Lenzerheide: Thinking year-round. Developing together.

Lenzerheide Marketing and Support AG (LMS) looks back on an intensive and groundbreaking 2025/26 financial year. Tourism indicators show stable development at a high level. With a gross room occupancy rate of 43% in 2025, Lenzerheide is once again above the Graubünden average of 41%. Particularly encouraging is the increasing balance between seasons: already 48% of overnight stays are attributable to the summer season. The Annual General Meeting also approved the 2025/26 financial statements, which showed a profit of CHF 8,214.

Targeted development of summer potential

This development confirms the strategic direction of the holiday region. While winter remains a key success factor, the greatest growth potential lies in summer. Attractive offers, new experiential areas, and targeted marketing of the holiday region are intended to help distribute demand even more evenly throughout the year. Under the guiding principle of "300 Days of Lenzerheide," the shoulder seasons are being given particular focus. At the same time, internationalization has been systematically pursued. Increased visibility in selected foreign markets supports the goal of further establishing Lenzerheide as an attractive year-round destination.

“The goal is not the season – the goal is 300 strong days,” says Chairman of the Board Daniel Stiefel, summing up the strategic direction.

WOW as a driving force for destination development

With the organization's evolution, the role of LMS has also changed. As a modern destination management organization, it now assumes responsibilities far beyond traditional marketing. Offer and experience development, digitalization, stakeholder management, and the active shaping of tourism development are now just as much a part of its mission as traditional demand management.

WOW – world of wonders forms the common foundation for the further development of the holiday region. This guiding principle serves as an internal orientation and an external promise. It connects destination development, communication, events, and product development, creating a shared framework for collaboration with municipalities, service providers, and partners.

"As LMS, we see ourselves today not only as a marketer of the destination, but also as a coordinator and shaper of its future. Together with our partners, we develop offerings and experiences that strengthen Lenzerheide in the long term and create genuine WOW moments," says Managing Director Marc Schlüssel.

Visible development in the destination

Numerous projects were significantly advanced during the fiscal year. These include the new "Bike Kingdom Lab" bike training center, the "Code of Ride," new family offers, the further development of digital solutions, and important groundwork in the areas of mobility, infrastructure, and destination development. Furthermore, the Lenzerheide Future Fund and the Destination Plan 2030 have laid the groundwork for the long-term development of the holiday region.

Emotional highlights and strong visibility

Events in 2025 continued to garner national and international attention. The Mountain Bike World Cup 2025, featuring Nino Schurter's "Last Dance," was particularly memorable. Overall, the holiday region welcomed over 112,000 visitors to its events. New formats such as "Sound by the Lake" further demonstrate the potential of innovative experiential offerings in line with the "world of wonders" concept, creating unforgettable moments for both guests and locals.

outlook

LMS will consistently pursue its chosen path: securing a strong winter season, strategically developing the summer season, and positioning Lenzerheide as an attractive year-round destination. The focus will be on high-quality experiences, sustainable destination development, and close collaboration with municipalities, service providers, residents, and partners.