Lenzerheide: Says Welcome To The “World Of Wonders” (WOW)
The Lenzerheide holiday region is reinventing itself and becoming a "world of wonders" - an alpine adventure world that takes adventure and nature to a new level. With WOW, Lenzerheide is positioning itself as one of the most versatile year-round destinations in Switzerland. We create WOW moments in our world of wonders. Here, in a breathtaking natural setting, guests and locals experience outdoor highlights that inspire, surprise and delight. Lenzerheide is thus continuing its future strategy, which it launched in 2020 with "Bike Kingdom". The repositioning and the sharpened brand image are the result of successful regional cooperation.
WOW combines a variety of summer and winter activities and makes the region a year-round destination with a variety that is rarely found in Switzerland. "Our goal is to fascinate people - be it through adrenaline-filled experiences, inspiring encounters or pure relaxation in breathtaking nature," says Marc Schlüssel, CEO of the Lenzerheide holiday region. This includes established offers such as the magic forest or the unique LIGHT RIDE tobogganing experience, but also new offers such as the WOW Plaza, a meeting place in the heart of Lenzerheide, the outdoor spa in summer or a pop-up winter glamping. "Our guests can discover new things every day in the world of wonders, challenge themselves and surpass themselves. But they can also just take a deep breath and treat themselves to a break in the beautiful nature," says Schlüssel.
Together into the Future
With WOW, Lenzerheide is creating a building block for creative implementation, exciting stories and the integration of existing offers. WOW is not just an experience, but an attitude and incentive for service excellence. The entire region is working together - from hotels and restaurants to mountain railways and local partners. "This project is the result of regional cooperation that shows what is possible when everyone pulls together," says Schlüssel. Destination marketing is not only becoming more efficient, but also more sustainable and future-oriented.
A success story that inspires
The Lenzerheide holiday region is a stage for top performances - and it hasn't been that way for just yesterday. With the 2025 Biathlon World Championships, which will be held in the region for the first time, another highlight joins the impressive success story. With major events such as the UCI Mountain Bike World Cup, the FIS Ski World Cup final and many other top events, Lenzerheide has established itself as a sports and event destination. But it's not just about sport: the success of the Magic Forest, which delights every year with its unique mix of magical atmosphere and first-class music acts, has set new standards. In summer, Lenzerheide transforms into a mecca for mountain bike fans from all over the world with the Bike Kingdom - a perfect mix of adventure, community and adrenaline. With world of wonders, Lenzerheide is now going one step further: an adventure world that fascinates guests of all ages and redefines Lenzerheide as a year-round destination. Here tradition meets innovation – for unforgettable experiences in the midst of alpine nature.
The adventure area is complemented by supra-regional offers from Chur, Brambrüesch and the Albula region. "With the Albula Line, the UNESCO World Heritage Site and the Parc Ela, we are appealing to even more international guests and expanding the range of offers in a targeted manner," says Schlüssel.
Freeskier Nico Vuignier and Didier Cuche duel on the mountain
To mark the start of WOW, Lenzerheide is thrilling visitors with a thrilling film: Freeskier Nico Vuignier and ski legend Didier Cuche show in gripping scenes what makes the region so unique. This film accompanies the winter season and sends a strong signal for the world of wonders Lenzerheide.
Lenzerheide – Find your WOW
