GRF-GV in Valbella: Guest marketing facing new challenges
At its general meeting in Valbella, Graubünden Ferien reviewed the tourism marketing organization’s activities to boost demand during the successful 2022 tourism year. Guest speaker Thomas Bucheli, a meteorologist, provided insight into climate trends that also pose challenges for mountain tourism.
The 25th ordinary general assembly of Graubünden Ferien GRF took place at Valbella Resort on Wednesday. GRF Vice President Irene Müller-Ryser led through the meeting. GRF President Jürg Schmid was absent due to a routine hip operation.
In terms of tourism, Graubünden can look back on a successful 2022. Measured in terms of overnight stays in the Graubünden hotel industry, Graubünden recorded its best tourism year since 2010. The return of foreign guests from the euro zone - especially from Germany and the Benelux countries - but also from the USA, Great Britain and the GCC, which compensated for the increased number of trips abroad by Swiss visitors, contributed to this.
Increased focus on sustainability and French-speaking Switzerland
For the future, Vice President Müller-Ryser expressed confidence despite the recent experience in a winter with little snow in 2022/2023. "In the long term, Graubünden is very well positioned," she said. The natural metropolis of the Alps will benefit from the trend toward more responsible travel, she added. In this context, it was announced that a new sustainability project position will start work at GRF from mid-2023. In addition, GRF is now actively working the Romandie local market.
In his welcoming address, Cantonal Government Councillor Marcus Caduff reminded the audience that 30 percent of the value added in Graubünden is generated by tourism. Currently, he called for resilience and adaptability from all tourism players. Agility, perseverance and job attractiveness are also the essential elements for tourism success, the government council said. Caduff expressly thanked the tourism industry for its constant performance.
Enjoy Graubünden "patgific
Regarding GRF's 2022 operating business year, the management of Graubünden Ferien with CEO Martin Vincenz highlighted a number of highlights at the General Meeting. Among the cross-media marketing campaigns that attracted particular attention in 2022 were both the launch of the world's first Mountain air sommeliers with mountain air tasting offers in the destinations as well as the publication of the "patgific" studywhich distinguishes Graubünden as the coziest canton. With the Rail Travel Podcast "Off the Track a new audio format was also tested for the first time.
In the course of the Alpine Circle tourism development program, further offers were launched in 2022 in the area of innovation and experience development. For example, new electric car sharing locations accessible by public transport were created along the Alpine Circle in Graubünden. In addition, a new digital travel companion Graubünden guests curated and relevant experience suggestions for the duration of their stay at a specific location.
To support the partners and tourism service providers in the canton, the Shared Services division further developed its services. For example, the portfolio was expanded to include services in the area of marketing and pricing automation as well as in the areas of market research and data visualization. In particular, 2022 campaigns were implemented for Bergbahnen Graubünden, Gesundheitstourismus Graubünden and GraubündenVIVA.
More and more energy in the air
Guest speaker at this year's general assembly of Graubünden Ferien was meteorologist Thomas Bucheli. He reviewed the Swiss winter 2022/23 with a persistent high-pressure situation, the lack of snow as well as new temperature records. The summer of 2022 with heat records and drought as well as the summer of 2021 with repeated heavy thunderstorms and heavy rain were also meteorologically exceptional.
At the same time, temperatures were rising continuously, Bucheli explained, "both winters and summers were getting warmer and warmer." The warming due to the greenhouse effect is undisputed, said the SRF editorial head Meteo.
However, one must be cautious about drawing direct conclusions from climate change. Climate research cannot yet make any reliable statements about changes in global weather patterns. "Despite these uncertainties, the following applies: Weather is converted energy. Global warming brings more and more energy. That's physics," Bucheli said.
A continuation of the previous weather development is presumably to be expected. What does this mean for tourism in the Grisons? It is important to adapt to the observed and probable changes. Graubünden as a mountain destination can exploit its locational advantage.
