Snow sports fans have been urged to swap Zermatt for Scotland this year.
Highland MSP Mike Mackenzie said resorts such as Glencoe and CairnGorm Mountain could now compete with the likes of Courcheval and Val d’Isère.
Last year, snow sports generated more than £23million for Scotland’s rural economy, but Mr Mackenzie believes it can now “take a far greater share of the global winter sports market”.
Research from the Ski Club of Great Britain also found that in 2015 Scotland had the greatest increase in its skier recommendation score, compared to eight other destinations worldwide.
The SNP MSP said: “It is no surprise that more and more visitors are willing to recommend Scotland as a snow sport destination.
“We boast some of the most beautiful landscapes in the world, great food and drink, and fantastic hotels and resorts.
“Scotland’s snow sports are already worth £23.3million to Scotland’s rural economy and supporting over 600 jobs – I believe that Scotland can take a far greater share of the global winter sports market.
“With destinations like Glencoe and CairnGorm Mountain and a total of 463 ski days last year, snow sport enthusiasts from across the UK and abroad should make Scotland their destination of choice this year.”
The operators of the CairnGorm Mountain resort recently unveiled their long-awaited multi-million pound plans to make it a “world class” year-round destination.
The 1960s facilities at the resort near Aviemore will be replaced with an artificial new snow machines, a day lodge with food outlets and retail outlets, a gym and staff accommodation.
The work will represent an investment of between £10 and £15million. It is hoped that work could begin next summer.
A replacement Coire Cas day lodge would offer food outlets, retail space, a creche, adventure zone, gym and staff accommodation.
It would also feature ski and bike hire, a mountain rescue and medical centre, offices, and conferences and event space.
An artificial ski slope has been an ambition at the resort for several years and the scheme would also include fresh car park landscaping and improved ski lifts.
Resort operator Natural Retreats also wants to promote mountain biking at the site.