemma of profiting from questionable wealth grows ever more prominent.

Provocation on the slopes

In light of the war in Ukraine, displays of Russian wealth and nationalism have sparked outrage. At Courchevel, where Russians once accounted for 7% of the tourist population and a significant share of its income, tensions have risen sharply. Wealthy Russians host extravagant parties, often accompanied by provocative acts, such as waving flags perceived as offensive or intimidating. One such incident at Courchevel’s Bagatelle restaurant saw a parade led by a waiter carrying a Russian flag, drawing widespread criticism (i).

These displays of wealth and indifference to the broader geopolitical crisis have alienated many European tourists and locals, who view such behavior as tone-deaf and provocative. Efforts to signal a shift in values—such as the removal of the Russian flag from Courchevel’s main slope in 2022—are undermined by the continued presence of controversial figures. The ethical complacency of tourism establishments, which often prioritize profit over principle, has deepened frustration among visitors who expect solidarity and respect during such challenging times.

Reputation at risk

The reputational risks for resorts like Courchevel are profound and multifaceted. Once celebrated as symbols of exclusivity and prestige, these destinations now risk being perceived as complicit in overlooking international restrictions and ethical concerns. The sight of Russian visitors continuing to party and spend lavishly amidst a war has angered many European tourists, who see such behavior as insensitive and provocative. This frustration is compounded by the perception that local tourism establishments are enabling these lifestyles, undermining the values of solidarity and respect held by their primary audience. In Austria’s Lech and Zürs, as well as in Courchevel, the anger is palpable. The symbolic removal of the Russian flag from Courchevel’s main slope in 2022 was meant to signal a shift in values, yet the ongoing presence of Russian oligarchs and elites undermines these efforts. European tourists, many of whom stand in solidarity with Ukraine, feel alienated by the perceived leniency, prompting some to question whether these resorts truly represent the values of unity and peace.

Russians are feeling great in the French ski resort of Courchevel, waving flags to propaganda songs about “Holy Rus”. A waiter of Courchevels Bagatelle restaurant is leading the parade with a Russian flag.

Don’t Bagatelle yourself

Tourism marketing must transcend luxury services and idyllic landscapes to embody principles that resonate with a conscientious audience. In a world marked by conflict, the tourism industry—with ski resorts as its ambassadors—must champion shared values and ethical responsibility. Allowing controversial figures to frequent these establishments not only alienates loyal visitors but also compromises the broader ethical responsibilities that resorts bear. European tourists demand more than indulgence; they expect destinations to reflect solidarity, respect, and humanitarian ideals.

Ski resorts and the wider tourism sector have a unique opportunity to redefine exclusivity. Imagine a resort that boldly refuses to cater to rude and provocative individuals whose sole effort is to undermine respect and co-existence, choosing instead to foster an environment of inclusivity and friendship. Restaurants and venues that publicly commit to respect and accountability could set a powerful example, demonstrating that ethics and exclusivity are not mutually exclusive. By prioritizing long-term integrity over short-term gains, these destinations can rebuild their reputations and reaffirm their relevance in a world that values accountability.

Restoring prestige and purpose

The challenges faced by Courchevel and its counterparts reflect a broader reckoning within the luxury tourism sector. The concept of prestige must evolve beyond wealth and extravagance, embracing values of accountability, inclusivity, and ethical leadership. By aligning their practices with the values of their audience, these resorts can transform themselves into symbols of dignity, integrity and progress.

The path forward requires bold decisions: rejecting controversial clientele, fostering environments of respect and solidarity, and prioritizing long-term reputation over short-term gains. In doing so, resorts like Courchevel, Lech, and Zürs and Verbier can redefine what it means to be a luxury destination in a world that demands more than opulence—it demands accountability.

i) There was also an incident at Bagatelle where a Ukrainian flag was waved, though the exact date is unclear. link to Twitter