Chechnya is to market itself as ”a Swiss-style” ski resort in an improbable bid to attract Russian and foreign tourists. If the plan succeeds, it will be one of the most radical makeovers in the history of global tourism. The southern Russian republic is better known for suicide bombings, kidnappings and two brutal wars than for apres ski parties and designers ski wear.

Ramzan Kadyrov, the former warlord turned Kremlin-backed president of the troubled region, believes the small mountainous republic has huge tourism potential.

“We have a good climate and wonderful scenery,” he said. “We have places that when equipped with the necessary infrastructure will be in no way inferior to Swiss resorts.”

Mr Kadyrov is not joking. He and his aides have earmarked a scenic area called the Argun Gorge for a large ski resort to include a luxury hotel, mid-priced chalets and a spa complex. Ruslan Baisarov, a wealthy Chechen businessman who is one of the project’s main backers, has been quoted as saying he thinks the gorge is even more beautiful than Courchevel in France, a favourite resort among Russia’s moneyed elite.

There are, however, a few unorthodox loose ends to be tied up before “Ski Chechnya” can become a reality. The main one is capturing or killing Doku Umarov, the leader of the Chechen Islamist underground who is thought to be hiding in the area. Mr Kadyrov has said he hopes to achieve that goal before the summer is out so that building work can begin. “By then the mountains must become the safest place in Chechnya and in Russia,” he said.

A squad of some of his most battle-hardened fighters has already begun scouring the mountains for the terrorist leader and his accomplices.

Russian tourism experts believe Chechnya does have potential, but have argued issues of personal safety mean the bold plan is ahead of its time.

The Foreign Office appears to concur. It advises against all travel to Chechnya, saying terrorism and kidnapping remain a serious threat.

Mr Kadyrov is eager though for Chechnya to shake off its image as a dangerous hot spot. After years of lobbying, the airport in Grozny, the capital, is fully operational and offers direct and international flights.

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