Swiss Lift Co's "Alpine Tech Heroes" recruitment campaign successfully conducted again

With over 200 registrations, 35 participating companies and two days full of insights behind the scenes, the national recruitment campaign with the taster days “Call of Heroes” showed once again in its second iteration in 2026 how great the interest of young people is in apprenticeships in the cable car industry.

On March 23 and 27, 2026, young people throughout Switzerland had the opportunity to take a look behind the scenes of the cable car industry. These taster days are part of the national recruitment campaign "Alpine Tech Heroes," through which the cable car industry raises awareness among young people about the diverse technical apprenticeships offered by cable car mechatronics technicians and cable car operators, and proactively addresses the emerging shortage of skilled workers.

The participating companies showcased the various facets of everyday cable car operations to the young people. Depending on the company, the youngsters could test their skills in workshops, visit gondola stations, observe employees operating the systems, abseil, or experience the work involved in ski patrol. Twelve young people even took the opportunity to participate in both taster days and get to know two different cable car companies.

It was striking that some of the young people arrived at the taster days with a surprisingly high level of prior knowledge and asked very specific questions about technology, equipment, or work processes. At the same time, descriptions of rescue drills caused wide-eyed wonder when technical managers or trainees explained the heights from which people have to be evacuated during a cable car rescue.

Two taster days – two different winter experiences

The first taster day on March 23, 2026, showed its best side weather-wise – depending on the region: In Vaud, for example, there was bright sunshine and the best conditions to get to know the operation of the cable cars and the work in the ski resort.

The second taster day, held on March 27, 2026, took place in many regions under wintry conditions and with fresh snowfall. This gave the young people additional insights into winter operations under real-world conditions – such as working with snow groomers, the ski patrol, or preparing the facilities for daily operation.

Campaign is having an effect – demand for apprenticeships is rising

The second edition of the taster days demonstrates that the national recruitment campaign for the cable car industry has evolved since its inception in 2024. In conjunction with the new exhibition stand, a new key visual was developed, new videos offering genuine insights into working with apprentices were produced, planning with companies began earlier, and the campaign's visibility was increased – including a stronger presence on social media, digital advertising in public spaces, and long-term posters in ski resorts.

The fact that the campaign has a delayed effect is also evident in the apprenticeship figures: In the summer of 2025, following the first campaign the previous year, around 60 percent more apprentices started their training in the cable car industry across Switzerland than the five-year average. The demand for apprenticeships is therefore present – ​​now it is crucial that companies provide enough apprenticeships to train the next generation.

Interest extends beyond the industry

The taster days attracted interest not only from young people but also from the media. Local television stations and media professionals covered the events at several locations, reporting on the diverse insights into cable car professions and the recruitment campaign.

Promoting young talent as a shared industry responsibility:

The "Call of Heroes" taster days are an important component of the "Alpine Tech Heroes" recruitment campaign. They offer young people direct insight into the professional world and personal exchange with apprentices and experts – a crucial factor in career choice.

Special thanks go to all the cable car companies, manufacturers, regional associations, and the training center in Meiringen that participated in the taster days. With their commitment, on-site organization, and support of the young people, they provide direct insight into the world of cable car work – and thus make an important contribution to promoting young talent in the entire industry.

We would also like to thank the campaign partners and the agency Rocket, who played a key role in shaping the "Alpine Tech Heroes" recruitment campaign and the communication materials.