New momentum in Lenk-Simmental: Tourism board and fresh ideas!

New momentum in Lenk-Simmental: Tourism board and fresh ideas!

Exciting changes are coming to Lenk-Simmental Tourismus AG (LST AG). The election of Christian Burkhard and Lukas Zeller to the board of directors is intended to strengthen the exchange between tourism and agriculture. In addition, the Obersimmental Farmers' Association (BVO) was accepted as a shareholder in order to better integrate the interests of agriculture in the tourism sector. Christian Burkhard, deputy chairman of the management team at the Lenkerhof Relais & Châteaux Gourmet Spa Resort, will succeed Stiller on the board of directors. Lukas Zeller will represent the BVO, which consists of around 100 members and wants to actively bring agricultural concerns into the tourism sector. htr.ch reports that BVO decided in April to acquire a block of shares from LST AG, which was approved by the board of directors.

The exchange between the tourism sector and agriculture is a central concern of LST AG. It was emphasized that the needs of agriculture should be taken into account in year-round tourism. In this context, Volker Herzog will also take over marketing management from August. The year 2023 ended with a balanced bill, while commercial overnight stays increased by an impressive 27.4 percent compared to the previous year.

New management and strategy

Another important step was taken with the appointment of Helena Galanakis as the new managing director. Her extensive experience, including in city marketing for the UNESCO World Heritage City of Goslar and as department manager in Konstanz, will be crucial in keeping LST AG on track. Galanakis, who will take up her position on July 1, 2024, also completed a Master of Arts in Tourism and Destination Development and a leadership course at the HSG. The transition will take place in collaboration with Albert Kruker to ensure a smooth induction. simmentalzeitung.ch highlights that the need for passion and professionalism for the successful implementation of the strategy was emphasized.

LST AG is pursuing an ambitious strategy to extend seasonality to 300 days a year. The planned measures include expanded sales efforts and a comprehensive package of measures aimed at making the destination's offerings more visible. The 2024 financial year is forecast to have around 800,000 overnight stays in the destination area between Erlenbach and Lenk.

Cultural offers and initiatives

With the start of 2025, the cultural offerings in the valley will be bundled under the mottoes “Simmental Culture Summer” and “Simmental Culture Winter”. The newly introduced “Kulturhöck” is intended to promote exchange among cultural workers and intensify cooperation with the tourism organization. These initiatives, together with the further developed Adelboden-Lenk mountain bike experimental operation and improvements to the hiking trails, are intended to contribute to the region's attractiveness.

From May 2024, arrival and departure for guests will be included with the Simmental Card on public transport from/to Erlenbach. Last autumn, LST AG also advertised the culinary offer with the “Wild Weeks” in order to attract guests and create an offer all year round that reflects Swiss Alpine culture and is worth experiencing and enjoying.