The Strategy 2018 provides for an investment over the coming years of a total of 1.2 billion Swiss francs in the quality of the tourist attractions, infrastructure, new tourist experiences and communication. All bodies involved in tourism in Zermatt-Matterhorn have signed a corresponding charter. These major investments are scheduled to be spread over the next 10 years.
‘‘Large and long-term investments secure our competitiveness“, stresses Daniel Luggen, director of Zermatt Tourismus. The signatories of the Strategy-Charter are the representatives of the municipality (Burgergemeinde), the Matterhorn Gotthardbahn, Zermatt Bergbahnen AG, the Zermatt Hotel Association, the Chamber of Commerce and Zermatt Tourismus. All of them stand firmly behind the Strategy 2018. The core focus is the well-being of guests, including enhancing the attractiveness of the offering for both summer and winter. But trends will be under constant scrutiny, in order to be able to react to them flexibly.
However the best laid plans for products and information are of little use if people are not integrated into the process. So the inhabitants and tourism professionals are targeted with an awareness and information campaign so that a tourism-oriented approach is promoted and strengthened. ‘‘The tools for this are communication and training“, says Daniel Luggen, pointing to projects already underway such as ‘Zermatt Insider‘ and the recent ‘e-fitness‘ programme for service providers.
Already for some time Zermatt has had a slogan for successful cooperation within the village: ‘‘Wagaguz“, meaning: ‘‘Wir arbeiten gemeinsam am Gedeihen unseres Zermatt“ (‘‘We work together for the success of our Zermatt‘‘).
Examples of projects to be realised
Snow experience in winter and throughout the year: development of the Beginners‘ Park, optimisation of the snowshoe tracks and winter hiking tracks. Expansion of the ‘summer ski‘ offering. Extended development of the Matterhorn glacier paradise, construction of sledge runs and fun facilities.
Mountain experience in summer: upgrading of the theme and hiking trails; more offers for families in the Wolli-Park at the lake Leisee and at the Riffelberg; construction of a ‘fun-trail‘ in the Rothorn-Gornergrat area: a footbridge over the Findelnbach above Winkelmatten; a mountain bike track Visp-Zermatt.
Excursion experience: development of the peaks at Gornergrat and Matterhorn glacier paradise; stellarium and observatory on the Gornergrat.
Cultural heritage: the village and countryside remain protected. Their utilisation is governed by the principle of sustainability. Sport and events: the existing sports facilities will be made available for indoor and outdoor use. An events centre for medium-sized events will be provided. The heli-ski offering will be strengthened and secured. The cross-country ski offering in Täsch/Randa will be further developed, and the Matterhorn golf course will be extended to 18 holes. The establishment of the ‘Association of Alpine World Cup Racing‘ will be expedited.
Infrastructure: The hotel and para-hotel trade will expand its range and specialise in various forms of accommodation.