Vail Resorts aims for Laax

Rumors are running hot in the Swiss mountain railroad scene and are intensifying: US ski resort investor Vail Resorts is said to have other Swiss ski resorts on its shopping list after Andermatt-Sedrun and Crans-Montana. This was reported last week by «Blick», citing Flims-Laax-Falera as a target for the Americans, based on statements from three mountain railroad experts.

Because Swiss ski resorts have a high investment requirement, foreign investors are always welcome. However, Crans-Montana had a bad experience with Czech investor Radovan Vitek in Valais and a dispute arose. Since last year, however, things seem much better: Vail Resort joined Crans-Montana in November 2023 (Travelnews reported).

In a Blick interview at the weekend (subscription), Bruno Huggler, the head of tourism at Crans-Montana, comments on the collaboration with Vail Resorts compared to the previous investor. He says, "With Vail Resorts, the starting position is different. Strategies and goals are developed collaboratively. We know the new owners are not interested in Americanizing Crans-Montana. Instead, they are seeking to embrace and preserve the Swiss characteristics that make the region unique. They are committed to maintaining these qualities."

Vail Resorts not only has the capital to invest in the offer, but also the necessary expertise. The Epic Pass, to which 42 ski resorts are connected, is important for the expansion of Vail Resorts. «The Epic Pass only becomes attractive for the European public when more than two ski resorts are connected in geographical proximity», says Huggler, adding that Vail Resorts will therefore continue to grow in the Alpine region. «I am convinced that they have even bigger plans. Be it in Switzerland, Austria, France or Italy.»