Vision, mission and strategy

Lenzerheide offers:

• Varied nature and holiday experiences.
• A comprehensive sports infrastructure for professional training as well as for simply enjoying the sporting experience.
• The possibility for spontaneous excursions to Lenzerheide due to the easy and quick accessibility.
• A variety of events in a good atmosphere. 

LMS AG therefore recognises its mission in the ...

• Promote demand for the holiday region of Lenzerheide and Arosa Lenzerheide.   

• Positioning the service providers and their products and services in the market.  

• Providing impetus in the further development of products and services and in driving the destination forward together with its partners. 

• Orienting guests in the diverse holiday region of Lenzerheide and creating holiday experiences that suit them.   

• Support and in the communication of tourist events.

To reinforce the promotion, regular events with a strong, supra-regional communication effect are organized for the three sports business segments Alpine Snow Sports, Nordic, and Bike.

The proactive marketing of the Lenzerheide holiday region by LMS AG takes place primarily in the Swiss market. For marketing in other European countries and in the long-distance markets, LMS AG relies on cooperations and alliances with LBB AG, the hotel industry, Graubünden Ferien and Switzerland Tourism.

The marketing strategy of LMS AG follows and supports the destination development strategy. This enables LMS AG to reflect the constantly changing framework conditions and the needs of the service providers in its marketing activities. 

As early as 2007, Lenzerheide Tourism and the destination communities drew up a 7-point programme in the sense of a forward strategy to strengthen tourism in Lenzerheide, with clear priorities: 

1. Increased snow reliability → 63% of the piste area of the Arosa Lenzerheide ski area covered with snow

2. New service dimension through the Arosa Lenzerheide connection → Arosa Lenzerheide ski area connection since winter 2013/14

3. Improving the range of warm beds → New construction of PRIVÀ Alpine Lodge, Revier, Hotel Lai

4. New traffic concept and visitor logistics (portal strategy) → New construction of Churwalden portal, parking guidance system

5. Optimization of marketing → Foundation of LMS AG

6. Improved sports infrastructures on the mountain (winter and summer) → New construction of bike park and various railway facilities

7. Attractiveness of the non-sporting experience → H2Lai sports centre, various themed trails, expansion of Gastronomy offer.

As part of a new destination development strategy, the positioning and development projects of the holiday region for the next few years are to be defined and communicated in a cross-tourism committee by the end of 2022. A major event strategy is to be drawn up somewhat earlier to define which major events are to be held in Lenzerheide in the future and under what conditions. 

Destination plan 2030

• The destination plan provides an overview of the projects currently under discussion and the jointly defined strategies of the Lenzerheide destination.
• The plan serves to ensure that these projects are examined and implemented step by step over the next 5 to 10 years.
• The plan also shows the strategies and considerations with which Destination Lenzerheide wants to move into the future and the goals that all the players (communities, tourism organization, service providers) want to and should align themselves with in order to be able to pull together.
• The plan includes a variety of projects that require investment. The release of these funds is done on a project-by-project basis at the time of implementation and is subject to the availability of funds and the approval of the funding parties.
• The progress of the project development is continuously reviewed under the leadership of the LMS and evaluated with the communities and service providers.

Brand World Lenzerheide

The two holiday regions of Arosa and Lenzerheide as well as the Arosa Lenzerheide ski area have been using the joint Arosa Lenzerheide brand since the ski area connection in 2014. In the course of a new brand strategy, three new brand worlds for Arosa, Lenzerheide and the Arosa Lenzerheide ski area were created in autumn 2021. The aim of the new brand architecture is differentiation and clear positioning, which nevertheless has a common thread and reflects the connection between Arosa and Lenzerheide. 

Arosa and Lenzerheide have different guest structures, offers, and marketing focuses. By creating three new brand worlds, one for Arosa, one for Lenzerheide and one for the Arosa Lenzerheide ski area, the three different players can position themselves more clearly and differentiate themselves from each other. In saturated markets, it is all the more important to be able to position oneself clearly and thus differentiate oneself. Those who deviate positively and strikingly from the usual manage to be noticed and remembered by guests. The new brands create trust and increase recognition. Nevertheless, the brand worlds are coordinated with each other and harmonize as a whole from a single mould.