Strategy Review Graubünden Ferien

Graubünden Ferien (GRF), in collaboration with Brugger + Partner, reviewed and refined its existing strategy for the period 2027–2030. The goal was not a fundamental realignment, but rather a targeted refinement of the proven strategic foundations, taking into account new challenges and opportunities in tourism. In particular, the process incorporated the cantonal tourism strategy, the national “Travel Better” strategy, insights from evaluations and stakeholder surveys, as well as current developments regarding sustainability, climate change, digitalization, and public acceptance of tourism.
The process included a comprehensive document analysis, expert interviews, and several workshops with senior management, the board of directors, and industry representatives. Together, they prioritized relevant topics, clarified Graubünden Ferien’s roles, and developed goals and measures for the strategic period.
The result is a consistent and clearly structured strategy featuring a refined vision, defined roles, two strategic focus areas, and clearly assigned goals and measures. This provides Graubünden Ferien with a forward-looking strategic framework that strengthens the organization’s direction and increases transparency toward partners, members, and the canton.