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| Graubünden Ferien | |
|---|---|
| Name | Graubünden Ferien |
| Type | Marketing organization |
| Founded | 1999 |
| Location | Chur, Canton of Graubünden, Switzerland |
| Area served | Canton of Graubünden |
| Products | Tourism promotion, destination marketing, travel information |
Graubünden Ferien Graubünden Ferien is the official destination marketing organization for the Canton of Graubünden in eastern Switzerland, headquartered in Chur. It coordinates promotion of alpine resorts such as Davos, St. Moritz, Arosa, and Lenzerheide, fosters partnerships with transport providers like Rhaetian Railway and Swiss Federal Railways, and collaborates with event organizers including the Spengler Cup and the Engadin Ski Marathon. The organization links municipal bodies such as the Cantonal Council of Graubünden, regional associations including Tourismusverband Albula and Destination Davos Klosters, and national institutions like Switzerland Tourism.
Graubünden Ferien acts as a central hub for tourism marketing in the canton, aligning municipal tourist offices such as Arosa Lenzerheide Tourismus and St. Moritz Tourism with infrastructural partners including PostBus Switzerland and Flughafen Zürich. It promotes year-round offerings from alpine wellness destinations such as Bogn Engiadina Scuol to high-alpine attractions like the Bernina Pass and the Albula Railway, a UNESCO site. The agency liaises with cultural institutions like the Rhaeto-Romance Academy and sporting events such as the World Economic Forum when regional coordination intersects with national or international audiences.
Founded in the late 20th century out of consolidation efforts among cantonal tourism stakeholders, Graubünden Ferien emerged as part of a restructuring that involved municipal tourist offices including Tourismus Engadin Scuol Zernez and industry associations like HotellerieSuisse. Over time it adapted to shifts driven by broader transport developments—such as electrification projects by Rhaetian Railway and network changes at Flughafen St. Moritz—and by events including the evolution of winter sports competitions hosted in Davos and St. Moritz. Collaborations with research bodies such as the Swiss Federal Institute for Forest, Snow and Landscape Research (WSL) and statistics agencies like the Federal Statistical Office (Switzerland) informed strategic pivots toward sustainable tourism and year-round visitation.
Graubünden Ferien provides destination marketing services, product development, and digital information platforms that connect traveler-facing partners like SBB and accommodation providers such as Kulm Hotel St. Moritz and Hotel Waldhaus Sils. Services include cooperative marketing campaigns with outdoor operators like Mammut Sports Group and cross-promotion with cultural venues such as the Segantini Museum. Digital offerings integrate route planning tied to infrastructure managed by Rhaetian Railway and PostBus Switzerland, and content partnerships with media outlets including Neue Zürcher Zeitung and SRF. Product development covers niche segments serviced by companies such as Flims Laax Falera for freestyle skiing and by spa operators like Therme Vals.
Brand campaigns emphasize alpine identity, multilingual heritage including Romansh and German-speaking Switzerland, and signature experiences from the Bernina Express to the high-altitude gastronomy of restaurants associated with chefs awarded by the Guide Michelin. Promotional strategies use partnerships with broadcasters such as BBC and travel publications like Lonely Planet and Condé Nast Traveler to target markets in Germany, United Kingdom, United States, and China. Event marketing ties into festivals such as the Heidi Festival and conferences like the International Ski Federation meetings, while seasonal campaigns highlight ski areas including Laax and hiking zones like the Swiss National Park.
The portfolio spans resorts—Davos Klosters, Engadin, Arosa Lenzerheide, Flims Laax Falera—and transit corridors such as the Albula Railway and the Bernina Railway. Activities promoted include alpine skiing at venues like Parsenn, cross-country skiing events such as the Engadin Skimarathon, mountain biking trails in regions administered by Bündner Mountain Bike Association, lake-based recreation on Lake Silvaplana, cultural itineraries through Samedan and Zernez, and winter events including the Spengler Cup in Davos. The organization also showcases heritage routes connected to the Via Engiadina and sites protected by Swiss Inventory of Cultural Property of National and Regional Significance.
The organization operates with oversight from cantonal stakeholders such as the Cantonal Council of Graubünden and collaborates with municipal tourist offices including Arosa Tourismus and Davos Klosters Mountains AG. Its board typically includes representatives from hospitality networks like HotellerieSuisse, transport operators such as Rhaetian Railway, and regional economic bodies including the Economic Development Agency Graubünden. Operational units coordinate marketing, product development, and digital services while liaising with research institutions such as the University of Zurich and regulatory entities like the Federal Office for the Environment (Switzerland) when implementing sustainability measures.
Graubünden Ferien influences regional revenue streams tied to accommodation providers like Badrutt's Palace Hotel and lift operators including Davos Klosters Bergbahnen AG, affecting employment in sectors represented by associations such as GastroSuisse. Marketing-driven visitor flows impact infrastructure investments in rail projects by Rhaetian Railway and road maintenance overseen by cantonal agencies. Environmental stewardship initiatives align with conservation organizations such as Swiss National Park and research from WSL to mitigate impacts of tourism on alpine ecosystems, while collaborations with certification bodies like Myclimate aim to promote carbon offsetting and sustainable mobility linked to Swiss Travel System products.