An event of the Chesas da cultura Engiadina

In the Engadine there are numerous museums, archives, libraries and studios that collect, preserve and display artifacts and evidence of the past. According to the definition of the International Association of Museums, they should protect these different memories for future generations and create equal rights and equal access to cultural heritage for all people. In tourist regions, these institutions also record many national and international guests. Culture is playing an increasingly important role as a location factor. Even if only a few large events prompt tourists to make an exclusive booking, a rich cultural program is valued by many guests as a regional plus. This in turn benefits the museums, archives or studios, which record an increase in admissions.

In itself, this relationship could be a win-win for everyone involved. But it is not easy to market cultural offerings to tourists. It requires clear marketing strategies and improved communication, which cultural institutions with their limited staff are usually unable to provide. The large joint exhibition "Splendur e sumbriva - Light and Shadow in the Engadine" has been on display between Maloja and Zuoz, Samedan and Pontresina since summer 2024. Against this background, the Chesas da cultura Engiadina association would like to discuss how to successfully build bridges between culture and tourism.

Discussing:

Barbara Aeschbacher

Mayor of Sils iE / Segl since 2021, previously managing director of the Swiss Music Association. Sils is a municipality that is (and was) valued by many artists and actively manages this cultural heritage as a destination.

Kaspar Howald

Since 2024, he has been head of graubünden cultura, a joint project between tourism and research that explicitly aims to connect actors from the fields of culture and tourism and position Graubünden as a leading cultural tourism destination in the Alpine region. Previously, he worked as director of Valposchiavo Turismo.

Martina Shuler-Fluor

Managing Director of Chesa Planta Samedan since 2020 and responsible for Business Development Culture Engadin at St. Moritz Tourism since 2024. She is committed to the Romansh language and culture in the Engadin.

Moderation: Veronika Rall

Since 2023, project manager for “Splendur e sumbriva” and president of the Chesas da cultura Engiadina association. Also responsible for cultural management at the Sils Museum.