GlarnerlandPass, mental magic and plenty of tailwind for the ESAF 2025 Glarnerland+
On Thursday, around 130 guests from the worlds of tourism, politics, business and society met at Ämpächli in Elm for the 7th Forum for Tourism and Leisure in the Glarus Region. The inspiring industry event organised by VISIT Glarus Region was all about the Glarus Region Pass – and, with the participation of prominent guests, also offered a motivating look ahead to the ESAF 2025 Glarus Region+.
GlarnerlandPass – a digital milestone
The Chairman of the Board of Directors, Manuel Rickenbach, described the GlarnerlandPass as a key digitalisation project for Glarus tourism. ‘With the GlarnerlandPass, we are sending a strong signal for digital and networked tourism,’ said Rickenbach. He was particularly proud of the launch of the app just in time for the ESAF: ‘An app that offers real added value to both guests and locals is unique in Switzerland.’
No culture of prohibition – but offers with impact
The government councillor Marianne Lienhard emphasised that the foundation had been laid, but that there was still a need for more offers that would create added value. Instead of focusing on prohibitions, there was a need for active design and intelligent visitor guidance – including with the help of the GlarnerlandPass.
VISIT Glarnerland shows its profile
Fridolin Hösli, Janina Schiesser and Sandra Green presented current projects of VISIT Glarnerland. Green presented the functions of the GlarnerlandPass as well as the first, encouraging results. Schiesser presented the new location campaign ‘Glarnerland. Truly amazing.’ which is being implemented in collaboration with the canton, the municipalities and business partners. The influencers Noah Bachofen and Nico Franzoni will be showcasing work, living and leisure in Glarus in a creative and target-group-specific manner.
Inputs from Ticino – the Ticino Ticket as a model
Kaspar Weber, Deputy Director of Ticino Turismo, presented the Ticino Ticket as a best-practice example. The results are impressive: ‘The Ticino Ticket has made a big difference in Ticino – more use of public transport, more overnight stays, more experiences also outside the centres.’ The example shows impressively the potential of the Glarus Landscape Pass – both for guests and for the regional economy.
Two perspectives, one goal: the ESAF as a turbo for the Glarus Landscape
Daniela Heussi (Co-Managing Director of ESAF 2025) and Michael Kumli (Baselland Tourismus) presented two perspectives on the upcoming major event. Kumli called for the courage to use the stage. Heussi emphasised that the ESAF could also have an impact outside the festival – for example through the targeted addressing of different target groups and programmes that would make people want to come back.
Magic, music and the Martinsloch
A special highlight was the mental magic of Luca Gygli. The Glarus mentalist fascinated with charm, wit and surprising moments that left the audience in awe and made them think. The musical accompaniment was provided by the Jodelchörli Chlytal – and at the final aperitif with a view of the Martinsloch, there was lively discussion.
VISIT Glarnerland thanks the Glarus Cantonal Bank as presenting partner and the Elm Ski Resort for their hospitality on the Ämpächli.
