Walter Loser.
An essential figure in the events and sports circles in Crans-Montana, Walter Loser has just pulled off a nice coup: Crans-Montana has in fact been designated the Official Training Center for WEURO 2025, organized by UEFA.
Host country of this Women’s European Championship, Switzerland has pulled out all the stops to receive the best of female Football players, and the neighboring town of Sion will also host three matches.
Today a consultant in international marketing and tourism, president and CEO of the Crans-Montana Football Camps Association, Walter is known here as the white wolf, notably after eighteen years spent at the management of the Tourist Office. A man of passion and commitment, who was part of all the world and Olympic adventures of Valais. And perhaps the most Valaisian of the Swiss Germans.
From the borders of Switzerland
“I was born in the depths of the Rheintal, very close to the Austrian border, informs the Saint-Gallois. My course is quite simple: I did a CFC as a commercial employee, like Adolf Ogi; I came to study French in Geneva where I worked at Credit Suisse; and when the time came for the army, upon noticing my asthma from birth, a military doctor advised me to live on station. I applied everywhere in French-speaking Switzerland, mainly in Valais, and in 1974, I found myself at the counter of the Crans-Montana Tourist Office.”
He rose through the ranks, becoming assistant director, then director, and finally completed his training with an MBA in tourism.“After being part of the Crans-Montana delegation in 1983 at the FIS congress in Australia, where we obtained the CM87, Crans-Montana entrusted me with an important position on the 1987 Alpine Worlds committee as media manager. I served as media officer and announcer for all races and medal ceremonies. These championships were an incredible achievement, and for me, it was without a doubt my career high!”
FIFA-branded pitches
In 2010, Walter created the Crans-Montana Football Camps Association, a structure which will see the greatest players: from Sion to Servette, from Basel to GC, via the Olympics (Lyonnais and Marseille), Valence, Porto, Benfica, Wolfsburg , Fulham or national teams as prestigious as the United States men, Morocco, Qatar, Brazil of the Ballon d’Or Marta or our dear Nati. The exhaustive list of teams that have played on the two grounds of Lens and Bluche is far too long to appear here… “In addition to our know-how, explains Walter Loser, our luck is to have, on the one hand, two FIFA approved pitches with excellent surfaces, and on the other hand, to be able to offer a hotel range which extends from five stars to Youth Hostels, thus satisfying all budgets, from stars to juniors. In addition, Crans-Montana is an incredible playground for all other activities, apart from football.
Honor to the ladies
Please note, as an indication: in recent years, for the year 2024 alone, no less than fifteen training camps have taken place on the Haut-Plateau, representing some 5,000 overnight stays and 1 .5 million turnover. “Figures that justify our reputation well beyond Crans-Montana.”
-Training center for Women’s Euro 2025, the Crans-Montana Football Camps are not just starting out with these ladies: “We were the first in Switzerland to fully play the women’s card, and this already 10 years ago by creating the Valais Women’s Cup! We had Bayern and PSG, Olympique Lyonnais at the big club level, as well as top world teams like Brazil or Canada. And to complete: “We also focused on young people by creating the Valais Youth Cup. »
Good point in Vail, Colorado
A privileged observer and actor in tourism in Crans-Montana, Walter Loser is very satisfied with the arrival of the Americans from Vail at the head of the resort’s ski lifts: “I studied their methods more than twenty years ago in Colorado, and I know them well. Their business approach to skiing is ideal and, what is essential for the general public, their way of treating the facilities and slopes is just exceptional. The ski experience and the amenities they offer their customers are simply fabulous! This is therefore a very good point, or even better, a real opportunity for the future of Crans-Montana.»
When it is pointed out to him that he displays great enthusiasm for the future of his station, Walter laughs out loud: “But she’s quite simply one of the best in the world. It offers immense possibilities: an extraordinary ski area, superb walks, fantastic mountain bike trails, brilliant golf. And then, it is one of the leading resorts in terms of organizing international events.”
He takes a look at the Valais sky:
“Without forgetting that it is the most beautiful panorama over 150 km of legendary peaks, which is also visible from every corner of the plateau.”
Business is never far away for this economic enthusiast: “In fact, Crans-Montana is a beautiful little town in the mountains, but which offers all the potential of a big city. I am happy for it: it is made to welcome more and more new economy companies.”
By Jean-François Fournier
