Lenzerheide Marketing Und Support AG Pursues Growth, Transformation And A Clear Vision For The Future

Lenzerheide Marketing and Support AG (LMS) looks back on a successful financial year. With overnight stays growing by 2.8% – significantly above the cantonal average of 1.9% – and strong organizational development, the tourism platform is setting a clear example for the future. At the LMS Annual General Meeting on September 9, 2025, Karin Niederberger and Romano Paterlini were also re-elected to their positions.

Lenzerheide experienced a strong tourism year last year. November 2024, which grew by 54.2%, was a record month – demonstrating the potential of attractive off-season offers. Gross room occupancy was over 70% in January and February. The occupancy rate shows that the greatest development potential lies in the summer. This is precisely where we will focus even more in the future.

Transformation of the organization

With the change in management and Marc Schlüssel's assumption of leadership, the organization was positioned for the future. Today, LMS operates with a strong management team, clear responsibilities, and the common goal of sharing responsibility, leveraging expertise, and promoting innovation. "What sets us apart are not only the people on the front lines, but also everyone who works behind the scenes. They give WOW a face and are the backbone of our region," says Daniel Stiefel, Chairman of the Board of Directors of LMS.

WOW – world of wonders

In November 2024, the new vision "WOW – world of wonders" was launched. It positions Lenzerheide as a fascinating world of experiences, connects service providers, communities, and partners, and enables emotional experiences across all seasons and target groups. "WOW has been a success from day one. WOW also reflects the development of LMS AG: We have transformed from a pure tourism marketing organization (traditionally: information, communication, events) to a tourism management organization. Today, we assume responsibility for product and destination development, innovation, digitalization, and stakeholder management. With this expanded role, we are actively shaping the future of the holiday region and securing its competitiveness. Now it's time to stay on track, think ahead, and be bold," says Marc Schlüssel, CEO of LMS.

Strong projects for the region

The LMS sees the renovation of the Heidsee dam, which is due to take place in 2027, as both a challenge and an opportunity: The new lido construction project, which is to be voted on by the public, is another important piece of the puzzle in the redesign and development of the summer.

Event Highlights

The 2025 Biathlon World Championships marked a sporting and emotional climax, with 85,000 enthusiastic fans, around 900 dedicated volunteers, and significant international media coverage. The award of the 2028 and 2030 Biathlon World Cups simultaneously laid the foundation for successful future development. Several awards received, including for the "Magic Forest Lenzerheide" and the "Lenzerheide Motor Classics," further confirm the impact of the event strategy and the appeal of the events.

Re-elections

The General Meeting also confirmed Karin Niederberger and Romano Paterlini as members of the Board of Directors.

Outlook

With a clear stance, strong partners, and a shared vision, LMS is committed to sustainable destination development, smart seasonal utilization, and the consistent positioning of Lenzerheide as a "world of wonders." The goal is to create incentives that strengthen service providers economically, mitigate seasonal peaks, and generate additional demand during off-peak periods – always with an awareness of the necessary balance between guests, locals, nature, and infrastructure.