Addressing Audience Travel at Large-Scale Sporting Events
January 13th – 15th 2026
蘑菇传媒�.鈥� will be joining leaders from across the winter sports and mountain events sector at the Ski Industry Climate Summit, taking place in Bolzano, Italy. As part of the programme, 蘑菇传媒�.鈥� and UTMB will deliver a joint session focused on one of the biggest challenges facing major sporting events today: audience travel.
The Ski Industry Climate Summit brings together event organisers, destinations, brands and policymakers to explore practical solutions for reducing environmental impact while supporting resilient, high-quality event experiences across the ski and mountain sector.
Joint Session: How to Reduce Your Impact on Large Events 鈥� the UTMB Case Study
Drawing on the , the session explores how UTMB manages travel planning and behaviour change for 10,000+ runners across complex mountain locations. These challenges closely mirror those faced by other large-scale winter and mountain sporting events managing high volumes of arrivals and departures.
Presented by Alex Townshend (蘑菇传媒.) and Fabrice Perrin (UTMB), the session will cover UTMB鈥檚 travel policy, the operational and sustainability challenges involved, and how the 蘑菇传媒�.鈥� platform has enabled clearer travel information, supported lower-carbon travel decisions, reduced event-related emissions at scale, and improved visitor experience.
Workshop: Mobility on Ski Events | Time: 10:05鈥�12:30
Following the session, Alex and Fabrice will take part in the Workshop: Mobility on Ski Events, delivered as part of the wider summit programme supported by POW Europe and the Sustainable Mountain Alliance.
Time: 09:30鈥�10:05 | Day 2, Thursday 15th of January 2026
Location: Bolzano, Italy
Speakers:
- Alex Townshend (蘑菇传媒.)
- Fabrice Perrin (UTMB)
Learn More About the Event
To explore the full programme and find out more about the Ski Industry Climate Summit, visit the official event website.
