Winter in Switzerland winks at the young target, between safety and sustainability

New and different initiatives aimed at winning back a young and Italian audience in particular “considering that also for this winter season – and perhaps even beyond – long-range tourism continues to be canceled out by the pandemic”. Christina Glaeser, director of Switzerland Tourism in Italy, thus introduces initiatives and innovations that will characterize the country’s winter offer, which once more invests in the undisputed pluses “of a safe and sustainable destination, able to offer experiences for every target market“. Nature always protagonist, but also a lot sport and culture, without forgetting «the proximity to Italy, in this market context a significant advantage, and the reachability also favored byopening of the new Bologna-Zurich railway connection from next December».

One of the cornerstones of the offer certainly remains sport, available in numerous variations, from descent to ice fishing; another pillar of the Swiss proposal, are the initiatives to regain the favors of the young audience: “Here then is the initiative Snow 25 – points out Francesca Rovati, Northern Italy media manager of Switzerland Tourism -, which provides one afternoon ski pass for 25 francs and significant discounts to reach a ski destination from any Swiss resort, so as to stimulate the youngest to get back on the slopes after these two complex years. The lifts will be open between 4 and 19 December depending on the area, with the obligation of a green pass to access restaurants and shelters and a mask on indoor ski lifts ». Strong emphasis on the commitment to sustainability, in line with what has already been presented through the Swisstainable manifesto, as well as on safety, thanks also to the “Clean & Safe” label «which with a brand clarifies how all suppliers in these two years have equipped with ad hoc measures for the prevention of Covid ».

“This period was useful for reinventing the offer – he added Luigi Lenatti, senior product manager St. Moritz Turismo – and there we are highly focused on young people, to give the destination a different visibility“. Numerous initiatives are in progress: «From the concert for the opening of the winter season, on 10 December (in conjunction with the women’s ski world cup), in pure 90’s style with Umberto Tozzi; 11 December will be the turn of the concert starring Haddaway and Lou Bega ». And then the exhibition of photos by internationally renowned authors at the St. Moritz Design Gallery, «set from the 40s to today, to experience a revival of the St. Moritz from then to today. On stage from early December until May. And again, the installations of lights and music, “Tales of a tree”, from 5 December until 9 January 2022. “Amusements on the lake” is a new product for the city, which sees the creation of a sort of city right on the frozen lake and for the second year it becomes a meeting point for families, to be experienced day by day (from mid-January to the end of February). Finally, the big events are back: from the women’s world cup to skiing, up to the Gourmet Festival, passing from the Snow Polo World Cup, from White Turf to The Ice elegance contest, the only one in the world that takes place on a frozen lake.

Winter 2021 also brings with it a new partnership (beyond the historical one with Ferrovia retica) with the community Milanese a St. Moritz, born from the initiative of young enthusiasts of this destination: “We want to promote tourism that highlights the life of those who live in these places – explains the creator and founder Niccolò Turinetto – involving people who are passionate about St. Moritz and who have always frequented it, but who often do not know the traditions and lifestyles of the people who were born here. In one year we have already involved 1,500 people, a result that gives us great satisfaction ».