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Gstaad as a skiing destination: today, tomorrow and in 2050

Climate change will have a long-term impact on tourism seasonality. For the holiday region Gstaad, however, strong winter demand remains of central importance, as the hospitality industry, cable cars and retail sector generate a significant share of their profitability and investment during the winter season. For this reason, Gstaad Saanenland Tourism, together with numerous service providers, has launched a comprehensive winter positioning initiative. The objective is to further strengthen the destination's winter profile and sustainably secure demand for winter and ski tourism throughout the upcoming transformation phase. The analysis shows that winter sports will continue to be possible in the holiday Gstaad in the future, although the framework conditions are expected to change. Through a targeted package of measures, the destination is proactively addressing these developments and creating the conditions required to safeguard the attractiveness and competitiveness of the winter season over the long term.

The winter positioning initiative, including its findings and measures, will continue to guide our activities in the years ahead and should be understood as an ongoing process.

Stamp «Skiing pleasure»

One of the key findings of the winter positioning initiative is that Gstaad’s perception as a snow reliable ski destination should be further strengthened. At the same time, it is important to highlight that skiing in the Gstaad ski destination remains possible from November to April thanks to the extensive cable car offering and Glacier 3000. To support this objective, the new stamp “Skiing Pleasure” will be introduced from this winter onwards. As a shared visual identifier used by GST, the cable cars and, ideally, as many tourism partners as possible, the stamp is designed to reinforce Gstaad’s positioning as an attractive ski and winter destination while sustainably strengthening confidence in the destination’s winter expertise both within the region and beyond.