There are numerous museums, archives, libraries and studios in the Engadin that collect, preserve and exhibit artifacts and evidence of the past. According to the definition of the International Federation 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 attract many national and international visitors. Culture is playing an increasingly important role as a location factor. Even if only a few major events attract tourists to book exclusively, a rich cultural program is appreciated by many guests as a regional plus. This in turn benefits museums, archives and studios, which see an increase in admissions.
In itself, this relationship could be a win-win situation 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 are usually unable to achieve with their limited staff. The large joint exhibition "Splendur e sumbriva - light and shadow in the Engadin" has been on display between Maloja and Zuoz, Samedan and Pontresina since summer 2024. Against this backdrop, the Chesas da cultura Engiadina association would like to discuss how to successfully bridge the gap between culture and tourism.
Hotel Laudinella, St Moritz Bad.
Free admission, including aperitif.
Language: German
Barbara Aeschbacher
Mayor of Sils i.E. / Segl since 2021, previously Managing Director of the Swiss Music Association. Sils is a municipality that is (and has been) appreciated by many artists and actively manages this cultural heritage as a destination.
Kaspar Howald
Head of graubünden cultura since 2024, a joint tourism and research project that explicitly aims to network players from the fields of culture and tourism and position Graubünden as a leading cultural tourism destination in the Alpine region. He was previously the 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
Project manager of "Splendur e sumbriva" since 2023 and president of the Chesas da cultura Engiadina association. Also responsible for cultural management at the Sils Museum.