Keynote Session 4

Friday, May 10, 2019, 9:30–11:00 am
MesseForum, 2nd floor

A strategic look at the future of alpine tourism

Can we maintain the attractiveness of mountains in the age of climate change, ever cheaper long-distance flights, reduced weather tolerance and rising expectations of guaranteed experiences? Where are the major travel trends taking the guests of today and tomorrow? Jürg Schmid highlights a roadmap for the sustainable further development of alpine tourism. He describes the mountain experience of the future, and how the role and responsibilities of all stakeholders involved should change as a result.

Keynote Speaker:
Jürg Schmid
(55), married with three children, was Director of Schweiz Tourismus from 1999 to 2017. His responsibilities revolved around positioning and marketing Switzerland as a destination for vacations, travel and congresses. Prior to that, Jürg Schmid was Head of Sales and Marketing at Oracle Corporation, with responsibility for the markets of Northern, Central and Eastern Europe, the CIS States, the Middle East and Africa. Before his work at Oracle, Jürg Schmid gained crucial professional experience at Bank Vontobel and Hewlett Packard. Today, he is an entrepreneur, heading up the marketing and communication agency Schmid, Pelli & Partner AG, and is a member of various administrative boards.