Thus, specialists from the Jung Von Matt agency used Clear Channel's digital advertising medium to attract tourists to Switzerland's largest tourist region – the canton of Graubünden, by means of a kind of telebridge.
The canton of Graubünden (German: Graubünden) is located between Italy, Austria and Liechtenstein, in the very center of the Alps. It is the largest canton in Switzerland, covering an area of 7,106 square kilometers, which is more than 17% of the country's total area. There are 150 valleys, 615 lakes, 937 mountain peaks (elevation range from 4,049 meters to 279 meters above sea level), 140 settlements and more than a thousand hotels.
The population of the canton is about 190,000 inhabitants, who speak three of Switzerland's official languages – German, Italian and Romansh. However, communicating with locals is not difficult – you will be easily understood in English, German, French or Italian.
200 years ago, Graubünden was an underdeveloped mountain region virtually cut off from the outside world, but around 1850, with the construction of the first real hotels in the canton, the slow rise of tourism began. The main role in the emergence and further development of the tourism industry in the region was played by the local mineral springs and healing mountain air, so sought after for high-class tourism combined with spa treatment and taking health baths.
The next important step towards reviving foreign tourist interest was the development in the 19th century of transport infrastructure and means of transport for the convenience of winter and mountain sports. Thus, by the beginning of the 20th century, Graubünden had already taken its rightful place among the most attractive tourist regions of Switzerland. Picturesque landscapes, natural and cultural diversity, the richest choice of sports and leisure activities for every taste made tourism in Graubünden the most important factor in the region's development. About 29,000 local residents are employed in the tourism business infrastructure.
The canton has become a modern tourist region largely due to the preservation of its contrasting diversity and natural harmony with nature. About 12 million tourists come here every year for both standard accommodation in hotel chains and alternative recreation. The latter option includes staying in tent cities and trailers, as well as group tours.
According to statistics, every sixth tourist accommodation in Switzerland takes place in Graubünden, and in winter – every fifth. Winter here is a paradise for athletes and lovers of active winter sports. If you consider yourself a professional, you will definitely find some of the best ski slopes in the Alps here. However, novice skiers will not be disappointed either, since the mountains in Graubünden are much lower and less steep than in other Swiss cantons. In summer, the canton's resorts offer a variety of activities – from admiring the beauty of Alpine nature to hiking along well-maintained mountain paths, mountain biking and playing golf on high-altitude courses.
Graubünden is not only a land of valleys and glaciers, countless mountain peaks and lakes, villages with chalet-style houses and luxury hotels. It is also a whole palette of traditional festivals and interesting sights, because the history of the canton with its capital, the city of Chur, began more than 1,100 years ago. About 70 small and large museums open their doors to curious visitors.
Lovers of cultural monuments and nature reserves should definitely visit the Protestant Church Museum in Davos, the Segantini Museum in St. Moritz, the Museum of Romansh Culture in Chur, the Via Mala Gorge near Thusis, and the Swiss National Park in the Engadin Valley, which is the only one in the country. Among other famous and visited places in Graubünden, it is worth noting the Benedictine Male Monastery and Museum in Disentis (built in the 8th century), the Benedictine Convent in Müstair (built in the 8th century, a UNESCO cultural heritage site), as well as Guarda and Splügen – ancient Alpine villages.
Connoisseurs of traditional amusements will also not be bored – for example, at the humor festival in Arosa. Every year in Graubünden there are classical music concerts, fun theatrical performances, a jazz and contemporary music festival. The ancient tradition of seeing off winter 'Chalandamarz' in the Engadin Valley, or the carnival procession 'Pschuuri' in the Alpine village of Splügen, maintain centuries-old respect and interest in folk traditions.
Cultural diversity is also evident in the national cuisine, which developed on Graubünden soil completely independently and differs from the traditional specialties of other Swiss cantons. What can the traditional cuisine of Graubünden surprise you with? Of course, local dishes made from high-quality natural products. The world-famous air-dried meat Bündnerfleisch, capuns, nut cake, Pizokel, fruit bread Birnbrot and many other culinary delights. Mineral waters Valser, Rhazunser or Passugger are popular brands among waters produced in Switzerland. Small areas in Graubünden where viticulture flourishes produce various types of wines of the highest quality. And lovers of hops and malt, of course, have heard of the spicy beer Calanda and the local brewery in the mountain village of Monstein, considered the highest located in Europe.
The increase in tourist attractiveness of Graubünden testifies to the observance of high standards of quality and culture. Moreover, high standards apply not only to the conduct of tourism business, but also to issues of environmental protection and conservation. Thousands of people come here not only for active sports or for health purposes, many come to enjoy untouched corners of nature and to partake in the natural beauty of Switzerland's captivating Alpine landscapes.