VITALPIN General Assembly A Success
Creating a high quality of life for locals and visitors: This and other visions of Martin Hug, CEO of Zermatt Bergbahnen AG, align with the values and goals of the VITALPIN association. At the VITALPIN General Assembly in the BTV Stadtforum, Hug provided fascinating insights in his keynote address. VITALPIN also presented new concepts and ideas for 2026. Following this, numerous tourism professionals from Austria, Germany, Italy, and Switzerland discussed these ideas and other initiatives for a sustainable future for alpine tourism.
This non-profit, non-political association sees itself as an editorial service and communications agency. It clarifies controversial topics, refutes misinformation with facts, and strengthens awareness of the necessity of tourism in the Alps. VITALPIN acts as a bridge builder and voice, mediating between businesses and people in the Alpine region with the goal of finding sustainable solutions for all involved and ensuring a functioning tourism industry. VITALPIN members are companies from across all sectors that depend directly or indirectly on tourism.
VITALPIN Chairman Elmar Pichler Rolle opened the meeting with words of thanks to the BTV, host of the event and VITALPIN member, as well as other members, and gave a brief overview. Reinhard Klier, spokesperson for the Tyrolean cable car companies, emphasized in his welcoming remarks how important it is to address the challenges facing alpine regions together, to network, and to coordinate. He thanked Elmar Pichler Rolle and VITALPIN Managing Director Manuel Lutz for their commitment. A cross-border network like the one VITALPIN is promoting is therefore particularly valuable.
“Participants from all four VITALPIN member countries and numerous different regions have come together here to jointly solve challenges in the Alpine region. That is precisely the idea behind VITALPIN and our mission. Tourism in the Alpine region needs to thrive, as do sustainable solutions for people, nature, and businesses. And that is what we are working on together. We are delighted that our network is constantly growing,” Lutz emphasized.
Last year, VITALPIN launched targeted initiatives to disseminate knowledge and foster dialogue. In April, for example, a panel discussion on alpine summer tourism encouraged a constructive exchange between representatives from South Tyrol, Austria, Switzerland, and Germany. Furthermore, VITALPIN provided its members with curated information – such as at the Alpenimpuls event on media relations and communication, or in a webinar in cooperation with various banks on sustainability reporting for businesses. In addition, a focus group was initiated, and new thematic priorities were established for the coming months.
“Regarding sustainability reporting, we are planning a series of informational materials to support smaller businesses and present ‘best practice’ examples. We have also developed a concept to further encourage dialogue with people,” said Lutz.
A highlight of the general meeting was the keynote address by Martin Hug, CEO of Zermatt Bergbahnen AG. Under the title "Zermatt's Success Story: Yesterday – Today – Tomorrow," he provided fascinating insights into the destination's development. Following the merger of the mountain railway companies in 2002, which laid the foundation for this success story, bold investments transformed Zermatt into a thriving year-round destination. Winter tourism remains at its core (1.3 million overnight stays), with summer overnight stays nearly equal in both seasons (1.2 million). Nearly €800 million has been invested.
TourCert is a new sustainability certification. It is designed for continuous and sustainable improvement – specifically in the tourism and mountain railway industries. The aim is to invest money in sustainable measures instead of hiring consultants.
Hug emphasized that the future focus will be on creating a high quality of life for both locals and guests. The digitalization of the ski area and the guest experience – for example, through new e-commerce offerings – will play a central role in this. The collaboration with Cervinia will also continue to be intensively cultivated: With the "Matterhorn Alpine Crossing," a luggage transport system between Cervinia and Zermatt, launching on November 1, 2025, guests can now conveniently travel between the two destinations without having to transport their luggage themselves. This works like at an airport. Guests can check in their luggage and pick it up again at the other location. This will make the experience in the 360-kilometer ski area even more comfortable and attractive.
Despite its successes and innovations, Zermatt is not resting on its laurels, but is continuously focusing on innovation and further development. There are concepts and ideas for expanding the summit area. In addition to the necessary adaptations, a two-tiered viewing platform is planned – both indoors and outdoors – to guarantee an enjoyable experience in all weather conditions.
Cervinia is also investing heavily. The connection between Zermatt/Cervinia and the Monte Rosa ski area is still a future prospect: with 540 kilometers of slopes, it would become the fourth largest ski area in the world and, in terms of ski miles, even the largest. For now, the focus is on managing the present, expanding the experience, and addressing peak-time congestion through targeted measures.
“The insights are just as impressive as the Matterhorn itself. Our association is convinced that there is much to be learned from such ideas. Only together can we find satisfactory solutions for all involved,” says Lutz.
