Zurich (awp) – Crans Montana has been in the sights of investors since the takeover by Vail Resort, the American ski area giant, last year. With the 2027 World Ski Championships, the destination has all the cards in hand to look to the future with confidence, Bruno Huggler, director of the tourist office, underlined on Wednesday.
“Vail Resort has been a game-changer. Since the takeover, we have seen renewed investor interest, we have 8 to 10 hotel development projects underway and made significant investments in infrastructure,” said Mr. Huggler in Zurich during a press conference.
After several years marked by hotel closures, the trend has reversed, with the construction of new hotels or the renovation of existing establishments, like the Six Senses Resort, the Faern Valaisia or the Alaïa Lodge .
The moratorium on the transformation of hotels into apartments has made it possible to stem the decline in hotel beds. “We need the hotel industry for our events and it is developing well,” welcomed Mr. Huggler.
Very important for the attractiveness of the destination, the municipalities and the Tourist Office devote a budget of 2 million Swiss 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 in Crans Montana
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 Mr. Huggler. Americans only account for 3% of overnight stays.
But the takeover by Vail Resorts suggests progress. “We are targeting a 6% share for overnight stays from guests from the United States next year. And by the Alpine World Ski Championships in 2027, we are aiming for 12%,” explained Pete Petrovski, director of 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 Mr. Petrovski.
In total, Vail Resort has announced investments of 30 million Swiss 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 Swiss francs.” Promotional campaigns are also on the program to strengthen the visibility of the destination internationally.
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What effects has Vail Resort’s takeover had on the future investment landscape for tourism in Crans Montana?
1. Can you tell us about the impact of Vail Resort’s takeover on investor interest in Crans Montana? How have things changed since the acquisition?
2. What kinds of investments have been made in tourism infrastructure and hospitality in the area since Vail Resort’s takeover?
3. How has the moratorium on transforming hotels into apartments affected the hotel industry in Crans Montana?
4. As the director of the tourist office, can you explain your vision for long-term tourism sustainability in Crans Montana?
5. What are the specific infrastructure improvements being made for the 2027 World Ski Championships?
6. What can you tell us about the potential changes to the customer structure with Vail Resorts’ involvement? Are you targeting more American visitors?
7. How do you plan to maintain the destination’s attractiveness beyond the World Ski Championships?
8. How would you describe the collaboration between local authorities and the tourist office in promoting Crans Montana?
