“Support the development of Crans Montana in the long term”
Very important for the attractiveness of the destination, the municipalities and the Tourist Office devote a budget of 2 million francs to events each year. “Our vision is to offer tourist activities throughout the year,” said the director.
The World Ski Championships, which will take place from February 1 to 14, 2027, benefit from dedicated funding. “We must distinguish between the budget for infrastructure, of 30 million, and that specific to the event,” explains Didier Défago, general director of the FIS world ski championships. “The infrastructures developed for these two weeks of competition are designed to support the long-term development of Crans Montana,” he explains.
In addition to improvements in slope safety and artificial snow, spaces capable of accommodating 6,800 spectators will be created. Attendance is expected to be around 160,000 people over the period.
More Americans
With the entry into the capital of Vail Resorts, the customer structure could evolve. “Currently, we are 70% Swiss tourists, while 30% come from abroad, especially from France, Italy, the Benelux countries and the United Kingdom,” explains Bruno Huggler. Americans only account for 3% of overnight stays.
But the takeover by Vail Resorts suggests progress. “We are targeting a share of 6% for overnight stays from guests from the United States next year. And by the Alpine Ski World Championships in 2027, we are aiming for 12%,” explained Pete Petrovski, director of the Crans Montana/Vail Resorts ski lifts.
Guests from central Switzerland could also be more numerous, especially as Vail Resorts is studying new forms of Epic pass, with the possibility of a local subscription, for Crans Montana and Andermatt for example. “We will follow the evolution and needs of our customers to offer new offers next spring,” said Pete Petrovski. In total, Vail Resort has announced investments of 30 million francs over the next five years. “We have already invested in the catering offer as well as in artificial snowmaking, to the tune of 4 million francs.” Promotional campaigns are also on the program to strengthen the visibility of the destination internationally.
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