About Us

After a few difficult years, tourism in Graubünden is developing encouragingly once again. Nevertheless, economic, social and ecological changes can occur at any time and have a significant impact on tourism. To become less dependent on these external factors, the new GRF Strategy 2020 was launched in spring 2016. Graubünden Tourism is now focusing more strongly on its core tourism tasks. Managing and developing the graubünden brand is no longer part of this. The repositioning gave rise to the following areas: «Innovation & Experience Development», «Experience Marketing» and «Shared Services». With Strategy 2022, the focus of Graubünden Tourism's activities is sharpened once more. The «Innovation & Experience Development» area creates new and cross-destination experiences or experience components that are not offered by individual destinations or service providers. In the development of build-up programmes, new experiences are initiated by GRF. The «Experience Marketing» area promotes the holiday region of Graubünden in a targeted manner. Guests' interests are reflected in the themes «Ski and Snowboard», «Nordic», «Bike», «Graubünden: My Mountain Village», «Families» and «Hiking». The «Shared Services» area, in turn, improves the digital visibility of experiences and supports destinations and service providers through cross-destination marketing services and marketing mandates. Graubünden Tourism places a particular emphasis on storytelling: digital content is used to showcase the full breadth of Graubünden's experience landscape.