Alpine tourism is under pressure. Climate change and changing consumer behaviour are challenging the entire industry. For the Sportbahnen Braunwald AG, a structurally high cost base is also a factor. The previous model is no longer sustainable.

The Sportbahnen have therefore developed a comprehensive analysis, calculated reference scenarios and included key stakeholders in the destination in interviews. The result is clear: ‘business as usual’ is no longer an option. The Sportbahnen are therefore concentrating their offerings and will discontinue traditional ski operations from winter 2026/27. The decision is part of a comprehensive strategic realignment.

The stakeholder interviews also reveal a heterogeneous picture: there are different expectations and ideas about the future direction and governance of the Braunwald destination. There is no common vision. That is precisely why the stakeholders are now jointly launching a future process for the entire destination.

‘The challenges are too great to tackle them in isolation. By working together, we are creating the basis for further developing Braunwald as a whole,’ says Richard Bolt, Chairman of the Board of Directors of the Sportbahnen Braunwald AG.

Working together for a sustainable future

Based on the findings of the interviews, Visit Glarnerland, the Braunwald Ski Lifts AG and key stakeholders are jointly launching a structured process for the future. The Glarus Süd municipality is actively supporting the project within the scope of its capabilities. In a series of successive workshops, a core group and a strategy group will develop a shared vision of the future and define roles, responsibilities and decision-making processes. The results will be continuously consolidated and translated into concrete decision-making guidelines. The core group will be supported by a broad base of stakeholders. The municipality, the tourism organisation, the ski lifts and other tourism providers and relevant interest groups will be involved.

The Canton of Glarus is supporting the future process within the framework of its regional policy and economic development instruments. The possibility of support through the New Regional Policy (NRP) is being examined. The NRP is a federal and cantonal instrument for strengthening the competitiveness of mountain regions. The development of the vision will be a participatory process and is expected to take around six months.

Media contact

Sportbahnen Braunwald AG
Richard Bolt, Chairman of the Board of Directors
richi@3614.ch
+41 79 355 04 56

About Sportbahnen Braunwald AG

Sportbahnen Braunwald AG operates the cableways and facilities in the mountain area above Braunwald (Municipality of Glarus Süd, Canton of Glarus). It makes the mountain landscape accessible to guests and locals all year round for hiking, nature experiences and excursions, and is an important factor for the destination in terms of frequency and economy