The Brand & its Strategy

In order to develop a shared set of values for the tourism community of Pontresina in the form of a municipal brand strategy and to position Pontresina, the municipality of Pontresina and representatives from the tourism, retail, and business sectors, together with service partners and the local population, undertook a brand strategy process in 2010.

The aim was to ensure value creation within Pontresina by pooling resources and focusing on quality tourism, in conjunction with a sustainable tourism strategy. The result is a strongly inward-looking brand strategy designed to authentically embody the derived destination promise within the community. Pontresina lives and loves tourism. We are proud that both locals and service partners identify with the municipal brand strategy. Everyone can contribute to making “pure high-alpine enjoyment” a reality and to continuously developing Pontresina within their respective spheres of influence.

A credible and attractive positioning of Pontresina within the Upper Engadin brand family increases its appeal, and ultimately  the local added value and benefit. 

The most sustainable marketing investment is- and remains -the continuous reinvestment and further development of the attractive Pontresina products. A coordinated, cleverly bundled experience at all levels, with a clear focus on the one-word value of "fine". 

This is obtained by close involvement via brand round tables, as brand ambassadors, in working groups, commissions and other projects. Pontresina invests heavily in partner management and tourism awareness, creates  opportunities for residents to become  involved, to exchange ideas and actively to participate in the implementation of the brand strategy. This represents tourism development putting  people at the centre.

Core brand values, which are  based on Pontresina's top performance in tourism for decades, also create the basis for a forward-looking positioning of the Municipality to further a  modern Pontresina, taking into consideration  Pontresina's tradition of hospitality, local culture and the Rhaeto-Romansh language.

This involves motivation, the  involvement of decision-makers and service providers as well as the Pontresina residents  to enliven  the brand strategy  all together. And also, to convey "that fine pleasure of the high Alps" to visitors  and residents  alike.

Taking into account cantonal and regional tourism strategies, the local tourism strategy was reviewed in 2025, and the tourism mission statement was updated along with the strategic action areas. The 2026+ Tourism Strategy, together with the municipal brand strategy, serves as a central working tool linking the strategic and operational levels. As the strategic body of Pontresina Tourism, the Tourism Council has confirmed the strategic experience worlds, the local thematic areas, the focus on quality tourism, and the development of Pontresina’s tourism experiences.

Those interested can find insights into the activities of the local tourism organization as well as statistical key figures in the 2025 Annual Report of Pontresina Tourism: pontresina.ch/jahresbericht

Pontresina is and always will be the high-alpine heart of the Upper Engadine. Keeping pace with the times, we blend our tourism traditions and culture with a vibrant cosmopolitan spirit to create a unique, high-alpine experience of pure enjoyment for all generations. We are the most desirable year-round destination in the Swiss Eastern Alps, characterized by its southern exposure and seasonal charm.

Pontresina surprises and delights both visitors and locals alike (people at the center). The exceptional quality of the experiences and the warm hospitality promise a personalized stay for explorers and connoisseurs alike. Set against a breathtaking natural and mountain landscape at elevations ranging from 1,800 to 4,049 meters above sea level, and featuring the most beautiful slope and valley glaciers in the Eastern Alps.
Pontresina Tourism sees itself as the tourism development agency for the municipality of Pontresina. The tourism organization proactively takes the local lead to—together with our partners—strengthen the destination Pontresina’s tradition-rich tourism DNA in a quality-conscious and sustainable manner. We aim to further develop the Pontresina experience and our shared tourism resources through networking, strategic collaboration, and (supra)regional coordination in Southern Grisons. With a focus on future-oriented, modern tourism and community development.

Pontresina: A Great Place to Live:

We put people at the heart of everything we do. Our approach to tourism development enhances the local quality of life and makes Pontresina a sought-after destination for vacations, as well as a place to live and work. For guests, locals, and those with second homes here.

Pontresina: A Place to Love:

We grow thoughtfully, striking a balance between tradition and progress. To stay in step with the times and live up to our brand promise, “The refined pleasures of the High Alps,” in the long term. To sustainably preserve our appeal and successful quality tourism for the benefit of Pontresina.

Pontresina: A Must-Visit Destination:

Our promise to our guests: pure high-Alpine enjoyment. So that they enjoy their stay, return, and continue to recommend us. That is why we focus on the evolutionary development of our experiential worlds and thematic areas.

Bernina Glaciers Adventure Region

Pontresina: A Paradise for Ibex

Pontresina Village & Promenade

Pontresina Sports Arena

Pontresina Water Parks & Spa

All year round:

• Mountaineering (including via ferrata & ice climbing)
• Glaciers/Environment
• Events & Culture
• Families (cross-cutting theme)
• Meetings & Incentives
• Deep Health

Summer season:

• Hiking (from leisurely strolls to trail running)
• Biking (from leisure cycling to mountain biking)

Winter season:

• Winter hiking (including snowshoeing)
• Cross-country skiing
• Alpine skiing (including freeride/ski touring)

• Tourism Destination Management & Experience Development
• Multimodality & Visitor Guidance
• Brand Management & Image
• Activities/Event Agency & Sales

One-word value: refined* (Quality Tourism/The refined pleasures of the High Alps)

*Municipal brand strategy: pontresina.ch/marke